Spanish olive oil in Japan

Market Dynamics and Growth Trajectory of Extra Virgin Olive Oil in Japan

The Japanese market for Extra Virgin Olive Oil (EVOO) is experiencing a period of significant expansion, solidifying its position as a key player in global olive oil trade. Valued at $405.7 million in 2023, the market is projected to reach $654 million by 2030, with a Compound Annual Growth Rate (CAGR) of 7.1%. This growth is driven by a combination of evolving consumer preferences, strategic market access, and educational initiatives.

Japan currently holds the rank of the world’s fourth-largest importer of olive oil, accounting for 6% of global EVOO trade. In 2023, the country imported 38,000 tons of olive oil, valued at $266 million. This positioned Japan as the leading consumer of EVOO per capita in Asia, with a per capita consumption of 0.57 kg, an extraordinary increase of 1,387% from 1992 levels.

Spain has emerged as the undisputed leader in supplying this demand, capturing a dominant 52.4% market share in 2023 with imports of 19,900 tons. This is a substantial increase from its 43% share in 2011/2012, effectively surpassing Italy’s previous market leadership. Spain’s success is attributed to its competitive pricing, with an average cost of $6,654 per ton, supported by advanced processing technologies that ensure a cost-effective market position.

The market’s transformation is fueled by three key drivers. First, increased accessibility has made high-quality EVOO more widely available to Japanese consumers. Second, enhanced transparency and information dissemination by Japanese distributors are building consumer trust. This includes providing detailed information on product traceability, nutritional values, and proper usage. Finally, there is a growing consumer awareness of the health benefits associated with EVOO and the Mediterranean diet.

Educational initiatives, such as the Japan Olive Oil Prize (JOOP), have also played a crucial role in promoting EVOO. Established in 2013, the JOOP organizes educational seminars, expert panels, and tasting events. The 2025 competition received submissions from 578 EVOO products across 28 countries, judged by a panel of 12 international experts. This event serves as a significant platform for promoting new oils and educating both consumers and industry professionals on the exceptional properties of EVOO.