Health: Immunity and high-protein foods are becoming popular

    There is no doubt that under the epidemic, people's attention to health has reached unprecedented heights. Consumers began to purposefully select food and beverages that are good for health.

    Immunity has become one of the key words, so we have seen that after many years of research, Kirin launched the iMUSE beverage, which helps maintain the immune function of healthy people, at the end of last year. It became an explosive product and sold 20 million bottles within 3 weeks. Coincidentally, based on years of experience in sports protein nutrition, Meiji launched TANPACT, a high-protein food brand for mass consumers last year.

    In addition, people are more particular about the intake of other ingredients. S&B's curry without wheat flour, Kirin's 0-glycemic beer, Sagamiya's tofu and vegetarian cheese, etc., meet people's needs for low-carbon water and low-calorie.

    Asahi launched two new protein bars in April last year, each containing 10 grams of protein, 5 vitamins, 9 essential amino acids and 4 minerals that are popular with runners.

    The epidemic may bring negative emotions to consumers, but the food industry can attract people's attention through innovative products and arouse people's enthusiasm for life.

    For example, Coca-Cola's Fanta Premier, which focuses on research and development for adults aged 30 and above, brings novel experiences to such consumers. Because of its unique positioning, it was hotly discussed by Japanese consumers right after it was launched.

    Another example is Mizkan's fruit cider vinegar, with a rare flavor and bright packaging on the market, which has captured the hearts of young people. Since about 2015, the Japanese vinegar beverage market has been growing in the context of increased health awareness, but most of the buyers are between 50 and 60 years old. According to Mizkan's official introduction, the initial purpose of product development was to create a vinegar drink familiar to young people. The results of the analysis show that the younger generation emphasizes the taste and mood when drinking beverages, rather than health functions. Therefore, Mizkan has changed the direction of cutting into traditional products that are beneficial to health, such as functional labels, but highlighting the unique taste and texture of the products.

    After analyzing these products that have won Japan's 2020 Food Hit Awards, it is not difficult to find that they are not so innovative, but they meet the needs of consumers very well. At any time, learning to insight into the market and serving consumers is a shortcut to business success.

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