Export implications for the Japanese fruit market: fruit‐specific lifestyle segments

Abstract

Examines the Japanese fruit market, which, as a result of production and distribution factors, represents a viable target for fruit exporters around the world. The study provides guidance for fruit exporters by identifying three fruit‐specific segments based on fruit‐specific lifestyle factors. The process of identifying the lifestyle factors relies on a cross‐culturally validated theoretical framework developed within the context of food consumption. Cluster analysis is used to identify the segments: creative/highly involved; practical/moderately involved, and aesthetic/uninvolved. These three segments of the everyday fruit consumption market are characterized in terms of fruit shopping, fruit consumption, and socioeconomic factors. The creative/highly involved segment, older and more traditional, represents today’s heavy‐consumer of fruit in Japan, followed closely by the practical/moderately involved segment. Although the aesthetic/uninvolved segment is composed of relatively light consumers, its demographics suggest that exporters need to develop this segment in order to succeed in this market.