Convenient Protein Products Gaining Popularity in Japan

Tokyo, Sept. 10 (Jiji Press)–Japanese food companies are offering more protein-rich options for health-conscious consumers, including curry and coffee products. While protein supplements have had an image of being something for people trying to bulk up, companies are offering more convenient options as public awareness grows that protein is a key nutrient for leading a healthy life. In June, House Foods Corp. released a ready-to-eat pouch curry with 30 grams of protein, which is roughly half of the recommended daily protein intake. Containing chicken breast and protein powder, the curry was developed to encourage people to eat curry not only because it is delicious, but also because it is healthy, the company said. Maisen Fine Food Co. offers a product that allows consumers to add protein to a staple food. Consumers can increase their protein intake simply by adding soy protein granules when cooking their rice. The company said that it has received inquiries about the product from households, bento store chains and school lunch providers. Meiji Co. last year added a new option to its Savas protein product lineup. The milk protein plus yellow vegetable drink, which also provides fiber and other dietary components, is popular among younger, unmarried working adults in their 20s, the company said. From June, the company also sold a sugar- and fat-free coffee containing 10 grams of protein on a trial basis for about a month and a half. “We aim to encourage people to consume protein on a daily basis and expand opportunities for its consumption,” a company official said. According to a report compiled in November last year by research company Fuji Keizai Co., the Japanese protein supplement market was expected to reach 309.6 billion yen in 2025, nearly three times the figure of a decade ago. “As awareness of the importance of protein intake has grown, (food manufacturers) will step up their efforts to target consumers focused on maintaining their health,” an official of the research firm said. END [Copyright The Jiji Press, Ltd.]