Focus on Japan - Part 3 of 3: The Japanese Consumer’s Perception of New Zealand, Australian and UK Food Brands

By: Yukino Yamamoto, Japan Market Specialist at Incite.

Japan is a highly coveted export market for international food and beverage brands, offering significant opportunities for growth and success. With consumers who value quality, innovation and authenticity, there is a strong demand for products that align with these preferences if brands can deliver on their expectations.

Here is how the Japanese consumer generally perceives international food and beverage brands from:

New Zealand

Perception: Fresh, natural and sustainable

Japanese consumers generally perceive New Zealand brands as being fresh, natural and sustainable. This is largely due to the country’s "clean and green" reputation. This association with environmental consciousness enhances the perception of quality, reinforcing the image of trust. In particular, wine and dairy products originating from New Zealand are viewed as top-tier products in the category.

Australia

Perception: Affordable, diverse and familiar

Japanese consumers generally view Australian brands as being affordable, diverse and familiar. Australian food products are often associated with a strong balance of quality and value, particularly in categories found in the mid-to-premium price tier. Australian beef is widely consumed as a convenient and cost-effective alternative to domestic options and Australian wines, including Shiraz and Chardonnay varietals, have built a strong reputation for offering good value that offers quality at a reasonable price.

United Kingdom

Perception: Traditional, premium and niche

Japanese consumers generally perceive UK brands as being traditional, premium and niche. British food products are strongly associated with tradition, luxury and heritage. The UK is also recognised for their expertise in categories, such as biscuits and specialty teas (Earl Grey), where products emphasise craftsmanship, quality and tradition, which are values that resonate with Japanese consumers.

Interested in opening the Japanese market in 2025? Email us at getincite@exportincite.com to set up a call to discuss your goals for entering the Japanese market and how we can support.

Read more about Why Brands Should Consider Entering the Japan Market for 2025 in Part One of the Japan Series and Top Challenges for Brands Entering the Japanese Market in 2025 in Part Two of the Japan Series.