Global Natto Market Growth, Share, Size, Trends and Forecast (2025 - 2031)

The global natto market is segmented by type, application, distribution channel, and geography, reflecting its diverse consumption patterns and market dynamics. By type, soy natto dominates the market due to its widespread popularity and traditional roots in Japanese cuisine. However, black bean natto is gaining attention as a niche product catering to consumers seeking alternative sources of flavor and nutrition, particularly in markets outside Asia. This diversity in types allows manufacturers to target varied consumer preferences and dietary needs.

By application, food remains the primary segment, as natto is consumed widely as a fermented dish rich in probiotics and nutrients. The increasing awareness of gut health and the demand for functional foods have bolstered natto’s role in dietary regimens. The "others" segment includes potential applications in dietary supplements and cosmetics, which could expand as the functional benefits of natto gain global recognition. This dual functionality of natto—both as a food product and a health-enhancing ingredient—offers significant growth opportunities.

In terms of distribution channels, supermarkets and hypermarkets lead due to their extensive reach and consumer trust. Convenience stores play a crucial role in urban areas, offering easy access to ready-to-eat natto products. Online stores are rapidly emerging as a key distribution channel, driven by the increasing penetration of e-commerce platforms and consumer preference for home delivery. The "others" category encompasses local specialty stores and farmers' markets, which cater to niche consumers looking for artisanal or locally sourced products.

Geographically, the Asia Pacific region accounts for the largest share of the natto market, driven by its deep-rooted cultural acceptance and extensive consumption in countries like Japan and Korea. North America and Europe are experiencing a steady rise in demand, propelled by growing health consciousness and the popularity of fermented foods. The Middle East and Africa, along with Latin America, represent emerging markets, where awareness about natto’s health benefits is gradually increasing, opening up avenues for expansion.

Global Natto Segment Analysis

In this report, the Global Natto Market has been segmented by Type, Application, Distribution Channel and Geography.

Global Natto Market, Segmentation by Type

The Global Natto Market has been segmented by Type into Soy Natto and Black Bean Natto.

Soy Natto, being the traditional variety, is made by fermenting soybeans with Bacillus subtilis var. natto bacteria, resulting in a characteristic sticky texture and strong flavor. This type of natto is widely recognized and consumed in Japan and increasingly across other regions where interest in fermented foods and their health benefits is growing.

Black Bean Natto, on the other hand, offers a variation by using black soybeans instead of regular soybeans. This variation not only alters the flavor profile, typically making it slightly sweeter and milder compared to Soy Natto, but also introduces higher levels of antioxidants associated with black soybeans. This type of natto appeals to consumers looking for a different taste experience while still seeking the nutritional benefits of fermented soy products.

Both types of natto are valued for their rich nutritional profiles, including high protein content, fiber, and vitamin K2, which supports bone health and cardiovascular function. They are consumed both as standalone dishes and integrated into various culinary applications, showcasing their versatility in traditional Japanese cuisine and beyond. As consumer awareness of the health benefits of natto continues to grow globally, the market for both Soy Natto and Black Bean Natto is expected to expand, driven by increasing demand for natural, functional foods that promote overall well-being.

Global Natto Market, Segmentation by Application

The Global Natto Market has been segmented by Application into Food and Others.

The primary application of natto is in the food sector. Natto is traditionally consumed as a food item, particularly in Japan where it is often served over rice or mixed with other ingredients like green onions and mustard. It is also used as a topping for sushi and integrated into various traditional Japanese dishes. As consumer interest in health-enhancing foods grows globally, natto's nutritional benefits, including high protein content, fiber, and vitamin K2, make it a popular choice among health-conscious individuals seeking natural and functional food options.

Beyond direct consumption as a food item, natto is increasingly finding applications in other sectors. This includes its use in functional foods and beverages where its probiotic properties and nutritional content are leveraged to enhance product formulations. Additionally, there is potential for natto to be utilized in dietary supplements or as an ingredient in food products targeting specific health benefits. The versatility of natto in culinary and product applications reflects a broader trend towards incorporating fermented foods into diverse diet plans for their perceived health benefits and unique flavor profiles.

As awareness of natto's nutritional value and culinary versatility spreads, particularly outside of its traditional Asian markets, the global market for both food and other applications of natto is expected to expand, driven by consumer demand for natural, functional, and culturally rich food choices.

Global Natto Market, Segmentation by Distribution Channel

The Global Natto Market has been segmented by Distribution Channel into Supermarkets & Hypermarkets, Convenience Stores, Online Stores, and Others.

The global natto market is categorized by distribution channels, including supermarkets and hypermarkets. These large retail stores provide a wide range of natto products, making them a popular choice for consumers seeking convenience and variety. They are particularly effective in urban areas, where consumers appreciate the accessibility of finding multiple brands and flavors under one roof.

Convenience stores also play a significant role in the distribution of natto. These stores cater to on-the-go consumers and are particularly favored for their proximity and quick service. They typically stock smaller packages of natto, which appeals to individuals and small households who prefer to buy in smaller quantities or try new products without committing to bulk purchases.

Online stores are increasingly becoming a preferred channel for natto distribution, driven by the growing popularity of e-commerce platforms. These stores offer the advantage of doorstep delivery and often feature a broader selection of products, including organic and specialty natto varieties. The "others" category includes smaller, niche retail outlets and specialty food shops that focus on health-conscious and traditional food products, catering to a specific segment of consumers.

Global Natto Market, Segmentation by Geography

In this report, the Global Natto Market has been segmented by Geography into five regions; North America, Europe, Asia Pacific, Middle East and Africa and Latin America.

Global Natto Market Share (%), by Geographical Region, 2024

The global natto market exhibits geographical segmentation based on consumption patterns and regional preferences. In its home market of Japan, natto holds deep cultural significance and is widely consumed across all demographics. Its popularity extends to both household consumption and as a staple in restaurants and sushi bars. Japan remains the largest market for natto, driven by strong domestic demand and cultural traditions that favor fermented foods.

Outside of Japan, interest in natto is gradually increasing in North America, Europe, and other parts of Asia-Pacific. In North America and Europe, natto is primarily consumed by health-conscious individuals seeking natural sources of protein and probiotics. The market growth in these regions is supported by rising awareness of the health benefits associated with fermented foods and an increasing number of Asian supermarkets offering natto alongside other traditional products.

In Asia-Pacific, countries like South Korea and Taiwan are seeing a rise in natto consumption, influenced by cultural exchanges and growing interest in Japanese cuisine. These markets are characterized by a blend of traditional natto consumption and innovative culinary uses in local dishes. Emerging economies in Southeast Asia are also showing potential as awareness of natto spreads and dietary preferences diversify.

This report provides an in depth analysis of various factors that impact the dynamics of Global Natto Market. These factors include; Market Drivers, Restraints and Opportunities Analysis.

Drivers, Restraints and Opportunity Analysis

Drivers:

• Health benefits
• Probiotic properties

• High protein content - Natto is renowned for its high protein content, making it a popular choice among health-conscious consumers and those seeking plant-based protein sources. The fermentation process used to produce natto from soybeans enhances its nutritional profile, particularly in terms of protein. Typically, natto contains about 17-18 grams of protein per 100 grams serving, which is comparable to other protein-rich foods like meat and eggs.

  Protein is essential for various bodily functions, including muscle repair, immune function, and hormone production. What sets natto apart is not only its protein quantity but also its quality. It provides all essential amino acids, making it a complete protein source. This is particularly beneficial for individuals following vegetarian or vegan diets, as natto offers a viable alternative to animal-based proteins.

  Natto's protein content is complemented by its fiber content, which supports digestive health and promotes a feeling of fullness. This combination of protein and fiber makes natto a nutritious addition to meals, providing sustained energy and aiding in weight management goals.

  As global interest in plant-based diets and sustainable food sources continues to rise, natto's high protein content positions it favorably in the market. It appeals not only to those seeking health benefits but also to athletes and fitness enthusiasts looking to enhance their protein intake naturally. With ongoing research highlighting the importance of protein in overall health, natto stands out as a versatile and nutrient-dense option for consumers prioritizing wellness through their dietary choices.

Restraints:

• Strong flavor may not appeal to all consumers
• Limited awareness outside of Asian markets

• Perceived texture issues for some consumers - Perceived texture issues can be a challenge for some consumers when it comes to natto. Natto is known for its sticky and slimy texture, which results from the fermentation process that breaks down soybeans into a gooey consistency. While this texture is integral to its traditional appeal and is enjoyed by many, it can be off-putting for individuals unaccustomed to or unfamiliar with fermented foods.

  For some consumers, particularly those outside of natto's native regions like Japan, the sliminess and strong aroma of natto can present a sensory challenge. The sticky strands that develop during fermentation may not align with Western culinary preferences or texture expectations, leading to hesitation or aversion to trying natto.

  The distinct flavor profile of natto, which is often described as nutty and savory with hints of ammonia due to the fermentation process, can further contribute to the texture-related concerns. Combined with its unique texture, this flavor profile may not appeal to everyone's palate, especially those accustomed to milder or more familiar tastes.

  To address these perceived texture issues and broaden its appeal, some natto producers are exploring ways to modify or present natto in more palatable forms. This includes packaging innovations, flavor enhancements, and culinary applications that incorporate natto into dishes where its texture can be complemented by other ingredients or preparation methods. By offering different textures and flavor profiles, producers aim to make natto more accessible to a wider audience while still preserving its nutritional benefits and cultural authenticity.

Opportunities:

• Increasing adoption in functional foods and beverages
• Expansion into new geographical markets

• Growing demand for plant-based protein sources - The growing demand for plant-based protein sources is driven by multiple factors influencing consumer preferences and global dietary trends. As awareness of health and sustainability increases, more people are seeking alternatives to traditional animal-based proteins like meat and dairy. Plant-based proteins, such as those found in natto, offer several compelling advantages that contribute to this trend.

  Plant-based proteins are generally perceived as healthier options due to their lower saturated fat content and higher fiber content compared to animal proteins. This aligns with dietary recommendations promoting heart health and weight management.

  Sustainability concerns play a significant role. Producing plant-based proteins typically has a lower environmental impact in terms of land use, water consumption, and greenhouse gas emissions compared to raising livestock for meat production. As global awareness of climate change and resource scarcity grows, consumers are increasingly choosing plant-based options to reduce their ecological footprint.

  Plant-based proteins appeal to individuals with specific dietary preferences or restrictions, such as vegetarians, vegans, and those with lactose intolerance or allergies to animal proteins. Products like natto, which offer complete protein profiles and essential nutrients, provide viable alternatives that support diverse dietary needs without compromising on nutritional quality.

  In response to this growing demand, the market for plant-based proteins, including natto, is expanding globally. Food manufacturers are innovating with new plant-based protein sources and enhancing existing products to meet consumer expectations for taste, texture, and nutritional value. This trend is reshaping the food industry landscape and driving investment in sustainable food production practices that cater to evolving consumer preferences for healthier, planet-friendly protein sources like natto.

Key players in Global Natto Market include:

• Captek Softgel International
• AzumaShokuhin
• CP Kelco
• ASAICHIBAN
• MegumiNATT
• Mizkan Holdings
• Takanofoods

In this report, the profile of each market player provides following information:

• Company Overview and Product Portfolio
• Key Developments
• Financial Overview
• Strategies
• Company SWOT Analysis