When a drop of sugar water is placed on a newborn’s tongue, they display a look of pleasure; conversely, if they taste something bitter, they grimace. These reactions indicate that the response to sugar water is not a learned behavior but is genetically programmed. Sweet foods stimulate the brain’s dopamine reward circuit, inducing a sense of happiness. Because high-sugar foods trigger this reward system, they can become addictive. Altering traits rooted in genetics is inherently difficult. For economically mature nations, a major challenge is how to curb obesity. It is even said that without halting the rise in medical costs associated with lifestyle-related diseases like diabetes, public finances could become unsustainable. The World Health Organization (WHO) has proposed sugar taxes as a viable health measure.
The Arista Fair is one of Japan’s largest annual trade shows dedicated to the confectionery industry. Marking its 36th edition, the event drew approximately 260 companies from across the country, showcasing around 6,500 different confectionery products. The venue buzzed with the enthusiasm of confectionery manufacturers and retail buyers. A notable trend observed at the fair was the prevalence of products designed to serve as meal replacements. Gummy candies, in particular, attracted significant attention. Some of these gummies are formulated with medium-chain triglyceride (MCT) oil and collagen. Notably, MCTs are digested and absorbed about four times faster than ordinary oils, converting rapidly into energy. Because they are less likely to be stored as body fat, they are widely used for weight management and efficient energy replenishment. Collagen, meanwhile, is beneficial for maintaining skin elasticity as well as joint and bone health. Beyond gummies, biscuits and rice crackers are also gaining prominence. A trend is emerging in which consumers are choosing snacks as alternatives to traditional meals.
Japanese people were previously considered to have a well-balanced diet. However, a study by a research group at the University of Tokyo has revealed nutritional deficiencies among the Japanese population. It has become clear that Japanese people—previously thought to be well-nourished—are actually suffering from nutritional shortfalls. Insufficient protein intake was observed in more than 20% of adults aged 18 to 79 who were in their prime working years. Intake levels for nutrients such as vitamins A, B1, and C largely fell short of recommended amounts. Iron deficiency was particularly prevalent among women aged 12 to 64. Furthermore, over 60% of men aged 18 to 49 and women aged 18 to 29 lacked sufficient dietary fiber. Calcium deficiency was also found to be widespread across all age groups for both men and women. The confectionery industry is unlikely to overlook these findings. For instance, sales of snacks marketed as providing a “20-day supply of iron (40 pieces)” have quadrupled over the past three years. Beyond iron, there appear to be significant business opportunities lying dormant in the development of various other snack products.
