Zucchini becomes 'national food' in Tokyo supermarkets

Zucchini is being marketed as an affordable, easy-to-prepare "national food" due to high sales volumes in Tokyo supermarkets [1, 2].

This shift in consumer behavior reflects a broader trend in Japanese agriculture and retail, where accessibility and low cost are transforming a once-specialty vegetable into a household staple.

At the Akidai supermarket chain, the produce has seen a massive spike in demand. The chain sells up to 500 boxes, totaling approximately one ton, of zucchini per day ^[1]. This volume is supported by a long-term increase in production, as the national zucchini harvest has grown about six-fold over the last 20 years ^[1].

Price points have become a primary driver for shoppers. A typical zucchini now costs between 50 and 60 yen ^[1]. Some bundles offer four to seven pieces for 257 yen, including tax ^[2].

"Depending on the size, 50 to 60 yen per piece is becoming normal," said Akidai President Hiromichi Akiba. "I feel that zucchini has become a national food."

Consumers cited the affordability as a reason for returning to the vegetable. One shopper in their 20s said they bought the zucchini because they were attracted by the price and wanted to use it for the first time in a while ^[1]. A shopper in their 70s said the size and deep color of the produce were notable ^[1].

Retailers and professional chefs are encouraging the trend by promoting simple recipes. Because the vegetable is versatile, it is being used in a variety of dishes including salads, tempura, and gratin ^[1]. The combination of low cost and ease of preparation has allowed the vegetable to penetrate a wider range of demographics in the city [1, 2].