What are the popular health foods for 2014 in Japan?


Big Site Last week the Health Food exhibition was held again at Big Site exhibition spot in Tokyo. Once a year the major health food providers promote their new health food products. It is the place to gain insights for the expected upcoming trends in the Japanese health food market. Based on my impression unlike earlier years I saw this year a big shift away from the usually promoted vitamins, minerals or then the green vegetables juice powder to much more herbal only remedies. Furthermore unlike last year the yoghurt boom seemed to be over on the development front. This does not mean that you will not see new yoghurt types on the shelf this year, but I guess the consumer response was not as positive as expected and not much further R&D investment occurred. I wonder what this shift to more herbal only products means for the general public. Is the demand for drinks like vitamin water or ionic drinks already fading? Most likely consumers are expected to shift slowly but surely to products from Africa like rooibos tea as a healthy choice or then acai from South America with lots of polyphenols are just examples of products that gain more foothold in Japan recently.
This year during the expo the focus was on products and manufacturing sites in Kyushu and Okinawa. At first Ukon (turmeric) from Okinawa seems the most obvious and got quite some attention, but I have to say a wide variety of herbs from the region was promoted. Kyushu is actually an area with a lot of health food related business. Just have a look at the overview of the manufacturing and research sites in English from the METI site for all the biotech related companies. The amount of different breweries and health food companies is definitely impressive!
Along the same lines when Japanese business is fighting to keep their turnover, the health food industry in Japan was growing 0.6% for 2012 to a total volume of JPY million 2,088,000. Below shows an overview of the top 10 companies in Japan, when Tasly Japan impressed me most from moving within one year from spot 20 to 10. (After the company name their respective sales turnover in million Japanese Yen is listed, plus their growth in percent experienced over one year.)

1. Kyusai, JPY mio 28,985 (6.3%)
2. Eigao, JPY mio 26,233 (2.9%)
3. Media Prais, JPY mio 25,275 (-4.3%)
4. Yasuya, JPY mio 18,327 (n.a.)
5. Everlive, JPY mio 14,094 (n.a.)
6. Asahi, JPY mio 12,637 (-8.8%)
7. Kenkoukazoku, JPY mio 12,615 (-4.5%)
8. HRK, JPY mio 8,098 (43%)
9. Ing, JPY mio 5,499 (-3.7%)
10. Tasly Japan, JPY mio 2,768 (69%)

What is your favorite Japanese health food? I must confess it took me a couple of years until I got used to the taste of “Aojiru” (a vegetable power mixed either with cold or warm water), which I prefer to mix into soymilk, because then it truly tastes marvelous.

Brought to you by Sibylle Ito (伊藤シビル)

2 thoughts on “What are the popular health foods for 2014 in Japan?

  1. Wow! a very interesting read.

    Here’s my top three japanese healthy food!
    -Japanese Vinegared Cucumbers
    -Edamame – Really fun to eat!
    -Soba – it’s Absolutely delicious!

    • Dear Love in Japanese,

      thanks for your comment. I love your play with the words from health food like supplements to healthy Japanese cucumbers. I can only guess you are then not a fan of Aojiru (health food) or then Natto (healthy food).

      Enjoy Sakura season,

      Sibylle Ito

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