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Trends in Functional Drinks: A Wider Perspective

Japan: Functional Drinks Vanguard
Thanks to Japan, the Asia Pacific has always represented the vanguard of functional food and beverage innovation. Japan, the first country to introduce government- approved health claims, is arguably the most innovative yet most fickle of markets, with a high product churn rate. However, product concepts do stick, and Japan is widely regarded as the source of health trends that impact on Europe and the United States.

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