In the retail sector, mixed nuts are sold best among nuts categories (including peanuts), followed by peanuts and chestnuts. In recent years, Japanese consumers have become more health-conscious and have become more educated on the nutritional benefits both almonds and walnuts provide. Strategic marketing and promotion of the health and beauty benefits have continued to be effective by major television stations as well as on internet and social media sites. Health-related messaging includes key words like omega-3, anti-oxydant, vitamin E, vitamin B, minerals, oleic acid, anti-aging, reducing cholesterol, zero cholesterol, healthy blood vessels, healthy brain, healthy skin, etc. This type of messaging has been key to promoting nuts and nut products to Japanese consumers.

During the peak of the COVID-19 pandemic in 2020-2021, sales of nuts and dry fruits increased in the retail sector due to consumer dining changes, from dining-out to dining in the household. Some stores reported between 120-130 percent increased sales and the expansion of shelf space by 10 percent. Overall, snacking became one of the growing trends during the stay-at-home/teleworking environment. “New Snacking” included nuts, dry fruits, and vegetable chips. In addition to this, consumers made shifts to “unsalted” nuts, as a healthier alternative.

Pistachio’s use as an ingredient is another in-demand product. Major snack/confectionary manufacturers created new snacks using more nuts including pistachios. Major manufacturers including Morinaga and Tirol have new ice cream and chocolate products utilizing pistachios. Major convenience stores such as 7-Eleven and Family Mart created desserts with pistachios, which have also been sold in cafes and at other specialty stores. In addition to this, one of the major specialty store chains KALDI started selling pistachio spread. A pistachio specialty store “Pista and Tokyo” recently opened at one of the premium locations near Tokyo Station, demonstrating the strong popularity pistachios have gained among Japanese consumers. Imports for U.S. pistachios have been flat but have been gradually increasing over time. Import data from December 2020 to November 2021, shows an increase of 146.3 percent compared to the previous year. Approximately 93 percent of total pistachio imports in 2020 were from the U.S., with the rest mostly originating from Iran and Italy.

Imports of Tree Nuts:

Each type of nut is imported mainly from a sole exporter because of specific production conditions such as climate, soil, and ability for mass production and quality control. That dependence can cause unstable supplies and prices; and Japanese importers are seeking a wider variety of potential suppliers to fulfill market demand. The United States dominates as supplier of almonds, walnuts, and pistachios, and ships in lesser quantities. Australia supplies the majority of macadamia nuts; chestnuts are imported primarily from China and Korea, while Turkey is the largest supplier of hazelnuts. Cashews and coconuts are sourced mostly from other countries.

The U.S.-Japan Trade Agreement (USJTA) entered into force on January 1, 2020 and is in year three of enforcement. Following implementation of USJTA, nearly 90 percent of U.S. food and agricultural products imported into Japan are now duty free or receive preferential tariff access. In 2021, Japan imported $491 million in fresh or dried nuts from the world, of which 78.2 percent (approximately $384 million) was from the United States.

Major Tree Nuts Importers, Processors and Distributors in Japan