How Functional Foods Fuel Japan's Health and Wellness Revolution
How Functional Foods Fuel Japan's Health and Wellness Revolution
An increasing number of people are becoming health-conscious, leading to a rising demand for health and wellness products and services. In Japan, this growth is driven by individuals adopting healthier lifestyles and focusing on physical fitness, mental wellbeing, and balanced nutrition. According to the Japan Health and Wellness Market Report by the International Market Analysis Research and Consulting Group, this industry is projected to exhibit a compound annual growth rate (CAGR) of 3.96% from 2024 to 2032. A significant contributor to this sector's growth is the functional food segment.
What Are Functional Foods?
What Are Functional Foods?
Functional foods have captured the interest of health-conscious consumers, heightened by the previous pandemic outbreak, rapidly aging society, and growing quest for a healthier lifestyle. Functional food products in Japan are those that offer health benefits beyond basic nutrition. These are foods and beverages that contain ingredients like fibers, proteins, minerals and other bioactive substances.
Japanese brands such as Yakult Honsha and Meiji Holdings are well-established in the functional foods industry. But before being sold in the market, brands that offer functional foods with health claims must be registered in one of the three labeling categories, namely Food for Specified Health Use (FOSHU), Food with Nutrient Function Claims (FNFC) and Food with Function Claims (FFC). These regulatory systems ensure that the health claims presented by brands are approved and verified.
Two Groups of Functional Foods
Two Groups of Functional Foods
Functional food is divided into two groups: conventional and modified. But what are the differences between these two groups?
Conventional Functional Food
Conventional Functional Food
Conventional functional foods are composed of natural or whole-food ingredients such as heart-healthy fatty acids, antioxidants, vitamins, and minerals. They also contain bioactive substances that have beneficial effects on health. These foods help people maintain a balanced lifestyle and minimize the risk of developing diseases. Fruits, vegetables, nuts, seeds, legumes, herbs, and spices are some of the most common conventional functional foods.
Modified Functional Food
Modified Functional Food
Modified functional foods, on the other hand, go beyond the typical nutritional ingredients of conventional food. They are enhanced or fortified with additional ingredients for specific health purposes, providing an added health benefit. These foods are often marketed for their enhanced properties. Examples of modified functional foods include products containing prebiotics and probiotics, or beverages fortified with herbs or specific nutrients.
Importance of Functional Food Among the Japanese
Importance of Functional Food Among the Japanese
In the Japanese market, functional foods and beverages are abundant, often claiming effects similar to those of dietary supplements. These products are popular as they address common nutritional gaps in the typical Japanese diet. For instance, calcium, iron, and zinc are mostly consumed in the form of supplements or fortified foods in Japan.
Japanese consumers value efficiency and trustworthiness in products, with high expectations for detail and quality. They meticulously check product descriptions and numerical data, not only in the products themselves but also in the packaging. This meticulousness benefits the functional food market, which often features products with new ingredients or higher quantities of existing nutrients. This aligns perfectly with consumer preferences for transparency and efficacy.
Functional foods and drinks in Japan are also known for their benefits in balancing gut bacteria, managing weight, combating stressful lifestyles, and supporting specific beauty goals, such as maintaining clear and supple skin.
Examples of functional foods that improve gastrointestinal health include those incorporating probiotic lactobacilli, oligosaccharides, and dietary fiber, commonly found in yogurts and yogurt-like fermented milk products. Additionally, functional foods aimed at reducing triglycerides and cholesterol are popular in Japan. Other approved functional foods target the control of blood pressure and blood sugar levels, improve oral care, and relieve stress.
There Is Something for Everyone
There Is Something for Everyone
No matter your age or gender, there is a type of functional food to suit your needs and lifestyle. For the aging population, functional foods that help prevent the deterioration of joints, bones, and muscles are ideal. Women might find beauty-oriented functional foods beneficial, while men may prefer functional foods that aid in recovery from fatigue.
Regardless of the specific focus, functional foods and drinks are popular among Japanese consumers because they offer alternative ways to maintain a balanced nutrient intake, essential for health and wellbeing. This widespread appeal contributes to the projected continued growth of the functional food market in Japan.
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