The Japanese organic market: status quo, trends and perspectives

Japan is at a turning point in its agricultural policy: on 12 May 2021, the Japanese Ministry of Agriculture, Forestry and Fisheries (MAFF) introduced the Midori Strategy, which contains ambitious goals for a sustainable and organic future. Among other things, the strategy aims to reduce the use of chemical pesticides by 50% and chemical fertilisers by 30%, as well as increasing the area under organic farming to one million hectares by 2050. These targets mark a paradigm shift in a country where organic products have so far accounted for only a small share of the food market.

Growth and structure of organic production

The area of certified organic farmland in Japan has grown steadily in recent years, from 23,500 hectares in 2017 to over 30,000 hectares in 2022. Production volumes are also rising: the volume of certified organic vegetable products more than doubled between 2000 and 2022. Nevertheless, the share of organic production in total agricultural production remains small.

Market development and consumer behaviour

Market development and consumer behaviour   The Japanese organic market is growing dynamically, albeit from a low starting point. Between 2018 and 2022, retail sales of organic food rose by 52%. This is a remarkable increase, which is partly due to the increased demand for imported organic fruit. Nevertheless, organic products account for only 0.26% of the total food market, with per capita consumption of around EUR 11 – significantly below the level in European countries.

Categories with strong growth

So-called ‘non-traditional’ organic categories such as bread, muesli, spaghetti and macaroni are developing particularly dynamically in Japan, with annual growth rates (CAGR) of up to 74%. Organic snacks and chocolates are also recording high growth rates. In the beverage sector, barley tea stands out in particular, with its market volume increasing by over 6,000% in ten years. These developments show that organic products are increasingly establishing themselves in modern, urban lifestyles.

Distribution channels and retail

The Japanese retail sector is responding to rising demand: large retail chains such as Aeon plan to offer at least 5% of their vegetable range in organic quality by 2030. At the same time, new organic specialist stores such as Bio-Ral and Bio c' Bon are emerging, and digital platforms such as Tabechoku and Pocket Marche are enabling direct sales from producers to consumers. Delivery services and food co-ops such as Coop Shizenha are also seeing rising membership numbers and sales.

Political measures and support programmes

The Japanese government supports the organic sector with a variety of measures:

• Promotion of ‘organic villages’ that link production, processing and consumption at the local level
• Subsidies for conversion to organic farming
• Training of skilled workers, e.g. through special organic courses and certifications
• Direct payments for environmentally friendly agriculture
• Technology development, e.g. for composting systems and efficient supply chains
• A particularly successful example is the integration of organic produce into school meals: by 2022, 193 municipalities were already using organic food in their school programmes. The establishment of the National School Lunch Association in 2023 shows that this model is to be expanded nationwide.

Challenges and open questions

Despite positive developments, the Japanese organic market continues to face challenges:

• Consumer price sensitivity and limited familiarity with organic standards
• Logistics inefficiencies that cause price mark-ups
• Volatile exchange rates that make imported organic products more expensive
• Insecurity regarding the funding of school meal programmes after the funding period ends
• Increasing number of impulse consumers who have higher expectations in terms of quality and service

International perspective and opportunities for export

Japan has expanded its organic certification standards and reduced import duties on organic products through trade agreements. This opens up opportunities for international suppliers, especially as domestic production cannot meet the demand.

BIOFACH JAPAN & GOOD LIFE Fair: Two exhibitions, one common goal

GOOD LIFE Fair and BIOFACH JAPAN, which will take place from 26 to 28 September 2025 at the Tokyo Big Sight exhibition centre, form a powerful duo for sustainable lifestyles and organic innovation in Japan – an opportunity for international suppliers to present their products to the Japanese market.

GOOD LIFE Fair is a lifestyle event dedicated to healthy living and sustainable consumption. In 2025, formats such as ‘Craft Beer Discovery’ and ‘Mirai Stage’ with prominent guests will offer inspiration and entertainment for a wide audience.

BIOFACH JAPAN is part of the global BIOFACH network and will be co-located with GOOD LIFE Fair, bringing together professionals, companies and high-income consumers for the 21st time in 2025. The exhibition offers a platform for tasting, selling and networking around organic products. International exhibitors meet Japanese buyers who are increasingly focused on quality and sustainability.

Particularly valuable are the accompanying seminars and educational formats, which provide deeper insights into the Japanese organic market. The combination of both events creates a holistic experience: while the GOOD LIFE Fair emphasizes the lifestyle aspect, BIOFACH JAPAN promotes professional exchange and market integration.