1 | P a g e Tastes of Europe Japan – Market Entry Handbook The Food and Beverage Market Entry Handbook: Japan: a Practical Guide to the Market in Japan for European Agri-food Products 2 | P a g e Tastes of Europe Japan – Market Entry Handbook Table of Contents Table of Contents ................................................................................................................................... 2 List of Figures ........................................................................................................................................ 5 1. The Food and Beverage Market Entry Handbook: Japan ............................................................... 8 1.1. How to use this handbook ................................................................................................ 8 2. The Japanese Food and Beverage Market ....................................................................................... 9 2.1 Market Size and Market Share .......................................................................................... 9 Growth Drivers and Trends ...................................................................................... 10 Geography .................................................................................................................. 13 Distribution and Logistics ........................................................................................ 15 Consumer Profiles ..................................................................................................... 18 Cultural Sensitivities and Other Considerations ..................................................... 19 2.2 Market Access and Market Entry .................................................................................... 23 Import Notification, Inspection and Certification ................................................... 23 Restrictions and Barriers .......................................................................................... 28 Tariff and Trade Relations ........................................................................................ 28 2.3 Customs, Sanitary and Phytosanitary (SPS) and Labelling Requirements .................. 30 Customs Procedures and Documentation ............................................................... 30 SPS Requirements in Japan ....................................................................................... 32 Labelling ..................................................................................................................... 33 General Tips and Best Practices ............................................................................... 36 Relevant Japanese Agencies ..................................................................................... 37 2.4 The Status of Geographical Indications (GI) and Intellectual Property (IP) Protection ................................................................................................................................................. 38 Definitions of GIs in Japan ........................................................................................ 39 GI Mark ....................................................................................................................... 40 Protection Modes ...................................................................................................... 40 Registration ............................................................................................................... 41 Supervision and Administration .............................................................................. 42 Legislation, Regulations and Administrative Measures ......................................... 43 3. Market Snapshots for Selected Products ....................................................................................... 44 Product Categorisation .......................................................................................................... 44 3.1 Wine and vermouth ......................................................................................................... 46 Market Snapshot........................................................................................................ 46 3 | P a g e Tastes of Europe Japan – Market Entry Handbook Market Access and Entry .......................................................................................... 53 3.2 Spirits ................................................................................................................................ 55 Market Snapshot........................................................................................................ 55 Market Access and Entry .......................................................................................... 64 3.3 Beer ................................................................................................................................... 66 Market Snapshot........................................................................................................ 66 Market Access and Entry .......................................................................................... 72 3.4 Fresh and Processed Meat ............................................................................................... 75 Market Snapshot........................................................................................................ 75 Market Access and Entry .......................................................................................... 83 3.5 Olive Oil ............................................................................................................................. 88 Market Snapshot........................................................................................................ 88 Market access and Entry ........................................................................................... 93 3.6 Fresh fruit and vegetables ............................................................................................... 95 Market Snapshot........................................................................................................ 95 Market Access and Entry ........................................................................................ 101 3.7 Processed Fruits and Vegetables .................................................................................. 103 Market Snapshot...................................................................................................... 103 Market Access and Entry ........................................................................................ 108 3.8 Dairy Products ................................................................................................................ 110 Market Snapshot...................................................................................................... 110 Market Access and Entry ........................................................................................ 117 3.9 Processed Cereals ........................................................................................................... 119 Market Snapshot...................................................................................................... 119 Market Access and Entry ........................................................................................ 124 3.10 Bread, pastry, cakes, biscuits and other bakers’ wares ............................................ 126 Market Snapshot...................................................................................................... 126 Market Access and Entry ........................................................................................ 131 3.11 Confectionary ............................................................................................................... 133 Market Snapshot...................................................................................................... 133 Market Access and Entry ........................................................................................ 139 3.12 Honey ............................................................................................................................ 141 Market snapshot ...................................................................................................... 141 Market Access and Entry ........................................................................................ 145 4 | P a g e Tastes of Europe Japan – Market Entry Handbook 3.13 Live Plants .................................................................................................................... 147 Market Snapshot...................................................................................................... 147 Market Access and Entry ........................................................................................ 153 4. Contact Information for Involved Institutions ............................................................................ 156 4.1 European Union Organisations ..................................................................................... 156 4.2 Directory of EU Member State Embassies .................................................................... 158 4.3 Other organisations and service providers .................................................................. 161 5 | P a g e Tastes of Europe Japan – Market Entry Handbook List of Figures Figure 1) Household food expenditures per