Healthy shift underpins kiwifruit gains健康的轉(zhuǎn)變支撐著獼猴桃的收益
Japan is on a mission to improve nutrition in its people – and that should get more Zespri fruit into bento boxes.日本的使命是改善人民的營養(yǎng)狀況，這應(yīng)該會讓更多的Zespri水果進(jìn)入便當(dāng)盒。
Zespri’s Asia Pacific manager, Ichiro Anzai, says there is plenty of room within Japan to get more consumers eating kiwifruit, given the country’s relatively low level of fruit consumption.
Zespri亞太區(qū)經(jīng)理Ichiro Anzai表示，鑒于日本的水果消費(fèi)水平相對較低，日本有足夠的空間讓更多的消費(fèi)者吃獼猴桃。
Japan’s position as Zespri’s second largest export market does not deter the region’s head in seeing plenty more upside there, and playing into complex aspects of the country’s health, nutrition and social norms to achieve it.
Asia Pacific president Ichiro Anzai can proudly point to 1.7-fold growth of tray volume sales into Japan over 11 years to 32 million last year, and an impressive tripling of revenue over the same period.
“So, while we may have been seen to be a mature market, we have shown we can grow.
“And we have a target to take that further to 45 million trays over the coming 10 years.”
It sounds a bold plan in a market whose population shrunk by 500,000 last year and will continue to drop below its current 123 million for years to come, with lower birth rates and ageing demographics.
日本作為Zespri的第二大出口市場的地位并沒有阻止該地區(qū)的領(lǐng)導(dǎo)人看到更多的好處，并利用該國健康、營養(yǎng)和社會規(guī)范的復(fù)雜方面來實(shí)現(xiàn)這一目標(biāo)。
亞太區(qū)總裁安澤一郎（Ichiro Anzai）可以自豪地指出，在過去的11年里，日本托盤銷量增長了1.7倍，去年達(dá)到3200萬件，同期收入增長了兩倍，令人印象深刻。
“因此，雖然我們可能被視為一個(gè)成熟的市場，但我們已經(jīng)證明我們可以增長。
“我們的目標(biāo)是在未來10年內(nèi)將這一數(shù)字進(jìn)一步提高到4500萬個(gè)托盤?！?br />
這聽起來是一個(gè)大膽的計(jì)劃，因?yàn)槿ツ耆丝跍p少了50萬，隨著出生率下降和人口老齡化，未來幾年將繼續(xù)低于目前的1.23億。
▲給獼猴桃授粉的圖片
But within those shifts there remains a country where almost half its population still do not eat fruit, and that’s where the potential lies.
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In contrast, despite Taiwan being only 20% of Japan’s population, Taiwanese eat 120kg of fruit each a year while Japan lags well behind at about 40kg per capita.
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“We are among the lowest of developed countries. Unlike in Taiwan, Japanese have traditionally considered fruit to be a luxury, almost like a sweet rather than a daily necessity.”
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About 40% of Zespri customers in Japan also report buying fruit only once. In past years, they have reported a sour taste experience with Green, deterring repeat purchases.
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“But we have worked hard to improve ripening and improve the eating experience, and now in surveys they just state ‘no reason’ for not repeat purchasing.”
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The difference in perception about fruit being part of a balanced diet is one Zespri is working to improve through its nutrition reform project, launched last year.
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It sounds a bold plan in a market whose population shrunk by 500,000 last year and will continue to drop below its current 123 million for years to come, with lower birth rates and ageing demographics.
但在這些轉(zhuǎn)變中，仍有一個(gè)國家近一半的人口不吃水果，這就是潛力所在。
相比之下，盡管臺灣僅占日本人口的20%，但臺灣人每年吃120公斤水果，而日本則遠(yuǎn)遠(yuǎn)落后，人均約40公斤。
“我們是最落后的發(fā)達(dá)國家之一。與臺灣不同，日本人傳統(tǒng)上認(rèn)為水果是一種奢侈品，幾乎像糖果，而不是日常必需品?！?br />
日本約40%的Zespri顧客也表示只購買過一次水果。在過去的幾年里，他們報(bào)告說，格林有一種酸味體驗(yàn)，阻止了重復(fù)購買。
“但我們一直在努力提高成熟度和改善飲食體驗(yàn)，現(xiàn)在在調(diào)查中，他們只是說‘沒有理由’不重復(fù)購買。”
Zespri正在通過去年啟動的營養(yǎng)改革項(xiàng)目來改善人們對水果是均衡飲食一部分的看法差異。
這聽起來是一個(gè)大膽的計(jì)劃，因?yàn)槿ツ耆丝跍p少了50萬，隨著出生率下降和人口老齡化，未來幾年將繼續(xù)低于目前的1.23億。
▲倪宣毓向來訪的客人介紹栽種的新品種獼猴桃
It was in part prompted by the health ministry’s finding that one in three adults in Japan was undernourished. To help correct this the project aims to deliver 6 billion serves of high-quality kiwifruit to customers by 2030.
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“And we intend to be working closely with the likes of dietitians and nutrition experts to help them convey the importance of fresh fruit better to their patients.”
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He is also buoyed by the confirmation this month from the European Union that Zespri has been granted an official health claim that Green kiwifruit has a positive effect upon bowel movements and gut health.
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“Our hope of course is that given the high standards the EU sets for such claims, we can see it being allowed to be applied here too.”
Getting more fruit into consumers also requires tapping into a national institution – the bento (lunch) box culture. Getting kiwifruit into the bento box is a means of promoting fruit as a simple way to improve nutritional balance in everyday meals, often prepared in the busy morning rush.
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Competing fruits like pineapple have successfully made the migration to convenience peeling and packaging so prevalent throughout Asia.
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“Kiwifruit are sold pre chopped through 7-Elevens. But they do struggle compared to other fruits when it comes to making them more convenient to eat.
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“We do see good opportunities just to increase consumer reach by offering samples with a health message, and have offered 9 million in the past year.”
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Unlike the likes of China, where two big retail distributors dominate, and South Korea with four accounting for 70% of trade, Japan has no fewer than 20 companies dominating only 20% of trade.
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That leaves a very long, complex retail ecosystem to pick up the remaining 80%.
這在一定程度上是由于衛(wèi)生部的調(diào)查結(jié)果，即日本三分之一的成年人營養(yǎng)不良。為了幫助糾正這一問題，該項(xiàng)目的目標(biāo)是到2030年向客戶提供60億份優(yōu)質(zhì)獼猴桃。
“我們打算與營養(yǎng)師和營養(yǎng)專家等密切合作，幫助他們更好地向患者傳達(dá)新鮮水果的重要性?！?br />
本月，歐盟證實(shí)Zespri已獲得官方健康聲明，稱綠色獼猴桃對排便和腸道健康有積極影響，這也讓他感到鼓舞。
“我們當(dāng)然希望，鑒于歐盟對此類索賠設(shè)定的高標(biāo)準(zhǔn)，我們可以看到它也被允許在這里應(yīng)用?！?br />
讓更多的水果進(jìn)入消費(fèi)者還需要利用一個(gè)國家機(jī)構(gòu)——便當(dāng)（午餐）盒文化。將獼猴桃放入便當(dāng)盒是一種推廣水果的方法，這是一種改善日常飲食營養(yǎng)平衡的簡單方法，通常是在繁忙的早高峰準(zhǔn)備的。
像菠蘿這樣的競爭水果成功地使向方便去皮和包裝的遷移在整個(gè)亞洲如此普遍。
“Kiwifruit是通過7-Eleven預(yù)先切碎出售的。但與其他水果相比，在讓它們更方便食用方面，它們確實(shí)很難。
“我們確實(shí)看到了通過提供帶有健康信息的樣品來增加消費(fèi)者覆蓋面的好機(jī)會，在過去的一年里，我們提供了900萬份樣品?！?br />
與兩大零售分銷商占主導(dǎo)地位的中國和四大分銷商占70%貿(mào)易的韓國不同，日本有不少于20家公司僅占20%的貿(mào)易。
這就留下了一個(gè)漫長而復(fù)雜的零售生態(tài)系統(tǒng)來承接剩下的80%。
“Chain consolidation has not really been successful here. Consumers prefer that mix. It does mean, though, that we deal with 200 distributors.
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“We feel given that number, and only a sales team of five in-country, we do well to claim 98% market share in kiwifruit for the NZ season.”
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“連鎖整合在這里并沒有真正成功。消費(fèi)者更喜歡這種組合。不過，這確實(shí)意味著我們與200家分銷商打交道。
“我們覺得，考慮到這個(gè)數(shù)字，而且全國只有一個(gè)五人的銷售團(tuán)隊(duì)，我們很好地在新西蘭季節(jié)占據(jù)了98%的獼猴桃市場份額?！?/p>
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