Suntory Beverage & Food Limited (SBF) carried out a survey of consumer trends relating to canned or bottled non-alcoholic drinks classified as "Foods for Specified Health Use" (FOSHU beverages) and made a comparative study of the health consciousness of those that consume and do not consume FOSHU beverages.

I. FOSHU beverage market (p. 2)

II. Recognition and consumption rates for FOSHU beverages (p. 3-6)

III. Survey of FOSHU beverage consumption trends (p. 7-13)

IV. Comparative study of those that do and do not consume FOSHU beverages (p. 14-18)

I. FOSHU beverage market

Foods for Specified Health Use (FOSHU foods/beverages) are designated and labeled based on permission given according to Article 26 Paragraph 1 of Japan's Health Promotion Act* or approval according to Article 29 Paragraph 1 of the same law. The designation indicates to those consuming the food or beverage as part of their diet that they can expect to enjoy the specific health maintenance claim on the labeling.

* The Health Promotion Act was enacted and promulgated in 2002, to address the needs of an aging population and changes in population disease structure. Its purpose is to promote the health of the people in Japan and prevent disease.

FOSHU foods/beverages may be labeled indicating specific health benefits that can be expected from their consumption. However, they must first be reviewed by the Japanese government, and permission must be obtained from the Secretary General of the Consumer Affairs Agency. As of May 2014, approximately 1,100 products have been approved as FOSHU foods and beverages.

Many new FOSHU beverages have been developed and brought to market in recent years. Although flat for a while, the market began to pick up around 2012. In fiscal 2013, the market for the main FOSHU beverages (excluding those for intestinal regulation) exceeded 100 billion yen.

II. Recognition and consumption rates for FOSHU beverages

Survey overview

Before conducting a specific survey concerning FOSHU beverages, we investigated the FOSHU beverage recognition rate, and the consumption rate over the past year.

1.Survey target
     Men and women aged 20 to 79 living across Japan

2.Survey size
     25,335 people (12,887 men and 12, 448 women)

3.Survey method
     Internet questionnaire (preliminary survey)

4.Survey period
     Friday April 18 to Monday April 21, 2014

Survey results

(1) Recognition rate for FOSHU beverages

Recognition rate for FOSHU beverages was over 90% (93.9%). Recognition rate in all age groups except those in their 70s was over 90%.

When asked how much they know about FOSHU beverages, over 90% of respondents were aware of them (93.9% chose the top three response boxes, "I have a clear idea of their content and characteristics," "I have some idea about their content and characteristics," and "I have heard the term before"). There was no significant difference in the recognition rate by age group, and FOSHU beverages appear to be widely recognized in Japan.

Moreover, over half of participants (53.5%) chose the first two response boxes ("I have a clear idea of their content and characteristics," and "I have some idea about their content and characteristics"). Those 59 and younger were more likely to choose these responses (Figure 1).

(2) Consumption rate for FOSHU beverages over the past year

The consumption rate for FOSHU beverages over the past year was just under half (47.1%). There was almost no difference based on gender, and over 50% of men aged 49 and younger consumed the beverages. There was no difference in the rate among women based on age, and beverage consumption is evenly spread regardless of age and gender.

When asked what kinds of beverages they have consumed over the past year, just under half (47.1%) indicated FOSHU beverages. Looking at the results by age and gender, the largest consumption group was men aged 49 and younger, with a rate over 50%. There was no difference based on age for women. Despite a lower consumption rate for those over 60, 40% of this group consumed FOSHU beverages. It is clear that FOSHU beverages are widely consumed by people of all ages (Figure 2).

(3) FOSHU beverages with high rates of consumption over the past year

The most common types of FOSHU beverages consumed over the past year were: 1) green tea, 2) oolong tea, and 3) cola

Among FOSHU beverage drinkers, when asked what kind of FOSHU beverages they consumed over the past year, 61.6% responded green tea. This was followed by oolong tea (56.6%), cola (41.7%), blended tea drink (40.8%), and coffee (29.9%) (Figure 3).

III. Survey of FOSHU beverage consumption trends

Survey overview

A survey was conducted to clarify the consumption situation and awareness for FOSHU beverages.

1.Survey target
     Men and women aged 20 to 79 living across Japan

2.Survey size
     1,146 people (590 men and 556 women) who consumed FOSHU beverages over the past year

* A total of 2,400 participants, including 1,254 non-FOSHU beverage consumers, were surveyed regarding intentions to consume FOSHU beverages in the future.

3.Survey method
     Internet questionnaire

4.Survey period
     Friday April 18 to Monday April 21, 2014

Survey results

(1) Important criteria for continued consumption of FOSHU beverages

The important criteria for respondents to continue drinking a FOSHU beverage were "benefit," "drinkability," and "taste." Most placed importance on benefit and taste.

The most common criterion for respondents to continue drinking a FOSHU beverage was "It provides the benefit" (44.7%). This was followed by "It is easy to drink" (38.3%), "I can feel the benefit as I continue to drink it" (38.2%), "I can buy it anywhere" (32.2%), and "great taste" (31.5%). Most participants seem to want both benefit and taste.

(2) Ratio of participants expecting benefits from FOSHU beverages

The proportion of participants expecting some benefit from a FOSHU beverage was two out of three (67.5%). Women were especially likely to expect a benefit.

Two out of three respondents expected some benefit from a FOSHU beverage (67.5% chose one of the top three response boxes: "strong expectation," "expectation," and "some expectation"). This was four times higher than the no-expectation group (16.0% chose one of the bottom three response boxes: "not much expectation," "no expectation," and "no expectation at all").
Women were more likely to expect a benefit (70.5%), compared to men (64.6%) (Figure 5).

(3) Situations for consuming FOSHU beverages

The top three situations for drinking FOSHU beverages were "dinner time," "lunch time," and "after a meal." It seems the beverages are usually consumed around mealtimes.

The three most popular times for consuming FOSHU beverages were "dinner time" (25.4%), "lunch time" (23.1%), and "after a meal" (21.3%). It is clear that the beverages are more likely to be consumed around mealtimes. Those consuming the beverages at dinner or lunch time also had a higher frequency of FOSHU beverage consumption overall, and vice versa. Accordingly, FOSHU beverages are often part of a meal (Figure 6).
When asked why they drink FOSHU beverages, over 40% (40.2%) of respondents indicated "to counter the effects of eating fatty food." Other responses were "to prevent weight gain" (32.2%), "to quench thirst" (24.9%), and "to lose weight" (22.6%). It appears that many people use these beverages for weight control (Figure 7).

(4) Months or years since first consuming FOSHU beverages

One in four respondents (25.4%) have been drinking FOSHU beverages for "less than two years," while one in five (19.5%) have been drinking them for "less than five years."

When asked how long they have been drinking FOSHU beverages, one in four (25.4%) indicated "less than two years," the highest response rate. This reflects that fact that the FOSHU beverage market in general became active two or three years ago. Other responses included, "less than five years" (19.5%), and it appears that most people have been drinking the beverages for a relatively long time (Figure 8).

(5) Intention for future consumption of FOSHU beverages

Concerning future consumption of FOSHU beverages, a third (29.9%) indicated they will "drink more." About a fifth (20.7%) of FOSHU beverage non-drinkers also indicated the same response.

When asked about future intention to consume FOSHU beverages, a third indicated they will "drink more" (29.9% chose the top three response boxes: "drink a lot more," "drink more," and "drink a little more"). Meanwhile, only 3.4% indicated they will drink less (bottom three response boxes: "drink a little less," "drink less," and "drink a lot less"). Over half (56.7%) of those that already consume at least one FOSHU beverage a week indicated that they will drink more. About a fifth (20.7%) of FOSHU beverage non-drinkers also indicated they will drink more. It appears that there is strong intention to consume FOSHU beverages (Figure 9).

IV. Comparative study of those that do and do not consume FOSHU beverages

Survey overview

A survey was conducted targeting people who have consumed a FOSHU beverage in the past year (drinkers) and those who have not had a FOSHU beverage in the past year (non-drinkers). The aim was to clarify the health consciousness and situation of these two groups.

1.Survey target
     Men and women aged 20 to 79 living across Japan

2.Survey size
     2,400 people (1,200 men and 1,200 women)

3.Survey method
     Internet questionnaire

4.Survey period
     Friday April 18 to Monday April 21, 2014

Survey results

(1) Comparison of BMI values for drinkers and non-drinkers

The rate of obesity (BMI of 25 or more) was 21.0% among drinkers of FOSHU beverages and 17.6% among non-drinkers.

Based on a comparison of the body mass index (BMI) values for drinkers and non-drinkers of FOSHU beverages, the rate of obesity (BMI of 25 or more) was higher for drinkers (21.0%) than for non-drinkers (17.6%). Those with a higher frequency of FOSHU beverage consumption were also slightly more likely to be obese (Figure 10).

* BMI = weight (kg) / height (m) squared

(2) Health consciousness and management

47.2% of drinkers and 40.2% of non-drinkers indicated they are "more health conscious than others," while 35.1% and 28.8% of these groups "spare no time or effort on health maintenance." Accordingly, FOSHU beverage drinkers appear to be highly health conscious.

FOSHU beverage drinkers are more likely than non-drinkers to "strongly agree," "agree," or "somewhat agree" that they are "more health conscious than others," or "spare no time or effort on health maintenance." It is clear that FOSHU beverage drinkers are more concerned about their health. Also, the greater the participant's consumption frequency, the more likely he or she is to agree with the two statements above. It appears that participants drink FOSHU beverages because of their high health consciousness (Figure 11).

(3) Healthy diet awareness

59.0% of drinkers and 49.6% of non-drinkers were "concerned about calorie intake during meals," while 48.5% and 39.0% of these two groups are "particular about the ingredients and preparation methods for food." Healthy eating awareness appears to be high among FOSHU beverage drinkers.

FOSHU beverage drinkers were more likely than non-drinkers to have a strong awareness of healthy eating habits. In particular, 10% more drinkers than non-drinkers "strongly agree," "agree," or "somewhat agree" that they are "concerned about calorie intake during meals," and are "particular about the ingredients and preparation methods for food." Also, the greater the participant's consumption frequency, the stronger the healthy diet awareness (Figure 12).

(4) Exercise habits

47.2% of drinkers and 43.7% of non-drinkers "exercise regularly," while 56.4% and 49.1% of the two groups "try to get exercise whenever possible, such as taking the stairs instead of the elevator." FOSHU beverage drinkers were more likely to exercise to maintain their health.

FOSHU beverage drinkers were more likely than non-drinkers to "strongly agree," "agree," or "somewhat agree" that they "exercise regularly," or "try to get exercise whenever possible, such as taking the stairs instead of the elevator." It appears that FOSHU beverage drinkers have greater awareness of not just healthy diet but also exercise to maintain health (Figure 13).
In addition to seeking the benefit of a FOSHU beverage, it is clear these consumers have high overall health awareness, which extends to healthy eating, and health maintenance through exercise.