Chinese researchers are evaluating Japanese non-astringent cultivars for potential as an export crop. Non-astringent persimmons are grown mainly in Japan, Korea,New Zealand and Australia. In Asia consumers prefer to purchase persimmon as a firm non-astringent fruit. In non-Asian countries astringent persimmons tend to be be marketed as astringent fruit. The consumer has to allow the fruit to soften and lose astringency before eating.
Soft fruit tend to have an over ripe appearance.
The fruit is promoted to the consumer as non-astringent. Persimmon consumption in China, for urban centres, is estimated to be 1.4kg per capita and 1.2 kg in Japan. Currently New Zealand per capita consumption of persimmon is 0.1kg. Low persimmon consumption in non Asian countries indicates that opportunities exist for increasing consumption in these countries. Consumer education would also be required to overcome negative associations with astringent fruit.