Yoko Oya × Michiko Obata Dialogue: Part 1 "It's not just about effects or efficacy— lifting people's spirits is what matters."

This time, as a special feature on "Planning for Better Living," we present the first part of a conversation between Yoko Oya from Dentsu Inc.'s "Food Lifestyle Lab" and Michiko Obata from Dentsu Inc.'s "Team Wellness." They discuss the differences between the health bubble of 10 years ago and current attitudes toward health, as well as the trend of emphasizing "feelings."

 

We're not as strict as we were ten years ago, when ingredients were the talk of the town.

Obata: I recently saw news about the healthcare market expanding. As food becomes commoditized, there's a need to add value, and healthcare value meets that demand. Every industry is interested in healthcare, and food is at its core, so it should grow even more. I really wanted to ask Ms. Oya what kinds of products and value propositions will emerge next.

Oya: Ten years ago when I led the wellness project, it was an era where adding health value seemed to guarantee sales. I called it the health bubble – products like "drink this for smooth blood flow" or "eat this to lose weight." There were tons of foods with these functional claims. But then people started realizing, "You don't actually lose weight just by drinking it," or "Eating something just because it's good for you doesn't automatically make you healthy." Next, things like rice topped with chili oil, B-grade gourmet, and mega-sized portions became popular, creating a mood of "Eating what you want makes you feel better." But I sense we're coming back around to thinking, "No, that's still not good for you."

Obata: I started working on this right after the health bubble burst. You're absolutely right, Mr. Oya—it does feel like we're coming back around. Looking at recent survey results and listening to people talk, I sense a growing focus on health topics and more interest in gathering information. But it's different now. The way trends spread.

Oya: It's not that "It's good because it has XXX!" kind of thing, right?

Obata: Like, if a carbonated drink has a Tokuho label, people think, "Well, this must be okay."

Oya: Exactly . Nowadays, not many people say, "I want to drink this because it has this ingredient" when they drink a Tokuho beverage. I think they drink it because it seems good for their health. It may not be as stoic as it was 10 years ago, when ingredients were a hot topic.

Obata: In the past, everyone knew the name of an ingredient like polyphenol, but now more people don't know it. However, there's a polarization happening where those who do know it are also knowledgeable about the ingredients and their effects. Furthermore, while some people seek effects and efficacy in a functional sense, others seek natural products, so there's polarization there too. I think that because there are more choices in products, people have started choosing what they like without being swayed by information.

I can't take the risk of spending time, money, and effort on something when I don't know if I'll get an answer.

Obata: Exactly. It's not just about pursuing what's good for your body. Another recent trend is this push for immediate effects or results.

Ōya: These days, people don't want to put in the effort or time, right? Before the internet, if you wanted to know what ingredients were in a tea, you'd write a letter to the manufacturer asking, and someone at customer service would reply by letter. What used to take weeks can now be found instantly on a manufacturer's website. You can search for anything and get an answer right away. Because of that, I think people can no longer bear the risk of investing effort, money, and time into something where you don't know if you'll get an answer. That's why things that are incredibly delicious or make great Facebook posts are so popular.

Obata: So going forward, I think we'll see a wide variety of products: those focused purely on function, and those designed to lift your spirits. The other day, Mr. Oya gave me some foreign candy. The flavor was incredibly fruity, but it looked like... well, like a flat piece of gum, or maybe yubeshi...

Oya: It was so natural-looking, brown in color, and you'd be like, "Wait, is this really strawberry?" It's a private brand product from Whole Foods in New York, a 100% organic fruit bar, but it looks like yubeshi (laughs). But it's incredibly fruity.

Obata: Despite that appearance, it's incredibly tasty. Plus, it keeps well and doesn't get your hands dirty (laughs). It feels like the future of healthy food. It's an organic snack with concentrated fruit, but I bet a lot of technology went into it. Eating that snack made me think this combination of natural ingredients and technology is what we'll see more of going forward.

Ōya: It uses natural flavors and preservatives and is sugar-free.

Obata: Plus, when you open the package, it smells amazing and lifts your spirits. Fruit can be a hassle to wash or peel, but this lets you enjoy fruit easily.

Oya: Looking at the Food Lifestyle Lab's surveys, quite a few people say "peeling fruit is a hassle." That's why peeled mandarin oranges sell well, or bananas outsell oranges because they're easier to peel. Avoiding hassle might be important. Nowadays, some people even find eating itself a hassle.

Me: I totally get that "too much trouble" feeling (laughs)

Ōya: Huh? You watched it? So that pear is still alive?

Obata: I just pretended I didn't see it... So I totally get that "too much trouble" feeling. But pears in autumn are just nice, you know? They lift your spirits. That's why I end up buying them.

Ōya: I see. That's how it is. You bought it yourself?

Obata: I bought it myself. Even though I know peeling it is a hassle. It's autumn, and I feel like I should eat seasonal things for the atmosphere, the sentiment. I guess I think seasonal stuff has more nutrients, but in the end, it's just a hassle.

Oya: We need to develop a "Pear Bar."

Obata: If a "Pear Bar" came out, I'd probably buy it. Dried fruit has become much more common lately, hasn't it?

Oya: Dried fruit is getting a lot of attention again. Cereal with dried fruit is selling well too.

Obata: That's definitely true. It feels very modern, you know?

Oya: Totally trendy. Dried fruit has this image of being packed with umami and nutrients. And cereal has grains too. Plus, you can just pour milk on it and eat it – so convenient.

Obata: Actually, I've been buying that a lot lately. The package says "Can be eaten as is," so sometimes I don't even add milk. It's still delicious, and I feel like I'm getting my nutrients.

Ōya: It might be a bit dry though (laugh).

〔 To be continued in Part 2 〕