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The shipment value of the foods with function claims market in Japan was estimated to reached around *** billion Japanese yen in fiscal year 2025, continuing the ongoing upward trend. The largest growth was recorded in * when the market tripled in size compared to the previous year.

Functional foods and health foods

Food with function claims is a segment in the foods with health claims market which also includes "foods with nutrient function claims" as well as "foods for specified health uses" (FOSHU). While FOSHU needs the government’s approval to be labeled with health promotion claims, functional foods are marketed under the manufacturers’ and distributors’ responsibilities with claims based on scientific evidence. The main products approved for the domestic market are packaged foods and supplements, with a smaller share of fresh food products.

Functional food consumption

As functional foods garnered manufacturers’ attention due to their simplified registration process as foods with health claims, Japanese consumers are also growing conscious of the varieties of health foods circulating in the domestic market. Even though only a minority actively consumed functional foods, around one in three are showing interest in functional products. With the Japanese society continuously aging, the health food market is profiting from the interest in alternative diets to stay healthy.