The Japanese once associated protein specifically with athletes or bodybuilders—those who consume powdered protein dissolved in water to increase muscle mass. But these days, ordinary consumers of all ages are increasingly health conscious and more aware of the need to consume protein, an essential nutrient for a healthy body. Japanese are now adding more protein to their daily diet—a trend driven in part by the growing number of newly developed high-protein food products on the market. A wide range of handy, ready-to-eat high-protein food products are available in convenience stores, supermarkets and online.

One example is the “tofu bar”: a bar of extra-firm tofu with reduced water content. These bars come in various flavors, like honey, dashi stock and yuzu kosho, a spicy paste of green yuzu citrus peel and green chili peppers. Another example is boneless, skinless, boiled chicken breast fillets, known here as “salad chicken,” a popular item for some years. Recently, innovative high-protein varieties of “salad chicken” products are being sold in individually packaged bar forms, seasoned with flavor combinations like shrimp and mayonnaise, or basil and black pepper. Products like these are ideal as one-handed snacks or on-the-go meals, and their assorted shapes and flavors appeal to a vast range of consumers.