Wasabi Market Size, Share, and Industry Analysis, By Type (Paste/Sauce and Powder), By Nature (Organic and Conventional), By End-User (Food Service and Retail), and Regional Forecast 2024-2032

Wasabi is a condiment that is prepared from the ground thick greenish pungent rhizome of an Asian herb named Wasabia japonica. It belongs to the mustard family and is similar in flavor to horseradish. The increasing popularity of Japanese cuisine, particularly sushi and sashimi across the globe, is a major driver for wasabi demand. Wasabi is known to be a traditional condiment that complements these dishes perfectly, and its demand rises alongside the growing demand for Japanese foods. Wasabi’s unique flavor profile is venturing beyond traditional Japanese cuisines. Manufacturers are incorporating wasabi into other meat products, burgers, chips and others, catering to a wider audience. For instance, in July 2021, Bonchon, a famous restaurant brand, launched a limited edition Cucumber Wasabi Ranch dipping sauce on the occasion of National Chicken Wing Day.

Consumers are increasingly interested in healthy ingredients, and wasabi offers some perceived health benefits. It contains antioxidants and is believed to have antimicrobial properties, making it attractive to health-conscious consumers who might use wasabi extracts beyond sushi.

Wasabi is majorly grown in specific regions, such as Japan, Russia and some parts of North America. The limited geographical cultivation of wasabi further restricts its availability, especially in regions where it is not produced locally.

Key Insights

The report covers the following key insights:

• Overview of the Wasabi Market


• Supply Chain and Regulatory Analysis


• Drivers, Restraints, and Opportunities


• Impact of COVID-19 on the Global Wasabi Market


• Key Developments

WASABI MARKET SEGMENTATION ANALYSIS

Analysis by Type

By type, the market is divided into paste/sauce and powder. The paste/sauce segment is anticipated to hold a major share of the global market. Wasabi paste is by far the most convenient form of wasabi for consumers. It comes in pre-made tubes or packets, ready to use with minimal preparation. Wasabi paste is ideal for home cooks and restaurants. Moreover, wasabi paste is a more affordable option for many consumers. Wasabi paste comes in various strengths and flavors, catering to different taste preferences.

The powder segment is expected to grow considerably over the forecast period. Wasabi powder offers a much longer shelf life compared to wasabi paste, making it an ideal option for various applications. Wasabi powder is generally less expensive, making it more appealing to manufacturers looking for cost-efficient ingredients. Wasabi powder can be easily reconstituted with water to create a paste, making it adaptable for various culinary uses and potentially broadening its appeal. Manufacturers are coming up with innovative launches in order to meet the rising demand. For instance, in March 2021, S&B Foods Inc., a Japanese company manufacturing processes and distributes foodstuffs, spices and condiments, and other products, launched a new series of S&B Wasabi powder by focusing on the quality of taste and ingredients. The company launched three different grades of Wasabi powder, which can be used in sashimi, sushi, steak, and other products.

Analysis by Nature

By nature, the market is divided into organic and conventional. The conventional segment is anticipated to hold a major share of the global market. Conventional wasabi products are readily available in grocery stores and come in convenient formats such as tubes and packets. This makes them an ideal choice for most consumers. For many consumers, particularly in the context of condiments used in small quantities, price is a major deciding factor. Conventional wasabi offers a familiar taste experience at a much lower price point than organic one.

The organic segment is projected to grow at a high CAGR during the forecast period. Consumers are increasingly opting for organic products across all food categories, driven by concerns about health, environmental sustainability, and food safety. This trend is expected to help grow demand for organic wasabi products in the market.      

Analysis by End-User

By end-user, the market is divided into food service and retail. The food service segment is expected to hold a major share of the global market. Wasabi is a well-established condiment in Asian cuisine, particularly in sushi and sashimi restaurants. The rise of global popularity for these dishes translates to a higher demand for wasabi in the food service industry. Restaurants typically purchase wasabi in larger quantities, leading to a higher overall volume within the food service segment compared to retail sales.

The retail segment is expected to grow significantly over the forecast period. Retail stores, such as supermarkets/hypermarkets, online channels, specialty stores, and others, offer consumers easy access to a variety of wasabi products. This convenience caters to busy lifestyles and allows for at-home experimentation with wasabi. Online retail platforms are playing an increasingly important role in the wasabi market, allowing a wider product selection, easier price comparisons, and direct delivery to consumers, further increasing accessibility. 

The food service segment is expected to grow significantly over the forecast period. Foodservice channels, such as restaurants and cafes that offer Japanese cuisines, including sushi and sashimi, are major consumers of wasabi products. As this cuisine continues to gain popularity worldwide, the demand for wasabi in restaurants naturally increases.

Regional Analysis

The global market is geographically segmented into North America, Europe, Asia Pacific, South America, and the Middle East & Africa. Asia Pacific is expected to account for the largest proportion of the global wasabi market. Wasabi has a long and deep-rooted history in Asian Cuisines, particularly in Japan. Its history of being served with sushi and sashimi stretches back centuries, making it an integral part of the culinary experience, leading to a constant and high demand for wasabi in the region. The burgeoning middle class also fuels a growing restaurant industry as consumers spend more on dining out and exploring new flavors.

North America is anticipated to expand with a significant growth rate owing to the growing popularity of Asian Cuisine, particularly Japanese, in the region. The consumers in the region are open to trying new flavors and cuisines. Wasabi’s unique and pungent taste profile is thus finding its way beyond traditional Japanese cuisine and fueling its demand in the region.

Key Players Covered

• Real Wasabi


• Eden Foods


• S&B Foods Inc.


• Kinjirushi Wasabi International


• Tazaki Foods


• Jinkui Group


• Dalian Tianpeng Food Co.


• McCormick & Company


• Great Eastern Sun Trading Co.


• Nordic Wasabi.

Key Industry Developments

• In February 2023, McCormick & Company, an American food company that manufactures, markets, and distributes spices and other products, announced that it would supply Irish wasabi at a commercial scale in Ireland. The Japanese plant would be available in large quantities for use in Irish restaurants and by food processors.