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Hot Trends in Food and Drinks in Japan |
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Japanese food and drinks manufacturers continue to produce some of the most novel products on the market. With similar overall trends driving the global industry, European and US markets will be heavily influenced by this innovation. This report assesses how innovation in the Japanese food and drinks industry is influencing European and US markets. Global manufacturers are faced with the challenge of interpreting Japanese trends before considering whether they will translate into other markets despite cultural differences and variations in regional regulation.
Scope of this research
• Gain key insight and understanding into Japanese food and drink innovation and learn how such trends can be interpreted for use in Western markets.
• Improve the targeting and effectiveness of your NPD strategy based on the analysis of over 6,000 products launched between 2006-10.
• Identify the key trends driving innovation in Japanese food and drinks.
• Understand how regulation and other market pressures are influencing NPD and learn how manufacturers are adjusting their strategies.
• Predict future opportunities in the Japanese food and drinks market.
Research and analysis highlights
Many product innovations launched in Japan within the food and drinks markets have gone global, particularly in the functional food industry. Functional products are generally becoming more targeted in their health claims in order to address specific consumer demand and separate from other areas of the market.
Japanese consumers are particularly accepting of new types of health food and drink, making it a hotspot for innovation. According to the OECD, Japan is the ""oldest"" nation, and its aging population has been a key factor driving uptake of health-targeting products
Manufacturers have responded to the individualistic demands of consumers through initiatives such as crowdsourcing. Rather than address general trends like health and wellness, Japanese manufacturers target very specific groups, such as students that are due to sit exams or elderly consumers that want to enhance their cognitive health.
Key reasons to purchase this research
• What are the key innovations currently impacting Japanese food and drink markets?
• Which new product categories could become successful in the US and Europe?
• What are the limitations of Japanese trends crossing over into other markets?
• How is the recession impacting Japanese new product development?
• What does the future hold for Japanese new product development?
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Table of Contents : |
About the author 2
Disclaimer 2
Executive summary 11
Japan as an innovation hotspot 11
Innovation in health and wellness 11
Innovation in sustainable, ethical and eco-friendly products 12
Innovation in indulgent products 13
Innovation in convenience food 13
Chapter 1 Overview: Japan as an innovation hotspot 15
Summary 15
Introduction 15
Established as a trendsetter 17
Innovation in the recession 17
Learning from Japanese innovation 18
Key innovation hotspot areas 20
Chapter 2 Innovation in health and wellness 21
Summary 21
Introduction 22
Japan as a health focused society 22
Japanese aging consumers embrace health oriented behavior 23
The founding nation of functional food 24
Ingredient innovation in functional foods 25
FOSHU, Japan’s official health food accreditation system 26
Econa case study: regaining consumer trust in FOSHU labeling 26
Limitations to functional food global growth 31
Obesity concerns slim Japanese 32
Metabo case study: addressing metabolic syndrome 33
Metabo food and drink 33
SSP functional drink 34
Nippon Milk 35
Pokka RTD coffee 36
Other countries can learn from Japan’s experiences with regulating obesity 37
Restaurants have also addressed Japanese desires to eat healthily 38
Mega-burger case study: addressing a healthy eating backlash with high calorie foods 39
Women’s specific weight and beauty concerns in Japan 41
Japanese young women desire slim figures 41
Beauty foods gaining in popularity 43
Collagen cuisine case study: successfully targeting anti-aging concerns with nutraceuticals 43
Beauty drinks have been launched that contain some unusual extracts 46
Beauty foods have been less successful outside of Asia 47
Cognitive health products in Japan 48
Exam foods as good luck charms and brain health aids 49
Cognitive products for the elderly 52
Functional product claims are becoming more specific 53
Eye health products have targeted computer users 53
Joint health products have targeted the active elderly 54
Conclusions 56
Chapter 3 Innovation in sustainable, ethical and eco- friendly products 57
Summary 57
Introduction 58
Japan is a highly eco-aware society 58
The Kyoto Agreement drew attention to Japan’s environmental commitment 58
Recycling and reduction initiatives tackle packaging waste 59
Novel packaging to address environmental issues 60
Natural based packaging showcased at 11th Eco-Products Exhibition 60
Eco-clip offers greener easy opening benefits 60
Lightweight packaging case study: reducing carbon emissions in packaging 61
Suntory’s Tennensui lighter plastic bottle mineral water 62
Fujiya’s juice drink in a cardboard can 62
Ezaki Pos-Ca chewing gum’s Eco Pouch 62
LOHAS and the link between ethical and healthy positioning 63
Coca-Cola Japan case study: switching to greener packaging 64
Coca-Cola Japan’s new environmental principles 64
I LOHAS branded water links health and environmental benefits 64
I LOHAS bottle switched from lightweight plastic to plant based material 65
I LOHAS promotes easy packaging disposal 65
The product has been a resounding success 66
Locally produced products address carbon footprint concerns 67
City sourced food case study: carbon footprint and regional pride 69
City farms promote pride and ethical satisfaction 69
Tokyo Milk uses milk sourced from a unique city based dairy 69
Cafes are displaying green lanterns to denote their use of local ingredients 70
Japan’s philanthropy is expanding 71
Charitable products case study: donating profits to charity 71
Greener Planet wine donates to an international water charity 71
UUCS juice gives to a Japanese forestry charity 72
Ezaki Glico donates a specific amount of its chewing gum sales to charity 72
Conclusions 73
Chapter 4 Innovation in indulgent products 74
Summary 74
Introduction 75
Asia Pacific consumers are avid sensation-seekers 75
Recent flavor innovations 75
Soy flavored candies 76
Flavor experimentation within global brands 77
PepsiCo’s novel drink flavors 77
Case study: Kit Kat Japan embraces consumer individualistic needs 78
Kit Kat’s prolific regional flavors 78
Kit Kat postable boxes 79
Kit Kat exam good luck charms 80
Nestlé’s deep understanding of the local market 81
Cultural preferences could prevent worldwide success 81
Jelly drinks case study: popular in Japan but not internationally 81
Jelly drinks’ versatility appeals to various consumer groups 82
Jelly drinks are still rare outside of Asia Pacific 88
Japanese obsession with beautiful packaging 90
Adults embrace the past with product choices 93
Adult candies 93
Food services for adult gamers 94
Retro packaged food and drink 95
The appeal of historic figures 96
Crowdsourcing and consumer involvement 97
Conclusions 99
Chapter 5 Innovation in convenience food 100
Summary 100
Introduction 101
Working hours in Japan are long, driving convenience food sales 101
Vending machines address consumer convenience demands 101
Vending machines offer fresh food alternative to junk food 102
Coca-Cola has developed solar paneled vending machines 103
Draft beer vending machines provide a premium vending experience 104
New developments in vending have given rise to more personal machines 105
On-the-go foods 106
Homemade bentos fulfill desire for attractive and convenient lunches 106
Anime characters help bento foods appeal to children 107
Commuters are well catered for with healthy, ready made bento boxes 108
Instant noodles emerge in novel flavors, healthier formats 109
Street food popularity inspires manufacturers 111
The recession prompts growth of restaurant style ready meals 112
Portion sizes are decreasing to cater for smaller households 113
Conclusions 114
Chapter 6 Conclusions 116
Barriers to transferring Japanese product innovation abroad 116
Hot Japanese trends with global potential 117
Table of figures
Figure 1: The number of innovative product launches has recently dropped in Japan 18
Figure 2: A selection of innovative launches in Japan, 2009-10 19
Figure 3: Japan’s aging population 24
Figure 4: Econa oil was withdrawn from market over health fears 27
Figure 5: Econa scandal caused fall in FOSHU labeled products 28
Figure 6: Top claims in FOSHU tagged product launches, Oct 2009-Oct 2010 29
Figure 7: The Soya Farm yogurt has a FOSHU approved claim for reducing cholesterol 30
Figure 8: Recaldent has FOSHU backing that it enhances the health of teeth 31
Figure 9: SSP Kaizen Seikatsu Meta Boy claims to improve the metabolism 35
Figure 10: Megmilk Free Yogurt utilizes probiotics as a Metabo fighter 36
Figure 11: Pokka Coffee addresses Metabo with a no added sugar or fat claim 36
Figure 12: Medical specialists helped plan Tokyo Food Theater 5+1 menu 38
Figure 13: Mega burgers provide a contrast to Japan’s obsession with healthy foods 40
Figure 14: House Ukon no Chikara Ukon Ekisu Drink Cassis Orange Aji 42
Figure 15: Knorr Soup Pasta Instant Soup, Bishoku Yasai Cream 42
Figure 16: Lotte Green Gum 43
Figure 17: Collagen nabe is growing in popularity 45
Figure 18: Kabaya Foods produces a range of gummy candies that contain collagen 46
Figure 19: Be Collagen and The Placenta are unusual collagen drinks 47
Figure 20: Brain health-based claims for products launched in Japan (%), 2008–2010 49
Figure 21: AGF Blendy Coffees claim to boost concentration 50
Figure 22: Myojo Foods’ noodle soups are targeted at exam taking students 51
Figure 23: Nestlé’s Kit Kat Milk Coffee is designed for exam taking students 52
Figure 24: Cadbury’s Recaldent Kamu Power claims to encourage brain activity 53
Figure 25: A selection of lutein containing products launched in Japan 54
Figure 26: Glucosamine fortified drinks and yogurts have emerged in Japan 55
Figure 27: Maruha Nichiro Food’s high calcium sausages have a bone health claim 55
Figure 28: The pura mark denotes that a packaging is recyclable 60
Figure 29: Eco-Clips have been used as a sealant on products instead of a steal clip 61
Figure 30: Products have utilized lightweight packaging to gain an ethical benefit 63
Figure 31: Coca Cola has embraced sustainability in Japan with I LOHAS water 66
Figure 32: A carbon labeling scheme began in Japan in 2008 67
Figure 33: Locally sourced milk, soy sauce and green tea products 68
Figure 34: Tokyo Milk is sold in 7-11 stores only in Tokyo 70
Figure 35: Charity giving brands are gaining popularity in Japan 73
Figure 36: Unusual flavors appeal to Japanese experimental tastes 76
Figure 37: Soy sauce confectionery is popular in Japan 77
Figure 38: Pepsi has launched its cola in unusual baobab and azuki flavors in Japan 78
Figure 39: Kit Kat is available in a variety of regional flavors in Japan 79
Figure 40: The Kit Kat map highlights where each flavor can be found in Japan 79
Figure 41: Nestlé has capitalized on its Kit Kat name with an exam targeted product 80
Figure 42: Leading countries in jelly drink launches, by SKU, 2008-10 82
Figure 43: Meiji Seika’s Meiji Perfect Plus Tetsu Kei Prune Jelly 83
Figure 44: Ready to drink tea and coffee varieties of jelly drink 84
Figure 45: Kagome’s Kagome Yasai Shibori Tomato Jelly Drink 85
Figure 46: Suntory Otona No Dessert - Zeitaku Gelee no O-sake 86
Figure 47: Jelly drinks have emerged with proposed weight management properties 87
Figure 48: Jelly drinks for kids and teenagers are growing in popularity in Japan 88
Figure 49: Jelly drinks have been launched outside Asia Pacific sporadically 89
Figure 50: SUKK energy drink has been launched in the UK 90
Figure 51: Bonbon au Chocolat Drink Chocolate are hot chocolate individual sachets 91
Figure 52: Coco de Mer chocolates are presented in luxury packaging 91
Figure 53: Morinaga’s Valentine’s bars have a novel reversed label 92
Figure 54: Naoto Fukasawa has launched a banana juice in banana packaging 93
Figure 55: The Mugen Tokoroten is an agar-based snack for adults 94
Figure 56: Products have emerged in retro packaging celebrating the past 96
Figure 57: Dydo’s Hukkokudo Hero series 97
Figure 58: New product types have been chosen using crowd sourcing techniques 98
Figure 59: Fresh food vending includes bananas 102
Figure 60: Refrigerated vending machines selling eggs in Japan 103
Figure 61: Coca Cola has introduced a vending machine with solar panels 104
Figure 62: Draft beer vending machines have appeared in Japan 105
Figure 63: Smart vending machines in Tokyo train station recognize the age and sex of user 105
Figure 64: Consumers are looking for bentos with an attractive presentation 107
Figure 65: This product offers a fun bentos topping designed to appeal to kids 108
Figure 66: A ready made bentos range designed for commuters 109
Figure 67: Cheese and Italian flavored noodles offer unusual fast food options 110
Figure 68: Nissin Light Cup Noodles are promoted as being healthier noodles 111
Figure 69: Hakata street stall style fried ramen have appeared in stores 112
Figure 70: EG S&B Foods’ Pasta sauce from fully booked restaurants 113
Figure 71: Kewpie saw an increase in sales when it reduced its salad dressing volume 114
Figure 72: Key innovation trends in Japanese food and drinks 117
Table of tables
Table 1: Key areas covered in this report 20
Table 2: Leading claims in food and drinks launches in Japan, 2009 and 2010 23
Table 3: Up and coming functional ingredients in Japanese food and drink 25
Table 4: Prevalence of obesity (BMI at lease 30 kg/m²) in adults across the seven major markets (%), 2010 32
Table 5: Metabo product launches in Japan by category, Oct 2009- Oct 2010 34
Table 6: Application of Japanese trends in Europe and North America 118
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Published By : Business Insights |
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