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Wanted: Specialized Foods for Japan’s Silver Generation
By Emiko M. Purdy and Noriko Ishii 
In "The Travels of Marco Polo," the Italian explorer portrayed Japan as the country of gold.
Almost seven centuries later, Japan can be described as a country of silver. But this time, it is silver in its citizenry, not its soil, that earns the description.
For U.S. exporters this is an emerging market trend that could be important to watch.
Currently, one out of six Japanese is over 65 years of age, and the silver generation will increase further in the 21st century. By the year 2020 one out of every four Japanese will be over 65.
The medical, health care, funeral and related sectors that serve these citizens have already been growing, and so has the food industry. It is also changing to adapt to the dietary needs of elderly consumers.
The Japanese food industry has a pressing need to develop new food products that address the problems and preferences of Japan’s senior community.
The United States has developed special food products which can be a part of the solution.
An eating problem called dysphagia, the inability to chew or swallow, is on the rise in Japan’s aging population. It has many causes, but the same cruel outcome: malnutrition.
A Closer Look at Dysphagia
Malnutrition in seniors can be triggered by a range of disorders–from depression that kills the appetite to Alzheimer’s, which can cause a person to forget to eat.
Dysphagia can be brought on by something as simple as toothlessness or as serious as Parkinson’s disease or some cancers of the neck and throat.
Physicians must be concerned about this condition not only because it can cause malnutrition–it can also be connected with breathing disorders and aspiration pneumonia.
The treatment history is relatively new. It was first identified as a physical disorder in Japan in the 1980s, when hospitals began a program of rehabilitation for elderly patients having trouble eating or swallowing. The Japanese Society of Dysphagia Rehabilitation was established in 1995.
While main efforts center on keeping patients alive, families and physicians also want them to enjoy their life as much as possible. It’s always been said that while many pleasures of youth fade, most seniors can still enjoy a good meal. Dysphagia can take even this away.
Nutritious, Yes; but Delicious?
Most of the treatments for dysphagia focus on physical therapy, rather than diet; patients are often fed pureed foods.
Currently, several Japanese pharmaceutical and food companies produce these specialty products.
While they have very adult-sounding flavors such as ginger-spiced filet of bonito and sole with sweet and sour sauce, the texture very much resembles processed baby foods.
While these pureed meals meet the patients’ recommended daily nutritional requirements, their limited palatability and appearance sometimes defeat the purpose of preventing malnutrition and weight loss.
A Solid Improvement for Seniors
Several companies in the United States have developed pureed more appetizing products that have been modified with special thickeners so that they can hold shape and dimension. These products are already successfully marketed in the United States and the United Kingdom.
The same technology could be readily applied to products for the Japanese market. But U.S. producers of these products will have to become quick studies in Japanese cuisine, or Wa-shoku. Japan’s senior citizens have discriminating tastes.
Most Westerns know about sushi, tempura and sukiyaki, but plenty of other foods are popular. Japan’s aging population also enjoys filet of bonito, steamed rice and radish pickles.
Selling Senior-Satisfying Foods
Currently, pureed food and thickeners are sold in Japan only to hospitals and nursing homes, usually through sales representatives or mail-order catalogues.
With the start of a new health insurance program, the distribution of special food products may soon change.
Kango hoken or home-care insurance is scheduled to arrive in Japan in April 2000.
This new insurance program is expected to drastically increase the number of elderly patients who are cared for at home. When that happens, home nurses and other care experts will need ready access to specialized food products.
Another potential consumer group could benefit from these foods, the "sandwich generation" of middle-aged people who are caring for both aging parents and young children.
These consumers would value the convenience of finding special senior foods where they already shop for infant formula.
As the home-care policy changes in Japan, and the number of seniors rises, this market for easy-to-swallow foods with an appetizing texture and flavor is certain to grow. The U.S. food processor who recognizes this trend and makes senior foods widely available will not only increase profits, but will also improve the lives of many Japanese citizens–both seniors and their families.
Here are two importer/distributor companies, specializing in senior foods in Japan:
Mr. Saburo Nishikawa, President
Nicchu Bussan, Co., Ltd.
87 Nakade-cho, 1-chome
Atsuta-ku, Nagoya-city, Japan 456-0067
Tel.: 8152-681-2101
Fax: 8152-682-9210
Specialty is institutional meals for nursing homes.
Healthy Food Company Limited
7774 Hino
Hino-shi, Tokyo, Japan 191-0012
Tel.: 8142-581-2152
Fax: 8142-584-1944
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Emiko M. Purdy is an International Economist with the Multilateral Trade Negotiations Division of International Trade Policy of the Foreign Agricultural Service. Washington, D.C. Tel.: (202) 720-2841 Fax: (202) 720-1139; E-mail: PurdyE@fas.usda.gov
Noriko Ishii is administrative assist with ATO Tokyo. Tokyu Tameike Bldg., 8th Floor, 1-1-14, Akasaka, Minato-Ku, Tokyo; Phone: (011-81-3)3505-6050 or 3224-5115. Fax: (011-81-3)3582-6429 or 3582-6054 E-mail: Ishiin@fas.usda.gov
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