Weight Loss Issues & Opportunities In Japan

Examining the status of the weight loss market in Japan.

By Ron Bailey

Most people who work closely with the Japanese would agree that the need for serious weight loss programs in Japan is relatively limited, given the general fitness of the population. This is particularly true when the comparison is made to the U.S. population, where over 60% of children and adults in a recent survey were designated as either overweight or obese.

National Nutrition Survey and Demographics Perspectives

A review of data from the annual nutrition survey conducted in 1999 in Japan and published last year by the National Institute of Health and Nutrition reveals some interesting facts about the Japanese population related at least indirectly to weight control:
• The average daily caloric intake has decreased from 2226 calories per day in 1975 to an annual low of only 1967 calories per day in 1999, including both males and females. The 15-19 age group had the highest daily caloric intake (2165), and the over 70 age group the lowest at 1741 calories per day. Nearly 30% of total daily calories now come from rice, down from nearly 40% in 1975.
• Calories from fat have increased from 22% of the total daily calories in 1975 to a high of 27% in 1999. For the 7-14 age group the calories from fat in 1999 were 30%, and for the 15-19 age group 30%.
• Using the Body Mass Index (BMI) calculation approach, and defining a BMI of 25.0 or greater as undesirable, males in the 40-49 age group and 30% of females in the 60-69 age group had a BMI of 25.0 or greater. On the other hand, less than 10% of both males and females in the 15-19 age group (the youngest ages reported) had a BMI of greater than 25.0.

Overall, the data suggest that there is no immediate weight-related health crisis in the general population, particularly when it is considered that the Japanese continue to have the longest life expectancy in the world for both females (84.95 years in 2001) and males (78.07 years) according to the Ministry of Health, Labor and Welfare.

The concern most often ex­pressed is related to the general lack of fitness of the school-age children of both sexes, which is often blamed on the increased consumption of Western fast foods. Television-obsessed “couch potato” children are also a serious concern in Japan just as in the U.S., especially the younger school-age population.

Another more recent development that has not yet been reflected in the caloric consumption data is the decrease in food prices as a result of the on-going recession in Japan. A recent Nikkei Weekly newspaper article indicated that food expenditures in Japan now represent only 23% of domestic household expenses, down from nearly 40% in the early 1960s. It is possible that the Japanese will choose not to increase their daily food consumption as a result of the lower prices, but the opportunity certainly exists.

One other indirect factor to consider regarding the weight status of the Japanese population is the incidence of cigarette smoking. Data from Japan Tobacco published in the Nikkei Weekly indicate that 52% of men of legal smoking age and 15% of women now smoke. Within the categories, 62% of males in their 30’s and 24% of women in their 20’s represent the peak smoking ages. Recent trends in smoking incidence have been down only slightly, even though there have been active government-sponsored anti-smoking campaigns ever since tobacco sales were privatized several years ago. It is also generally believed in Japan that smoking helps with weight maintenance.

Recent Weight Loss-Related Activities

Although the need may be less obvious, there are many products and programs available in Japan that promote weight loss or at least weight maintenance. Often the target users are those who want to lose only a relatively small amount of weight, unlike the typical U.S. approach, which tends to focus on more drastic weight loss. The Japanese government also has been very restrictive in allowing weight loss claims, even though the use of terms such as “slim,” “slimming” and “diet” are very commonly used in brand names and in product labeling in Japan.

The rapid increase in the incidence of diabetes in Japan has also resulted in an increased interest in weight loss and weight maintenance to help prevent the disease. Popular ingredients in food and supplement products that generally focus on weight loss rather than blood glucose control for diabetics include Garcinia cambogia, crab and shrimp shell-derived chitosan, konjac glucomannan and various teas from China. These have all been in commercial use in Japan for several years.

A recent crisis has developed related to adulterated weight loss products imported into Japan from China, which is having a major impact on the market. Several imported retail non-drug products contained added active pharmaceutical ingredients known to support weight loss, but resulting in cases of liver damage and at least one death. The Chinese government has begun to take action, but much of the damage has already been done. Predictably, imports from China are now being subjected to extra scrutiny if not outright bans, not just those being promoted for weight loss.

On a more positive note, a review of three recent issues of the monthly Japanscan Food Industry Bulletin, which contains information translated directly from public Japanese sources, provides some examples of current legitimate commercial market activity related to weight control:
• Ingredients. Chondroitin from marine sources for “obesity prevention,” kuromame (black bean) to “suppress fatty tissue” and chromium picolinate as a “diet food” to “promote fat metabolism.” High intensity, natural sweeteners such as stevia and Lo han guo (rakanka in Japanese) also remain popular in weight loss products.
• Products. The July Japanscan issue places several products in the “Slimming Products, Sugarless Products” category, including an oolong/herbal “Diet Cha” drink, an oolong tea polyphenols/chitosan “Diet BB” supplement, a dietary fiber/garcinia “Slim Diet Coffee” drink and konjac-based “Diet Pasta.” The June issue included in the “Low-Cal, Diet and Sugar-free Products” category an agar/vinegar-based “Drink Jelly” drink and an oolong tea/ garcinia/gymnema/dietary fiber “Love Body” drink from Coca-Cola Japan. The May issue included an amino acid/garcinia “Amino Diet” powdered soft drink and a Chinese herb-based “Slimming Tea” in tea bag form.

Although the FOSHU (Foods for Specified Health Uses) functional food category does not allow (at least not now) direct weight loss claims on-label for the products, which are approved by the Ministry of Health, Labor, and Welfare, the popular FOSHU “Econa” healthy cooking oil line from Kao Corporation comes close. The functional component is a diacylglycerol, for which it can be claimed that “…fat is less likely to accumulate on the body…” and is recommended for “…people who are overweight.” The Econa line of FOSHU oils is becoming more popular in Japan as consumers gain more experience with the products and the claims.

The Future of Weight Loss in Japan

Weight loss products and programs will continue to be of interest in Japan, in spite of the recent negative experience with Chinese imports. Short-term weight loss product use will continue to dominate the market, with a focus on weight maintenance and limited weight loss. For adults specifically, the growing threat of diabetes provides a strong incentive to maintain a healthy weight. For children, it is more likely that the preferred ap­proach to weight control will be increased exercise and less fatty food consumption in general, rather than involvement with specific weight loss products and programs. As long as the annual nutrition survey data show “energy” (calories) and fat consumption within the government guidelines for most children and adults, it can be argued that a crisis response is not necessary. It has even been suggested that certain populations in Japan (pre-marriage post-formal education females, for example) may in fact be “unhealthily thin,” and more in need of weight gain rather than weight loss.NW