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... japan is well known as the world’s functional foods birthplace when yakult kicked into life there in the 1950s with its little bottles of immune boosting, probiotic drinking yoghurt and is now a global blockbuster brand ... since then the market has seen a plethora of functional foods come and go – some of them, like probiotic yoghurt, have gained traction globally while others, like collagen marshmallows, have remained niche ... a whole lot more have been consigned to the dustbin of functional foods history ... estimates vary greatly due to the highly experimental, and often fad-like nature of the market, but excluding food supplements, it is estimated to be worth about €20bn which includes foshu and non-foshu foods – about three times the size of the us market according to leatherhead food international ... japan remains one of the biggest functional foods market in the world along with the collective that is the european union and north americaandmany in healthy food industry, or the mainstream industry for that matter, keep a keen eye on japanese market functional food launches ... datamonitor’s product launch analytics noted 3,522 new japanese foods and non-alcohol drinks that have made a claim that they are ‘high in’ a particular nutrient between 1, 2006 and august 31, 2010 ... “if you compare the percentage of new foods and beverages in japan making a ‘high in’ a particular nutrient claim versus other countries, japan would not rank at the top of the list but would certainly be toward the top,” said datamonitor’s tom vierhile ... fosho, non-foshu in the food sector the market is divided into two areas: foshu (foods for specified health use) and non-foshu ... foshu foods are those that have won a health claim from the ministry of health, labour and welfare ... it was the biggest selling foshu product at the time according to dr ikeda

... 9 percent of functional foods in the world’s biggest markets with energy/mood enhancement, gut health and heart health the dominant claims, according to a leatherhead food international report ... credibility is key “the future of functional foods depends on a few key points,” leatherhead observed ... ” of the other countries in its survey, japan was predicted to record slower growth because its market was older but it remained the biggest functional foods economy with 39 ... the uk has become the largest market for functional foods, having overtaken france in recent years ... leatherhead put this down to strong activity in functional dairy and yellow fats as well as “significant initiatives” in breakfast cereals and beverages ... france remains the second biggest market followed by germany, spain and italy, “a distant fifth” ... leatherhead points out that active health drinks dominate the european market, along with functional yoghurts (showing “dynamic growth”) and functional milks ... dairy products account for almost 70 per cent of functional food sales in the five countries ... this is backed by the foods for specified health use (foshu) regulation which controls how health claims are made about functional foods ... “in general, the use of functional ingredients is widespread in japan, with probiotics, vitamins, calcium, and oligosaccharides regarded as almost standard in some sectors of the market

... about 80 representatives from some of the biggest functional foods and ingredients companies in europe attended a health claims seminar in brussels yesterday, with the need for better trial design high on the agenda