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The Japanese Weight Loss Market The Hottest Category in the Nutrition Industry

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7F, 2-14-5 Akasaka, Minato-ku Tokyo 107-0052 Japan Tel ... Glucomannan Brewery yeast. Fat/ Glucose Blocker. Gymnema, Chitosan, Psyllium. Blood Sugar Control ... – PowerPoint PPT presentation

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Title: The Japanese Weight Loss Market The Hottest Category in the Nutrition Industry


1
The Japanese Weight Loss MarketThe Hottest
Category in the Nutrition Industry
Prepared for the Agora Nutrition of SIAL October
17, 2004
H?S?C JAPAN
Health Strategy Consulting Japan
Plaza Mikado Bldg. 7F, 2-14-5 Akasaka, Minato-ku
Tokyo 107-0052 Japan Tel
81-3-3560-3638 / Fax 81-3-3560-3639
2
About Health Strategy Consulting Japan
3
HSC Japan Offers An Unmatched Set of Capabilities
and Ability to Drive Results
DATA CONTENT
INDUSTRY CONTENT
NETWORKING
  • Daily Industry News
  • Searchable database
  • Library Services
  • Specialized Reports
  • Strategy Development Implementation
  • Market Overview Analysis
  • Partnering Strategy Implementation
  • Health Strategy Network Conference Series
  • Executive Workshops
  • NutraceuticalNetwork.com
  • Wide range of team member experience ranging from
    RD to product development, and marketing to
    operations
  • Significant experience in research, development
    and implementation of health-based strategies
  • Incredible list of clients including the leading
    global players in the food, pharmaceutical,
    chemical and nutrition industries
  • Thorough knowledge of the entire health industry
    value chain from technology development and
    ingredient manufacturing to retailing
  • Global expertise with considerable project
    experience in North America, Europe and
    Australasia, Japan

4
Obesity Trends in Japan
5
Obesity Population Is Increasing in Japan
Female with BMI over 25
Male with BMI over 25
()
()
Obesity is increasing among men over 30s and
older women
Source Ministry of Health, Labour, and Welfare
6
Due to Increase Of Obese People, Patients And
High Risk Population of Lifestyle-Related Disease
Are Incresing
Lifestyle-related diseases are one of the most
critical problems in Japan
Source Ministry of Health, Labour, and Welfare
7
Obesity Is Increasing In Japan As Japanese People
Take More Fats Than Before Due To Americanization
of Diet
Total 1,946kcal
  • Over 25 of the total calorie are taken from
    fats the percentage is increasing.
  • Calorie taken from fats was only 14.8 of the
    total calories in 1965 and 22.3 in 1975
  • Japanese take 60 of total calories from
    carbohydrates
  • 60 of the total carbohydrates are taken from
    grains such as rice, and sugar intake is
    relatively low

Japanese take less calories compared to Western
people, however, as Japanese are genetically more
sensitive to obesity and diabetes, they have to
pay more attention to what they eat
Source Ministry of Health, Labour, and Welfare
8
Overview of the Japanese Weight Loss Market
9
It Is Not Simple To Define What Weight Loss
Products Are
Many products are taken by consumers for weight
management purposes, although major concepts of
products are different
Source Japan Analysis
10
Weight Management Is A Major Product Category in
the Japanese Nutrition Market
MARKET SHARE BY TARGET CONDITION
DIETARY SUPPLEMENTS
FUNCTIONAL FOOD/BEVERAGE
2003 Total 3,713 mill.Euros
2003 Total 8,419 mill.Euros
The total Japanese weight management market is
about 2,400 million euros
Source Fuji Keizai and HSC Japan Analysis
11
There Are A Variety of Ingredients Used For
Weight Management Products
DIETARY SUPPLEMENTS
FUNCTIONAL FOOD/BEVERAGE
Chitosan, Raspberry ketone, gamma-linolenic acid,
catechin, etc.
2003 Total 823 million Euros
2003 Total 1,596 million Euros
Amino acid drinks, DHA, vinegar, etc.
Source Fuji Keizai and HSC Japan Analysis
12
Some Products Target Younger Consumers Who Seek
Beauty, While Other Products Target Middle-aged
to Old Consumers Who Try To Prevent
Lifestyle-Related Diseases
Female
BEAUTY
Brewery Yeast fiber
MicroDiet low calorie meal replacement
BOWS fat blocker
Vita Rosso fat burning
Pal Sweet sugar substitute
Econa cooking oil TG reduction
Younger
Older
20s
50s
40s
30s
FOSHU Products
Healthya Fat metabolism
Ameel S blood pressure reduction
Banso-reicha blood sugar control
CholeCut cholesterol reduction
HEALTH
Male
There are more FOSHU products among products
targeting prevention of lifestyle-related diseases
Source HSC Japan Analysis
13
Major Weight Loss Ingredients in Japan
Without Exercise
Fat Burning Citrus Aurantium, Raspberry ketone,
Garcinia Cambodia
Fat/Glucose Blocker Gymnema, Chitosan, Psyllium
Low Calorie VLCD
Satiety Glucomannan Brewery yeast
Attractive
Blood Sugar Control Low glycemic index diet
No Diet Restrictions
Diet Restrictions
Fat Burning Amino acids, L-Carnitine
With Exercise
Consumers look for quick fix without changing
their lifestyles
Source HSC Japan Analysis
14
A Number Of Products Are Launched Every Year, But
Most Of Them Are Replaced By Others Quite Soon
1995
Gymnema and Garcinia
2001
Brewery yeast (dietary fiber), BOWS (psyllium
fat blocker)
Vita Rosso (raspberry ketone fat burning)
2002
Amino acids, Catechin
2003
2004
L-Carnitine, alpha-lipoic acid
Consumers always look for a magic bullet.
However as there is not such a product, consumers
keep trying different products.
Source HSC Japan Analysis
15
Innovation Continues In the Weight Loss Market
  • Ajinomoto recently announced that they have found
    a natural ingredient called Capsiate derived from
    hot pepper, which has efficacy to enhance fat
    metabolism
  • Riken confirmed natural ingredient derived from
    seaweeds has an efficacy to enhance metabolism
    and inhibit absorption of fats.

Source HSC Japan Analysis
16
Consumer Awareness and Information Sources
17
Educating Acquiring The Japanese Consumer Has
Subtle Differences Than Other Parts Of The World
1
2
3
4
The power of testimonials cannot be overstated in
marketing to Japanese consumers.
Source Ministry of Health, Labour and Welfare
18
Significant Number Of People Feel They Are Fat
Female
Male
()
()
20s
20s
30s
30s
40s
40s
50s
50s
60s
60s
Over 90 of overweight people think of themselves
as fat, and even more than 50 of women with
normal weight range think of themselves as fat.
Source Ministry of Health, Labour and Welfare
19
A Significant Percentage Of People Are Trying To
Lose Weight
()
()
Male
Female
Over 60 of overweight men, and 80 of overweight
women try to lose weight. Women are more
interested in weight loss.
Source Ministry of Health, Labour and Welfare
20
Opportunity and Challenge of the Japanese Weight
Management Market
21
Opportunities and Challenges of the Japanese
Weight Management Market
OPPORTUNITIES
CHALLENGES
  • Obese population and high risk population of
    lifestyle-related diseases are increasing year by
    year, therefore the market of weight management
    products is expected to grow.
  • In addition to needs to reduce risks of
    lifestyle-related diseases, especially women are
    interested in weight loss as they always seek for
    beauty.
  • As Japan keeps look for new diet products and
    ingredients, there will be big opportunities for
    new entrants.
  • The demand of the market is large, however, the
    competition is severe as well.
  • As advertisements that potentially mislead
    consumers are strictly regulated, it is difficult
    to communicate benefits of products to consumers.
  • Many diet products have short life span. It is
    critical to build a business with long term
    vision.

Source HSC Japan Analysis
22
Thank You For Your Attention!
CONTACT INFORMATION
Takeshi Takeda Managing Director Health Strategy
Consulting Japan E-mail ttakeda_at_health-strategy.c
om Tel 81-3-3560-3638 Fax 81-3-3560-3639
Please feel free to contact us if you have any
questions about the nutrition business in Japan
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