export-japan.com's newsletter 12th September 2005 edition

Contents

Japan Seeks More Environmentally and Socially Responsible Products

The LOHAS (Lifestyles of Health and Sustainability) market is rapidly growing in Japan and is now larger than in the United States, which is where the movement started. Currently, around 29.3 percent of Japanese adults are living based on LOHAS values. According to a survey by E-Square Incorporated, 21 percent of these people have a family income of approximately 9 million yen, and Nikkei Research Institute of Industry and Markets suggests that if the product meets the high expectations of these consumers, they are usually willing to pay three times more than the average price. The consumers of this market are very educated and make conscientious purchases and investing decisions based on environmental and social responsibility. Products and services in this market include alternative transportation (e.g. bicycles and hybrid cars), energy-efficient electronics and appliances, renewable energy, green building and industrial goods, eco-friendly household products, natural and organic foods and beverages (e.g. macrobiotics), natural personal care products, alternative healthcare (e.g. aromatherapy), vitamins, minerals, dietary supplements, eco-tourism and travel, and socially responsible investing. Although there are critics that suggest that the term LOHAS itself may end as just hype, these new trends in consumer buying patterns are nevertheless expected to expand.

Featured Product - Lakanto S zero calorie sweetener
Saraya Co., Ltd.

Lakanto S is a zero calorie sweetener made from natural ingredients: Luo Han Guo (Momordica grosvenori Swingle) extract from China and erythritol found in mushrooms and wine. The sweetener is approved by the Japanese Minister of Health, Labor and Welfare as a food for diabetes and obesity, easily replacing sugar with equal sweetness. Since the sweetness is not altered by heat, you can easily reduce calorie intake just by directly replacing sugar with Lakanto S in recipes.

For more information and details on Saraya Co., Ltd.'s zero calorie sweetner, Lakanto S, please view their website or send an inquiry. You can also find various other health products and recipes on this website.

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Dietary Fibers Make a Come Back

Despite the average 6 g shortage in daily intake of dietary fibers among the current Japanese population, the 40 billion yen dietary fiber related products market has remained static. The main reason is due to products such as the coenzyme supplement Q10 that has been dominating the market for its marketability as an anti-aging product. In response to this phenomenon, several competitors including Asahi Soft Drinks, co., Ltd., Asahi Food & Healthcare, Ltd., Shikishima Baking Co., Ltd., Nippon Flour Mills Co., Ltd., Lotte Co., Ltd., and Rohto Pharmaceutical Co., Ltd. came together to revive the dietary fiber market by developing products that specifically suffice the 6 g and over shortage and by marketing through unified promotion efforts such as using a common red project logo, promotional items, and promotional activities. Since the project began in April this year, consumers have been responsive. The companies hope that the products, which include powder supplements, zero sugar chocolate snacks, bread, nutritional bars, and drinks, will reach sales figures of 5 billion yen.

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Export-Japan.com Site Update

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