Fruit and vegetable consumer preferences of Japanese and Vietnam’s export potential

This study analyses consumer preferences of the Japanese for vegetables and fruits using secondary data. Additionally, to analyse Vietnam’s potential export of fruits and vegetables, this study interviewed 53 Japanese consumers. The Japanese have long embraced a healthy lifestyle. Eighty percent of the Japanese participants in the survey consume fruit and vegetable products daily or 2-3 times a week. They have a wide range of places from which to purchase vegetables and fruits. From the perspective of Japanese consumers, Vietnamese fruit and vegetable products are more diverse and cheaper than those from the US, China, Thailand, etc. However, their quality is perceived to be inferior to that of these countries. The total value of Vietnamese fruit and vegetable exports to the Japanese market is quite modest, representing less than 2%. Therefore, to promote the export of Vietnamese vegetables and fruits to the Japanese market, Vietnamese enterprises should undertake the following activities simultaneously: (i) Establish an import market assessment room/centre in each Vietnamese exporting enterprise; (ii) Conduct an in-depth market study of fruit and vegetables in Japan; (iii) Improve understanding of consumer culture in Japan; (iv) Ensure quality of exported fruits and vegetables; and (v) Enhance trade promotion activities.