A Year-End Update
An overview of functional foods and nutraceutical ingredients in Japan.
By Ron Bailey
As the year 2000 draws to a close, the Japanese market for functional foods and ingredients is strong and growing and shows no signs of decline or even stagnation. The Japanese economy (finally) appears to be improving on a broad basis, major environmental issues related to foods and food packaging (recycling, over-packaging, incinerator discharges, landfill, etc.) are being dealt with via new regulations, the health care requirements of an aging population are being addressed (with apprehension) and even the recent serious food safety events are likely to eventually lead to improvements in food processing controls. All of these activities are important to the functional food and nutraceutical ingredient categories and will help support their continued growth in the future.
Foods For Specified Food Use (FOSHU) Update
For perspective, total retail sales of FOSHU foods in Japan are estimated to have doubled in the past year to approximately $3 billion U.S. on an annual basis. The number of FOSHU products approved through the Ministry of Health and Welfare regulatory system was 194 as of the end of September, up from 154 last year at this time and only 108 at this time two years ago. The health-related claims allowed for the FOSHU products are getting stronger, as predicted, as the regulatory authorities become more comfortable with the supporting data and as clinical testing in support of the claims is broadened to include more health conditions of interest. Second claims have now been approved for a few of the FOSHU products and some of the functional components used in Japan are now being positioned with additional claims (indigestible dextrin for the control of blood sugar for example, in addition to the fiber/gastrointestinal condition primary claim in the past). These trends are expected to continue, although the growth in the market the next two years may not be able to match that of the past two years.
Nutraceutical Ingredient Activities
The “functional components” that provide the health-related efficacy in the FOSHU products are only a small part of overall nutraceutical ingredient activity in the Japanese functional food and nutritional product market. The Health Ingredients Japan 2000 show held in Tokyo in September highlighted many of the ingredients of current interest in the functional foods industry in Japan. Examples from the show (not in order of priority) included:
Perilla seed extract—This high alpha linolenic acid (55%) oil, similar to flax seed oil in composition, is commonly positioned in Japan for relief of allergies.
Gymnema sylvestre—This East Indian herb is usually used in products positioned for blood sugar control, the control of sugar cravings and therefore often as a component of weight loss products.
Galactooligosaccharides—This popular bifidogenic oligosaccharide is being used as a functional component in FOSHU products for gastrointestinal health, but is also now being positioned as a cholesterol-lowering agent.
Low molecular weight sodium alginate—This ingredient is being used primarily in FOSHU soft drinks for claims related to blood cholesterol control, but is available for use in non-FOSHU foods as well.
“Beni Koji” (red yeast rice)—This traditional Japanese food ingredient is well known for its cholesterol-lowering ability, but is also being positioned in Japan for control of blood pressure.
Agaricus blazei murrill—This Brazilian mushroom is positioned for enhancement of immune function based on its beta 1,3-glucan content and is claimed to be “better than shiitake mushrooms” in this regard. It was perhaps the most exhibited single ingredient at the show, from a variety of companies.
Astaxanthin—This algae-derived ingredient is being positioned for its antioxidant properties primarily, although the show exhibitor was focusing on the claimed superiority of their closed-tank processing system in comparison with the commercial open pond algae growing systems used in the U.S.
Green tea concentrates—As would be expected, this was another ingredient with multiple exhibitors, focusing on the many claimed benefits for the powerful antioxidant catechin components and the special concentration processes used.
Chitosan and glucosamine—These ingredients derived primarily from crab shells are focused on the claimed fat absorption properties of the chitosan (and therefore weight loss) and the joint repair claims for the glucosamine.
Rice-based components—This is an area of increasing activity in Japan, with more domestic processors involved in the various value-added components (rice bran oil, tocotrienols, gamma-oryzanol, ferulic acid, inositol, etc.). Some of these suppliers are now regular attendees at U.S. food ingredient trade shows.
Cocoa polyphenol—Polyphenol-rich cocoa is being widely used in chocolates and cocoa in Japan primarily by confectionery manufacturers, but will soon be available as an antioxidant and fiber ingredient for use in other functional foods.
Western herbs—Most of the popular Western herbs of commerce are now available in Japan, with some exceptions, which are being negotiated with the Japanese government authorities. Exhibitors included both Japanese and overseas companies, although it is reasonable to assume that the raw materials will have been grown overseas.
The Health Ingredients show also included more exhibitors from overseas, including such U.S. companies as Van Drunen Farms, Ocean Spray, Sabinsa and Micro Foods, in addition to a large number of companies from Europe. This is a trend seen at other functional food/nutraceutical shows in Japan in recent years, reflecting Japanese market interest in developments outside Japan.
Although most of the trade literature and exhibit information at shows such as HIJ is presented in Japanese, it is often possible to obtain the information in English from the larger exhibitors either during or after the show. In addition, exhibit displays and even literature often include the results of health-related studies that are not allowed to be used as claims on the labels of non-FOSHU commercial products. As a result, trade shows such as HIJ are an excellent source of new information and creative ideas for potential applications outside Japan.
Summary
It is very clear that the primary trends in the Japanese marketplace regarding functional foods and nutraceutical ingredients are in the direction of more technical sophistication and more scientific support for the products and the claims. The Japanese government regulatory authorities are very conservative and have as their primary responsibility the protection of the consumer. On the other hand, well-developed safety and efficacy data are respected and regulators are willing to allow new ingredients and products into the market if the data are in place. This approach has been formalized in the FOSHU system, but applies to non-FOSHU functional foods as well. Doing business in Japan requires extraordinary patience, but the rewards can be substantial for those willing to dedicate the time, effort and expense.
NW
