Japan has doubled its rate of online grocery shopping in the wake of the pandemic – a significant development for a nation whose consumers are especially demanding when it comes to the appearance of food.

Experts quoted by Reuters estimate that online purchases now account for about 5% of Japan’s total grocery spending, compared with 2.5% before the coronavirus hit. That still lags behind other major nations, but it’s a sign that cultural barriers against online shopping are starting to fall. Most Japanese consumers set great store in a good appearance in food, especially produce, and many of them shop daily or several times a week. However, Japanese consumers are undergoing the same pressures as consumers in most prosperous countries, with working couples squeezed for time; the pandemic has made things worse.

Japanese food retailers are struggling to adapt, with delivery drivers in short supply, and consumers have been complaining about not being able to find delivery slots. Aeon, a leading Japanese grocer, is investing in robotic warehouses, although these won’t come online until at least 2023.