Spotlight Japan
Drinks With a Function
How about a sip of a beverage that lowers cholesterol—or one that helps you lose weight? While you decide, try a swig of something that can stop tooth decay!
Japan is among the world's most health-conscious societies, and while modern Western food industries are increasingly focused on functional fortified foods, Japan's products have long been the more aggressive in establishing a link between food components and their impact on human health.
The Japanese modern functional foods industry was born in the mid-1970s, when various food and drug companies started to market nutrition bars, yogurt and yogurt drinks fortified with vitamins, minerals and bifidus bacteria to promote smooth digestion. The success of bifidus yogurt drinks over a decade ago was arguably the catalyst of today's functional foods market. Other healthy drinks like the unpalatable and malodorous—but surprisingly popular—"Aojiru" kale juice also focused consumer attention on such products.
In 1991, Japan's unique FOSHU policy—Foods for Specified Health Use—was launched by the Ministry of Health, Labour and Welfare, whereby branded products with oligosaccharides, fibers, soy proteins and other functional ingredients are individually approved to carry various health claims. Approved FOSHU products are sold in supermarkets, convenience stores and to hospital food services—and as may be imagined, these "functional foods" hold considerable consumer appeal. FOSHU products are among the fastest-growing categories in the food industry, and in 2002 sales of these products reached US$4.1 billion.
In 2003, a green tea-based health drink was the first FOSHU product approved to promote the reduction of body fat. Priced at 180 yen (US$1.50) per 350ml PET bottle, this beverage is more expensive than regular green tea products: it contains double the amount of the antioxidant catechin found in regular tea, and despite its bitter taste and darker color, it has been an enormous hit. Following on this success, new added-catechin drinks are main players in Japan's functional drinks market. Other FOSHU-approved functional drinks include those containing oligosaccharides, fibers and chitosan, which offer benefits like lowered cholesterol absorption, improved gastrointestinal health and reduced risk of dental caries.
Alongside FOSHU products, regular functional drinks proliferate. Since 2002, a wide variety of amino-based drinks have been introduced, as well as health-specific drinks, such as one with Vitamin C and ceramide for young-looking skin. Another standout in Japan's functional drinks market is kurozu, black vinegar made from traditionally brewed, naturally aged brown rice vinegar, said to relieve fatigue, prevent hypertension, improve the skin and help weight loss.
The kurozu boom is supported by consumers in their forties and fifties, but generally speaking, the age range for the entire functional drinks market is from twenty- to forty-year-olds. When you can pick up a bottle of good health at the nearest supermarket, it's no wonder Japanese consumers of all ages are saying kanpai!—"cheers!"—to drinks with a function.
