From curry to coffee, convenient protein products are gaining popularity in Japan

Japanese food companies are introducing more protein-rich products to cater to health-conscious consumers. Protein supplements have been perceived as products for those looking to bulk up, but companies are now offering more convenient options as people become aware of the importance of protein for overall health. In June, House Foods launched a ready-to-eat curry pouch containing 30 grams of protein, which is about half of the recommended daily protein intake.

The curry, made with chicken breast and protein powder, aims to encourage people to eat curry not just for its taste, but also for its health benefits. Maisen Fine Food provides a product that allows consumers to add soy protein granules to their rice, enabling them to boost their protein intake while cooking their staple food. This product has garnered inquiries from households, bento store chains, and school lunch providers.

Meiji added a new product to its Savas protein lineup last year, a milk protein and yellow vegetable drink that also contains fiber and other dietary components. This drink is particularly popular among younger, unmarried working adults in their 20s. In June, Meiji also began selling a trial run of a sugar- and fat-free coffee with 10 grams of protein.

The company aims to encourage daily protein consumption and expand opportunities for its intake. According to a report by research firm Fuji Keizai, the Japanese protein supplement market is projected to reach ¥309.6 billion ($2 billion) in 2025, nearly three times the amount from a decade ago. Food manufacturers plan to intensify their efforts to target health-focused consumers.