Japan’s functional food trends: Surge in products and new opportunities focused on women

The report, titled “In-depth Analysis report on FFCs notified in FY2023”, was produced by Japan-based nutraceutical consultancy firm Smooth Link Inc.

In FY2023, 1,443 Foods with Function Claims (FFCs) were notified to the Consumer Affairs Agency (CAA), the authority overseeing the FFC system. This was slightly higher than the 1,429 cases notified in the previous year.

Regarding product categories, dietary supplements accounted for 55.6% of the total, processed foods accounted for 41.6%, and fresh foods accounted for the remainder.

Notably, the number of FFCs claiming to support femcare increased from six in FY2015 to 58 in FY2023.

For instance, the first FFC related to Lactobacillus GR-1 (Lactobacillus rhamnosus​) and Lactobacillus RC-14 (Lactobacillus reuteri​) was filed in January 2021 for their ability to promote a favourable vaginal environment and vaginal conditioning. To date, nine such products have been marketed by eight companies.

Prominent industry names have also entered the market.

In July 2023, an FFC was notified by Asahi Group Foods, Ltd. for L. gasseri​ CP2305 to support “the ability to reduce temporary premenstrual dysphoric mood, mental fatigue, and drowsiness in healthy women with a normal menstrual cycle”.

In December of the same year, Tokiwa Ltd. filed an FFC containing Apocynum venetum-derived hyperoside and isoquercitin with a health claim that it “helps improve the temporary premenstrual dysphoric mood in healthy adult women with regular menstrual cycles”.

Such first-mover products will drive the growth of premenstrual dysphoric disorder and vaginal health categories, says Hisaaki Kato, president of Smooth Link Inc. and author of the report.

“There is plenty of room for growth for femcare products. In addition, the current status of FFCs for the vaginal environment, and premenstrual dysphoric disorder, which have been notified, indicates that these categories will grow if health claims do not violate the strict Pharmaceutical Affairs Law,”​ said Kato in the report.

The Pharmaceutical Affairs Law is now known as the Pharmaceutical and Medical Devices Act. It states that if a product’s packaging, marketing materials, or advertisements imply or explicitly state that it can treat, prevent, or enhance bodily functions, it should be classified as a pharmaceutical, not an FFC.

Additionally, the use of medical terms such as “prevent”, “cure”, or “treat” is prohibited. Claims state intentional enhancement of health, such as skin-whitening or hair growth treatment, are also prohibited.

For example, phrasings like “a supplement recommended for preventing lifestyle-related diseases” and “effective for skin care” constitute a violation. Paraphrased versions such as “a supplement that supports a healthy body” and “effective for beauty” could work better, suggested Kato.

Increasing focus on women’s health have been observed across APAC in the past year – Haleon​ is focusing on women’s health for its new product development plans. Glanbia and AstaReal​ are also seeing huge opportunities in women’s health.

Rise of femcare​

The global Sustainable Development Goals (SDGs) for businesses include gender equality, which led to a growing awareness in this area. This increased the demand for products and services that help women improve their health and quality of life.

“[That’s why] the need for femcare is growing, and more companies are entering the market,”​ said Kato.

In the last few years, support for fatigue, stress relief, sleep, cognitive function, and immunity performed well.

In terms of health claims related to specific parts of the body, many claim health benefits for the stomach, eyes, and skin, and maintenance and improvement of bones, muscles, and legs (walking ability) were also staples, reflecting the ageing population.

Femcare products that were launched in FY2023 include Femiaid and Saw palmetto F, which “eases the hassle of going to the bathroom often” among older women. They contain pomegranate-derived punicalagins and Saw Palmet Extract respectively.

There were also 20 brands that filed FFCs for “reducing evening leg swelling in healthy women who have swollen legs”, out of which 20 contain Piper longum​-derived piperines.

Additionally, there were 11 products that are “useful for bone health of middle-aged and older women”. A few of them, such as Lover of “Bone”, contain soybean isoflavone. Bone Density Care and Bone Density Support contain Maltobionic acid Ca.

For boosting skin health, My Power Beautifly contains reduced coenzyme Q1 and Astaxanthin, while Fruit Gummies Lemon & Soda contains reduced coenzyme Q10.

When asked if there are market gaps to be addressed, Kato said that women are taking oral contraceptives for birth control, relief from menstrual cramps, acne relief, and PMS relief.

Therefore, FFCs for these categories could be explored. However, it would be challenging to describe these health claims due to regulatory requirements.