Seafood to Japan
(Last updated: 23 August 2013)
Trends and opportunities
The market
Japan’s seafood industry ranges from finned fish, shellfish, edible seaweeds, frozen and canned products and food retort pack/pouch products.
Japan is world famous for its fish-eating culture. Japanese seafood such as sushi, sashimi and tempura has become popular in global markets due to its healthy, low fat and low calorie content. However, younger Japanese have started to lower their fish consumption in preference for ready-to-eat meals.
In 2001, the annual consumption of seafood per capita reached a peak of 40 kilograms, but decreased to 32 kilograms in 2006. Consumption of salmon, tuna, bonito and saury has increased nearly 40 per cent, while the consumption of mackerel, horse mackerel and squid has slowly declined by 50 per cent over the past 40 years. Much of this decline is due to the increasing price of seafood and the increasing availability of ready-to-eat meals.
Many Japanese continue to purchase local seafood as they believe that it is safer and more reliable in supply than imported products.
Australia exports a range of seafood products including:
- Prawns
- Southern bluefin tuna
- Tasmania salmon
- Abalone - live, frozen and canned
- Pacific oysters
- School whiting
- Patagonian tooth fish
Australia continues to enjoy a position as a supplier of high quality, fresh, safe seafood. Examples of successful Australian seafood exports include southern bluefin tuna, which has established a strong brand recognition in sushi restaurants. Tasmanian salmon continues to attract a higher price at markets than its main competitor, Norway (one of the largest producers). Fresh oysters enjoy premium pricing at oyster bars in metropolitan areas and are now expanding to the retail supermarket sector.
Due to quotas and increasing prices, the market for western rock lobsters has declined considerably. Demand for king prawns has also fallen.
Opportunities
Japanese manufacturers, processors, wholesalers, restaurants chains and supermarkets are all interested in clean, safe, price-competitive and value-add products from overseas.
Potential opportunities for Australian seafood suppliers include:
- Fresh and frozen oysters
- Tasmania salmon
- Short-finned eel
- Wakame seaweed (dried)
- Splendid alfonsino
- Spanner crab
- Shark meat for fish and chips
Competitive environment
While there is a large range of domestic and imported seafood in Japan (especially tuna, salmon, prawns and abalone), Australia enjoys a competitive advantage in supplying fresh, raw seafood to Japan.
Australian seafood such as southern bluefin tuna, Tasmania salmon, tiger prawns, pacific oysters and abalone occupies the mid to high-end market in Japan. Such products are currently sold through specialty food stores, supermarkets and the internet which gives access to a growing number of Japanese consumers.
Tariffs, regulations and customs
Japanese importers are responsible for ensuring that imported products comply with strict regulations. Regulations applicable to imported seafood include:
- Food Sanitation Law
- Japan Agricultural Standards
- Product labelling regulations
- Product liability law
- Other regulations may also apply in special cases (Import Quotas exist for herring, Pacific cod, yellowtail, mackerel, sardine, horse mackerel, saury, scallop, squid, kelp and laver)
Note: Note: While the Japanese importer is generally responsible for ensuring imported products comply with regulations, exporters should be aware that this is not always the case and check whether any contract places the legal responsibility for regulations with them.
Depending on the product, any of the following may be required as part of Japanese customs procedures:
- Certificate of Origin
- Product process information – Process Flow Chart
- Laboratory test results – types of test vary according to the nature of the product
- Other certifications such as AQIS documents
- Tariffs on seafood vary according to species, type of products and the degree of processing
Marketing your products and services
Market entry
Since the 1990s, Japan’s seafood industry has needed to review their traditional operating methods in order to gain a competitive advantage over rivals and part of this has been to source product from overseas suppliers. Recent trends have seen firms respond to the high cost of producing seafood locally by relocating processing plants to other Asian countries. This has been undertaken for products such as prawns and whiting.
A number of Australian seafood companies have achieved success in Japan by having a good understanding of the market, meeting the requirements Japanese government import approvals, being competitive and forming good working relationships with Japanese partners.
Australia’s geographical location is key to conducting business in Japan. Australian companies may take advantage of counter-seasonal supply, similar time zones and frequent flights direct to major Japanese business centres such as Tokyo and Osaka.
The seafood sector is very competitive in Japan, and therefore it is advisable to:
- Draw up a comprehensive export-marketing plan covering target segments, strengths and weaknesses, threats and opportunities
- Find the right partner (importer or distributor) and establish the foundations for a long-term relationship
- Ensure that you exercise stringent quality control on your product, especially in terms of product safety
- Ensure that you can supply consistent quantities within agreed timeframes
- Demonstrate a willingness to support promotional activities to market your product
Potential buyers of seafood products in Japan include:
- Existing importers or distributors for seafood products
- Japanese food processors
- Japanese food service industry
The Japanese seafood market caters for an increasingly quality and price conscious consumer and food services sector. The population is also ageing and becoming more health-conscious, which is leading to increased potential for products advertising health benefits.
Distribution channels
The traditional distribution channels for seafood are relatively complex with personal, historical and financial relations playing their part in the decision making process. Seafood distribution channels maintain traditional methods of distribution and sales and major wholesalers in fish market still play a key role for auction and distribution.
Links and industry contacts
Government, business and trade resources for Japan
Ministry of Agriculture, Forestry and Fisheries of Japan – www.maff.go.jp/e/index.html
Ministry of Health, Labour and Welfare: Food Sanitation Law – www.mhlw.go.jp/english/topics/importedfoods/index.html
Australian resources
Japan External Trade Organization – www.jetro.go.jp/australia
Contact details
The Australian Trade Commission – Austrade – is the Australian Government’s trade, investment and education promotion agency.
Through a global network of offices, Austrade assists Australian companies to grow their international business, attracts productive foreign direct investment into Australia and promotes Australia’s education sector internationally.
For more information on how Austrade can assist you, contact us on:
Australia ph: 13 28 78 | Email: info@austrade.gov.au
A list of Austrade offices (in alphabetical order of country) is also available.
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