Postbiotic push: Functional food innovation in Japan helping overseas brands visualise new opportunities - Morinaga
The ‘biotic ingredient powerhouse was speaking to NutraIngredients-Asia during a recent trip to Japan, where it expressed confidence in the growth prospects of the domestic market, and discussed how innovation and research in Japan was fuelling growth internationally.
Saki Yamashita, Assistant Manager, Marketing Strategy Team, Probiotics Business Section, told us that consumer understanding around Bifidobacterium and Lactobacillus was high “because Japanese consumers are used to eating yogurt and functional food and beverages containing these strains, and people can feel close to them because they already receive communication from companies and brands."
However, very few can differentiate between pro and postbiotics, because many Japanese companies market their products to boost overall good health, and not within specific ingredient categories.
Some of the this could be attributed to the introduction of Japan’s Food With Function Claims in 2016. This made it easier for brands to make certain health claims based on literature reviews, and not having to rely on RCTs.
Postbiotic perspective
As Yamashita pointed out, functional foods remain hugely popular in Japan, something that has served the firm well from a postbiotic perspective, both in sales domestically and highlighting new possibilities internationally.
Postbiotics are mainly used in this area due to the ability to withstand various manufacturing conditions.
“At Morinaga we have LAC-Shield, a postbiotic strain for immunity, that has been incorporated in more than 1000 products in over 550 companies in Japan,” she added.
Recent launches include a new carbonated milk drink, nyu white soda, which contains 10 billion CFU of LAC-Shield.
At the recent HI Japan event in Tokyo, the company was focusing on promoting its key strain BB536 for GI health and allergy and MCC1274 for cognitive health.
A recent study showed that BB536 reduced the incidence of feverishness among otherwise healthy subjects with cold-like symptoms. It concluded that intake of B. longum BB536 may be effective in alleviating common cold-like symptoms.
Looking ahead, Yamashita added that she expected the supplements and functional food sectors to continue to grow in Japan, driven by the aging population and preventive health trends among younger consumers.
She also said that the wealth of functional foods innovation in the domestic market was helping to further growth overseas.
“Our experience in functional foods and beverages in Japan has helped a lot to show great examples of how our functional ingredients are incorporated into final products. It is easy to see and feel to understand how to develop a product concept. Also, success in Japan is helping to spread the brand awareness of Morinaga Milk, especially in Asia,” she added.
