Omega 3's going strong in Japan: opportunities abound for companies willing to develop the necessary scientific and marketing support. - Nutraceuticals World

The Japanese interest in omega 3's, in particular omega 3's from fish and fish oils, continues to be very strong. In general, however, the Japanese tend to get their dietary omega 3's from their daily fish and shellfish consumption, unlike many U.S. consumers.

In 'The National Nutrition Survey in Japan, 2002,' published by the Japanese Ministry of Health, Labor, and Welfare, it was reported that the average daily per capita consumption of fish and shellfish was approximately 90 grams per day (compared to approximately 20 grams per day in the U.S.). This is more than the daily consumption of meat and poultry combined.

Fish and shellfish contribute fewer than 7% of calories per day, but 23% percent of the protein intake. Regarding fat consumption, fish and shellfish are responsible for only 10% of total calories from fat, compared to over 20% from meat and poultry consumption.

Incentives for Additional Omega 3 Consumption

Since the Japanese daily diet is already relatively rich in sources of long chain omega 3's, why would there be an interest in increasing consumption? Part of the incentive stems from the steady stream of positive epidemiological and clinical findings in and outside Japan confirming the health benefits of specific long chain omega 3's. New data on coronary heart disease (CHD), triglyceride lowering, possible eye health and anti-inflammatory benefits, and treatment of conditions like depression are attracting the attention of the Japanese.

The Japanese seem to understand that the health benefits of the shorter chain omega 3's, such as the ALA (alpha linolenic acid) found in domestic Japanese perilla/shiso oil, are different from the benefits of the longer chain EPA (eicosapentaenoic acid) and DHA (docosahexaenoic acid) fatty acids typically associated with fish. They have had very little interest in flax seed oil as a source of ALA omega 3's so far, in part because of the negative consumer association of flax seed oil with industrial linseed oil.

The Japanese food companies also have not yet been able to convince themselves that the expensive DHA-rich algal oils are worth the additional cost in comparison with DHA-rich tuna body oils, for example. This may be changing, however, as food grade DHA-algal oils are being offered at somewhat lower prices than the original infant formula grade oils.

Japanese food companies are watching with interest the development of encapsulated fish oils for incorporation into everyday foods in North America and Europe. New product introductions incorporating fish oil omega 3's are now a regular occurrence in North America, including fortified breads and yogurts, for example.

Historically in Japan much of the food market focus has been on fortified fish ham and fish sausages for children, in addition to the limited infant formula market, particularly for DHA-rich tuna oil. A recent example is a kamaboko (steamed fish and starch paste) from Kibun Foods reported in the December 2005 of Japanscan Food Industry Bulletin as 'rich in DHA ... good for the brain, and calcium' for students studying for exams. Dietary supplement fish oil concentrates remain reasonably popular in Japan as well, and there is a technical monograph from the Japan Health Food Association for 'Processed Refined Fish Oil Containing EPA/DHA' for health food applications.

There has also been a 98% EPA ethyl ester prescription drug product (EPADEL from Mochida Pharmaceutical) on the market since 1990, for reducing high triglyceride levels. Last year Pronova Biocare introduced Omacor in Europe, also as a prescription drug, with 90% EPA Ethyl Ester as the active, and more recently Reliant Pharmaceutical introduced Omacor into the U.S. market as a drug targeted toward high triglyceride patients. The ethyl ester forms of EPA and DHA by definition have been considered drugs in Japan, unlike the U.S. where the esterified fish oils have been marketed as dietary supplements for many years, with at least tacit FDA acceptance. Japanese companies are closely watching the market developments in this area. In fact, it was recently announced that Takeda now has exclusive development, marketing and distribution rights to Omacor in Japan.

A Mochida representative also presented data at the November 2005 American Heart Association meeting in Dallas showing that a combination of their 'EPADEL' drug with a popular statin drugs provided additional heart-related health benefits beyond those achieved by statin drugs alone. This favorable result was not widely reported in the popular press, however, for reasons that are not yet clear.

In a related development, Neptune Bioressources of Quebec recently announced a relationship with Japan's Koyo Chemical to sell a glucosamine (from Koyo) and krill oil (from Neptune) combination supplement for joint health in Japan as well as other markets. Krill oil is a unique non-fish source of EPA and DHA fatty acids, and is being positioned for its anti-inflammatory properties.

Omega 3 Activity in Japan

A second FOSHU (Foods for Specified Health Uses, 'Tokuho' in Japanese) product was approved in the middle of last year, a fish sausage containing DHA and EPA from Maruha. The claim is that 'this product contains ... DHA and ... EPA which lowers serum neutral fats.' It is not clear whether or not the FOSHU approval will result in significant additional sales when compared with similar non-FOSHU products in the market. The previous FOSHU-approved 'I-mark' yogurt-flavored EPA/DHA soft drink from Nippon Suisan reportedly has reasonable sales. Perhaps both products' sales will be highlighted in the expected FOSHU Market Report for 2005 scheduled to be released in the near future by the Japan Health Food and Nutrition Food Association.

Tradeshow exhibit activity featuring fish oil omega 3's is relatively limited in Japan, however. A review of the guide book abstracts from the ifia 2005 food ingredients and additives show and the Health Ingredients Japan 2005 show in October confirmed this. Fish sources of peptides, gelatin, flavor extracts, and even fish collagen from fish scales were exhibited, but the fish oils that were exhibited tended to be from overseas companies (presumably because they are less expensive than the Japanese fish oils). Harp seal oil from Canada is still being marketed, but with increasing concern and controversy, even in Japan.

Now there is a DHA & EPA Association in Japan focused on support for 'Functional Foods with DHA & EPA.' This is a typical Japanese approach when several domestic companies are involved with emerging technologies that have potential new domestic and overseas market opportunities.

What Will Happen Next?

Given the relatively continuous stream of positive developments in the omega 3 marketplace related to health and wellness, it is expected that well positioned Japanese companies will increase their level of research and development in several of the more promising areas. Eye health is of particular importance as an emerging science for omega 3's, including age-related macular degeneration (AMD) and reabsorption of drusen as demonstrated in at least one small European clinical study. Serum triglyceride control from a reasonably priced drug with proven safety is an option for entry into the U.S. market. Algal sources will be studied and developed to compete with the new companies active in a rapidly changing global marketplace.

Note: Important sources of information for this article include the Japanscan Food Industry Bulletin published in the U.K., guidebook abstracts from the ifia Japan 2005 and Health Ingredients Japan 2005 trade shows, the 'National Nutrition Survey in Japan 2002' published by the Ministry of Health in Japan, and the Japan Health Food and Nutrition Food Association.

Ron Bailey is president of California Functional Foods and has been an independent consultant for over 20 years, focusing primarily on the transfer of food technology between the U.S. and Japan. He can be reached at 165 Almond Street, Ashland, OR 97520; 541-488-3184; Fax: 541-488-3274; E-mail: bailey@mind.net.