A reference for branded and private-label consumer goods entering Japan: retail and distribution structure, requirements for food and non-food, and a classified directory of importers and distributors.
This study is a stand-alone reference for international manufacturers of branded and private-label consumer goods that are considering, or preparing, entry into the Japanese market. It brings together the market context, the structure of Japanese retail and distribution, the practical requirements for placing food and non-food products on the shelf, and — at its core — a classified directory of importers and distributors with direct contact details.
The focus is fast-moving consumer goods (FMCG): everyday, frequently purchased, relatively low-priced products that sell in high volume and turn over quickly. In the food sphere this covers processed and packaged foods, confectionery and snacks, beverages, seasonings and alcoholic drinks. On the non-food side it covers cosmetics and personal care, over-the-counter "quasi-drugs" (functional health & beauty products — not prescription medicines), household and cleaning products, and pet supplies. Durable goods, electronics, apparel and fresh commodity produce are outside the scope.
Japan rewards preparation. It is one of the world's largest and most sophisticated consumer markets, but also one of its most demanding: quality is assumed rather than a differentiator, packaging and presentation matter greatly, and the route to retail runs through a layered distribution system in which the right partner is decisive. This study is designed to shorten that learning curve and to point suppliers directly to the companies that can carry their products.
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English