Iida Shoten, Known for Boneless Fish, Handles Approximately 15,000 Tons of Mackerel Annually

Japan's mackerel distribution involves not only direct imports from Norway but also significant volumes processed in third countries such as China, Vietnam, Thailand, and Indonesia before entering Japan. This complex structure makes it difficult to fully grasp the actual flow of imported and processed mackerel.

Iida Shoten Co., Ltd. (headquartered in Choshi City, Chiba Prefecture) has conducted an independent analysis of the imported and processed mackerel market—centered on Norwegian-sourced fish—using public statistics from the Norwegian Seafood Council (NSC), the World Bank WITS (UN Comtrade), and Japan's Ministry of Agriculture, Forestry and Fisheries.

As a result, the company's annual mackerel handling volume of approximately 15,000 tons represents over 10% of the market scope it has estimated, indicating that Iida Shoten ranks among Japan's top mackerel-handling enterprises. (Based on company research)

【Scope of Estimation in This Release】

This estimation is independently calculated by the company, based on official statistics regarding frozen mackerel direct exports from Norway to Japan, as well as processed mackerel products entering Japan via third-country processing in countries such as China and Vietnam.

It does not cover Japan's total domestic mackerel circulation volume, domestic catch volume, or all imported mackerel flows. Additionally, as processed products include final product weight, they may not correspond directly to raw fish weight.

【Background】The Complexity of Japan’s Imported Mackerel Supply Chain

According to the Norwegian Seafood Council’s (NSC) official market analysis, Japan’s mackerel consumption is estimated at approximately 260,000 tons annually in 2024. However, Japan’s mackerel supply chain does not rely solely on direct imports from Norway.

A significant portion enters Japan after being processed in third countries such as China and Vietnam. As a result, Japan’s import statistics alone do not fully reflect the actual volume of Norwegian-sourced mackerel that enters the market through processing and re-export channels.

・Estimated mackerel consumption in Japan: ~260,000 tons (NSC official estimate, 2024)

・Direct exports from Norway to Japan: 52,802 tons (World Bank WITS / UN Comtrade, HS030374, 2024)

・Exports from Norway to four Asian countries: 94,234 tons (same source, total for China, Vietnam, Thailand, and Indonesia)

・Breakdown by country: China 45,106 tons / Vietnam 36,182 tons / Thailand 11,460 tons / Indonesia 1,487 tons

【Independent Research】Cross-Referencing Norwegian Export Data with Third-Country Processing Routes

The Norwegian Seafood Council (NSC) has indicated in its official market analysis that a large portion of Norwegian mackerel is processed in third countries such as China and Vietnam before entering the Japanese market.

Taking this distribution structure into account, the company has cross-referenced direct import volumes from Norway to Japan with Norwegian export volumes to China, Vietnam, Thailand, and Indonesia, as well as import volumes of processed mackerel products from these four countries into Japan.

By including triangular trade flows that are not visible in direct import data, the company has quantitatively assessed the scale of Iida Shoten’s operations within the imported and processed mackerel market.

【Market Environment】Declining Domestic Catch and Rising Importance of Overseas Imports and Processing

According to Japan’s Ministry of Agriculture, Forestry and Fisheries' "Fiscal Year 2024 Fisheries and Aquaculture Production Statistical Yearbook," Japan’s domestic mackerel catch in 2024 was 256,000 tons—a 5.0% decrease from the previous year—continuing a recent downward trend.

● Domestic mackerel catch (2024): 256,000 tons, down 5.0% year-on-year (MAFF FY2024 Fisheries Statistics)

● A portion of the domestic catch is allocated to feed for tuna farming and other non-human consumption uses (Fisheries Agency White Paper)

With domestic catches alone unable to stably meet demand for food and processing, the importance of supply chains involving overseas imports, overseas processing, and domestic reprocessing and sales is increasing. In this environment, companies capable of end-to-end management—from raw material sourcing and processing to quality control and re-import—play a crucial role in ensuring stable supply.

【Conclusion】Annual Handling Volume of ~15,000 Tons: Over 10% of Estimated Market Scope

Iida Shoten’s annual mackerel handling volume: ~15,000 tons

According to the company’s estimation, its handling volume accounts for over 10% of the estimated market scope for imported and processed mackerel centered on Norwegian-sourced fish. (Based on company research)

This result does not indicate that Iida Shoten accounts for a certain percentage of Japan’s total mackerel circulation. However, it demonstrates that within the market for imported and processed mackerel—including direct imports from Norway and third-country processing—the company holds one of the largest handling scales in Japan.

The company has overlaid multiple public statistics—including direct import volumes from Norway to Japan, Norwegian export volumes to the four Asian countries, and processed product import volumes from these countries to Japan—to independently analyze the market structure. Moving forward, Iida Shoten will continue to leverage its strengths in procurement, processing, and quality control to serve as a core player in ensuring stable supply and improving quality in the imported and processed mackerel market.

◆ Four Key Reasons Why Iida Shoten Is Chosen

1. High-Standard Quality Management System

From upstream in triangular trade, the company manages deboning, freezing, and packaging in-house. It has built a traceability-focused quality management system from raw material sourcing to final processing.

2. Deboning Processing Technology

By manually inspecting and deboning each fish individually, the company provides boneless fish that are easy to use for families with children and elderly consumers.

3. Direct Procurement from Norwegian and UK Fishing Ports

By minimizing intermediaries and purchasing directly from fishing ports, the company has established a stable supply system for high-fat, high-quality mackerel.

4. Proven Market Sales Performance

The product "Salt-Free Discounted Deboned Mackerel" has ranked No. 1 for two consecutive years in the overall rankings on Rakuten, a major e-commerce marketplace. It has gained strong consumer support as a household boneless fish product.

Executive Comment

Representative Director, Yasutoshi Iida

"By cross-referencing multiple public datasets, we have now confirmed that our annual handling volume of approximately 15,000 tons ranks among the largest in Japan’s imported and processed mackerel market, particularly for Norwegian-sourced fish. This achievement is the result of our long-term accumulation of procurement capabilities, processing expertise, and quality management. Going forward, we will continue to contribute as a company that supports Japan’s seafood processing market through stable supply in both volume and quality."

Future Outlook

Further Enhancement of Processing Technology and Quality Management Systems

By improving the precision of deboning technology and strengthening quality management systems, the company will develop products that meet diverse needs—from household to commercial use.

Expansion of Sales Channels Including Furusato Nozei and E-Commerce

In addition to Rakuten and the official online store, the company will strengthen efforts to deliver Iida Shoten’s boneless fish to dining tables across Japan through sales channels such as furusato nozei (hometown tax donation) programs.

Contributing to the Preservation and Development of Japan’s Fish-Based Diet

By enhancing the convenience of boneless fish, the company will promote fish-inclusive meals for families with children and elderly individuals, contributing to the preservation and development of Japan’s fish-eating culture.

Data Sources for This Release (List of References)

Norwegian Seafood Council (NSC) Japan Market Page: https://en.seafood.no/countrypages/japan/

NSC 2024 Export Statistics (Japanese Press Release): https://prtimes.jp/main/html/rd/p/000000035.000068035.html

World Bank WITS (UN Comtrade): https://wits.worldbank.org/

MAFF "FY2024 Fisheries and Aquaculture Production Statistical Yearbook": https://www.maff.go.jp/j/tokei/kouhyou/kokusai_sui/

Fisheries Agency "2023 White Paper on Fisheries in Japan": https://www.jfa.maff.go.jp/j/suisan_hakusho/