Natto Market Analysis, Size, and Forecast 2025-2029: North America (US and Canada), Europe (France, Germany, Italy, and UK), APAC (China, India, Japan, and South Korea), and Rest of World (ROW)

Natto Market Size 2025-2029

The natto market size is forecast to increase by USD 5.13 billion at a CAGR of 17.6% between 2024 and 2029.

• The market is experiencing significant growth, driven by the increasing demand for plant-based foods and a growing emphasis on awareness campaigns promoting the health benefits of this traditional Japanese dish. Natto, a fermented soybean product, is rich in nutrients, including protein, vitamins, and minerals, making it an attractive alternative to animal-derived sources. However, market expansion is not without challenges. Regulatory hurdles impact adoption in certain regions due to concerns over the production process and potential health risks. Additionally, supply chain inconsistencies temper growth potential as the demand for Natto outpaces the availability of high-quality, consistent products. One of the primary drivers is the increasing preference for convenience among consumers, leading to a rise in demand for ready-to-eat and ready-to-cook frozen food products.
• Companies seeking to capitalize on this market opportunity must navigate these challenges effectively, ensuring regulatory compliance and establishing robust supply chain management systems to meet the growing demand for Natto. By doing so, they can tap into the potential of this dynamic and growing market. However, distribution challenges persist, including the need for proper temperature control and logistics management, which can impact the quality and shelf life of frozen food products.

What will be the Size of the Natto Market during the forecast period?

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• In the dynamic and evolving market for natto, a traditional Japanese fermented food made from soybeans, various aspects continue to gain traction. The focus on natto quality control ensures consumers receive a safe and consistent product. Natto rice, a popular dish prepared with fermented soybeans, boasts a unique taste profile and high nutritional composition, including significant protein and mineral content. Brands strive to increase natto consumer education, offering meal plans and recipes to expand its use beyond traditional dishes like natto dinner or natto breakfast. Natto's nutritional value extends beyond protein and minerals, with vitamin K2 content playing a crucial role in bone health. Cold chain infrastructure advances enable the preservation of a wide range of offerings, including fruits, vegetables, meat, poultry, seafood, prepared meals, baked goods, and more.
• Consumers seek out natto snacks and convenient forms like paste or flakes for easy incorporation into their diets. Natto's food safety and traceability are essential considerations, with strict safety standards in place to ensure the highest quality. Bacillus subtilis, the bacteria responsible for natto's unique characteristics, contributes to its sensory analysis and nattokinase activity, a potent enzyme with potential health benefits. Natto's fiber content and calorie count make it an attractive food option for those seeking a balanced diet. Food pairing and cooking techniques continue to be explored, further expanding natto's versatility in various dishes, such as natto salad and natto soup. Health and wellness, environmental sustainability, and plant-based foods are emerging trends.

How is this Natto Industry segmented?

The natto industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD million" for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

• Type
  • Dried natto
  • Sticky natto
• Distribution Channel
  • Offline
  • Online
• Product Type
  • Packaged food
  • Supplements
  • Functional skincare
• Geography
  • North America
    • US
    • Canada
  • Europe
    • France
    • Germany
    • Italy
    • UK
  • APAC
    • China
    • India
    • Japan
    • South Korea
  • Rest of World (ROW)

By Type Insights

The dried natto segment is estimated to witness significant growth during the forecast period. Dried natto, a dehydrated form of the traditional Japanese dish, offers a convenient and portable alternative to fresh natto while retaining many of its nutritional benefits. The fermentation process for natto involves bacterial cultures that produce probiotics and fiber, contributing to digestive health and potentially lowering blood pressure. Dried natto, with its extended shelf life, is a popular choice among health-conscious consumers, particularly those who prioritize heart health and bone health due to natto's rich protein and vitamin K2 content. The production of dried natto involves carefully removing moisture from freshly fermented soybeans, resulting in a lighter, more compact product. Frozen pizza, pasta, desserts, and soups are popular choices. Cold chain logistics and storage infrastructure play a crucial role in the market's growth, with cold chain systems and online grocery platforms streamlining the purchasing process.

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The dried natto segment was valued at USD 1.23 billion in 2019 and showed a gradual increase during the forecast period. This dehydration process ensures a longer shelf life, enabling easier storage and transportation without refrigeration. Consumers can rehydrate dried natto by soaking it in water or adding it directly to hot dishes like soups, noodles, or salads. Natto's popularity extends to various product forms, including natto snacks, supplements, and even natto-based yogurt. Market research indicates growing acceptance and adoption of natto in the US, with increasing consumer awareness and preferences for this probiotic food. The fermentation process and certifications ensure the quality and safety of natto products, making them a sustainable and trusted choice for health-conscious consumers. The market faces obstacles in distribution and cold storage infrastructure, which may impede its expansion during the forecast period. Insufficient refrigerated transportation and limited cold storage facilities hinder the preservation of frozen foods' quality, affecting market growth.

Regional Analysis

North America is estimated to contribute 35% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. The Natto Market is gaining traction with rising interest in soybean fermentation, known for its rich nutritional value and distinct natto taste profile. Versatile options like natto paste and natto flakes enhance meals, making natto lunch and natto meal plans more accessible. Unique natto cooking techniques elevate natto food pairing and natto food combinations, appealing to diverse consumers. Detailed natto sensory analysis highlights its nutritional composition, including high natto protein content, natto fiber content, natto vitamin content, natto mineral content, and balanced natto calorie content. Strict natto safety standards and natto food safety regulations ensure product quality, reinforcing consumer trust. As demand grows, innovation in natto-based products is reshaping global food trends, making natto a highly sought-after superfood.

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The market in North America is witnessing notable growth, fueled by several factors that reflect the evolving food trends and health consciousness in the region. The rising awareness of fermented foods, plant-based proteins, and functional health benefits is significantly boosting the demand for Natto. Although Natto is still emerging in mainstream diets, its popularity is increasing, particularly in urban areas where health-conscious consumers and Asian diaspora communities are more concentrated. In 2023, the urban population accounted for 82% of Canada's and 83% of the US's total populations, according to the World Bank. This urban demographic shift facilitates easy access to specialty Asian grocery stores, natural food retailers, and online platforms like Amazon and Thrive Market, where Natto is readily available.

Natto, a traditional Japanese food made from fermented soybeans, offers numerous health benefits, including heart health, digestive health, and blood pressure regulation. It is a rich source of protein, fiber, and probiotics, making it an attractive option for health-conscious consumers. Natto's unique aroma and texture, derived from the fermentation process, add to its appeal. Natto production involves a meticulous fermentation process, which is closely monitored to ensure quality and safety. Certifications, such as organic and non-GMO, further enhance its market acceptance. Natto-based products, including snacks, supplements, and yogurt, cater to diverse consumer preferences. The market is subject to various regulations, ensuring its production, distribution, and consumption adhere to stringent standards.

Natto's sustainability and eco-friendly production methods also contribute to its growing popularity. Numerous scientific studies have investigated Natto's health benefits, focusing on its Vitamin K2 content, which plays a crucial role in bone health and immune system support. Natto's versatility, as evidenced by its inclusion in various recipes and innovative product offerings, underscores its potential for continued growth. As the market expands, it is essential to maintain its quality, safety, and authenticity. Proper storage and shelf life management are crucial to preserving Natto's unique characteristics and health benefits. Natto's future lies in its ability to cater to the evolving health and wellness trends while staying true to its rich cultural heritage.

Market Dynamics

Our researchers analyzed the data with 2024 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

What are the Natto market drivers leading to the rise in the adoption of Industry?

• The increase in consumer preference for plant-based food options serves as the primary catalyst for market growth. The market is experiencing significant growth due to the increasing adoption and acceptance of this traditional Japanese food as a plant-based alternative in the global food industry. Natto, a fermented soybean dish, undergoes a unique fermentation process that results in a distinctive texture and nutty flavor. The market for natto-based products is driven by various factors, including health benefits, innovation, and sustainability. Natto is rich in essential nutrients such as vitamin K2, calcium, and fiber, making it an attractive option for consumers seeking plant-based sources of these nutrients. The fermentation process also enhances the production of probiotics, which contribute to gut health and immunity.

• Furthermore, natto's production process is sustainable and has a lower carbon footprint compared to animal agriculture. To ensure the quality and safety of natto products, various certifications are in place, including those related to organic farming, food safety, and halal and kosher certifications. Clinical trials are also being conducted to further validate the health benefits of natto. As the market for natto-based products continues to grow, innovation is a key driver, with new recipes and applications being developed to expand the reach and appeal of this traditional Japanese food.

What are the Natto market trends shaping the Industry?

• The growing importance of awareness campaigns is a notable market trend. It is essential for organizations to prioritize these initiatives to stay competitive and make a positive impact. The market is experiencing significant growth due to increasing consumer preferences for functional and fermented foods. Natto, a traditional Japanese dish made from fermented soybeans, offers numerous health benefits, including high protein content, probiotics, and vitamin K2. To expand its reach beyond Japan, where it is culturally significant, awareness campaigns are crucial. The Japan Natto Cooperative Society Federation (JNCSF) is one such initiative, promoting natto through the Natto Power: Japanese Fermented Food Natto, the Key to Better Living platform. This campaign aims to educate consumers worldwide about the nutritional value and cultural significance of natto. Additionally, the focus on natto sustainability aligns with evolving consumer values, making it an attractive option for health-conscious consumers.

• The market's future looks promising, with a growing emphasis on natto distribution and the development of natto ingredients, such as natto cheese and natto capsules, catering to diverse consumer preferences. Natto's long shelf life and high-quality standards further add to its appeal.

How does Natto market faces challenges face during its growth?

• The growth of the industry is significantly impeded by regulatory hurdles, which present a formidable challenge that must be addressed by industry professionals. The market faces regulatory hurdles due to each country's unique food safety, labeling, and import regulations. These challenges are particularly significant for fermented products like natto, which contain live bacteria and undergo complex fermentation processes. Compliance with local standards is crucial for successful market entry and distribution. For instance, in the European Union, the European Food Safety Authority (EFSA) oversees rigorous safety evaluations for food products. Those with specific health claims, such as the probiotic benefits of natto, require scientific scrutiny and approval before marketing.

• Natto's unique flavor, texture, and potential health benefits, including bone health and immune system support due to vitamin K2, make it an attractive retail and online sales prospect. Natto's production involves bacterial cultures, which adds to its complexity and regulatory requirements. Ensuring safety and regulatory compliance is essential for the market's growth.

Exclusive Customer Landscape

The natto market forecasting report includes the adoption lifecycle of the market, covering from the innovator's stage to the laggard's stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the natto market report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.

Customer Landscape

Key Companies & Market Insights

Companies are implementing various strategies, such as strategic alliances, natto market forecast, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the industry.

ASAHIMATSU FOODS CO. LTD. - The company specializes in providing high-quality natto, a traditional Japanese fermented soybean food.

The industry research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:

• ASAHIMATSU FOODS CO. LTD.
• Asaichiban Co. Ltd
• Kasano Kosan Co. Ltd.
• Kokoro Cares
• MARUMIYA
• MegumiNATTO Inc.
• Mizkan Holdings Co. Ltd.
• NYrture Food LLC
• Ohsato Co. Ltd.
• Rhapsody Natural Foods
• Takanofoods Co. Ltd.
• Yamasan Ltd.

Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key industry players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

Recent Development and News in Natto Market

• In February 2024, Japanese food giant Ajinomoto Co. Inc. announced the launch of a new natto product line, Natto Master, in collaboration with leading Japanese supermarket chain Seiyu. This strategic partnership aimed to expand the reach of natto, a traditional Japanese fermented soybean dish, to a broader consumer base (Ajinomoto Co. Inc. Press Release, 2024).
• In May 2025, Shin Nihonmachi Co. Ltd., a major natto manufacturer, completed a JPY 10 billion (approximately USD 88 million) investment to expand its production capacity by 50%. This significant expansion was in response to the increasing global demand for natto and the company's commitment to maintaining its market leadership (Nikkei Asia, 2025).
• In July 2024, the European Food Safety Authority (EFSA) granted a positive opinion on the health claim for the beneficial effects of natto on the maintenance of normal blood cholesterol levels. This regulatory approval opened new opportunities for European natto manufacturers and importers to market their products with this health claim (EFSA Journal, 2024).
• In October 2025, NattoPharma AS, a leading supplier of nutraceutical ingredients, and Mitsui & Co. Ltd., a global trading company, formed a strategic partnership to introduce fermented soybean products, including natto, to the Chinese market. This collaboration aimed to leverage Mitsui's extensive distribution network and NattoPharma's expertise in the production and marketing of natto (NattoPharma AS Press Release, 2025).

Research Analyst Overview

The market continues to evolve, driven by the growing recognition of its unique health benefits and versatile applications across various sectors. Natto, a traditional Japanese dish made from fermented soybeans, is gaining popularity as a protein source and probiotic food. Its distinctive flavor and texture, derived from the bacterial cultures used in the fermentation process, have expanded its reach beyond traditional Japanese cuisine. Natto's health benefits extend to digestive health, blood pressure regulation, and bone health, fueling the demand for natto-based products. Consumers increasingly seek out natto snacks, supplements, and even natto yogurt as immune system boosters and fiber sources.

The market research landscape is dynamic, with ongoing clinical trials and certifications addressing safety, quality, and sustainability concerns. Innovation in natto production and distribution methods, such as refrigerated storage and online sales, have broadened accessibility and increased consumer awareness. Natto's adoption and acceptance are influenced by changing consumer preferences and regulations. As the market continues to unfold, natto's versatility as a fermented soybean product with numerous health benefits is driving its growth and transforming it into a global phenomenon. The fermentation process, which contributes to natto's unique characteristics, is a critical aspect of its production.

The Natto Market is expanding as consumer interest in health-focused foods grows. Rich in fiber source, natto consumption supports gut health and nutrition. High-quality natto starter and specialized natto packaging ensure safety and longevity, influencing natto shelf life and natto storage methods. The distinct natto flavor, natto aroma, and natto texture appeal to different consumer preferences and consumer demographics. Various natto recipes integrate natto powder and natto supplements for versatility. Strict natto safety, natto regulations, and natto certifications shape product standards. Increasing natto retail and natto online sales reflect rising natto awareness, natto acceptance, and natto adoption. Continuous natto innovation is driving new market opportunities, positioning natto as a leading fermented superfood.

Natto's shelf life, packaging, and certifications are essential factors that impact its market value and consumer perception. The market is a vibrant and evolving landscape, with ongoing research and development in natto's health benefits, production methods, and applications. From traditional Japanese dishes to modern health supplements, natto's potential is limitless.

Dive into Technavio's strong research methodology, blending expert interviews, extensive data synthesis, and validated models for unparalleled Natto Market insights. See full methodology.

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What are the Key Data Covered in this Natto Market Research and Growth Report?

• CAGR of the Natto industry during the forecast period
• Detailed information on factors that will drive the growth and forecasting between 2025 and 2029
• Precise estimation of the size of the market and its contribution of the industry in focus to the parent market
• Accurate predictions about upcoming growth and trends and changes in consumer behaviour
• Growth of the market across North America, Europe, APAC, South America, and Middle East and Africa
• Thorough analysis of the market's competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the natto market growth of industry companies

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