The firm, which is well known for its NutraIngredients-Asia Award-winning Ubiquinol, says Japanese consumers have a growing understanding of the ingredient's capabilities.
“This is particularly the case in terms of supporting cellular energy and defending against oxidative stress,” said Tsuyoshi Takakuwa, Head of Marketing and Sales Supplement Division APAC, Kaneka Corporation, Japan.
Ubiquinol's health claims for Food with Function Claims in the country, which refers to foods labelled with specific health benefits based on scientific evidence, include “Reducing fatigue”, “Reducing stress”, “Improving sleep quality”, and “Maintaining the ability to process information”. These foods which contain Ubiquinol are registered with the Consumer Affairs Agency in Japan.
“The ageing population in Japan is increasingly seeking evidence-based products with a particular focus on healthy ageing, cognitive health, menopause and vitality, with the need to be supported by science and a focus on precision manufacturing, to ensure that the products deliver effectively,” added Takakuwa.
“As lifestyle pressures continue to grow, particularly in a post-pandemic era with associated stress, anxiety, fatigue and sleep health challenges, pollution and other exogenous onslaughts, healthcare practitioners are increasingly focusing on understanding the role of ubiquinol and mitochondrial health, in supporting energy (ATP) for the entire body, helping to protect the body’s cells from damage caused by oxidative stress and inflammation, associated with natural ageing as well as the pressures of life. This has contributed to further acceleration of demand for Kaneka Ubiquinol as seen worldwide.”
While traditional capsules such as softgel, hard capsule, and sachet remain the major forms of food supplements in Japan, newer innovations such as gummies, probiotic drinks and protein drinks, have been well-received in the market recently, noted the firm.
Education drive
In terms of promoting growth both at home and overseas, Kaneka is focusing on his educating healthcare practitioners and consumers about the health benefits of Ubiquinol.
“This includes being the only lipid soluble body-own antioxidant that supports against inflammation and oxidative stress as well as benefits for mitochondrial health, cardiovascular health, cognition, menopause, energy, sleep, stress, male and female fertility and ensuring that communication channels effectively direct consumers to Kaneka Ubiquinol,” said Takakuwa.
“Kaneka’s deep commitment to environmental, social and corporate governance , which forms a core policy of Kaneka’s business philosophy and practice is also highlighted within marketing initiatives.”
Takakuwa also pointed out how successful innovations and brand partnerships in Japan were helping to propel global growth.
“The Japanese nutraceuticals market is unique due to the language and culture etc, but the development of new Ubiquinol products here, including combinations and new formats has greatly contributed to the expansion of the global Ubiquinol market.
“Japan is generally highly regarded for expertise in science and precision manufacturing that can be trusted. The Japanese philosophy of continuous improvement, known as ‘Kaizen’, is part of our DNA wherever the world we are driving growth.”
