Dentsu Inc.'s Functional Claims System Specialist Team※1 conducted the "2015 Consumer Awareness Survey on Foods with Functional Claims" targeting 1,000 men and women nationwide aged 20-60 to explore consumer awareness and needs regarding the Functional Claims Food System launched in April 2015.
As of October 26, approximately six months after the system's launch, information on 116 products had already been publicly disclosed. This indicates a rapidly forming new market, especially when compared to the current state of the Specified Health Use Foods (SHUF) system, which took 22 years to approve its first product and, as of February 2015, had 1,144 approved items forming a ¥25 billion market.
The time required for notification acceptance has also shortened compared to the initial launch period. It is anticipated that as many as 102 new products could be on the market by the end of November. Furthermore, functional claims notifications for "fresh foods" – a category of particular interest – have gradually expanded, with "soybean isoflavone sprouted soybean sprouts" being accepted following "Mikkabi mikan" (a type of mandarin orange).
Looking at health promotion by function, numerous products targeting visceral fat reduction have been launched, with advertising communication becoming active and forming a distinct segment. Meanwhile, products claiming benefits previously unattainable with conventional foods—such as "improved sleep quality," "eye focusing function," and "alleviation of mental stress"—have been accepted, covering a broader range of health promotion needs.
Against this backdrop, we conducted our own survey to explore how much consumer acceptance of functional food labeling has actually increased, what challenges and opportunities exist, and more. The main findings from the survey are as follows:
http://www.dentsu.co.jp/news/release/pdf-cms/2015119-1027.pdf
Dentsu Inc.'s Functional Food Labeling System Specialist Team collaborates with external networks to support the healthy expansion of the market while developing solutions for companies intending to enter the market.
※2 Consumer Affairs Agency http://www.caa.go.jp/foods/index23.html
※3 Public Interest Incorporated Foundation Japan Health & Nutrition Food Association http://www.jhnfa.org/tokuho2015.pdf
Dentsu Inc. News Releasehttp://www.dentsu.co.jp/news/release/2015/1027-008428.html
