The Japanese flower market is notable for its per capita consumption (40 units on average) and net production of flowers – last year the overall production of cutflowers almost mounted 5 billion stems in Japan. On the global flower market Japan consumes 6% of the overall supply. By these metrics Japan is among the most significant producing and consuming regions in the world – it’s flower-growing industry is comparable with that of North America, some European countries (the Netherlands), and China.
A prominent development path on the flower market in Japan goes in line with the key global market trends – eliminating the intermediaries, the wholesalers between the growers and the retailers, so that the flowers are made available at considerably low prices to the consumers. Most recent trend reflects the Internet integration into the floriculture industry – an increase in Internet sales has also seen a growth in sales to individuals. Moreover today this highly promising and large-value market is characterized by reducing production and steadily increasing imports. Major countries suppliers of fresh flowers to Japanese market in 2009 were Malaysia and Korea (22.7% and 18.5% respectively). Top 5 suppliers list also includes China, Colombia, and Vietnam.
Japanese floriculture companies are open to partnerships and are investing heavily in suppliers businesses in these countries – the trend that offers vast opportunities for exporters in developing countries. The high living standard in Japan and the high land and labour costs are factors that should reinforce this development. Opportunities exist in Japan for sales of a wide range of species. The flowers must, however, be of top quality. In the short term, types for which there is little or no local production, such as spray tropical orchids, nerines, freesias, lilies and anemones, will have the best marketing possibilities.
However to prove being successful on the Japanese flower market a supplier is to comply with the stringent phytosanitary regulations. Most requirements integrate standards for freshness and uniformity of colour and size. Floricultural products imported into Japan must be accompanied by a phytosanitary certificate. If imported flowers are not absolutely free of insects, pests and diseases, they are fumigated. About 30% of all cut flower imports must undergo this treatment.
It is notable that while some successfully branded flowers are sold at premium prices, suppliers of traditional varieties are constantly struggling with the tough competition. Unique varieties tend to attract higher prices if they are good quality and sold to relevant customers through the right distribution channels.
More information on the floriculture industry and market in Japan may be found in the report Flower Market in Japan: Business Report 2010 recently published by The Market Publishers, Ltd.
Source: The Market Publishers, Ltd.
