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... japan is well known as the world’s functional foods birthplace when yakult kicked into life there in the 1950s with its little bottles of immune boosting, probiotic drinking yoghurt and is now a global blockbuster brand ... since then the market has seen a plethora of functional foods come and go – some of them, like probiotic yoghurt, have gained traction globally while others, like collagen marshmallows, have remained niche ... a whole lot more have been consigned to the dustbin of functional foods history ... estimates vary greatly due to the highly experimental, and often fad-like nature of the market, but excluding food supplements, it is estimated to be worth about €20bn which includes foshu and non-foshu foods – about three times the size of the us market according to leatherhead food international ... japan remains one of the biggest functional foods market in the world along with the collective that is the european union and north americaandmany in healthy food industry, or the mainstream industry for that matter, keep a keen eye on japanese market functional food launches ... datamonitor’s product launch analytics noted 3,522 new japanese foods and non-alcohol drinks that have made a claim that they are ‘high in’ a particular nutrient between 1, 2006 and august 31, 2010 ... “if you compare the percentage of new foods and beverages in japan making a ‘high in’ a particular nutrient claim versus other countries, japan would not rank at the top of the list but would certainly be toward the top,” said datamonitor’s tom vierhile ... fosho, non-foshu in the food sector the market is divided into two areas: foshu (foods for specified health use) and non-foshu ... foshu foods are those that have won a health claim from the ministry of health, labour and welfare ... euromonitor put the foshu market at about €6bn in 2007 – more than triple 1999 levels ... however takishi kamura from the japan health food & nutrition food association (jhnfa) noted in a recent presentation that the foshu market had since dropped below €5bn