Why the World Has Started Noticing Natto: A Fermented Food for the Gut Health Era
Photo above: Natto products lined up in a department store supermarket in Bangkok, Thailand (Photographed in Bangkok, Thailand)
Natto's Popularity is Steadily Rising Overseas. What's the Reason?
― The "Gut Health" Boom is Providing a Tailored Wind ―
In the past, when "natto" was mentioned overseas,
"Strong smell"
"Sticky"
"Acquired taste"
were the prevailing images, and it was only known to a segment of Japanese food lovers.
However, in recent years, natto has gradually begun to attract attention overseas.
One of the keywords behind this is "Gut Health."
In recent years, there has been a growing interest in "gut health," particularly in Europe and America.
Up until a few decades ago, in Europe and America, topics related to "gut" and "digestion"
were generally regarded as falling within the realm of medicine or functional foods,
and were among the themes that were difficult to promote directly in marketing aimed at general consumers.
In fact, on food packaging, rather than directly using the word "gut,"
more indirect expressions such as "digestive wellness" or "probiotics" were prevalent.
However, this trend has begun to change significantly.
With COVID-19 as a trigger, the idea that "daily diet is important for maintaining health" rapidly spread worldwide.
In particular,
Immune care
Fermented foods
Plant-based foods
"Food as Medicine"
interest in these areas increased, and consumer food awareness changed significantly.
Amidst this, attention was drawn to the impact of the gut microbiome on overall health,
and the term "Gut Health" itself became widely understood by general consumers.
In this trend,
Kimchi
Kefir
Kombucha
Sauerkraut
Miso
these traditional fermented foods are once again gaining attention in the global "gut health" trend.
Natto is also
Plant-based protein
Fermented food
Dietary fiber
Soy-derived nutrients
a unique traditional Japanese food containing these elements.
Research also shows that interest in natto and fermented soy products
is growing along with an increased focus on gut health and wellness.
In fact, Japan's natto exports have been increasing in recent years,
with the market expanding primarily in China and the United States.
Natto may now be quietly expanding its potential
from "a staple of the Japanese diet" to "a global wellness food."