Consumers in Japan are highly interested in functional products. The health benefits of both food and drinks are often featured in the popular media, including TV programmes, and media exposure usually leads to a sharp sales increase.
Japan’s population continues to age due to the declining number of new-born babies over the years. Not only in 2020, but also in 2021, Japan still suffered from the COVID-19 pandemic.
Yakult Honsha continued to lead FF packaged food in 2021, thanks to its strong presence in yoghurt in Japan. The company offers various fermented dairy products in drinking yoghurt format.
Although 2020 was a little slower than other years, innovations in functional ingredients in Japan continued to be very active. Japanese consumers are highly interested in the idea of food as medicine.
Applications for packaged food products containing functional ingredients are diversifying in Japan. In terms of new product development in functional products, including those which have obtained FFC, consumer health products and soft drinks are leading.
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Understand the latest market trends and future growth opportunities for the Fortified/Functional Packaged Food industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Fortified/Functional Packaged Food
This category includes packaged food to which health ingredients have been added as well as brands that are positioned to deliver a certain functionality. Fortified/functional packaged food provides health benefits beyond their nutritional value and/or the level of added ingredients wouldn’t normally be found in that food. To merit inclusion in this category, the defining criterion here is that the product must have been actively fortified/enhanced during production. As such, inherently healthy products such as naturally healthy soy milk are only included under ‘functional’ if additional functional ingredients (eg omega-3) have been added. To be included, the health benefit needs to form part of positioning/marketing of the product. There is one exception to the inclusion of fortified products in this category: Products to which vitamins have been added to replace vitamins lost during processing are excluded. These products would not typically be positioned on the basis of containing added nutrients.See All of Our Definitions
This report originates from Passport, our Fortified/Functional Packaged Food research and analysis database.
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