Market Sizing for Powdered Products in Japan

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Market Sizing for Powdered Products in Japan

Powdered Alfalfa, powdered barley/wheat leaf, and powdered kale are some powdered products that have been used in this research to determine market sizing in Japan.

Powdered Alfalfa Market Size in Japan

  • As the chief importer of US Alfalfa, Japan’s market size for the product has continued to widen. Alfalfa hay market size is driven by high nutrient content, especially in protein and energy. Alfalfa has continued to gain popularity due to its immense health and nutritional benefits. With these factors in mind, Alfalfa’s market size in Japan is expected to expand even further in the near future.
  • Japan has been one of the two biggest forage exports in the world, alongside Korea. Between 2008 and 2017, 233 products using alfalfa-based ingredients were used in Japan. In 2016, Japan imported alfalfa worth $50 million, representing 18% of the total global alfalfa supply ($281 million). However, it is expected that Japan may import less forage in the future, thus affecting the alfalfa market size. In recent times, Japan signed the Transpacific Partnership (TPP), which encourages has seen the alfalfa import continue to shrink steadily from 2012 to 2016.
  • Japan, is one of the biggest importers of powdered alfalfa in all the Asia-Pacific countries. The alfalfa market in Asia-pacific is projected to record a steady 5.2% CAGR during the forecast period 2020-2025. The market of alfalfa in Japan is expected to continue growing, owing to concentrated consumption, thus creating an impressive competitive landscape for the product. Some top and entrusted players that supply alfalfa to Japan include Alfalfa Monegros SL, Al Dahra ACX Global Inc, S&S Agrisource Holding LLC, Anderson Hay & Grain Co. Alfalfa contains 15 to 22% crude protein, and is a rich source of a wide range of minerals and vitamins, which are some of the key market drivers in Japan. The demand and market for powdered alfalfa are expected to continue rising as the need for quality nutrition increases.

Powdered Barley/ Wheat Leaf

  • The market size for powdered barley in Japan continues to expand since consumers continue to realize the immense nutritional benefits that come with high-beta glucan barley. These benefits have been amplified by the US Grains Council (USGC) that has continued to work closely with the Japanese food industry, for years. Between January and October 2019, Japan imported approximately 30,500 metric tons (1.4 million bushels) of food barley, up 29% year-over-year.
  • Japanese health awareness has played a vital role in creating a small yet significantly growing niche market for specific varieties of food barley/wheat leaf. Japan's market has particularly shown interest in the barley/wheat leaf type that contains high levels of beta-glucan, a dietary fiber. The market size and demand for barley are, therefore, expected to grow as Japanese consumers continue to place a higher value on their nutrition. Currently, the associations responsible for the exponential market growth for powdered barley/wheat leaf include Zenbakruen (All Japan Barley Industry Association), and the Japan Food Barley Promotion Association.
  • As a small-scale producer of grain, Japan’s relatively large population has attributed to the market growth of barley, making the country an important barley import customer. The International Grains Council’s (IGC) forecasts, projects Japan’s total grains imports in 2020-2021 to be 24.2 million tons, up from 23.9 million in 2019-2020. The 2020-2021 projection figure includes an already existing 5.8 million tons of wheat. Imports of barley stand at 1.2 million tons, same as the previous year.
  • As the third-largest economy in the world standing at $5.0 trillion, Japan’s barley market size is also dependent on a trade agreement with the US, as its fourth-largest agricultural export market. The agreement reads that Japan is to reduce the markup for barley and barley products by 45%, to match up CP-TPP suppliers. Japan’s barley market size is cognizant of the new CSQ for imports of America’s unroasted malt, starting at 22,400 tons, and increasing to 32,000 tons in year 5, in addition to a new roasted malt CSQ, starting at 735 tons, increasing to 1,050 tons within a decade.

Powdered Kale

  • According to research carried out in Japan, the ingestion of kale powder daily for three months could help people with hypertension contain their blood pressure levels. The research further provides that while kale powder could not reduce diastolic blood pressure (DBP), it could reduce systolic blood pressure (SBP) in hypertensive subjects. Naturally, this research has seen the exponential growth of the kale powder market size in Japan, especially because hypertension affects about 43 million people in the country, leading to cardiovascular and kidney disease. Japanese kale powder manufacturers such as Q’sai have maximized the ripe opportunities by manufacturing health foods and skincare products using kale powder as the key ingredient.
  • The increasing vegan population in Japan has increased as more consumers are embracing a shift in health-conscious preferences. Organic products such as organic kale powder have therefore gone up in demand as consumers are integrating it into their daily consumption, owing to its nutraceutical value. The demand for kale powder is also increasing due to its richness in Glucosinolates, fat-soluble vitamin E and K, and carotenoids, which have continued to prove multiple health benefits.
  • The powder kale market has continued to expand throughout Japan. The growing number of customers have continued to consume the product mainly due to lifestyle changes and TV commercials that have appealed to various market segments for powder kale in Japan. The demand for online shopping after the coronavirus breakout has also seen an increase in kale powder demand.
  • Major brands such as Nestle and FANCL have also perpetrated the market size and demand for powder kale in Japan with their water-soluble smoothies, some made using kale powder. As an entrusted global brand, Nestle has played a major role in changing perspectives and influencing more people in Japan to embrace powder kale, for nutrition and health benefits with its Nestle Wellness Smoothie that comes in kale and fruit flavors.

Powdered Broccoli Sprout

  • The market for broccoli sprouts has been driven by their micronutrients, rapid growth, and resilience even in adverse weather. Broccoli sprouts have many health benefits, which have increased their demand in various markets such as Japan. As more people seek foods that are high in nutrition, broccoli sprouts have continued to gain popularity due to their benefits, nutritional value, and uses. Broccoli sprouts are cruciferous, which makes them a great source for vitamin A and K. Powdered broccoli sprouts are powerful disease-fighters, due to their extremely high nutrition concentration.
  • The global broccoli market size is projected to grow significantly during the forecast period between 2020 and 2026. In 2020, for instance, the market was growing exponentially and at a steady rate. The rising adoption by key market players has played a role in achieving a strong market position. An article published by MarketWatch lists some major broccoli market players to include; Dole Food, Chiquita, Fresh Point, DiMare Fresh, and Del Monte Fresh.
  • In 2019, the global broccoli market grew significantly. The market is projected to experience impressive growth of a million USD in 2025, with a CAGR in 2020-2025. After the COVID-19 outbreak, the supply chain, import, and export control of broccoli were destabilized globally, for both fresh broccoli and broccoli powder. By application, the broccoli market is segmented into consumption, market share, market drivers, indicators of growth, and current broccoli market growth rate.

Powdered Spinach, and Flakes/granules

  • Powdered spinach and flakes/granules are categorized under processed vegetables in Japan. In recent times, there has been a steady increase in demand for processed vegetables such as powdered spinach and flakes/granules. The market has continued to grow steadily in Japan, owing to the increasing demand for processed vegetable, and the growing demand for food convenience. The ongoing social trends in Japan, including a rapidly aging population and an increasing number of women in the workplace, have led to Japanese consumers cooking less and looking for processed foods, including vegetables.
  • Spinach consumption in Japan is growing significantly, owing to the fact that the vegetable is associated with various health and nutritional benefits such as vitamins, calcium, iron, essential fats, carbohydrates, and proteins. There are many market drivers for spinach and flakes including the fact that more people in Japan are becoming health conscious and are consuming spinach and flakes/granules in different forms including powdered.
  • In markets such as Japan, fresh spinach prices are exorbitant, which have continued to drive consumers towards processed options as the latter is more affordable and accessible all-year-round. In 2018, Japan increased its stem vegetable import from China by 7%. Most of the stemmed vegetable imports were spinach. The demand for processed spinach is projected to continue growing significantly in Japan, owing to the nutrient-density associated with spinach. More so, fresh spinach usually sits in stores for days, exposing it to various conditions. As a result, more people in Japan prefer processed spinach over fresh ones.

Powdered Parsley

  • The parsley plant is native to Japan and is often used as a herb or an addition to salads and vegetables, and as a garnish for Japanese fish recipes, which has cultivated its market growth in Japan. The Japanese Mitsuba parsley is particularly renowned for its health and medicinal use.
  • The market for parsley in Japan is impressive. In 2019, for instance, the total import volume for parsley stood at 303.90k metric ton, while the total export volume in 2019 stood at 205.60k metric ton.
  • The parsley market has continued to grow in the Asia Pacific region, particularly Japan, in the past. The market growth in Japan has been prompted by the fact that it is easy to grow the plant, owing to the abundant resources, conducive climatic conditions, and Japan’s economy is mainly dependent on agricultural crop export.

Research Strategy

In this research, we perused different industry reports such as Global NewsWire, Statista, Markets and Markets, Reuters, and IBISWorld, among others. However, we could not find quantitative information on the market sizing for various powdered products in Japan, particularly in areas such as the revenue, market size, and projected market growth for each of the listed products. Instead, most market reports provided information on the market drivers, reception, health, and nutritional value of these products in whole and not necessarily in powdered form. We, therefore, moved our search to various market reports focusing on Japan such as; Market Research Japan, JapanConsuming, Nielsen Digital, and Grandview Research, among others. However, these reports did not yield substantial results on the market size of powdered products in Japan.

We intensified our search through various publications outside of Japan including Absolute Reports, MarketWatch, and Industry Research. In this case, we encountered information behind paywall restrictions, making it impossible to triangulate market sizing data. For parsley, for instance, we encountered this paywall link, for kale, we encountered this paywall link and this paywall link for broccoli.

With these challenges, we opted to broaden our scope to provide qualitative data capitalizing on non-processed/powdered produce. Therefore, based on our research, we have established that there is no pre-compiled data on the market size for powdered alfalfa, powdered barley/wheat leaf, powdered broccoli sprout, powdered kale, powdered spinach flakes/granules, and powdered parsley, in Japan or data that could help us triangulate the market size of these products.


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