About the Report 

Japan has one of the most extensive food and beverage industries in the world. Restaurants, retailers or vending machines are accessible for most Japanese around the clock, within a few steps. The F&B market represents about 76 billion JPY in consumer base in 2023. Following the Ministry of Agriculture, Forestry and Fisheries retail sales amounted to 49.385 billion JPY in 2024 and wholesale to 66.525 billion JPY in 2024, while the food service segment was valued at 24.151 billion JPY in 2023. Meanwhile, imports reached 60 billion EUR in 2024, of which roughly 10% came from Europe. 

With current structural and societal changes, the distribution channels are undergoing consolidation and transformation, with the traditional strong foothold of manufacturer shifting to retailer, as digital transformation and changing regulations give them more leverage (data ownership, direct sourcing etc).

Given the challenges and transformations the industry is going through, there are plenty of opportunities for European SMEs. Products (such as organic and plant-based foods), services or technological innovations that alleviate the challenges or support new consumer expectations are of particular interest. This report outlines the current situation of the various food distribution channels, provides insights into trends and challenges as well as some recommendations on how to enter this complex market.

Click here to access the report. 

Publication date: January 2026

Please keep in mind that this report is only accessible to EU companies which are registered to the EU Business in Japan restricted content of our website. If you are not yet a member, please register here: https://www.eu-japan.eu/eubusinessinjapan