During the first half of 2008, The Innova Database highlighted the introduction of a number of food and drink products in Japan featuring the functional ingredient citrulline.
Citrulline was first discovered by a Japanese researcher in 1930s, but has recently drawn more attention as research studies have shown its potential health benefits. It was approved for use as a functional food ingredient in Japan by the Ministry of Health, Labor and Welfare (MJLW) in 2007.
“It begs the question of whether citrulline is set to become a key ingredient in the highly fashion-conscious Japanese functional foods market over the next few months,” comments Innova Market Insight’s Head of Research LuAnn Williams: “It could follow in the path of ingredients such as co-enzyme Q10, launched onto the market back in 2004, which initiated a wave of new product activity in Japan, and a spread in awareness and use out into foreign markets such as the North America and Europe.”
Citrulline is a multifunctional amino acid ingredient derived from watermelon (Citrullus vulgaris), working as an antioxidant, reducing the build-up of ammonia in the bloodstream and dilating blood vessels, preventing muscle fatigue and boosting metabolism. As a result it may find applications as a functional ingredient in the prevention of vascular diseases and also in sports nutrition to improve endurance and improve recovery rates.
There has also been some recent publicity about how citrulline’s capacity to relax and dilate blood vessels, much like Viagra and other drugs for erectile dysfunction, may offer potential applications in this area, although it remains to be seen whether this would drive the market or inhibit the potential use of citrulline in other, less controversial areas.
Asahi Soft Drinks developed a product containing citrulline and shared this with Shiseido Pharmaceuticals and confectionery company Lotte to allow more than one company to develop products using it. The Innova Database shows that prior to these launches in April 2008, citrulline was primarily used in dietary supplements and a number of launches have been recorded over the past few years across a range of countries, including the US, the UK, Australia and Brazil. It was even used in sports drinks and energy supplements for dogs in the US, with the launch of Animal Naturals K9 range in the US in 2007.
The recent Japanese launches recorded in The Innova Database include Citrulline Water from Asahi, Citrulline Cycle Energy from Shiseido Pharmaceutical and Citrulline Gum from Lotte, with all having different target markets. Citrulline Water is marketed primarily to men in their 20s and above, while Citrulline Cycle Energy focuses on working women and Citrulline Gum on sports lovers. A more recent launch has been a watermelon chilled dessert from Maruhachi Nichiro, which is marketed as containing citrulline, although it is simply positioned as a zero-calorie product, with no specific benefits are attributed to the citrulline.
“The Japanese food and drinks market is noted for its advanced level of development in comparison with other countries, the large number of functional ingredients in use and the continuing innovation as new ingredient appear and new fashions develop,” says Natalie Tremellen, an analyst at Innova Market Insights. “Some of these ingredients, such as polyphenols, anthocyanins, DHA and EPA, co-enzyme A10 and collagen, eventually move into western markets. Even the interest in the antioxidant properties of cocoa, confined to Japan for many years, has now spread into the west, with more recent fashion ingredients including soy peptides, green tea catechins and gamma amino butyric acid (GABA),” she adds.
“On the other hand, many ingredients finding temporary success on the Japanese market sink without trace and never leave the country. The fate of citrulline has yet to be decided,” she concludes.
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For further information, please contact:
Lu Ann Williams: contact@innovami.com Tel: +31 26 319 2000
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