The 100 most valuable consumer products imported into Japan in 2020 attracted a subtotal US$264.5 billion worth of international spending. That dollar amount represents 41.7% of the overall value of all Japanese imported goods ($634.7 billion).

The 5 most valuable consumer products imported into Japan during 2020 were phones, computers, medications, coal and processed petroleum oils.

The total dollar amount for the Land of the Rising Sun’s top 100 imported consumer products declined by -6.5% from 2019 to 2020, compared to a -12% drop for all Japanese imported goods for the year.

Japan’s overall purchases of imported products dropped at a faster pace than the global average decline of -8.2% from 2019 to 2020 for all importing countries. In contrast, Japanese imports of consumer goods decreased at a slower pace.

Among the top 100 consumer products imported by the island country called “Nihon” by locals, 24 increased in total value from 2019 to 2020 whereas 76 declined.

Changes in Japanese consumer demand for essential imports offer future opportunities for international suppliers who correctly anticipate which upward or downward trends will continue.

Consumer Products Defined

Economics educator BoyceWire defines a consumer product as a final good or end product that a business creates for consumers to buy. For example, consumers often purchase refined petroleum oil at the gas station while imported crude oil is an intermediate good subject to further processing before being sold to end users.

Although there may be a few wealthy individual buyers, products like turbojets are excluded from the consumer products targeted by this study. That is because turbojets are usually purchased by corporations. In contrast, it is common for a consumer to buy a motorcycle.

Types of Consumer Products

This article focuses on 3 distinct consumer product types.

Convenience Products are easy to access, non-durable, have relatively lower prices and therefore consumers frequently purchase them. Examples of convenience products are food, alcoholic or non-alcoholic drinks, and soap.

Shopping Products are not as easily available, involve more time to make a buying decision, are durable and are not bought as often as most convenience products. A great example of a shopping product is a mobile phone where buying the wrong model is a much more expensive mistake than buying a disappointing loaf of bread.

Speciality Products describe another consumer product type. This grey area includes infrequently purchased, expensive, durable and sometimes rare items. Consumers may consider the product’s brand image when making their purchase decisions. Some examples of speciality products are gold, silver, diamonds, jewelry, and branded refrigerators and dishwashers.

Japan’s Most Valuable Imported Convenience Products

The list below showcases the most valuable imported convenience products on which buyers in Japan spent the most. Items were selected at the four-digit Harmonized System tariff classification code level and are presented in descending order.

You can also peruse the greatest increases or decreases in product values from 2019 to 2020 by focusing on the percentages displayed to the right of each product name.

Medications: US$16,952,969,000 (up 1.8%)
Coal, solid fuels made from coal: $15,948,045,000 (down -31.4%)
Processed petroleum oils: $11,038,583,000 (down -16.1%)
Swine meat: $4,451,561,000 (down -3.9%)
Miscellaneous plastic items: $3,787,882,000 (up 13.2%)
Corn: $3,294,930,000 (down -6.5%)
Fish fillets, pieces: $3,092,649,000 (down -11.7%)
Miscellaneous meat (preserved/prepared): $3,052,448,000 (down -3.6%)
Pipe/chewing/snuff tobaccos: $3,014,389,000 (up 3.8%)
Whole fish (frozen): $2,692,425,000 (down -12%)
Cigars/cigarellos, cigarettes: $2,240,893,000 (down -5.5%)
Fuel wood, wood chips, sawdust: $2,115,169,000 (down -20.4%)
Plastic packing goods, lids, caps: $2,035,481,000 (down -8.9%)
Crustaceans (including lobsters): $1,970,299,000 (down -14.3%)
Fresh or chilled beef: $1,961,729,000 (down -7.7%)
Electric storage batteries: $1,858,473,000 (down -2%)
Fish, caviar (preserved/prepared): $1,568,085,000 (down -11.9%)
Wine: $1,566,018,000 (down -13.5%)
Soya beans: $1,491,298,000 (down -2.9%)
Frozen beef: $1,382,343,000 (down -1.4%)
Crustaceans, molluscs (preserved/prepared): $1,294,853,000 (down -10.2%)
Cheese, curd: $1,277,174,000 (down -3.6%)
Coffee: $1,179,263,000 (down -5.5%)
Moluscs: $1,173,571,000 (down -8.9%)
Poultry meat: $1,139,858,000 (down -12.6%)
Bananas, plantains: $988,411,000 (up 3%)
Miscellaneous preserved fruits: $979,561,000 (up 11.4%)
Red meat offal: $965,438,000 (down -1.4%)
Other food preparations: $960,314,000 (down -4.8%)
Frozen vegetables: $945,317,000 (down -2.7%)
Prepared vegetables (frozen): $736,319,000 (down -7.6%)
Prepared vegetables (non-frozen): $708,138,000 (down -0.4%)
Alcohol (including spirits, liqueurs): $675,150,000 (down -17.4%)
Fruit and vegetable juices: $651,443,000 (down -6%)
Plastic wares (table, kitchen, toiletry): $633,148,000 (down -1.3%)
Chocolate, other cocoa preparations: $578,663,000 (down -2.6%)

Convenience products led by the products listed above represent the country’s second-most popular import product type attracting Japan’s international spending behind shopping products but ahead of speciality goods.

Non-durable consumer products are goods that are not re-used once consumed. Alcoholic beverages and bananas are examples of non-durable goods. Convenience products are uniquely non-durable consumer products.

Japan’s Most Valuable Imported Shopping Products

Below, the list highlights the most valuable imported shopping products on which buyers in Japan spent the greatest amounts. Items were selected at the four-digit Harmonized System tariff classification code level and are presented from highest to lowest total amounts.

The percentages displayed to the right of each product name reveal the highest increases or decreases in Spanish spending on that specific type of shopping product from 2019 to 2020.

Phones: US$24,968,261,000 (up 2.9%)
Computers, optical readers: $19,636,817,000 (up 13.6%)
Cars: $10,158,709,000 (down -16.3%)
Insulated wire/cable: $7,140,352,000 (down -7%)
Automobile parts/accessories: $6,277,831,000 (down -22.8%)
Miscellaneous textile items: $5,256,597,000 (up 277.7%)
Cases, handbags, wallets: $4,734,863,000 (down -19.8%)
Jerseys, pullovers (knit or crochet): $4,018,165,000 (down -12.5%)
Printing machinery: $3,702,658,000 (down -9.5%)
Electrical converters/power units: $3,265,881,000 (up 2.2%)
Orthopedic appliances: $3,075,662,000 (down -3.7%)
Women’s clothing (not knit/crochet): $2,973,449,000 (down -16.6%)
Miscellaneous furniture: $2,833,617,000 (up 2.5%)
Lower-voltage switches, fuses: $2,757,890,000 (down -4.7%)
Seats (not barber/dentist chairs): $2,727,145,000 (down -8.5%)
Computer parts, accessories: $2,426,538,000 (down -23%)
Microphones/headphones/amplifiers: $2,358,218,000 (up 6.7%)
T-shirts, vests (knit or crochet): $2,146,394,000 (down -11.6%)
Men’s suits (unknit/non-crochet): $2,131,151,000 (down -17.4%)
Models, puzzles, miscellaneous toys: $2,050,078,000 (down -10.7%)
Video console games, table games: $1,886,482,000 (up 9.6%)
Footwear (textile): $1,763,697,000 (down -18.1%)
Wrist/pocket watches (regular case): $1,621,737,000 (down -23.4%)
Unrecorded sound media: $1,590,539,000 (up 1.7%)
Miscellaneous iron or steel items: $1,463,329,000 (down -10.4%)
Sports equipment: $1,453,984,000 (down -5%)
Mattresses, quilts: $1,382,999,000 (down -1.5%)
Women’s clothing (knit or crochet): $1,335,224,000 (down -13.7%)
Footwear (rubber or plastic): $1,259,320,000 (down -16.2%)
Women’s coats (unknit/non-crochet): $1,104,203,000 (down -27.1%)
Rubber tires (new): $1,061,104,000 (down -14.5%)
Footwear (leather): $1,030,471,000 (down -16.7%)
Men’s coats (unknit/non-crochet): $1,003,761,000 (down -24.6%)
Sportswear (unknit/non-crochet): $1,000,292,000 (down -14.8%)
Linens: $971,464,000 (down -13.8%)
Packaged insecticides, herbicides: $953,354,000 (up 92.2%)
Hot-rolled iron/non-alloy steel items: $930,423,000 (down -24.4%)
Women’s shirts (not knit or crochet): $846,349,000 (down -16.6%)
Bras, corsets (unknit/non-crochet): $845,431,000 (down -2.9%)
Vulcanized rubber apparel/accessory: $822,713,000 (up 67.9%)
Screws, bolts, washers, hooks, pins: $784,111,000 (down -18.5%)
Stockings, hosiery (knit or crochet): $774,247,000 (down -19.5%)
Motorcycles: $762,814,000 (up 14.1%)
Vulcanized rubber items: $762,662,000 (down -11%)
Men’s shirts (not knit or crochet): $719,577,000 (down -20.2%)
Felt or other non-woven garments: $673,757,000 (up 35.4%)
Bicycles, other non-motorized cycles: $647,257,000 (down -1.8%)
Other pharmaceutical preparations: $631,696,000 (down -9%)
Women’s blouses (knitted/crocheted): $627,947,000 (down -9.8%)
Miscellaneous wooden articles: $572,295,000 (down -3.6%)

Focusing on the scope of this analysis, shopping products is Japan’s most popular category ahead of both convenience products and speciality items.

Shopping products equal half (50) of the overall top 100 Japanese imported consumer goods.

Durable consumer products are goods like cars, refrigerators and furniture that last a relatively long time. Consumers can put durable products to use again and again. Note that shopping products and speciality products are considered as durable consumer products.

Japan’s Most Valuable Imported Speciality Products

Speciality products represent the category with the fewest entries among Japan’s imports that attracted the country’s spending on imported consumer goods during 2020.

Selected at the four-digit Harmonized System tariff classification code level, the most valuable speciality items are listed in descending order below.

The percentage to the right of each product name reveal highest increases or decreases in 2020 compared to 2019.

Air conditioners: US$2,516,795,000 (down -6.3%)
Electric water heaters, hair dryers: $2,255,074,000 (up 0.8%)
Jewelry: $1,560,651,000 (down -22.5%)
Refrigerators, freezers: $1,445,112,000 (up 7.2%)
Liquid pumps: $1,406,745,000 (down -10.7%)
Beauty/makeup/skin care: $1,388,820,000 (down -9.2%)
Silver (unwrought): $1,246,235,000 (up 34.5%)
Vacuum cleaners: $1,093,924,000 (up 5.5%)
Temperature-change machines: $1,058,808,000 (down -9.9%)
Washing machines: $1,048,416,000 (up 0.9%)
Liquid crystal/laser/optical tools: $891,269,000 (down -21.6%)
Electromechanic domestic appliances: $823,413,000 (up 16.5%)
Household base metal mountings: $728,262,000 (down -7.7%)
Other printed pictures, photos: $689,901,000 (up 1.4%)

Like shopping products, speciality products are considered as durable consumer products.

Based on the product types identified in the sections above, 64 of Japan’s 100 highest-value consumer shopper plus speciality products are durable while the remaining 36 convenience products are classified as non-durable.

Japan’s Overall Fastest-Growing Consumer Imports

Listed below are the top 10 consumer products imported into Japan that experienced the highest percentage increases in spending from 2019 to 2020.

Miscellaneous textile items: Up 277.7% ($5.3 billion)
Packaged insecticides, herbicides: Up 92.2% ($953.4 million)
Vulcanized rubber clothing and accessories: Up 67.9% ($822.7 million)
Garments made from felt or other non-woven materials: Up 35.4% ($673.8 million)
Silver (unwrought): Up 34.5% ($1.2 billion)
Electromechanic domestic appliances: Up 16.5% ($823.4 million)
Motorcycles: Up 14.1% ($762.8 million)
Computers including optical readers: Up 13.6% ($3 billion)
Miscellaneous plastic items: Up 13.2% ($3.8 billion)
Miscellaneous preserved fruits: Up 11.4% ($979.6 million)

Among the above top gainers, 8 items are durable goods that consumers can re-use over time. Seven of those durable items are shopping products like miscellaneous textile items and packaged insecticides or herbicides. The lone exception is silver, a speciality good that is also considered durable. Shopping and speciality products typically require a comparatively longer time to make a buying decision compared to convenience products.

The fastest-growing convenience products are 2 other goods, namely miscellaneous plastic and preserved fruits. Consumers consider these items as non-durable products, commonly referred to as disposable goods and therefore are used only once.

Japan’s Overall Worst-Declining Consumer Imports

Japan’s spending on the following 10 items decreased at the greatest pace from 2019 to 2020.

Coal, solid fuels made from coal: Down -31.4% ($15.9 billion)
Unknitted/non-crocheted women’s coats: Down -27.1% ($1.1 billion)
Unknitted/non-crocheted men’s coats: Down -24.6% ($1 billion)
Hot-rolled iron/non-alloy steel items: Down -24.4% ($930.4 million)
Wrist or pocket watches with regular case: Down -23.4% ($1.6 billion)
Computer parts or accessories: Down -23.4% ($2.4 billion)
Automobile parts or accessories: Down -22.8% ($6.3 billion)
Jewelry: Down -22.5% ($1.6 billion)
Liquid crystal, laser or optical tools: Down -21.6% ($891.3 million)
Fuel wood, wood chips, sawdust: Down -20.4% ($2.1 billion)

Two among the Japan’s top 10 declining imports are non-durable convenience products consumed one time, specifically coal, and fuel wood, wood chips and sawdust.

Six among the remaining major import decliners are shopping products that normally require more time for consumers to make buying decisions. Purchases under the shopping products category are more likely to be deferred than convenience products. Examples of these shopping goods are unknitted and non-crocheted men’s or women’s coats and computer parts or accessories. The 2 speciality products are jewelry and liquid crystal, laser or optical tools. .

The remaining 4 import decliners are shopping products that normally require more time for shoppers to make buying decisions, notably footwear. Purchases under the shopping products category are more likely to be deferred than convenience products.

Key Suppliers by Country

This analysis reveals competitive suppliers that target Japan’s demand for its top 5 consumer import products.

Japan’s biggest imported consumer product by value is mobile phones. Japan’s 4 other leading consumer imports are computers, medications, coal, and processed petroleum oils.

Below, you will find major supplying countries for Japan’s imported:

Mobile phones: China (72% of total), Vietnam (8.2%), Thailand (6.8%), Taiwan (2.5%), Malaysia (2.5%), United States (2%), South Korea (1.7%), Mexico (1.2%), Italy (0.5%), and Czech Republic (0.4%).

Computers: China (80.9% of total), United States (4.7%), Taiwan (3.1%), Singapore (2.8%), Thailand (2.2%), Mexico (1.6%), Philippines (0.9%), Malaysia (0.7%), South Korea (0.5%), and Germany (0.4%).

Medications: United States (18.3% of total), Germany (14.2%), Switzerland (9.8%), Singapore (6.9%), Sweden (6.3%), Canada (6.2%), France (6.2%), Ireland (5.5%), United Kingdom (4.7%), and Denmark (4.6%).

Coal: Australia (60.1% of total), Indonesia (13.3%), Russia (11.5%), Canada (6.7%), United States (6.4%), China (0.8%), Colombia (0.5%), Vietnam (0.3%), New Zealand (0.3%), and Mozambique (0.1%).

Processed petroleum oils: South Korea (25.3% of total), Qatar (16.3%), United Arab Emirates (11.8%), United States (6.5%), India (5.6%), Kuwait (4.9%), Russia (3.7%), Saudi Arabia (3.5%), China (3.3%), and Bahrain (2.4%).

References

Independent insights and analysis presented in this article are based on researched facts and statistics sourced from the following educational portals.

BoyceWire, Consumer Goods Definition.

Central Intelligence Agency, The World Factbook: Japan Economy.

International Trade Centre, Trade Map.

Investopedia, Consumer Goods, Consumer Staples Definition, Fast-Moving Consumer Goods (FMCG).

Trading Economics, Japan Consumer Spending.

Wikipedia, List of largest consumer markets.

World’s Top Exports, Japan’s Top 10 Imports.