Whilst consumption in the Japan fruit production market has remained fairly robust, sales have slacked in one sense; this can be linked to the declining and ageing population but also to the wide availability of fruit-orientated products in soft drinks, packaged food and even consumer health. Fruit juices, fruited yoghurts and health- orientated fruit extracts have enjoyed bumper sales over the last two decades as Japan's health and wellness boom continues apace. More "convenient" packaging or processing of fruit has played well with modern urban life and whilst it promotes all-around fruit consumption it has also been something of a block to higher growth of fresh fruits.
The most rapidly growing category across the review period was cherries, with a CAGR of 13%. Cherries hold a cultural significance in Japan with the appearance of cherry blossoms heralding the spring and the fruit crop very much the sign that summer has arrived. Whilst the Japanese diet is still very seasonal, imports from the US and also Asia have made cherries available year round; this has encouraged their enduring popularity.
Largely due to Japan's decreasing population, in decline from 2011, as well as its increasingly aged demographic structure, fruit sales can be considered to have reached something of a ceiling with low to moderate declines predicted over the forecast period.
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