[Senior Trend] Japanese Food Technology Targeting Seniors Who Have No Appetite

I read the book titled "Crying at H Mart." It tells the story of the author, who experienced identity confusion between an American father and a Korean mother, and the love connected to Korean food after losing her mother to illness. While reading, I kept thinking about the "taste of hometown" and "home-cooked meals," and how the food we ate as children is deeply connected to our souls. We greet each other by asking, "Have you eaten?" or "When shall we have a meal together?" Also, Korea is the country that spread "mukbang (eating broadcasts)" worldwide. Ultimately, what is important for living a healthy life is to eat properly and well. While touring a caregiving industry expo held last week in Japan, I realized that eating is not only linked to personal eating habits but also functions as an industrial and social infrastructure.

I visited the event held over three days at Tokyo Big Sight, first on the opening day with an interpreter for a preliminary survey, and again on the last day with a group of 15 people. The interpreter looked around for 15 minutes and said there was nothing more to see. I thought I could stay all day; it was a new realization how differently people perceive things depending on their interests. There were also aspects that could only be seen with such detailed observation. Many caregiving facility officials from Korea were present, indicating growing interest in Japan’s caregiving sector. The exhibition used two floors. On the upper floor, there were mini vans that could transport wheelchairs anywhere, tools to improve convenience for nurses and caregivers, various Internet of Things (IoT)-based monitoring systems, and bathtubs designed to assist with bathing. The lower floor focused mainly on care food. As aging progresses, difficulties increase, and there were foods and cooking tools designed to be easy to eat without discomfort. Oral care products were also available.

When asked which senior business sector has the largest market, the answer is undoubtedly food. It is a fiercely competitive field daily, considering consumer purchase frequency, necessity, and preferences. Especially in Japan, where there are many late elderly people (aged 75 or older, or 65 and older with certain disabilities), eating disorders as a chronic condition have become a serious problem earlier than in Korea. Therefore, meticulous products have been launched to help even the late elderly eat well. Since this was an industry-focused exhibition rather than a general one, we could taste a generous variety of foods on-site. From long-established traditional brands to new startups, the range was broad and deep, from pill-form supplements to bite-sized stewed fish. The most fascinating was a vending machine installable in care facilities. By selecting the preferred viscosity (thin or thick) for each person, optimized food is filled into a cup and dispensed like vending machine mixed coffee. It can be used for under 100,000 KRW per month via subscription service. The thoughtful consideration allowing viscosity selection according to health status was impressive. However, from a general consumer’s perspective, the taste and texture were somewhat lacking.

Overall, jelly and pudding types that are easy to swallow stood out, and there were fish dishes with almost perfectly removed bones for easy eating. There were also many drinkable beverage-type products. For example, Yakult had a small booth but gave out whole products during tastings, attracting more people than the neighboring juice company booth. True to Japan’s love for red bean paste, various types of red bean products were available. Catering to demand for eating properly and deliciously even in small amounts, there were desserts made much smaller but identical to regular products. Until before COVID-19, senior foods focused on function and appearance (visual), but now some have evolved to consider emotional satisfaction. There were group cooking utensils needed in care facilities and lightweight but adult-shaped dishes similar to children’s tableware for easy holding and eating. Meal planning and ingredient companies also participated. Overall, food technology was remarkable.

In Korea, the number of seniors who "do not want to eat" or "have no appetite" is increasing. Taking numerous medications such as diabetes or hypertension drugs can cause side effects like decreased appetite, and dietary restrictions for health management can reduce taste. When teeth weaken or are replaced with implants, chewing function declines, and eating only liquid foods like porridge becomes exhausting. Even if they are aware of swallowing or eating disorders or dry mouth symptoms, they often consider them temporary or insignificant. Even among peers, health status varies greatly with aging rather than age itself, making it difficult for those who have not experienced it firsthand, especially seniors who grew up hungry in their youth, to empathize; it may seem like childish whining. However, elderly people in Japanese care facilities who cannot eat well face serious problems because poor eating is directly linked to health. Most have swallowing disorders or chewing issues.

The solution to this is "Care Food." It refers to foods designed to positively impact the health of people who have difficulty eating and digesting. While mainly targeting the elderly, the market is expanding to include patients, people with nutritional deficiencies, and even younger people interested in health management. Most of the various foods encountered at this caregiving industry exhibition fall into this category. According to the Korea Agro-Fisheries & Food Trade Corporation (aT), Korea’s care food market size is expected to grow from 2 trillion KRW in 2020 to over 3 trillion KRW by 2025. Natural healing meals, precision nutrition, and customized vitamin supplements are also broadly included in care food, but research and investment in these areas seem to require a "time of maturation."

If longevity is a blessing for humanity in terms of "opportunity," then living well is a challenge and a pain. I recall an old author’s words that since life continues by consuming others’ deaths, we should not live carelessly but live vigorously. Looking at the technologies and product lines for seniors to eat well in the Japanese market, I thought there would be no borders in future food competition. We should hurry to prepare as well.

Lee Boram, CEO of Third Age

This content was produced with the assistance of AI translation services.