Trend tracker: Japan FOSHU Vs FFC market, A2 milk in China, and Double 11 sales

By Tingmin Koe

- Last updated on GMT

In this round-up, we look at the health and nutrition developments in APAC, including the FOSHU Vs FFC market in Japan. ©Getty Images
In this round-up, we look at the health and nutrition developments in APAC, including the FOSHU Vs FFC market in Japan. ©Getty Images

Related tags Trends China Japan

In this round-up, we look at the health and nutrition developments in APAC, including FOSHU Vs FFC market in Japan, Nestlé China expanding its A2 milk category, and the brands topping the chart during Double 11 shopping festival.
Japan functional product trends: FOSHU market slows down as FFC products grow steadily

Products with Food for Specified Health Uses (FOSHU or TOKUHO) claims still represent the largest share in the health foods and supplements market​, although products with Food with Function Claims (FFC) have been growing steadily since 2015.

The market share for TOKUHO products have shrunk from US$3.64 billion in 2016, to US$3.62 billion in 2018.

In comparison, FFC products were valued at US$0.97 billion in 2016, increasing to US$1.84 billion in 2018.

A2 milk for whole family: Nestlé China’s expands demographic reach after previous launches for mother-and-baby

Nestlé China has expanded the target audience for its A2 milk powder products​ with a new launch catered for the entire family.

Launched under the firm’s whole-family nutrition milk powder brand Nestlé YiYun, the new product is named as ShuChun.

This follows the firm’s previously launched NAN A2 milk powder for infants and pregnant mothers, as well as the Illuma Two Stage 3 infant formula​. The firm also launched a A2 Milk for the elderly, known as YiYang YiChang. 

Double 11 sales bonanza: Swisse retains best-selling supplement spot on Tmall

Swisse retained the top spot​ for the most purchased health and dietary supplement brand in this year’s Tmall double 11 shopping event.

This year’s Double 11 sales ended with a gross merchandise volume (GMV) of US$38.4bn generated, 26% up from last year.

More than 200,000 brands participated, with one million new products launched in the highly-anticipated online shopping event.

Kirin’s functional food brand expands to Vietnam with immunity-boosting probiotic drink

Kirin’s functional food brand, iMUSE has ventured into its first overseas market​ with the launch of a functional probiotic beverage in Vietnam.

The iMUSE yoghurt & lemon flavoured drink contains lactococcus lactis strain plasma which the firm claims to have immune functionality​ to fight infectious disease in the country.

The drink contains 100 billion lactococcus lactis plasma, which is a lactic acid bacteria and an ingredient used exclusively by the Kirin Group.

Delhi’s worsening air pollution sees firms jump on chance to promote immune-boosting, detox supplements

The worsening air pollution in Delhi is providing more opportunities​ for health supplement firms to market immune-boosting and detox products.

FMCG giant Dabur India has recently started both print and online campaigns for its ayurvedic herbal supplement Chyawanprash – in which the firm is a market leader in this particular category.

The product is a liquid supplement that claims to boost immunity and has strong antioxidant properties. It is formulated with Ayurvedic ingredients such as Bilya, Gokshura, and Brahmi. 

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