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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 productsManufacturers 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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Hot Trends in Food and Drinks in Japan

  1. 1. Find Industry reports, Company profilesReportLinker and Market Statistics >> Get this Report Now by email!Hot Trends in Food and Drinks in JapanPublished on January 2011 Report SummaryJapanese food and drinks manufacturers continue to produce some of the most novel products on the market. With similar overalltrends driving the global industry, European and US markets will be heavily influenced by this innovation. This report assesses howinnovation in the Japanese food and drinks industry is influencing European and US markets. Global manufacturers are faced with thechallenge of interpreting Japanese trends before considering whether they will translate into other markets despite cultural differencesand 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 inWestern markets. Improve the targeting and effectiveness of your NPD strategy based on the analysis of over 6,000 products launched between2006-10. 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 theirstrategies. Predict future opportunities in the Japanese food and drinks market.Research and analysis highlightsMany product innovations launched in Japan within the food and drinks markets have gone global, particularly in the functional foodindustry. Functional products are generally becoming more targeted in their health claims in order to address specific consumerdemand 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 tothe OECD, Japan is the "oldest" nation, and its aging population has been a key factor driving uptake of health-targeting productsManufacturers have responded to the individualistic demands of consumers through initiatives such as crowdsourcing. Rather thanaddress general trends like health and wellness, Japanese manufacturers target very specific groups, such as students that are dueto 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 developmentHot Trends in Food and Drinks in Japan (From Slideshare) Page 1/8
  2. 2. Find Industry reports, Company profilesReportLinker and Market Statistics >> Get this Report Now by email! Table of ContentTable of ContentsAbout the author 2Disclaimer 2Executive Summary 11Japan as an innovation hotspot 11Innovation in health and wellness 11Innovation in sustainable, ethical and eco-friendly products 12Innovation in indulgent products 13Innovation in convenience food 13Chapter 1 Overview: Japan as an innovation hotspot 15Summary 15Introduction 15Established as a trendsetter 17Innovation in the recession 17Learning from Japanese innovation 18Key innovation hotspot areas 20Chapter 2 Innovation in health and wellness 21Summary 21Introduction 22Japan as a health focused society 22Japanese aging consumers embrace health oriented behavior 23The founding nation of functional food 24Ingredient innovation in functional foods 25FOSHU, Japans official health food accreditation system 26Econa case study: regaining consumer trust in FOSHU labeling 26Limitations to functional food global growth 31Obesity concerns slim Japanese 32Metabo case study: addressing metabolic syndrome 33Metabo food and drink 33SSP functional drink 34Nippon Milk 35Pokka RTD coffee 36Other countries can learn from Japans experiences with regulating obesity 37Restaurants have also addressed Japanese desires to eat healthily 38Mega-burger case study: addressing a healthy eating backlash with high calorie foods 39Womens specific weight and beauty concerns in Japan 41Japanese young women desire slim figures 41Beauty foods gaining in popularity 43Collagen cuisine case study: successfully targeting anti-aging concerns with nutraceuticals 43Beauty drinks have been launched that contain some unusual extracts 46Beauty foods have been less successful outside of Asia 47Cognitive health products in Japan 48Exam foods as good luck charms and brain health aids 49Cognitive products for the elderly 52Hot Trends in Food and Drinks in Japan (From Slideshare) Page 2/8
  3. 3. Find Industry reports, Company profilesReportLinker and Market Statistics >> Get this Report Now by email!Functional product claims are becoming more specific 53Eye health products have targeted computer users 53Joint health products have targeted the active elderly 54Conclusions 56Chapter 3 Innovation in sustainable, ethical and eco- friendly products 57Summary 57Introduction 58Japan is a highly eco-aware society 58The Kyoto Agreement drew attention to Japans environmental commitment 58Recycling and reduction initiatives tackle packaging waste 59Novel packaging to address environmental issues 60Natural based packaging showcased at 11th Eco-Products Exhibition 60Eco-clip offers greener easy opening benefits 60Lightweight packaging case study: reducing carbon emissions in packaging 61Suntorys Tennensui lighter plastic bottle mineral water 62Fujiyas juice drink in a cardboard can 62Ezaki Pos-Ca chewing gums Eco Pouch 62LOHAS and the link between ethical and healthy positioning 63Coca-Cola Japan case study: switching to greener packaging 64Coca-Cola Japans new environmental principles 64I LOHAS branded water links health and environmental benefits 64I LOHAS bottle switched from lightweight plastic to plant based material 65I LOHAS promotes easy packaging disposal 65The product has been a resounding success 66Locally produced products address carbon footprint concerns 67City sourced food case study: carbon footprint and regional pride 69City farms promote pride and ethical satisfaction 69Tokyo Milk uses milk sourced from a unique city based dairy 69Cafes are displaying green lanterns to denote their use of local ingredients 70Japans philanthropy is expanding 71Charitable products case study: donating profits to charity 71Greener Planet wine donates to an international water charity 71UUCS juice gives to a Japanese forestry charity 72Ezaki Glico donates a specific amount of its chewing gum sales to charity 72Conclusions 73Chapter 4 Innovation in indulgent products 74Summary 74Introduction 75Asia Pacific consumers are avid sensation-seekers 75Recent flavor innovations 75Soy flavored candies 76Flavor experimentation within global brands 77PepsiCos novel drink flavors 77Case study: Kit Kat Japan embraces consumer individualistic needs 78Kit Kats prolific regional flavors 78Kit Kat postable boxes 79Kit Kat exam good luck charms 80Nestlés deep understanding of the local market 81Hot Trends in Food and Drinks in Japan (From Slideshare) Page 3/8
  4. 4. Find Industry reports, Company profilesReportLinker and Market Statistics >> Get this Report Now by email!Cultural preferences could prevent worldwide success 81Jelly drinks case study: popular in Japan but not internationally 81Jelly drinks versatility appeals to various consumer groups 82Jelly drinks are still rare outside of Asia Pacific 88Japanese obsession with beautiful packaging 90Adults embrace the past with product choices 93Adult candies 93Food services for adult gamers 94Retro packaged food and drink 95The appeal of historic figures 96Crowdsourcing and consumer involvement 97Conclusions 99Chapter 5 Innovation in convenience food 100Summary 100Introduction 101Working hours in Japan are long, driving convenience food sales 101Vending machines address consumer convenience demands 101Vending machines offer fresh food alternative to junk food 102Coca-Cola has developed solar paneled vending machines 103Draft beer vending machines provide a premium vending experience 104New developments in vending have given rise to more personal machines 105On-the-go foods 106Homemade bentos fulfill desire for attractive and convenient lunches 106Anime characters help bento foods appeal to children 107Commuters are well catered for with healthy, ready made bento boxes 108Instant noodles emerge in novel flavors, healthier formats 109Street food popularity inspires manufacturers 111The recession prompts growth of restaurant style ready meals 112Portion sizes are decreasing to cater for smaller households 113Conclusions 114Chapter 6 Conclusions 116Barriers to transferring Japanese product innovation abroad 116Hot Japanese trends with global potential 117Table of FiguresFigure 1: The number of innovative product launches has recently dropped in Japan 18Figure 2: A selection of innovative launches in Japan, 2009-10 19Figure 3: Japans aging population 24Figure 4: Econa oil was withdrawn from market over health fears 27Figure 5: Econa scandal caused fall in FOSHU labeled products 28Figure 6: Top claims in FOSHU tagged product launches, Oct 2009-Oct 2010 29Figure 7: The Soya Farm yogurt has a FOSHU approved claim for reducing cholesterol 30Figure 8: Recaldent has FOSHU backing that it enhances the health of teeth 31Figure 9: SSP Kaizen Seikatsu Meta Boy claims to improve the metabolism 35Figure 10: Megmilk Free Yogurt utilizes probiotics as a Metabo fighter 36Figure 11: Pokka Coffee addresses Metabo with a no added sugar or fat claim 36Figure 12: Medical specialists helped plan Tokyo Food Theater 5+1 menu 38Figure 13: Mega burgers provide a contrast to Japans obsession with healthy foods 40Hot Trends in Food and Drinks in Japan (From Slideshare) Page 4/8
  5. 5. Find Industry reports, Company profilesReportLinker and Market Statistics >> Get this Report Now by email!Figure 14: House Ukon no Chikara Ukon Ekisu Drink Cassis Orange Aji 42Figure 15: Knorr Soup Pasta Instant Soup, Bishoku Yasai Cream 42Figure 16: Lotte Green Gum 43Figure 17: Collagen nabe is growing in popularity 45Figure 18: Kabaya Foods produces a range of gummy candies that contain collagen 46Figure 19: Be Collagen and The Placenta are unusual collagen drinks 47Figure 20: Brain health-based claims for products launched in Japan (%), 20082010 49Figure 21: AGF Blendy Coffees claim to boost concentration 50Figure 22: Myojo Foods noodle soups are targeted at exam taking students 51Figure 23: Nestlés Kit Kat Milk Coffee is designed for exam taking students 52Figure 24: Cadburys Recaldent Kamu Power claims to encourage brain activity 53Figure 25: A selection of lutein containing products launched in Japan 54Figure 26: Glucosamine fortified drinks and yogurts have emerged in Japan 55Figure 27: Maruha Nichiro Foods high calcium sausages have a bone health claim 55Figure 28: The pura mark denotes that a packaging is recyclable 60Figure 29: Eco-Clips have been used as a sealant on products instead of a steal clip 61Figure 30: Products have utilized lightweight packaging to gain an ethical benefit 63Figure 31: Coca Cola has embraced sustainability in Japan with I LOHAS water 66Figure 32: A carbon labeling scheme began in Japan in 2008 67Figure 33: Locally sourced milk, soy sauce and green tea products 68Figure 34: Tokyo Milk is sold in 7-11 stores only in Tokyo 70Figure 35: Charity giving brands are gaining popularity in Japan 73Figure 36: Unusual flavors appeal to Japanese experimental tastes 76Figure 37: Soy sauce confectionery is popular in Japan 77Figure 38: Pepsi has launched its cola in unusual baobab and azuki flavors in Japan 78Figure 39: Kit Kat is available in a variety of regional flavors in Japan 79Figure 40: The Kit Kat map highlights where each flavor can be found in Japan 79Figure 41: Nestlé has capitalized on its Kit Kat name with an exam targeted product 80Figure 42: Leading countries in jelly drink launches, by SKU, 2008-10 82Figure 43: Meiji Seikas Meiji Perfect Plus Tetsu Kei Prune Jelly 83Figure 44: Ready to drink tea and coffee varieties of jelly drink 84Figure 45: Kagomes Kagome Yasai Shibori Tomato Jelly Drink 85Figure 46: Suntory Otona No Dessert - Zeitaku Gelee no O-sake 86Figure 47: Jelly drinks have emerged with proposed weight management properties 87Figure 48: Jelly drinks for kids and teenagers are growing in popularity in Japan 88Figure 49: Jelly drinks have been launched outside Asia Pacific sporadically 89Figure 50: SUKK energy drink has been launched in the UK 90Figure 51: Bonbon au Chocolat Drink Chocolate are hot chocolate individual sachets 91Figure 52: Coco de Mer chocolates are presented in luxury packaging 91Figure 53: Morinagas Valentines bars have a novel reversed label 92Figure 54: Naoto Fukasawa has launched a banana juice in banana packaging 93Figure 55: The Mugen Tokoroten is an agar-based snack for adults 94Figure 56: Products have emerged in retro packaging celebrating the past 96Figure 57: Dydos Hukkokudo Hero series 97Figure 58: New product types have been chosen using crowd sourcing techniques 98Figure 59: Fresh food vending includes bananas 102Figure 60: Refrigerated vending machines selling eggs in Japan 103Figure 61: Coca Cola has introduced a vending machine with solar panels 104Hot Trends in Food and Drinks in Japan (From Slideshare) Page 5/8
  6. 6. Find Industry reports, Company profilesReportLinker and Market Statistics >> Get this Report Now by email!Figure 62: Draft beer vending machines have appeared in Japan 105Figure 63: Smart vending machines in Tokyo train station recognize the age and sex of user 105Figure 64: Consumers are looking for bentos with an attractive presentation 107Figure 65: This product offers a fun bentos topping designed to appeal to kids 108Figure 66: A ready made bentos range designed for commuters 109Figure 67: Cheese and Italian flavored noodles offer unusual fast food options 110Figure 68: Nissin Light Cup Noodles are promoted as being healthier noodles 111Figure 69: Hakata street stall style fried ramen have appeared in stores 112Figure 70: EG S&B Foods Pasta sauce from fully booked restaurants 113Figure 71: Kewpie saw an increase in sales when it reduced its salad dressing volume 114Figure 72: Key innovation trends in Japanese food and drinks 117Table of tablesTable 1: Key areas covered in this report 20Table 2: Leading claims in food and drinks launches in Japan, 2009 and 2010 23Table 3: Up and coming functional ingredients in Japanese food and drink 25Table 4: Prevalence of obesity (BMI at lease 30 kg/m²) in adults across the seven major markets (%), 2010 32Table 5: Metabo product launches in Japan by category, Oct 2009- Oct 2010 34Table 6: Application of Japanese trends in Europe and North America 118Hot Trends in Food and Drinks in Japan (From Slideshare) Page 6/8
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