There is a remarkable growth in population of those over the age of 65, and products from the health-oriented food market targeting elderly people are quite active. And not only the elderly people, the millennial generation (those born between 1981 and 1996) in Japan also tend to be health-oriented conscious and the conscious of sustainability and social responsibility. As a result, the products and trends chosen by wide generation in Japan are driving the health-oriented food market. In this trend, health-oriented foods that Japanese consumers are paying attention include followings.
Natural/all-natural, organic foods, additive-free, foods made with simple ingredients, products that use packaging with reduced environmental impact and renewable materials, plant-based meat and other alternative foods, non-GMO, high protein, foods and beverages with natural sweeteners, beverages that increase energy instead of caffeine
Considering these food categories, it can be said that many foods produced in Finland match the health-oriented food trend in Japan. In addition, the image of Finland in Japan as a "natural and clean country" is said to be the biggest advantage for Finnish food companies in their promotion.
