Once considered an acquired taste due to its strong smell and characteristically slimy texture, natto is becoming a high-value Japanese agricultural product in the international market. Rising demand for fermented foods and health-conscious consumer trends have helped natto exports triple in just eight years, unlocking new opportunities for the country's soybean processing industry.
Natto in the fermented food market
Characteristics of natto, a fermented soybean dish
Natto is a product made from soybeans fermented with Bacillus subtilis bacteria and has long been a familiar breakfast dish for Japanese people. However, its distinctive aroma along with its sticky, slimy texture once made it difficult to be accepted in many countries. In recent years, the trend of using fermented foods to support gut health has contributed significantly to reshaping the global natto market.
According to Japanese trade data, natto exports increased from 1,752 tonnes in 2017 to 5,248 tonnes in 2025, representing an increase of nearly 200%. China and the United States are currently the two largest import markets, alongside numerous orders from Singapore, Norway, and several other Asian economies. This growth is providing additional momentum to Japan's soybean cultivation and processing industry. Many businesses are investing in the development of premium natto lines with milder scents and more accessible flavors to broaden their international customer base. Several production facilities are also stepping up investments in fermentation technology, quality control, and meeting increasingly stringent export standards.
Even so, the natto industry also faces considerable challenges. Rising production costs due to escalating prices of raw materials, packaging, and energy have forced many businesses to adjust selling prices. According to manufacturers, reliance on petrochemical materials for packaging production leaves costs vulnerable to global energy market fluctuations.
Instead of competing on low price, natto is gradually shifting to the value-added food segment. This is considered an appropriate direction as global consumers become increasingly interested in natural, nutrient-dense products that offer health benefits.
For Japan’s agricultural sector, the success of natto demonstrates the value of combining traditional agricultural ingredients with processing technology and brand building. Beyond increasing the value of soybeans, the product also helps expand export markets for processed foods, providing further momentum for agricultural value chain development as global consumer demand for functional foods continues to grow.
Source: VOAA
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