From the Field: In-Market Representative Reports – May 2025

Food Export – Midwest and Food Export – Northeast have developed a network of 19 uniquely experienced In-Market Representatives around the globe. These local marketing experts in the food industry provide Food Export with on-the-ground assistance to implement our various programs and services.

In addition, through regular trade servicing, these local representatives report on local issues, trends, and opportunities for international buyers to connect with suppliers of U.S. agricultural and food products. Every month we share with you some of the top market insight from the trade servicing reports we receive in order to improve your international export efforts.

As we move through 2025, international food and agricultural markets continue to undergo rapid transformation. From Japan’s culinary innovation and Korea’s shifting seafood landscape to Europe’s evolving feed sector and trade realignments, global demand and trade dynamics are opening new doors for U.S. exporters. Here’s a look at what’s shaping key markets around the world. 

European Union 

The EU feed industry is facing structural changes following the European Commission’s provisional anti-dumping duties on lysine imports from China, set to take effect in July 2025. With China supplying 60% of the EU’s lysine demand, this move raises concerns across the continent’s livestock and animal feed sectors. 

European producers in France and Belgium currently meet only 5–10% of internal demand, prompting a renewed urgency to diversify supply sources. This presents a strong opportunity for U.S. lysine exporters, who could fill the impending supply gap—especially as the EU feed sector searches for reliable partners outside China. 

While the EU feed industry saw modest growth in 2024, increasing compound feed production by 0.5%, sector-specific developments varied: 

• Poultry feed: +1.3%, showing recovery momentum. 

• Pig feed: Remained under pressure from disease outbreaks and emissions regulations. 

• Cattle feed: Stayed relatively stable, with fluctuations based on roughage availability. 

Aside from lysine, the EU’s strategic push to diversify sourcing across all feed and additive inputs offers broader prospects for American exporters in customized feed ingredients, supplements, and innovative animal nutrition solutions. 

Japan 

Japan’s 2024 food scene reflected a fascinating blend of innovation, sustainability, and cultural revival. Six standout trends dominated the culinary landscape: 

• Plant-Based Eating 

• Health-Conscious Dining 

• Japanese Fusion Cuisine 

• High-Quality Convenience Foods 

• Revival of Regional Flavors 

• Upgraded Desserts 

Among these, High-Quality Convenience Foods (konbini food) remain a cornerstone of modern Japanese dining. Convenience stores in Japan are redefining expectations with gourmet bento boxes, premium ready-to-eat meals, and high-end snacks—all with the speed and accessibility that busy consumers demand. With these trends continuing into 2025, U.S. suppliers of premium, functional, and health-focused foods will find strong interest among Japanese importers looking to stock high-quality, quick-serve options. 

Korea 

Climate change is dramatically impacting Korea’s seafood market. Warmer waters and marine ecosystem disruptions have reduced local seafood production, pushing imported seafood to account for over 50% of sales at major retailers for the first time in 2024. 

Key data from Korean supermarkets: 

• E-Mart: Imports rose from 45% in 2021 to 51% in 2024. 

• Lotte Mart: Imports increased to 70%, up from 65% in 2021. 

• Homeplus: Imports now represent 48% of seafood sales. 

Rising prices for domestic seafood—some up over 70% year-on-year—are accelerating the shift toward more affordable imported alternatives like Norwegian salmon, Vietnamese shrimp, and squid from international waters. 

Notably, salmon has emerged as the top-selling seafood item across all major Korean supermarkets since 2021, replacing seasonal domestic favorites like gizzard shad and spring flounder. 

In March 2025, Food Export’s In-Market Representative met with Korean lobster importers and retailers, who noted that Canadian lobsters currently dominate the market due to their perceived higher quality, greater survival rates, and better meat yield. U.S. exporters face stiff competition but could regain ground by improving live lobster handling practices and value propositions, especially as exchange rates and economic conditions fluctuate, impacting premium seafood demand.