< Previous10 Food & Drink International www.fdiforum.net IMPORT AND EXPORT © stock.adobe.com/glebcallfivesFood & Drink International 11 www.fdiforum.net IMPORT AND EXPORT The popularity of Japanese cuisine is on the rise, with the country’s food exports seeing new highs year after year. This growth, however, is under threat due to complexities on the international stage. With interest in Japanese culture and content booming, the country’s cuisine is also in the spotlight, with the traditional knowledge surrounding the brewing of the Japanese rice wine, sake even being added to UNESCO’s ‘Intangible Cultural Heritage of Humanity’ list. Becoming “the biggest driving force” behind tourists’ visits to Japan, as noted in reports by the Japan Tourism Agency, the country is looking to capitalise on and capture demand for its food, targeting an increase in exports. Reflecting this push, the country’s food exports broke records in 2024, marking 12 years of growth. Surpassing ¥1.5 trillion (almost $10 billion), the country’s agriculture, forestry, and fishery exports saw a 3.7% uptick from the previous year, with items such as beef and rice reaching new highs, and substantial rises for the likes of sauces and mixed seasonings and green tea. This comes despite a significant dip in seafood exports, which fell 7.5% to ¥360.9 billion ($2.4 billion), Expanding export markets 12 Á12 Food & Drink International www.fdiforum.net IMPORT AND EXPORT following China’s ban on seafood imports from the country in August 2023, imposed after Japan’s discharge of treated radioactive wastewater from the Fukushima nuclear plant. This was in spite of reassurances from Japan and the International Atomic Energy Agency that risk to Japanese seafood is minimal, and came alongside bans in Hong Kong, Macau, and Russia. Not only crashing Japan’s primary market for seafood, with Chinese factories being utilised for processing and re-export, the ban has created further problems in trade. Prior to the wastewater release, Japan had already faced a slow road in removing restrictions from countries worldwide on foods after the 2011 Fukushima nuclear accident but made progress in most regions that implemented restrictions following the disaster — from Australia lifting measures in 2014 to the EU in 2023. Most recently, last year, Taiwan, which held stricter import restrictions than other countries, further eased restrictions on food imports introduced following the Fukushima incident, concerning wild game meat, mushrooms, and wild vegetables. With 2024 exports hit by a full year of China’s seafood ban, and more than 700 Japanese companies exporting seafood to China in the year before it came into fruition, seafood producers have turned their focus to new export destinations, including other parts of Asia, the EU, and particularly the U.S, while establishing new factories to mitigate risks of concentrating processing in China. Concurrently, the Japanese government has been undertaking intensive promotional efforts, with events worldwide and interaction with chefs, influencers, and buyers, engaging with those from locations from Hawaii to Taiwan. It has also supported exploration of alternative processing sites to replace supply chains connected to China, especially for hard-hit scallops, where missions have been undertaken in Vietnam and Mexico. These export market shifts can be seen reflected in agricultural, forestry, and fishery exports to China declining by 29.1% in 2024 to ¥168.1 billion, whereas exports to the U.S. increased 17.8% to ¥242.9 billion, with the U.S. becoming Japan’s top export destination, as popularity of beef, sake, and scallops in particular rise. Though Japan continues to build its exports with the U.S., with the Japan External Trade Organization earlier this year pushing support for exports of Japanese yellowtail to the U.S for example, with President Trump’s tariff-happy policies, this expanding export destination may well be under threat. Japan of course isn’t putting all its eggs in the U.S. basket, however, and double digit percentage increases in export value have also been seen in Taiwan (+11.1%), South Korea (+19.8%), Vietnam (+23.7%) and Thailand (+22.9%), while the country is further undertaking initiatives globally to promote Japanese cuisine. This has included establishing an export support platform in the Food & Drink International 13 www.fdiforum.net United Arab Emirates last year, to capitalise on its position as a logistics hub and host of major exhibitions, doing the same in Malaysia, and announcing a new agreement with Australia in 2025 to develop both countries’ agri-food chains. Meanwhile, there is hope for a repair to seafood exports to China, with Japan remaining consistently vocal on its desire to re-establish this relationship and reaching agreement last September to gradually resume imports, on the condition of expanded water monitoring with participation from China. These imports are yet to begin. As the Japanese government targets to increase its agricultural, forestry, fishery, and food exports to ¥2 trillion in 2025 and ¥5 trillion by 2030, both growing overseas markets and regaining access to the Chinese market for seafood will be essential. © stock.adobe.com/Ichiro © stock.adobe.com/Andrii Yalanskyi14 Food & Drink International www.fdiforum.net INGREDIENTS SPOTLIGHT Shakeup in health Sugar taxes, bans on ingredients and a push toward greater health are all shaping the industry. Food & Drink International 15 www.fdiforum.net INGREDIENTS SPOTLIGHT T he world of ingredients is facing pressure to improve the health of consumers after record levels of obesity and unhealthy diets causing strain on medical systems. Sugar taxes across many western countries were but the precursor, but now West Virginia, USA, (known as one of the least healthy states in the US) has joined in on the action by banning food ingredients linked to cancer and hyperactivity in children. Many of these ingredients have already been banned in the UK and EU for a while, but the US held off on pressure to do the same as they’ve always been more focused on business-friendly decisions. The shift marks a change both in consumer perception and political policy and could be a sign of even more drastic changes to come. Changes that many will say have been too long to come in the first place. This mirrors a drive for functional and health ingredients across much of the developed world. Valued at a formidable $119.2 billion in 2024, the sector is poised for even greater heights, with projections soaring to $165.8 billion by 2029. Demographic shifts further underpin this trend, as evidenced by the aging population and the expanding middle class in emerging economies. This is exemplified in the South Korean food industry, where competition in the health functional foods market is moving at pace. Functional drinks are carving out a significant niche within the sector, promising the easiest access to enhanced well-being © stock.adobe.com/Dionisvera 16 Á16 Food & Drink International www.fdiforum.net INGREDIENTS SPOTLIGHT and performance. Projections by the Nutrition Business Journal paint a picture of a market on the ascent. By 2026, sales of functional fizzy beverages, water, and sports or energy drinks are forecasted to swell from $69.0 billion to $80.3 billion globally, with similarly impressive projections for functional juices, teas, and coffees. Yet, it must be remembered that functionality alone does not create a best seller. According to recent research, taste still serves as the primary motivator for six out of every ten drink occasions. But it’s not just about flavour. Consumers are seeking hydration, nutrition, memorable experiences, and even an energy boost. Adaptogens are an array of plants and mushrooms renowned for their potential to help the body adapt to stress, combat anxiety and fatigue, and promote overall feelings of well-being. The most used adaptogens include American and Asian ginseng, ashwagandha, eleuthero, Rhodiola rosea, and chaga. Adaptogens can trigger chemical reactions within the body that facilitate a return to a more balanced state, helping to restore equilibrium amidst the rigors of daily life. This ability to promote homeostasis makes adaptogens valuable © stock.adobe.com/Ingawww.fdiforum.net INGREDIENTS SPOTLIGHT © stock.adobe.com/TheWaterMeloonProjec allies in our ongoing pursuit of well-being. Nootropics encompass a diverse range of substances renowned for their ability to enhance human thinking, learning, and memory. From familiar stimulants like caffeine to lesser- known botanicals such as Bacopa monnieri and Gingko biloba, these cognitive enhancers offer a natural approach to boosting mental performance. Other notable examples include L-theanine, creatine, and lion’s mane mushroom, each contributing unique properties to the expansive world of nootropics. Some adaptogens, like ashwagandha, also boast nootropic qualities, demonstrating potential for multi-purpose product ranges. A recent study published in the journal Plants shed light on the nuanced nature of plant-based nootropics, suggesting that immediate cognitive improvements rare. Instead, sustained usage over an extended period may be necessary before measurable enhancements in cognitive function become apparent. Nootropics are therefore the perfect candidates for the creation of entire product ranges, perhaps including snacks to increase dosage. One has to be careful when introducing new ingredients to products, however. It’s a requirement by law to update labels and packaging with any and all ingredients to protect consumers who might have allergies. This wasn’t always the case, especially with products made on site, but after a young girl died in 2016 at Pret a Manger after eating a baguette containing sesame seeds (which was not required to be listed on the ingredients due to the baguette being made on-site), the law changed – and now companies are required to list all allergens in a clear and concise manner. W ithourHalalcertificate,youcansend products,beverages,cosmetics,andconfectionery productsMiddleEast,Malaysia,Indonesia, Türkiye,Singapore,Europe,andtherestoftheworld. W ithourHalalce products,bevera productstothe Türkiye,Singapo ertificate,youcansendmeat,meat ages,cosmetics,andconfectionery MiddleEast,Malaysia,Indonesia, re,Europe,andtherestoftheworld. www.halalfoodauthority.comwwwwwwwwwwh.h.hahahaha.ha.hlalalalallalfooofoofoodadadadaauaudadauaudadttthottrititittttiyyy.cy.cy.cy.cy.cy.cooomom info@@hhhhhalaaaalllllffffffoooooooooddddaaaaauthoriiiiiiitttttttyyyyy.ccccomm 0044(0)20888844444444667711227718 Food & Drink International www.fdiforum.net GOODMILLS INNOVATION Q&A Plant-based proteins are playing an increasingly important role in modern food production. As consumer interest in protein- rich, health-conscious products remains strong, bakery manufacturers need innovative solutions that combine nutrition, taste, and functionality. To this end, GoodMills Innovation has developed GoWell® Tasty Protein, a unique blend of plant-based proteins designed for seamless integration into baked goods. We spoke with Max Weber, Category Manager Baking & Snacks at GoodMills Innovation, about the specific functional advantages of this new ingredient, its impact on sensory quality, and how it aligns with the evolving demands of the modern food industry. What are the key characteristics of GoWell ® Tasty Protein, and how does it compare to other plant- based protein ingredients? Max Weber: GoWell ® Tasty Protein combines fava bean, yellow pea, sunflower seeds, and wheat to deliver a 60% protein content with a well-balanced amino acid profile. Unlike many plant-based protein ingredients, which often introduce off-notes or negatively impact texture, GoWell ® Tasty Protein was developed to integrate seamlessly into baked goods. It has a neutral taste, provides smooth processability, and enhances the final product’s sensory qualities, making it a reliable choice for high-protein formulations. What role do taste and texture play in the success of protein-enriched baked goods, and how does GoWell ® Tasty Protein address these challenges? Max Weber: Taste and texture are decisive factors in determining whether protein- enriched baked goods succeed in the market. As many high-protein formulations suffer from dryness, density, or off-notes, GoWell® Tasty Protein was conceived to counteract these issues. It provides a delicate, short bite and smooth mouthfeel, making it particularly suitable for light-coloured baked goods such as burger buns, sandwich rolls, and soft breads. Its subtle nutty flavour ensures that the original sensory qualities of the baked goods remain intact, rather than being masked by an overpowering protein taste. What are the key considerations when incorporating GoWell ® Tasty Protein into bakery formulations? Max Weber: When adding high-protein ingredients to baked goods, maintaining dough consistency and achieving the right sensory balance are essential. GoWell ® Tasty Protein was developed for seamless integration, ensuring manufacturers can enhance protein content without extensive formulation changes. Its high protein GoWell ® Tasty Protein: High-quality plant-based protein for next-level baked goods Max Weber, Category Manager Baking & Snacks at GoodMills Innovation GoWell® Tasty Protein IngredientFood & Drink International 19 www.fdiforum.net GOODMILLS INNOVATION Q&A concentration means even small amounts significantly increase the protein level in baked goods, making it an efficient and practical solution. Additionally, it allows for cost- effective production, helping bakeries expand their high-protein product ranges while maintaining quality and consumer appeal. What kinds of baked goods can be made with GoWell ® Tasty Protein? Max Weber: The applications are incredibly versatile. While it works perfectly in burger buns, toastables, and soft breads, it is also suitable for bagels, baguettes, pancakes, and even long-life baked goods. Our recipe concepts, such as “Protein Soft Bread” and “Protein Sandwich Rolls”, demonstrate how manufacturers can create high-protein options without compromising on taste or texture. How does GoWell ® Tasty Protein align with the food industry’s shift toward responsible sourcing and resource efficiency? Max Weber: Responsible sourcing and resource efficiency play an increasingly important role in food production. GoWell ® Tasty Protein incorporates ingredients, such as fava beans and sunflower seeds, which optimise resource use and minimise waste. Its formulation meets clean-label standards and supports the growing demand for high- protein, plant-based solutions that deliver both nutritional value and responsible ingredient sourcing. How does GoWell ® Tasty Protein support positioning claims like ‘high protein’ or ‘vegan’? Max Weber: Depending on the dosage and recipe, manufacturers can achieve nutritional claims such as ‘high in protein,’ ‘vegan,’ or ‘clean-label’. The blend’s balanced amino acid profile and high protein density allow for strong marketing potential, addressing both health-conscious consumers and those looking for premium plant-based alternatives. What advice would you give to bakeries looking to incorporate protein products into their ranges? Max Weber: I would advise them to start by identifying where protein-rich formulations can add value. This involves an in-depth analysis of the existing product range and manufacturing processes. Where is there even a possibility on the process side, which processes can be modified, where is there capacity? Should an existing concept be expanded to include the additional benefit of protein or should a completely new one be developed? In both cases, GoWell ® Tasty offers maximum flexibility and user- friendliness. Our team at GoodMills Innovation provides expert support in formulation and process optimisation, both remotely and on site, ensuring seamless integration into different baking processes. Where can manufacturers get more information or product samples? Max Weber: Interested manufacturers can reach out to our team directly. We are happy to provide technical support, recipe guidance, and product samples to help bakeries explore the full potential of GoWell ® Tasty Protein. Our Protein Soft Bread, Protein Sandwich Roll and Protein Bagel recipe concepts showcase how this ingredient can enhance both nutritional value and sensory appeal in a variety of applications. Whether in classic bakery products or new protein-enriched formulations, GoWell ® Tasty Protein enables manufacturers to meet market demand with confidence. For further information visit: www.goodmillsinnovation.com GoWell ® Tasty Protein Application Soft Bread GoWell® Tasty Protein Application BagleNext >