Protein products gain popularity in Japan, from curry to coffee
Japanese food companies are expanding their range of products with higher protein content, from ready-made curry and rice additives to vegetable drinks and coffee. Such products are aimed not only at people seeking to build muscle mass, but also at health-conscious consumers, The Japan Times reports.
House Foods launched a ready-made curry in a pouch containing 30 grams of protein in June. According to the manufacturer’s estimate, this is approximately half of the recommended daily protein intake. The product contains chicken breast and protein powder. The company said it developed the curry so that it would be perceived not only as tasty, but also as a healthy dish.
Rice additives and drinks
Maisen Fine Food offers soy protein granules that can be added while cooking rice. The company said it had received inquiries about the product from households, bento shop chains and school meal suppliers.
More current news is available on the UA.News Telegram channel Telegram.
Last year, Meiji added a drink containing milk protein and yellow vegetables to its Savas line of protein products. It also contains fiber and other nutritional components. According to the company, the drink is popular among unmarried workers in their 20s.
Protein supplement market
Starting in June, Meiji also test-marketed for about a month and a half a coffee without sugar or fat that contains 10 grams of protein. A company representative said the manufacturer aims to encourage daily protein consumption and expand opportunities to include it in the diet.
According to a report by research company Fuji Keizai, prepared in November of the previous year, Japan’s protein supplement market was projected to reach 309.6 billion yen, or about $2 billion, in 2025. This is nearly three times the figure from a decade ago. A Fuji Keizai representative noted that as awareness of the importance of protein grows, manufacturers will work more actively with buyers who care about maintaining their health.
