I replaced the Suction Control Valve (SCV) on mine and it completely solved this issue. It was an easy job, just a couple of bolts on the fuel pump, some new o rings and it starts first time now
This is the most helpful video which shows how to fit a new SCV on a similar Toyota engine. I bought a Denso one off an eBay shop called newpartautomotive but check your engine number before buying one Here's the fitting video I used ru-vid.com/video/%D0%B2%D0%B8%D0%B4%D0%B5%D0%BE-Iy79uqnrerY.html
Have you tried changing the fuel brand? Our 2008 is at 250.000km (about the same as yours) and it starts quite well at - 10°C. Btw ours have a start-stop button and webasto for when's very cold.
Hi Mykolas, I changed the heater plugs and it is a bit better in cold conditions, however in the summer it still chews on a bit. Think its the SCV valve thats the problem
Heater plugs have a limited life span. They break down gradually and the sign of unburnt diesel on start up is the best time to renew them all at once. Usually every 5 years. Same as batteries, they should replaced every 5 years. They could last longer but it’s your value of reliability that counts