Emmett Duffy – Marketing Fellow Japan
Seafood-loving Japan is often seen as the healthiest country in the world, mainly due to having the world’s longest life expectancy. The healthy body image for Japanese however, has always been a slim figure without much muscle. The media have favoured tall, thin men and petite women. In recent years however, Japan has started to undergo a fitness boom and we’re already seeing changes in Japanese peoples’ exercise and nutrition habits.
Weight training is becoming more popular across different segments of society. Younger people have come to view muscular bodies as cool and attractive, mainly influenced by Western media, celebrities and Instagram. Many older Japanese women frustrated due to not achieving their fitness goals via more “conventional” exercise such as cardio, stretching and yoga, are switching to dumbbells instead. Another noticeable example is Japanese salarymen in their 40s and 50s. They are often very unhealthy by Japanese standards; working long hours, eating poorly, attending compulsory work drinks followed by late night fast food and little sleep. Weightlifting is helping to offset the negative aspects of their lifestyle as well as providing fulfilment that work cannot. These in part are responsible for the for the massive 139% value growth in protein powder products from 2014-2019 (Euromonitor 2019).
We’re seeing this changing attitude already with new product developments in both retail and foodservice. In to Japan’s ubiquitous convenience stores numbering over over 58,000, Mikakuto have recently launched their Sixpack protein bars, with 20g of milk protein, into a health bar market dominated by 10g protein offerings coming usually from soy. Similarly, Savas and their RTD protein milks are also dominating store shelves. Yoshinoya, Japan’s second largest Gyudon beef bowl chain, have recently collaborated with Rizap, a leading super premium fitness club, to create the chain’s first low carb meal, substituting the traditional rice for salad and steamed vegetables. We’re even seeing this trend in meat production as Japanese Wagyu Beef, famed for its high content of marbled fat, is seeing innovation with leaner brands for the more health conscious.
Mikakuto’s new Sixpack selling well despite cheaper, lower protein alternatives.
Savas protein milk RTDs, a dominate figure in the non-carbonated drinks section of Family Mart.
As illustrated in Bord Bia’s key lifestyle trends, “Health & Wellbeing” is continuing to be a driving force behind changing consumption globally.
As this trend continues it is likely there will be opportunities for Irish producers. For dairy manufacturers, as the sports nutrition market grows and matures, there will be more demand for higher quality proteins such as whey and value-added products such as hydrolysed whey protein. For Irish meat exporters, as the preference for lean meat grows, it will become more important to emphasis this aspect of their products, beef in particular.
References
Baseel, C. (2019). Weightlifting is Japanese salarymen’s newest hobby, report says, since “Muscles won’t betray you”. Retrieved 6 December 2019, from https://soranews24.com/2019/11/12/weightlifting-is-japanese-salarymens-newest-hobby-report-says-since-muscles-wont-betray-you/
Euromonitor. (2019). Passport: Sports Nutrition in Japan.
The Japan Times. (2019) Japanese fast-food chain Yoshinoya ditches rice for veg with new take on gyūdon beef bowl Retrieved 6 December 2019, from https://www.japantimes.co.jp/news/2019/05/09/business/corporate-business/japanese-fast-food-chain-yoshinoya-ditches-rice-veg-new-take-gyudon-beef-bowl/#.XentwegzY2y
McKirdy, A. (2017). As more Japanese take up bodybuilding, a veteran chases a championship. The Japan Times. Retrieved 6 December 2019, from https://www.japantimes.co.jp/news/2017/09/06/national/japanese-take-bodybuilding-veteran-chases-championship/#.XensJ-gzY2y
Miller, L., & Lu, W. (2019). These Are the World’s Healthiest Nations. Retrieved 6 December 2019, from https://www.bloomberg.com/news/articles/2019-02-24/spain-tops-italy-as-world-s-healthiest-nation-while-u-s-slips
NEWS, K. (2019). New wagyu brand aims to attract health-conscious meat lovers. Retrieved 6 December 2019, from https://english.kyodonews.net/news/2019/04/d246557051b3-feature-new-wagyu-brand-aims-to-attract-health-conscious-meat-lovers.html
Nikkei. (2017). Japan's appetite for meat keeps growing. Retrieved 6 December 2019, from https://asia.nikkei.com/Business/Markets/Commodities/Japan-s-appetite-for-meat-keeps-growing
Yamasaki, A. (2016). The changing face (and bodies) of fitness. The Japan Times. Retrieved 6 December 2019, from https://www.japantimes.co.jp/life/2016/08/04/lifestyle/changing-face-bodies-fitness/#.XenvcugzY2y