We look at the big influences impacting innovation in the food and beverage space across Japan.
Growing interest in gut health
The gut health market is experiencing significant growth in Japan, with 35% of consumers interested in trying functional food and beverages that claim to improve gut health. This reflects consumers' steady demand for functional products that promote a healthy lifestyle and provide beneficial nutrients, as well as enhancing brain function and a stronger immune system.
Foods, beverages and supplements that claim functionality are classified into three categories: Foods with Nutrient Function Claims (FNFC); Foods with Function Claims (FFC); and Foods for Specified Health Uses (FOSHU). New product launches are shifting towards FFC as these generally require less money and time to produce.
Energy claims are still the most popular, followed by weight-management. Additionally, products featuring lactic acid bacteria as a functional ingredient are expected to experience a 10% rise. Beverages are easier to consume and convenient to carry, which contributes to their popularity and larger market share, compared to food.
Gut health claims are expanding from a dairy-dominant focus to everyday items such as coffee and natto (fermented soybeans). These common products can be easily incorporated into daily diets, so more food and beverage ranges are being created, from gut-friendly ready-prepared meals to bakery goods.
Gut health varies from one individual to another, depending on each person's DNA and gut microbiome, highlighting the potential for personalised products that can efficiently improve gut health. 19％ of Japanese consumers have tried or would be interested in trying food and drink innovations personalised to match their needs.
Sleep health and stress-relief categories expanding
27% of Japanese consumers expressed interest in functional food or drink that aids sleep, while 26% are interested in products that help reduce stress and improve mental wellbeing. The number of categories for product launches with stress and sleep claims has doubled from five to 10 over the last three years. From juices to desserts, brands are incorporating prominent functional ingredients like GABA and L-theanine, as well as unique, brand-exclusive ingredients such as L. gasseri CP2305 and paramylon from Euglena gracilis.
Growth opportunities in adaptogen-infused products
Adaptogen drinks are beverages infused with plant extracts that have a relaxing or euphoric effect when consumed. Emerging adaptogen-infused products present future growth opportunities by leveraging their naturalness in what is still a niche market in Japan. As 21% of Japanese consumers perceive food or drink products made with natural ingredients as being good value for money, adaptogens are an emerging field.
Increasing consumer interest in cognitive wellbeing
Supporting the brain and nervous system is an emerging area of overall health, particularly among older consumers, to help maintain cognitive wellbeing. Overall search terms have increased significantly in the last three years on topics such as 'brain foods' and 'maintaining brain health'.
Corporate research around cognitive performance and new product launches claiming benefits for the brain and nervous system have been increasing over the past five years. There is a future potential for brands to target younger demographics such as sports players and young adults who can also benefit from enhanced cognitive functionality. 17% of Japanese consumers would be interested in trying or having more functional food and drink that improves brain health. The percentage increases with age, with about one in five consumers over fifty showing interest.
In Japan, components like caffeine, glucose and DHA are known to support the brain and nervous system. Brands are also exploring opportunities to enhance cognitive health for older consumers through the use of ingredients such as GABA, beta-lactolin, theanine and tea catechins, which claim to maintain logical thinking, enhance memory function and improve accuracy of attention and judgment.
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