Japan is known as the country that has the highest consumption level of functional foods in the world.
Recent statistics show an additional increase and men are leading the charge.
In March, Japan's Ministry of Internal Affairs and Communications released living expenditure statistics showing the average household spend on supplements and health foods has increased 2.3 percent while the overall household expenditure dropped 1.6 percent. These figures have come from a National Health and Nutrition paper.
Increasing consumption of Foods for Specific Health Use (FOSHU) and supplements is attributed to men while women's use hasn't change. FOSHU products must include an active ingredient for a specified health use with efficacy evidence through clinical and stability tests.
Other statistics reveal 24 percent of the male population were affected by the so-called metabolic syndrome as were 12 percent of females surveyed.
Meanwhile, 27 percent of males and 8 percent of females were in the developing stages of the syndrome.
Metabolic syndrome is a combination of symptoms which increase the risk for arterioiclerosis diseases, usually termed in Japanese as "metabo".
Metabolic syndrome is defined as including a waist measurement of more than 85cm around for males, 90cm for females and also having at least two of the following symptoms:
- high blood pressure
- high blood glucose
- hyperlipemia
This year a health check-up to detect metabolic syndrome has become mandatory for ages 45-70. This is an attempt to reduce the continual increase in medical spending by preventing the onset of metab. Guidance or counselling will be administered according to the results of the check-up. Health awareness is expected to rise as a result.
New business opportunities focussing on fitness equipment, fitness games, body fat analysers, dietary consultation businesses, cafeteria services, and new concept restaurants have appeared to combat metabo.
The intake of supplements or FOSHU products is expected to rise as well.
Especially by men who are diagnosed with metabolic syndrome or likely to develop the condition who are now becoming more heath oriented.
This will mean expansion in the functional food market, of which women have been the dominant consumer in the past.
Much research has been conducted and there is an increase in the number of studies presented at academic conferences around high blood pressure, high blood sugar and fat metabolism.
Some of the functional ingredients that are "anti-metabo" with evidence that they improve the conditions, are:
- L-carnitine
- Omega-3 (EPA, DHA)
- turmeric
- CLA (conjugated linoleic acid)
- chlorella
- ciniulin (a cinnamon extract)
Innovative ingredients and healthcare products are welcomed in Japan now. |
