Japanese find functional ways of quenching a thirsty market.

摘要

Developments in the beverages market in Japan are outlined, with particular regard to functional products, such as `near water' products supplemented with vitamins, fibre and other natural ingredients, novel mineral waters, electrified water and natural water from particularly appealing sources. As sales of such products grow, those of 100% fruit juices are declining, leading to similar efforts in the fruit juice sector to enhance the image of the product.