'About Japan' webinar series 236: Cheese Market in Japan

How is the Japanese Cheese market evolving and what business opportunities does it offer to EU SMEs?

Although cheese is not traditionally part of Japanese cuisine, its popularity has grown since the introduction of Western dishes in the 1950s. By 2022, cheese consumption reached 335,610 tons, more than double even the 1990 volume.

Processed cheese, accounting for 39% of consumption, is favoured for its mild taste and versatility. Innovations in flavour, texture, and added benefits are key to meeting consumer demand. Natural cheeses have also gained popularity, growing at a 2.4% CAGR from 2013-2022, with fresh cheeses like Mozzarella and Cream cheese becoming kitchen staples. While imports largely dominate the market, particularly from the EU, domestic production reached 46,162 tons in 2022, supported by government initiatives aimed at increasing self-sufficiency. Distribution is extensive, with processed cheese widely available in mass retail and matured natural cheese in urban specialty stores.

While increased health awareness and changing eating habits present new opportunities, major challenges such as the aging population and inflation, affect both consumers and manufacturers. Nevertheless, the market offers many opportunities, especially for European SME’s. Join the webinar to explore the dynamic growth of Japan's cheese market and learn about consumer trends as well as insights for a successful market entry.

The webinar is targeted to EU companies seeking to newly develop or strengthen their current positions in Japan’s Cheese market.

In 40 minutes from your desk, discover:

• Current context and market overview
• Key categories insights:
  • Natural Cheese and Processed Cheese categories
  • Domestic and Import Cheese segments
• Distribution Channels
• Customer insights
• Current trends and opportunities

Programme:

• Introduction
• Expert’s presentation
• Q&A Session

Speaker: Caroline Hayashi / Hayashi Consulting 
Caroline Hayashi (Hayashi Consulting) has over 15 years’ experience in marketing management positions within leading luxury groups (LVMH, Richemont) in Japan, Germany and France. Building on her expertise in strategic brand management as well as extensive hands-on experience in implementing marketing strategies, she is now working as an independent business development and marketing consultant for Japanese and European SMEs.  

Moderator: Sofia Smerzi, Business Support Coordinator, EU-Japan Centre for Industrial Cooperation
Organiser: EU-Japan Centre for Industrial Cooperation - Brussels Office

Deliverables: