Major Japanese Natto Makers Announce 15% Price Hike Amid Rising Costs and Middle East Tensions

Major Japanese natto manufacturers are raising prices by up to 20% due to surging raw material and energy costs, exacerbated by the situation in the Middle East. The industry is also intensifying efforts to expand into overseas markets.

Thu May 07 2026

Natto Price Hikes and Underlying Factors

Japanese natto manufacturers are announcing successive price increases, placing a growing burden on consumers. Notably, Takano Foods' 'Okame Natto' is set to see a 15% increase starting next month, which is expected to push its price from under 100 yen to between 110-120 yen (excluding tax). Mizkan, another major food company, has already halted sales of some natto products this month and will raise prices for all remaining products by up to 20% from next month. These price adjustments are attributed to a combination of rising raw material (soybean) and energy (naphtha) costs influenced by international events, as well as an increase in packaging materials (trays, film).

Global Market Expansion and Surging Natto Exports

Amid challenges in the Japanese domestic market, the natto industry is increasingly focusing on overseas markets. Specialty stores like Natto Kobo Sendai-ya are reporting a rise in foreign visitors. The National Natto Cooperative Federation has even launched a YouTube channel, 'Natto Channel,' to promote natto's appeal internationally. In 2023, natto exports reached approximately 5,248 tons, a nearly threefold increase compared to roughly 1,752 tons in 2017. China and the United States together account for about half of total exports. This growing international popularity is attributed to an increase in inbound tourism and the cultural acceptance of fermented foods in many Asian countries, which makes consumers less resistant to natto's distinct aroma and sticky texture.

*Source: YouTube: 日テレNEWS (2026-05-07)*

Tags: #Natto #PriceIncrease #JapaneseEconomy #OverseasExport #FoodIndustry