Go into any Japanese supermarket’s “Fruit and Vegetable” section and I guarantee that you’ll find a stack of kiwifruits larger than that of cherries, apples and oranges combined. Over the last couple of years overall fruit sales have fallen by 10% in Japan. But according to the Fresh Fruit Portal, kiwifruit sales have grown by a third in two seasons. In fact the Japanese market accounts for 16% of global sales.
In Japan, fruit isn’t cheap. It’s actually a bloody ripoff. A single apple can cost anywhere from 150 yen (£1.02) to 400 yen (£2.72). Meanwhile a decent melon can cost up to 3000 yen (£20) and even higher. But do these steep prices account for a tastier fruit? Not really, and that’s why many Japanese people don’t buy much fresh fruit these days. Even cakes topped with strawberries are noticeably more expensive than those without.