Pumpkins, squash and gourds market in Japan

Earlier Report Observations

Between 2018 and 2020, the Japanese market for fresh pumpkins, squash and gourds saw an initial expansion in volume, reaching 281 thousand tons in 2019. This growth was supported by the ongoing expansion of Western pumpkin cultivation in regions like Hokkaido and Tohoku, which increased domestic production. The market's well-established seasonal supply system, with domestic pumpkins dominating in summer and autumn and imports from Mexico and New Zealand covering winter demand, ensured consistent availability. In 2020, the COVID-19 pandemic shifted consumption patterns, reducing foodservice demand while boosting household use, leading to a slight market contraction to 277 thousand tons.

From 2021 onward, market volume gradually declined, falling to 265 thousand tons in 2022 and then sharply to 214 thousand tons in 2023. Consumer interest in health and locally sourced produce grew during this period, diversifying sales channels. The clear regional segmentation of production—Hokkaido from August to November, Mexico and New Zealand from December to June, and Kagoshima and Kanagawa in early summer—helped maintain supply efficiency. However, decreasing imports, which dropped by 35% in 2023, contributed significantly to the overall volume reduction.

Throughout the period, price differentials persisted, with domestic pumpkins typically costing 132–509 yen per kg compared to 104–288 yen for imported ones, and year-end price rises remained a seasonal norm. The market structure relied on this seasonal coordination between domestic and foreign sources to meet consistent consumer demand.

Production pumpkins, squash and gourds in Japan

In kind, 2018-2021, K t

Top producers of pumpkins, squash and gourds, 2018-2021

World map of production of pumpkins, squash and gourds, 2018-2021

Japan's production of pumpkins, squash, and gourds declined after two years of growth. In 2021, output reached 174.3 K t, representing a 6.6% decrease from the previous year. Looking at the period from 2018 to 2021, production increased by 9.4%, which translates to an annualized growth rate of 3.0%. The peak was recorded in 2020 at 186.6 K t, with the largest annual increase occurring in 2019 at 16.5%.

Annual dynamics of production in Japan in kind, 2018-2021, K t

In value, 2018-2021, M $ US

The value of pumpkin, squash, and gourd production in Japan fell for the third consecutive year. In 2021, output was valued at 214.9 M $ US, marking a sharp decline of 26.0% compared to 2020. Over the 2018-2021 period, production value decreased by 45%, with a compound annual growth rate (CAGR) of -18.1%.

Annual dynamics of production in Japan in value, 2018-2021, M $ US

Exports pumpkins, squash and gourds from Japan

Exports in kind, K t

Japan's exports of pumpkins, squash, and gourds by volume grew for the third year in a row. In 2021, exports totaled 0.9 K t, reflecting a 24.2% increase from the previous year. From 2018 to 2021, export volumes rose by 121.3%, with a CAGR of 30.3%.

Annual dynamics of product's exports from Japan in kind, 2018-2021, K t

Between 2018 and 2021, Hong Kong and South Korea consistently accounted for 92.4% of Japan's total pumpkin, squash, and gourd exports by volume, indicating a highly concentrated market with a long tail of smaller destinations.

Structure of product's exports in kind by countries, 2018-2021

World map of product's exports from Japan in kind, 2018-2021

Exports in value, K $ US

Japan's pumpkin, squash, and gourd exports by value reached 1 055 K $ US in 2021, down 1.6% from 2020. Over the 2018-2021 period, export value increased by 11.1%, equating to an annualized growth rate of 3.6%. The lowest value was recorded in 2019 at 749 K $ US, while the peak occurred in 2020 at 1 072 K $ US. The largest decline was in 2019 at 21.1%, and the largest increase was in 2020 at 43.1%.

Annual dynamics of product's exports from Japan in value, 2018-2021, K $ US

From 2018 to 2021, Hong Kong dominated Japan's pumpkin, squash, and gourd exports by value, accounting for 74.1% of total flows, with other markets playing a less significant role.

Structure of product's exports in value by countries, 2018-2021

World map of product's exports from Japan in value, 2018-2021

Imports pumpkins, squash and gourds to Japan

Imports in kind, K t

Japan's imports of pumpkins, squash, and gourds by volume increased after two years of decline. In 2021, imports totaled 91.4 K t, showing a slight rise of 0.8% compared to 2020. Over the 2018-2021 period, import volumes decreased by 10.7%, with a CAGR of -3.7%. The lowest volume was recorded in 2020 at 91.4 K t, and the largest decline occurred in 2019 at 6.9%.

Annual dynamics of product's imports to Japan in kind, 2018-2021, K t

During 2018-2021, New Zealand and Mexico were the dominant sources for Japan's pumpkin, squash, and gourd imports by volume, jointly representing 95.7% of total flows, while other markets accounted for the remainder.

Structure of product's imports in kind by countries, 2018-2021

World map of product's imports to Japan in kind, 2018-2021

Imports in value, K $ US

Japan's imports of pumpkins, squash, and gourds by value rose after a two-year decline. In 2021, imports amounted to 77 833 K $ US, reflecting a 5.1% year-over-year increase. The lowest value was recorded in 2020 at 74 041 K $ US, and the largest decline occurred in 2019 at 3.9%.

Annual dynamics of product's imports to Japan in value, 2018-2021, K $ US

From 2018 to 2021, New Zealand and Mexico concentrated most of Japan's pumpkin, squash, and gourd imports by value, with other markets being less important individually.

Structure of product's imports in value by countries, 2018-2021

World map of product's imports to Japan in value, 2018-2021