What did you eat fruit yesterday? December 11, 17:47

When I picked up a fruit at a supermarket that I visited the other day, I thought, “I've been eating a lot recently.” If you look closely and look closely, it seems that the sales floor has expanded and is becoming popular. So… When we looked at the consumption of fruits in Japan, we began to see changes in Japanese tastes about fruits. (Economic Department reporter Toshiaki Arai)

What are the national fruits of Japan?

What do you think is the most popular fruit in Japan? The answer is in the household survey of the Ministry of Internal Affairs and Communications.

I examined the amount of money spent by two or more households on what kind of fruit they spent ... The first place last year was bananas. The average annual spending per household was 4824 yen, surpassing the top apple for the eighth consecutive year since 2010, and regaining the lead position. The second-ranked apples spent 4638 yen. The third place mandarin orange was 4323 yen. Apples, bananas and mandarin oranges have long been regulars, and these may be called Japanese national fruits.

In the southern hemisphere to increase its presence ...

As a fruit following these three strengths, sweet and sour and juicy kiwi fruit has recently been increasing its presence. Although the prelude has become long, this is the fruit that I have often eaten recently. First appeared in 2005 in household survey statistics. Since then, spending per household has increased year by year, with an average of 1906 yen last year. Compared to 10 years ago, it has doubled.

Why is kiwi consumption increasing so much? According to Maiko Kurita's manager of “Zespri International Japan”, which handles Kiwi from New Zealand, the secret is that it brings out the original sweetness of kiwi.

The company waits for ripening of kiwis managed in a Japanese warehouse, and ships them at the time of eating at the store. This work, called “ripening”, is devised to increase sugar content. In addition, we will strengthen sales of gold kiwi, which has a yellowish pulp and a stronger sweetness. This product now accounts for more than half of the company's sales in Japan.

This company analyzed that Japanese tastes are seeking sweetness. It is said that sales increased as a result of changing the image of kiwi as a sweet fruit that many people had the impression of being sour.

New Zealand kiwis that I often see at supermarkets. It accounts for over 90% of kiwi imported by Japan.

What seems to be even more favorable for New Zealand is the TPP = Trans-Pacific Partnership Agreement that entered into force about a year ago. This eliminated the 6.4% tariff that Japan had on importing Kiwi from New Zealand. The price depends on the yield and quality of the year, so the abolishment will not be reflected as it is, but there is a possibility that it will become more competitive in the future.

Kiwi is a valuable resource for New Zealand to acquire foreign currency. In September, Prime Minister Adan visited Japan and visited a large supermarket in Tokyo to promote the country. However, there are challenges in Kiwi from New Zealand. Locally harvested kiwis are lined up in Japan from April to January. New Zealand alone is difficult to sell throughout the year. For this reason, the company has collaborated with producers in Ehime Prefecture and Saga Prefecture so that domestically produced kiwi can be supplied in the winter. is.

“When kiwi disappears from the supermarket and other stores in the winter, the store must be secured again in the spring and consumers' memory will fade. To become a more familiar fruit like bananas, it is supplied throughout the year. It is necessary to create a mechanism that can do this. ''

That fruit is in trouble ...

While Kiwi has a growing presence, there are also fruits that have greatly reduced domestic consumption. It is a grapefruit that sells sour. My grandparents had a rice shop and a fruit and vegetable store, so I remember that when I was young, a large grapefruit lined up at the store, along with apples and tangerines. However, the expenditure of grapefruit last year was 240 yen. Compared to the peak of 2004, it has decreased to 1/5. I asked a supermarket representative in Tokyo why the consumption was soaring.

(Supermarket representative)
"It may have been affected by the fact that grapefruit made in the United States and Florida, which was popular due to its unique acidity and sweetness, was shipped in a reduced amount due to local hurricane damage and the price increased."

The household survey item disappears

When asked to the Ministry of Agriculture, Forestry and Fisheries about the rise and fall of such fruits, “Statistics on the consumption of fruits indicate that consumers are seeking sweetness. It is also possible to buy sweets easily at convenience stores. And now, the answer is that fruit is in a competitive relationship with sweets.

Speaking of which, not only kiwi but also apples and tangerines, which are national fruits, varieties that appeal to the sweetness of many fruits such as strawberries and grapes have increased and are now on the storefront. On the other hand, the Ministry of Internal Affairs and Communications is planning to abolish the item of grapefruit alone from next year's household survey and integrate it into the “other citrus” item because the spending amount is decreasing.

As a “Grefurt Party” that has been around since I was a child and loved grapefruit sour at an izakaya, it may be a trend of the era when sweetness is required for fruits.

Economic Department reporter Toshiaki Arai After joining Kitami and Sapporo stations in 2005