BioFach Japan: Good consumer confidence in the Japanese market

The Japanese economy is growing. Supply and demand are marked by consumers with high spending power who are accordingly prepared to spend money on high-quality goods. At the same time, the demographic development with its tendency towards aging is increasingly moving the focus onto health care and hence healthy food. Enjoyment, a growing trend to convenience and eating out are also setting trends in the food market. Approximately one third of adults support the so-called Lifestyle of Health and Sustainability (LOHAS) and are increasingly reaching for organic food.

Picture: BioFach Japan 2006

A scenario that holds lots of potential for organic producers. BioFach Japan, which takes place in Tokyo for the seventh time from 10–12 October 2007, is the right setting for organic food and luxury foodstuffs, natural cosmetics and natural products. Some 190 exhibitors from over 20 countries presented their products to Japanese trade visitors last year (16,346 visitors). This year, the organizer Nürnberg Global Fairs has another attraction in store: An Organic Wine Pavilion for the promising range of wines.

The demand for international wines is growing in Japan. Wine consumption has grown from half a million litres to almost nine million litres of conventional wine. The demand for organically grown vines has risen continuously at the same time. This development and the great success achieved by wine at BioFach Japan 2006 has prompted Nürnberg Global Fairs to offer a Wine Pavilion for exhibitors at this year’s exhibition. The Wine Pavilion area will be provided with suitable equipment for presentation and tasting and will enable winegrowers and wine merchants to concentrate fully on their visitors. Specialist importers and distributors and catering experts will be made aware of the pavilion in the run-up to BioFach Japan and be separately invited – a promising concept for an interesting market.

BioFach Japan is expanding: The display space for 2007 is growing due to the big demand. BioFach Japan 2006 set new records with 20 % more visitors (16,346) and 13 % more exhibitors (189). It is the only exhibition in Japan with strict admission criteria for organic products. The great interest reflects the overall situation on the Japanese organic market: Observers even talk of an organic wave that has affected the retail and catering trade. Since the introduction of the official organic label JAS in 2001, the market volume has almost doubled from 229 million EUR to about 500 million EUR, which does not include eating out and animal products. Reliable statistics are currently not available.

The rising demand for organic products throughout the trade, catering trade and among consumers is clearly noticeable, however. Current consumer studies show that organic food, natural cosmetics and other environment-friendly goods are still very popular. Organic products are among the top ten articles on which Japanese consumers spend money. Especially popular are innovative products, foreign specialities, convenience, age-based portions and packaging. The market for eating out is growing extremely rapidly: The three largest restaurant chains alone have some 30,000 outlets, which are increasingly interested in organic food.

So there should certainly be no lack of demand for high-quality organic products at BioFach Japan in October. A lot of attention and a high frequency of visits are also assured by two other exhibitions that present health and environmental products at the Tokyo Big Sight exhibition venue at the same time. The supporting programme at BioFach 2007 deals with current developments in Japan, legislative standards and changes, trends and facts concerning the most important international organic markets. The individual range of services from Nürnberg Global Fairs also includes a matchmaking service. Arranging contacts between exhibitors and traders with the help of Japanese experts makes it considerably easier to establish business contacts. Under the motto of “You get more value than you might think”, the organizer offers low-cost hotel reservations and shipment of exhibits as well as services for exhibiting.

Other BioFach global events:

• BioFach China, Shanghai: 31 May - 02 June 2007
• BioFach America, Baltimore: 27-29 September 2007
• BioFach América Latina/Expo Sustentat, São Paulo: 16-18 October 2007
• BioFach Nürnberg: 21-24 February 2008

Contact for exhibitors of Nuremberg Global Fairs:

Till Ahnert,
Tel +49 (0) 9 11. 86 06-86 92
till.ahnert@ngfmail.com