The Natto Market is to Touch $340 Million by 2030; rising health awareness and increased demand for plant-based proteins propel market growth.

The Natto Market size is estimated to reach $340 million by 2030, growing at a CAGR of 6.4% during the forecast period 2024-2030, according to a recent report published by IndustryARC, titled, “Natto Market – By Type (Sticky Natto, Dried Natto), By Application (Packaged Food, Supplements, Functional Skincare), By Distribution Channel (Supermarkets & Hypermarkets, Convenience Stores, Online Stores, Others), By Geography - Global Opportunity Analysis & Industry Forecast, 2024-2030”

Growing consumer preference for fermented foods and expanding vegan and vegetarian populations are fueling the growth of the Natto industry during the forecast period.

The Asia-Pacific region is projected to hold the largest market share of 53% in 2023. Countries such as Japan, China, and South Korea have seen a notable rise in health awareness among consumers, leading to increased demand for nutrient-rich foods like natto, a fermented soybean product renowned for its probiotics, vitamins, and minerals. As health and wellness gain priority, the shift towards natural and wholesome food options is driving natto's popularity in the region. Additionally, with the fast-paced urban lifestyles in APAC, consumers are gravitating towards convenient yet nutritious food options, and natto fits the bill as a ready-to-eat, protein-packed choice. The expanding urban population in APAC creates a profitable opportunity for natto manufacturers. In Japan, natto consumption is widespread, with around 7.5 billion servings consumed annually, boosting the demand for natto and driving market growth. In January 2023, the U.S. Soybean Export Council reported that sustainable U.S. soybeans currently supply approximately 70% of the soybeans used in Japan’s natto industry. American researchers and growers continue to deliver high-protein, small-seed soybeans with a clear hilum to meet the growing demand in the natto sector, supporting the market's continued expansion.

The rising consumer awareness of natto's health benefits is a major factor driving market growth. Natto is recognized for its rich nutritional profile, which includes high levels of protein, fiber, vitamins, and minerals—particularly vitamin K2. Additionally, it contains nattokinase, a unique enzyme known for its potential cardiovascular benefits. As more consumers prioritize health and seek functional foods, the demand for natto is expected to increase significantly, fueling the market's expansion. Furthermore, heightened awareness of the health benefits linked to soy consumption is boosting natto's popularity. Soybeans are a nutrient-dense source of protein, fiber, vitamins, and minerals, making them an essential part of a well-balanced diet. Natto stands out due to its probiotic properties, which result from the fermentation process involving Bacillus subtilis bacteria. These beneficial microorganisms aid in promoting gut health and improving digestion, enhancing natto's appeal as a functional food. As wellness and preventive healthcare become greater concerns, natto's nutritional advantages position it as a highly sought-after dietary choice, further driving market growth.

The global increase in soybean production is a key driver of the natto market. As soybeans are the primary ingredient in natto, rising cultivation levels enhance the availability and affordability of this essential component. This growth is further bolstered by the expanding demand for soy-based products in new markets. As health-conscious consumers seek alternative protein sources, soy-based foods are gaining prominence, fueling the demand for soybeans. This shift presents opportunities for innovative products like natto, which leverage soy’s versatility to offer a variety of textures and flavors, appealing to a wider range of consumers. Additionally, natto’s growing popularity outside Japan can be attributed to both cultural preferences and culinary innovation. Although natto has long been a staple in Japanese cuisine, its appeal is extending to international markets as global consumers increasingly explore diverse culinary traditions. This cultural crossover, paired with the adaptability of soybeans, is propelling natto's reach into new markets. The fusion of traditional and contemporary culinary practices allows natto to gain traction in regions where alternative, health-focused food options are in demand. 

• In August 2023, Daily Need Exim Pvt Ltd revealed that it has begun importing Natto, a traditional Japanese health food, into India. Available through their online platform "MAIN DISH.in," this new offering brings a unique addition to Indian cuisine and is an excellent option for individuals seeking a balanced diet.

Key companies profiled in the Natto Market are Meguminatto Inc., Azuma Foods International, Inc., Dairiki Natto Co., Ltd., Suzuyo Kogyo Co., Ltd., CAPTEK® Softgel International Inc., Kawaguchi Natto Co, Asahimatsu Foods Co., Ltd., Toyo Hakko Co., Ltd., Mizkan Holdings Co., Ltd., Takanofoods Co. Ltd. And Others