Japan takes global lead on added health.

Food and drinks with added health benefits are becoming more popular around the world, as consumers increasingly desire products that claim to enhance their health and wellness. Japan is by far the leader for these so called "functional" launches, with more than 400 products released in the country

One area of the functional food and drinks market that is presently fashionable in Japan is bottled water made from desalinated deep sea water. Productscan reports that around 16 percent of bottled water launched in 2005 was made with deep sea water, buoyed by the notion that its high sea mineral content, particularly magnesium, is good for general health. Suntory Functional Drink was launched in Japan in early 2006, and is made with water from more than 200 meters below the surface where sunlightdoes not penetrate. Because it is extracted from a great depth, it is said to be highly purewater.

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Another health drink launched in Japan is Kirin Uru Water, which makes the very specific functional claim that it can aid people with hypertension. The beverage contains an extract of the tree fungus Mycoleptodonoidesaitchisonii, which studies have found may lower blood pressure.

Cranberry derived drinks are also becoming a popular choice of health beverage in Japan. Sapporo Beverage, a joint development between Sapporo Beverage and Ocean Spray, states that in the past three years imports of cranberry fruit and juice have increased three times. The company has recently launched Ocean Spray Cranberry Water in Japan, which contains 50 mg of cranberry polyphenols plus 125 mg vitamin C per 500 ml bottle.

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Kids are also being targeted with health drinks in Japan. Coca-Cola Qoo Acerola Lemon is fortified with vitamin C, citric acid and minerals and is designed to support kids' health through the summer months.

Snow Brand targets another specific consumer group, namely adult females, through its Collagen in Cheesecake product. Marketed as a skin enhancer, the cheesecake contains half the daily requirement of vitamin C, as well as 1,000 mg of collagen per pack. Collagen, marketed for its skin smoothing properties, has appeared in a variety of foodstuffs in Japan over the past year or so, from sausages and coffee creamers to chewing gum. Kanebo Fuwarinka chewing gum has been relaunched in Japan in Fresh Citrus and Fruity Rose flavors, and contains vitamin C, hyaluronic acid and collagen.

Datamonitor reports that the trend for "beauty from within" food and drink products is largest among females who are informed about health and can afford to pay for supplements. The trend for health and beauty-enhancing products in Japan therefore looks set to continue by targeting this growing sector of society.

Datamonitor source reports: Seeking Beauty Through Nutrition (DMCM2981)

Vicky McCrorie is a senior editor for Datamonitor, a New York-based global provider of on-line data, research and analysis. For more information, contact Anne Bourgeois at pr@datamonitor.com, 212/686-7400 or visit www.datamonitor.com