Skip to main content
Skip to main content

Official websites use .gov
A .gov website belongs to an official government organization in the United States.

Secure .gov websites use HTTPS
A lock ( ) or https:// means you’ve safely connected to the .gov website. Share sensitive information only on official, secure websites.

Declining Orange Consumption in Japan: Generational Changes or Something Else?

  • by Hiroshi Mori, Dennis Clason, Kimiko Ishibashi, William D. Gorman and John Dyck
  • 2/5/2009
  • ERR-71

Overview

Japan is a leading market for U.S. oranges. Since 1995, orange consumption in Japan has declined. This report summarizes an analysis of household survey data to assess various factors that may be related to the decline. Consumption of oranges in Japan differs markedly across generations, with younger generations (cohorts) eating fewer oranges than older generations. However, within generations, as individuals in Japan grow older, they eat more oranges. On balance, the effects on consumption associated with aging and birth cohort membership are mostly offsetting. Orange prices affect consumption levels, but household income does not. Even after the analysis accounts for price and demographic variables, a strong downward trend is evident in orange consumption in Japan. Results suggest that orange consumption could decline even more in the future.

Download