Dietary Fibers Make a Come Back
Despite the average 6 g shortage in daily intake of dietary fibers among the current Japanese population, the 40 billion yen dietary fiber related products market has remained static. The main reason is due to products such as the coenzyme supplement Q10 that has been dominating the market for its marketability as an anti-aging product. In response to this phenomenon, several competitors including Asahi Soft Drinks, co., Ltd., Asahi Food & Healthcare, Ltd., Shikishima Baking Co., Ltd., Nippon Flour Mills Co., Ltd., Lotte Co., Ltd., and Rohto Pharmaceutical Co., Ltd. came together to revive the dietary fiber market by developing products that specifically suffice the 6 g and over shortage and by marketing through unified promotion efforts such as using a common red project logo, promotional items, and promotional activities. Since the project began in April this year, consumers have been responsive. The companies hope that the products, which include powder supplements, zero sugar chocolate snacks, bread, nutritional bars, and drinks, will reach sales figures of 5 billion yen.
B.A. in International Affairs from the University of Puget Sound in Washington.