In an attempt to cash in on consumers' growing interest in healthy eating, new varieties of fresh fruit and vegetables — each touting enhanced health-boosting properties — are making their way to supermarkets nationwide.
When buying fresh produce, shoppers can now choose tomatoes containing higher levels of lycopene and eggs labeled as having "strengthened eicosa pentaenoic acid," among a host of other foods promising greater amounts of compounds touted as beneficial.
The health food market, which includes food, beverages, sweets and supplements, was worth ¥1.8 trillion in 2012, according to market research and consultation firm Seed Planning.