Imports of pangasius, a Southeast Asian freshwater catfish, have increased approximately 4.6 times over the last 10 years [1].
The rise of this affordable white fish comes as Japanese consumers seek budget-friendly protein options amid a general decline in fish consumption. By providing a cheaper alternative to traditional white fish, retailers hope to encourage more frequent seafood consumption among households.
In some supermarkets, such as those in Saitama City, the fish is sold for 139 yen per 100 grams [1]. Retailers said that pangasius can be offered at prices 20% to 30% lower than typical white fish [1]. This price advantage has driven significant growth, with some outlets reporting sales that are 1.5 times higher than the previous year [1].
Yu Kozakura, a fish chief at the Seisen Ichiba TOP Taisei store, said that if people learn there are affordable options that are easy on the wallet, they may eat fish more often.
The fish is characterized by a mild flavor and high protein content, making it versatile for various recipes. While many supermarkets primarily stock the fish in frozen form, some locations and wholesalers like Costco provide fresh fillets.
Retailers including Aeon and Costco have integrated the fish into their offerings to meet the demand for a mild-tasting, easy-to-prepare protein. The fish's ability to take on different flavors allows it to be used in a wide range of culinary applications, which has contributed to its growing popularity in Japanese kitchens.
“Imports of pangasius have increased approximately 4.6 times over the last 10 years.”
The surge in pangasius imports reflects a broader shift in Japanese consumer behavior, where cost-efficiency is overriding traditional preferences for domestic or premium white fish. As global supply chains make Southeast Asian catfish more accessible, it serves as a strategic tool for retailers to combat 'fish avoidance' by lowering the financial barrier to entry for seafood.
