April 13, 2023

Citrus Consumer Preferences Are Changing

The decline in citrus imports is also a long-term effect of changing consumer preferences. A fruit and vegetable distributor noted, "In recent years, people prefer sweeter fruit." Citrus fruits, characterized by their acidity, tend to be avoided. Grapefruit imports in 2022 will decrease to a little under 30% of 2012. Oranges also reduced to just over 50% of their 2012 level.

Grapefruit, in particular, is said to be less sweet and brutal to peel and is easily avoided. In 2012, it ranked third in imports by category, but by 2022 it had dropped to eighth, below avocados and other commodities. The Ministry of Internal Affairs and Communications included grapefruit, previously an independent item, in "other citrus fruits," beginning with the 2020 household survey.

Demand for sweets is increasing. Kiwifruit imports in 2022 are 112,267 tons. New Zealand, a production area, experienced labor shortages and frost damage, resulting in a 5% decrease from the previous year, but 76% more since 2012, moving up to third place in the commodity category. Consumers are more likely to favor the sweet "Sungold Kiwi" imported by Zespri International Japan.