Japan Food Trends July 2013

This month’s issue discusses current food trends in the health food industry, promotional/marketing  tools and pancakes.
Japan Food Trends (JFT) communicates Japanese food and lifestyle trends that may help U.S. exporters  to generate product and marketing ideas.

Japanese consumers are sensitive about their health, and they are interested in healthy foods, especially vegetables. There are many ways to enjoy vegetables and a popular method in Japan is “Veggie  Smoothies”.

Takii, a famous seed company, conducted a survey about “Veggie Smoothies” which included 406 women ages 20 to 40 years old. Here are the results:
- 64.8 % of the respondents answered that they had heard of “Veggie Smoothies”
- 86 % have never made a “Veggie Smoothie”
- 55 % of them who have never made a “Veggie Smoothie” said they would like to make one in  the future
- 85 % and 78 % expect a “Veggie Smoothie” to have a positive effect on health improvement and  skin health respectively
- 64 % answered that they felt body changes, such as relief of constipation and better skin  condition after a “Veggie Smoothie