New Product Trends in Asia: Deepening Interest in new Bottled Water Products

Food and drinks with added health benefits are becoming more popular, as consumers increasingly desire products that claim to enhance their health and wellness. The functional sector is more developed in Japan than in any other country, with over 400 'functional' products released in the country in both 2004 and 2005, as stricter regulation prompts more innovation and fewer copycat products.

'Content One area of the functional food and drinks market which is presently fashionable in Japan is bottled water made from desalinated deep sea water. Productscan reports that around 16% 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 from water from more than 200 meters below the surface where sunlight does not penetrate. Because it is extracted from a great depth, it is said to be a high purity water.

Another health drink that has been recently 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 Mycoleptodonoides aitchisonii, 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 last 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 50g of cranberry polyphenols plus 125mg vitamin C per 500ml bottle. Polyphenols have been found to have antioxidant characteristics and may reduce the risk of cardiovascular disease and cancer.

It is not merely adults that have been targeted for functional drinks in Japan; kids have been too, through launches such as Coca-Cola Qoo Acerola Lemon. The beverage 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 being able to enhance the condition of the skin, the cheesecake contains half the daily requirement of vitamin C, as well as 1,000mg 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. One particular brand of chewing gum, Kanebo Fuwarinka, has been relaunched in Japan in Fresh Citrus and Fruity Rose flavors, and contains vitamin C, and hyaluronic acid as well as collagen.

Datamonitor reports that the trend for 'beauty from within' food and drinks products is largest among females in the 35-49 and 50-64 year old age groups, a growing demographic group which desires youthfulness, is concerned about anti-aging, 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.

Source: Food Business Review