Export implications for the Japanese fruit market: Fruit-specific lifestyle segments

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.