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Friday， August13,1982
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TOKYO — VI si toはto Ja-
30にWabe"eゅiherさls多blg nrmrket potential for h"ltH dr1ir\|<$t)ep'8iuse of str6nさfiub-，lc l"terdst he,." ズnyhoy^， Co c fit. Col a'Vent ry マ 线the'，tlvゃ,", Thtsonn(MhlngぉiiSuallyik6^th"poi1iささhfikrsi撿t" so-(5alled"he争lthdrinK，，， a Jlow-dowrtforOqipさ，Qolais
p的p箭e swtging somethingi from a imー thrown」bbttfe at trairvstatj6n8 and other"
softdrtnkぉrtlぉedWlth vita' mins抓d舊iou多other nut' risnts, Siich drinks, perhaps ui:ICO m mo no uおId e Japan, are creating a bゅm fpr the nation 's beverage industry.
Thさ"health drink" maかet keeps expanding while the whole ISO ft drink business re-ma Ins stagnant,
A "health drink," which comes In a bottle of four to five fluid ounces; sells for 45-66 cents..
Considering the prices,け Gomes as no surprise that people generally do notake serious，y the supposed salu-J;ary effects of the drinks. The effects, if any, are mostly psychological.
St川,am，d growing concern among the Japanese about their personal heaはh， "health drink,， business has been increasing at a double digit rate for the past several years. Last year's sales totaled about1.5 b川ion bottles, worth $650 m川ion.
The Japanese — more affluent but mo re susceptible to obesけy and other health problems associated wけh the consumption of rich foods 一are becoming increasingly health-minded.
Polls show that the Japanese generally are highly con-scjous of their heaけh， whether they are heaけhy or not.
Jogging and various other exercises are very popular among the Japanese amd so are foods with low saけ，sugar and fat contents.
Noting the fast growing "heaはh drink" business, Coca-Cola (Japan) Co., the soft drink maker, has recentけ entered the market wけh its "Real Gold"clrinに
Other leading "health drink" brands include "Oron am in C，， from OtsukaChemにal， "Argin Z，， from Ajinomoto of the chemにal seasoning fame, "Tough Man', from Yakult and "Biomin X" from Sun-tory, thもliquor distiller•
"Heaけh drinks" legally are clas5けied as soft drinks, like any soda pop. The manufacturers are barred from adver-tilling the fortified drinks for their medicinal value.
So the mariufacturers arさ pro mo ting their products by stressing the refreshingqua-lけies of the drinks.
"As far as we know, there are no such products in the United States," says a Coca-Co,a spokesman,
"We have developed Our new product just for the domestic market, aimingけat adult males in their 20s and
扭fぉuはQf In tense CO repetition Wltho t her soft drinks In
"6ro咖lnC" fromOtsu-Ka Chemical was the first 'liealtゎdrlnk，， to hはthe market,bさck Ih1965. At first,
$ide8 wer*e ，loW bui began expemding 1nl970s.,
c兮nts peにbo Ule,IS St川the
1;2 billion boUl的.
ciarriもne)!it and、yva多piitoiir sale in1979, —ndlrig the 巾arket moncjpoly.of "0めna' min C，，*けIs iiameci irftsr ie,; a major Ingredient
リWEN卿ーー：ュ^^^^^^^
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