Japan Functional Food Special (I) | The scale is constantly expanding, and the prevention of living diseases has become a focus

people's health concerns increase year by year, the market for functional food is becoming more and more broad. For health function food system is relatively perfect in Japan, how to develop its market, but also to the domestic market to bring what reference?this,
Foodaily Daily Food Network (ID:foodaily) has curated a feature food topic in Japan, the first in a series.In Japan, packaging of food products is prohibited from
"medicinal effects". However, with the easy to make consumers expect the "health food" in the market, the Ministry of Health, Labour and Health has developed a new health function labeling and specification standards, known as health function food system.health functional food system to meet national benchmarks and regulations of health food into
"specific health food," "nutritional functional food" and "functional label food." Among them:specific
food refers to the packaging clearly indicated that the food has a specific health purpose of food. Such foods must be subject to national effectiveness and safety reviews.foods
are a class of foods designed to supplement specific nutrients.a
food, and the third category of functional labeled food is always the need for enterprises to provide functional basis for food. Before such products are sold, materials such as their safety and functional basis must be submitted to the Head of the Consumer Office for permission.Japan Functional Food Classification DiagramThis series of topics,
Foodaily mainly from the functional label food, analysis of the current situation of the Japanese health food market.reading point:(
1) for the health function food system is relatively perfect for the Japanese market, its market size? What are the main functional label food types? What are the product features that consumers are most concerned about?are
players in the Japanese functionally labeled food market? Start with these players, what are the representative products to learn from?(
3) brand and representative product feature analysis: u
93 billion yen, in the functional food field, the top Greco company, its representative products BIFIX Bifidobacteria yogurt and LIBAA milk chocolate, from creative concepts to best-selling products, how to successfully capture consumers; u
subdivide the needs of consumers, whether it is the accumulation of neutral fat and visceral fat caused by the modern way of life, or the increasingly severe aging population, Asahi Group, Xiaolin Pharmaceuticals, Otsuka Pharmaceuticals how to find the right opportunities to expand the map in the functional food fieldu
deep-till raw materials, excellence, aromatic,
BSI, fruit beauty how to healthy ingredients, functional components of research and application to play the extreme;(
4) compared to the domestic market, Japan's functional food development strategy to bring us what thinking? How to achieve accurate positioning and promote product innovation by segmenting and in-depth study of consumer groups? What kind of market reaction will the high attention to scientific research bring? What are the strengths and weaknesses in the cross-border functional food sector for cosmetics and traditional medical and health care products enterprises? How to make use of developed sales channels, so that functional food everywhere, at your fingertable? How to make policies and regulations a booster and patron saint for the healthy development of the market?0
1 Japan's health care functional food scale continues to expand with the improvement of the Japanese health care products market and people's concern for health increased year by year, the health care products market is also expanding at a high rate. According to a market survey conducted by Fuji Economy on health functional foods (functional labeled foods, specific health foods, etc.) in Japan, the Japanese health functional food market is expected to be
711.5 billion yen in 2018, an increase of 5.4% over the previous year. Among them, functional marked food reached 1975 billion yen, an increase of 15.1%.Figure 2015-2018 Growth in Japan's Health Function Food MarketFor functionally labeled foods, companies at all levels invested less in
2015 and introduced fewer products. However, in 2016 has suddenly entered an active period, companies to beverage-centric launches a variety of products, and use its health claims for marketing, in the major stores stand out, easily captured the hearts of many consumers. Functionally marked food sales channels, volume stores accounted for about 30%, the other mainly CVS and in recent years the use of more and more extensive communications and network marketing. product types of functionally labeled foods are becoming more abundant on the other hand, the increase of the product types of functionally labeled foods is also a major reason for the expansion of the market size.
With the remarkable achievements of functional yogurt products in 2016, health food enterprises have been actively launching related products, and began to turn their attention to chocolate, the development of functional chocolate products, so that the market increased 3.7 times from the previous year to 110.9 billion yen. to
2017, as yogurt products continue to boom sales, Coca-Cola, Asa japan, Sundry and other beverage companies have also launched functional soft drinks, improve the marketing of functional labeled foods, so that the market increased by 54.7% from 2016 to 171.6 billion yen. to
2018, sales of raw materials, beverages and health nutritional supplements are expected to grow further, with the market up 15.1% year-on-year. In 2015-2018, sales of Japanese food raw materials and various types of food increased Preventing living diseases as the most important product function while in terms of product function, the prevention of living diseases accounted for about
40%. In addition to the traditional weight loss products, health-related fat reduction, sugar-lowering products demand has been high, such products are expected to continue to grow rapidly in the future. In addition, the proportion of products with a general and whole intestine effect is also very high, and since 2017 its products have been introduced in large numbers. Another area of concern is bone and joint health products, which are expected to sell 66 billion yuan in 2018, up 14.2% from last year. As Japan ages, the market for such products for the elderly expands year after year. , on the
, the Yoshino Institute also surveyed consumers' concerns about functionally labeled food functions in 2017. The results showed that consumers over the age of 30 had a 70% awareness of function-labeled foods. The top five functional cares for products are visceral fat countermeasures, neutral fat countermeasures, cholesterol countermeasures, whole intestines, and elimination of fatigue. Consumers over the age of 30 have a 70% awareness of function-labeled foods with the acceleration of japan's aging and the busy work pressure of modern people and the rapid pace of life, look forward to the future market for function-labeled products, in addition to the weight loss that has been at the top of the list In addition to products related to the prevention of life-related diseases, cognitive health-related products (memory maintenance) and products that improve the tight lives of busy modern people (elimination of fatigue, sleep improvement, stress relief, relaxation, and increased concentration) will become a major trend in the future. The functionality of functional labeling products that consumers are most concerned about claims 0
2 The main players in japan's functional label food market days ago, japan's health industry magazine released the
2017 functional label food market survey report, listing the top 15 products and brands by sales. Japan Functional Label Foods 2017 Sales Rankings (2016/11/1-2017/10/31) From this list we see:
15 products are divided into 8 brands. Jiang Yugligao, Kegomei and Asahi Group are leading companies in Japan's traditional food industry, while FANCL, SBI to Japanese beauty products as the main business, in recent years, the food and beverage industry, as well as pharmaceutical-born Xiaolin Pharmaceuticals, Otsuka Pharmaceuticals and Daddo Dorink (also known as DidoDador). In the next special series,
Foodaily Daily Food Network (ID:foodaily) will analyze each of the eight brands' strategies in the functional food sector and the feature analysis of the products on the list, hoping that through these key players and representative products, we can have a clearer understanding of the functional food and beverage market. 0 393 billion yen, Greco in the functional labeling of food field to the top image source: Gree senior officials network Greegao founded on February 11,
, originally began with the sale of nutritional candy "Glico", with the introduction of different kinds of products, the market sector continues to grow, production technology is improving, has become the world's famous food company giant. Although today's Greigo has long been unique, in the field of food enjoys a pivotal position, however, enterprises do not forget the first heart, has always adhered to the "delicious health" business philosophy, and constantly open up product categories. Today's Greigo products have long been more than just simple candy, snacks, but also in special protection products, special products, hand salutes in the field of great show. with the continuous development of science and technology and economic level, people's pursuit of health has increased year by year after meeting the requirements of food and clothing. However, in the past products to meet the functionality at the same time, often can not take into account the quality of taste, it is difficult to achieve consumers at the same time harvest delicious, healthy needs. Seizing this market opportunity and challenge, Greigo focuses on developing health care products and actively protects consumers' taste enjoyment and health needs. in the functional labeling of food, Greigo company with
9.3 billion yen to the top. Up to 2016, Greco's application for functional products a total of 18 items, the number of only the second-largest number of new drugs, ranked second. The functional raw materials include Bifidobacteria, GABA (γ-amino butyric acid), hard-to-digest dexterin, monoglucose orange peeling glycoside, fish source low molecular collagen peptides and so on. two of
's masterpieces, BIFIX Bifidobacteria Yogurt and LIBAA Milk Chocolate, ranked first and seventh, respectively, in the 2017 Japan Functional Labeled Food Sales Rankings. BIFIX Bifidobacteria Yogurt Expectations for the Unknown and the Future As early as the late
1990s, people began to pay attention to intestinal environmental issues and gradually focused on yogurt products. In order to develop products with solid probiotic efficacy and consumer trust, Greco has set up a research group on lactic acid bacteria. Initially, there were only four or five people in the Lactobacillus group, which was very small compared to the research team of the leading lactic acid bacteria. Using the theme "The source of health, the relationship between gut bacteria and humans," the team found hundreds to thousands of bacteria in the human gut, trying to find the bacteria that maintain the balance of gut bacteria and are most beneficial to human health. The team focused its research on lactic acid bacteria, which were well known as probiotics at the time, and collected nearly 8000 strains of lactic acid bacteria from plants, fruits, pickles, unsterilized milk, human intestines, etc., one by one to carry out repeated tests of anti-gastric acid, digestive reactions, in an attempt to find the strongest acid-resistant lactic acid bacteria. as the study continued, members found that lactic acid bacteria actually accounted for only
1 percent of probiotics that maintain a well-balanced environment in the gut, compared with 10 percent for Bifidobacteria. The discovery led to a 180-degree shift in the direction of research -- a shift to Bifidobacteria. After several years of strain collection and testing, the team found Bifidobacteria, which is highly resistant to stomach acid and digestive fluids, in about
,000 strains of Lactobacillus and Bifidobacteria. In human experiments, the team was pleasantly surprised to find that the amount of Bifidobacteria in excreta increased more than 10 times compared to Bifidobacteria in food, proving that Bifidobacteria not only reaches the intestines, but also reproduces in the intestines. The amount of Bifidobacteria in human excreta has increased more than 10 times compared to the amount in food. Compared with the proliferation of Bifidobacteria, Lactobacillus and common bacteria in the human gut More experiments have shown that Bifidobacteria can ferment a large number of polysaccharides and dietary fibers, forming short-chain fatty acids, can improve constipation and obesity. As a result, the Bifidobacteriumanimalis ssp. lactis GCL2505 strain was screened out and named
BifiX" (Bifidobacteriumanimalis ssp. lactis GCL2505). In the name "BifiX," "Bifi" means "Bifi" and "X" means "expectations for the unknown and the future." Bifidobacteria ferments polysaccharides and dietary fiber to produce short-chain fatty acids owned