Japan boasts over 300 strawberry varieties, and from January to March, the market is saturated with exciting new strawberry products, especially in confectionery, sweets, and ice cream categories.
“Ichigo no Hi” (Strawberry Day) is designated every year on January 15th. This date is chosen because the numbers 1 (いい), 1 (いち), and 5 (ご) can be read as “ii-ichi-go,” which sounds like “good strawberry” in Japanese. Additionally, mid-January is the time when strawberry harvesting and shipping peak, making it an opportune period to boost strawberry sales.
The day was established by the “National Strawberry Consumption Expansion Council.” This organization dissolved by January 2007, having created the commemorative day during a temporary decrease in strawberry consumption.
On “Ichigo no Hi,” supermarkets, convenience stores, and other retailers sell strawberries at discounted prices, and limited edition strawberry sweets are introduced. Japanese people really love strawberries. Some of the reason is because diverse varieties. Japan boasts a rich variety of strawberry cultivars, with approximately 300 different types. More than half of these varieties are domestically bred, and new types of strawberries continue to be developed. Japan is also at the forefront in terms of cultivar improvement and cultivation techniques. Since the year 2000, close to 200 new strawberry cultivars have been registered or applied for, showcasing the country’s leading role in strawberry breeding and innovation.
Strawberry season in japan is from January to March. From this month, a lots of new products will be launched by many brands.
Please keep eyes on Flavor report about Spring flavor coming soon.
Source: Martner Japan market research
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