Japan Food Supplement Market Size, Share, Industry, Forecast and outlook (2024-2031)

Market Size

Japan Food Supplement Market reached US$ 17,121.79 million in 2023 and is expected to reach US$ 23,486.73 million by 2031, growing with a CAGR of 8.49% during the forecast period 2024-2031.

Japanese consumers exhibit a strong preference for products that support specific health benefits. This includes supplements targeting immune support, digestive health and cognitive function. Beauty supplements are also popular, focusing on enhancing skin health and hair growth, reflecting Japan's robust beauty and personal care industry.

The regulatory framework governing dietary supplements in Japan is stringent, emphasizing product safety and efficacy. Products must undergo rigorous testing and receive approval from authorities such as the Ministry of Health, Labour and Welfare (MHLW) or the Consumer Affairs Agency (CAA). Compliance with labeling regulations is mandatory to ensure transparency and consumer trust.

Dietary supplements are predominantly sold through established channels such as pharmacies, drugstores, health food stores and supermarkets. The rise of e-commerce platforms has further expanded access, offering convenience and a wide product range to consumers nationwide.

Navigating Japan's intricate regulatory landscape poses challenges for new entrants seeking market entry. However, opportunities abound for innovation, particularly in developing products that address specific health concerns or leverage unique ingredients. E-commerce growth presents another avenue for expansion, enabling direct-to-consumer sales and personalized marketing strategies.

The Japanese food supplement market continues to evolve with a focus on health, wellness and regulatory compliance. Understanding and adapting to consumer preferences, coupled with navigating regulatory requirements, are crucial for sustained growth and success in this dynamic sector.

Market Scope

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Market Dynamics

The Rise of Nutritional Deficiencies

Traditional Japanese diets, which historically emphasized fish, rice, vegetables and fermented foods like miso and soy sauce, are being increasingly replaced by more Westernized diets high in processed foods, sugars and fats. These dietary shifts may contribute to imbalances in nutrient intake, leading to deficiencies in vitamins, minerals and essential fatty acids. 

Despite Japan's reputation for healthy eating habits, dietary diversity among individuals may be limited. Some people may not consume enough fruits, vegetables and whole grains, which are important sources of vitamins, minerals and dietary fiber. Thus rise of nutritional deficiencies boosts market growth.

For instance, the Global Nutrition Report, 2022, stated that Japan has shown limited progress towards achieving the diet-related non-communicable disease (NCD) targets. 4.3% of adult (aged 18 years and over) women and 6.0% of adult men are living with obesity. Japan's obesity prevalence is lower than the regional average of 10.3% for women and 7.5% for men. The country is 'on course' to meet the target for diabetes when looking at adult women (5.0% affected), but they are 'off course' to meet the target for diabetes when looking at adult men (9.1% affected).

Moreover, the rapid urbanization and hectic lifestyles often lead to irregular eating patterns and reliance on convenience foods, which may lack adequate nutritional value. Supplements offer a practical solution to ensure essential nutrient intake amidst busy schedules and dietary challenges. This trend is particularly prevalent among urban dwellers in Japan, where convenience and health consciousness intersect. 

The market's growth is further propelled by advancements in science, technology, consumer education and regulatory support that collectively enhance the accessibility, safety and effectiveness of dietary supplements. 

Strategies Adopted by the Companies

Collaborating with retail chains, pharmacies, health food stores and e-commerce platforms expands market reach and enhances product accessibility. Strategic partnerships with healthcare professionals, wellness centers, or corporate wellness programs also facilitate product recommendation and distribution.

For instance, in 2021, Kerry partnered with Pharma Foods International Co. Ltd. (PFI) for the development, application and global sales of a joint health ingredient technology for functional foods and beverages and dietary supplements. Pharma Foods International, based in Kyoto, Japan, is a pioneer and leader in innovative ingredients developed from natural food origins for application into functional products, nutraceuticals, cosmetics and pharmaceuticals.

Additionally, in 2022, Kirin Holdings is expanding its functional food product lineup to increase immune care in Japan. In collaboration with external partner companies, Kirin Holdings will increase immune function claims and the number of products containing its exclusive postbiotic Lactococcus lactis strain Plasma Kirin Group introduced Kirin iMuse Immune Care Good Sleep Plus, a dual-care supplement for immunity and quality sleep.

Moreover, in 2023, Japanese drugmaker Otsuka Pharmaceutical acquired U.S. women's health food company Bonafide Health for $425 million, its parent Otsuka Holdings, to diversify its portfolio of women's supplements. Through this acquisition, Otsuka Pharmaceutical has been expanding its business of women's health supplements and other fields. These strategies collectively drive growth, expand market share and sustain competitive advantage for companies operating in Japan's food supplement market. 

Market Restraints

Perceived Overconsumption Risks

Japanese consumers often consult healthcare professionals, such as doctors and pharmacists, for health advice and recommendations. Medical professionals may caution against excessive use of supplements, emphasizing the importance of obtaining nutrients from a balanced diet and lifestyle. This advice can influence consumer perceptions and decisions regarding supplement use.

There is a concern among some consumers and healthcare professionals about the potential risks of overconsumption of certain nutrients from supplements, which can lead to adverse health effects. This caution may influence consumer behavior and usage patterns. For instance, in 2024, Kobayashi Pharmaceutical, which has been selling dietary supplements and over-the-counter drugs, recalled the product after concerns were raised. 

Japan issued a nationwide recall of a dietary supplement which was to lower the levels of cholesterol amid speculations that it could have led to two deaths and around 106 hospitalizations in the country. The company recalled five products including around 3,00,000 units of ‘beni-koji choleste help’, which was renowned for helping lower cholesterol.

Moreover, perceived risks of overconsumption restrain the food supplement market in Japan by influencing consumer attitudes, regulatory policies, healthcare advice and market dynamics. Overcoming these challenges requires building consumer trust through education, transparency and adherence to rigorous safety standards while emphasizing the complementary role of supplements in supporting overall health and well-being alongside a balanced diet. Thus above factors restrain market growth. 

Market Segment Analysis

The Japan food supplement market is segmented based on ingredient, dosage, application, age and distribution channel.

Rising Demand for Anti/Healthy Ageing Drives the Segment Growth 

The anti/healthy ageing segment is expected to dominate with over 11.29% of the market during the forecast period 2024-2027. The anti/healthy ageing segment is dominant in Japan's food supplements market primarily due to the country’s rapidly aging population and cultural focus on longevity and wellness.

Japan has one of the world’s oldest populations. This demographic shift drives demand for supplements that promote healthy aging, including products that support joint health, cognitive function and bone strength. For instance, according to figures released by the Ministry of Internal Affairs and Communications, the proportion of Japan’s elderly, defined as age 65 and above, is also at a record high, comprising 29.1% of the population, the highest rate in the world.

Japan's healthcare system promotes regular health checkups and preventive care, which encourages older adults to actively seek supplements for managing age-related conditions. Products like omega-3 fatty acids for heart health and probiotics for gut health are widely consumed for their preventive benefits. 

Many major companies are focusing on the anti-aging segment to launch innovative supplements in Japan. For instance, in January 2024, Shiseido said that they would be launching a new set of beauty-from-within supplements that comes in the form of ampoule drinks in Japan and China in 2024, senior vice president of the company’s China Business Innovations and Investments announced the news.

Sustainability Analysis

Sustainability in Japan's food supplements market is increasingly important, driven by consumer demand for eco-friendly practices, regulatory pressure and corporate responsibility. Japanese consumers are gravitating toward supplements made from natural and organic ingredients. This aligns with Japan's broader cultural reverence for nature, reflected in the rising popularity of plant-based supplements, like those derived from green tea or seaweed.

Many Japanese supplement companies are adopting eco-friendly packaging solutions, reducing plastic use and opting for biodegradable materials. For instance, FANCL Corporation has introduced recyclable packaging for some of its supplement lines. The FANCL Recycling Program is an initiative that collects used containers from customers at stores nationwide. These containers are sorted, cleaned, dried and crushed by the special subsidiary FANCL SMILE and then recycled into flower pots by a partner recycling company using material recycling technology.

In addition, companies like Otsuka Pharmaceutical are taking steps to reduce their carbon footprint by using renewable energy in production processes and optimizing supply chain logistics to minimize environmental impact.

Japan's government encourages sustainable practices across industries. The introduction of policies promoting reduced emissions, waste management and sustainable agriculture directly impacts supplement manufacturers, pushing them toward greener production methods. Japan is increasingly supporting circular economy practices, which involve recycling and reusing materials within the supply chain. 

Unmet Needs

Consumer trust in supplements hinges on transparent and evidence-based health claims. Despite stringent regulatory frameworks, more robust clinical trials and research studies are needed to validate supplement ingredients' efficacy and safety. This gap presents an opportunity for companies to invest in rigorous scientific research to substantiate health claims, particularly for emerging ingredients like botanical extracts and novel formulations.

With increasing consumer awareness of environmental sustainability and ethical sourcing practices, there is a growing demand for supplements derived from sustainably sourced ingredients. There is an opportunity for brands to differentiate themselves by adopting transparent supply chain practices, eco-friendly packaging and supporting ethical farming practices. Addressing these concerns could enhance brand credibility and appeal to environmentally conscious consumers.

As consumer awareness grows around specific health concerns such as stress management, immune support and digestive health, there is an opportunity for supplements that offer targeted health solutions with clear benefits. Innovations in ingredient combinations and delivery systems could address these unmet needs, providing effective and scientifically validated solutions to common health challenges.

Despite the widespread availability of supplements, there remains a need for nutrient-dense formulations that provide comprehensive nutritional support in a convenient format. Products that combine vitamins, minerals, antioxidants and phytonutrients in balanced proportions could meet the demand for holistic health solutions, catering to busy lifestyles and diverse dietary preferences.

Market Companies

The major global players in the Japan market include Yotsuba Japan, DHC Corporation, Yazuya Co. Ltd., Asahi Group Foods, Ltd., FANCL Corporation, YUWA CO., LTD., Meiji Holdings Co., Ltd., MORINAGA MILK INDUSTRY CO., LTD., Nihon kefir Co., Ltd., ORIHIRO Co., Ltd. and among others.

By Ingredient

• Vitamins
• Botanicals
• Minerals
• Protein & Amino Acids
• Omega Fatty Acids
• Probiotics
• Others

By Dosage

• Tablet
• Capsules
• Liquid
• Powder
• Chewables & Gummies
• Soft Gels
• Others

By Application

• Gastrointestinal Health
  • Gut Microbiota/Microbiome Balance
  • Digestion
  • Constipation
  • Bloating
  • Diarrhea
  • Leaky Gut
  • Inflammation
  • Others
    • Gluten sensitivity
    • Abdominal Pain
    • GERD/Helicobacter Pylori
    • Antibiotic-Associated Diarrhea/Post-Antibiotic Treatment
    • Gut Flora/Gut Microbiome Restoration
    • Others
• Vaginal Health
• Urinary Tract Health
  • Kidney Stones
  • UTIs
  • Others
• Oral Health
• Anti/Healthy Ageing
• Allergies/Asthma
• Bone & Joint Health
  • Osteoarthritis
  • Osteoporosis/Low Mineral Bone Density
  • Inflammation
• Brain/Mental Health
  • Sleep
  • Cognition
  • Mood
  • Depression
  • Focus
• Cardiovascular Health
• Circulation
• Energy/Fatigue Reduction
• Metabolic Syndrome/Blood Glucose
• Liver Health
• Energy
• Immunity/Respiratory Infections
• Nutrient Absorption
• Skin-Hair-Nails
  • Atopic Dermatitis & Eczema
  • Acne
  • Rosacea
  • Hair Growth/Hair Loss
  • Skin Microbiome
  • Others
• Sports
• Women’s Health
  • Fertility
  • Menopause
  • Pregnancy
  • PCOS
  • Vaginal Health & Health Vaginal Microbiome
  • Vaginal Infections (BV/VVC)
  • Pregnancy Outcomes
  • Others
• Men’s Health & Men's Fertility
• Weight Management
• Pediatric Health
  • Colic
  • Constipation
  • Regurgitation
  • Atopic Dermatitis
  • Others
• Others

By Age

• Infant
• Children
• Adults
• Seniors

By Distribution Channel

• Supermarkets/Hypermarkets
• Pharmacies and Drug Stores
• Convenience Stores
• Online Retailers
• Other Distribution Channels

Key Developments

• In May 2024, Japanese wellness firm natural tech Co Ltd released a new eye supplement amid ‘skyrocketing demand’ and said that lifestyle changes of modern consumers and the country’s aging population have led to increasing eye-related problems, which it aims to address with its new supplement.
• In May 2023, Japanese firm DyDo DRINCO intends to delve further into the health foods category targeted at the aged population, following the launch of its dual-action supplement that it says helps reduce eye fatigue and improve sleep quality.
• In July 2021, Ajinomoto launched a supplement, backed by a clinical trial, to reduce the risk of cognitive decline in healthy middle-aged persons and elderly experiencing some form of memory impairment.
• In November 2021, Otsuka Pharmaceutical Co., Ltd. launched tocoelle, a supplement to support women bothered by pre-menstrual fluctuations. This supplement delivers four important components: vitamin E (γ-tocopherol and γ-tocotrienol) contained in soy oil; equol, produced from soy isoflavones; and calcium, a mineral often lacking in daily diets.

Why Purchase the Report?

• To visualize the Japan food supplement market segmentation based on ingredient, dosage, application, age and distribution channel, as well as understand key commercial assets and players.
• Identify commercial opportunities by analyzing trends and co-development.
• Excel data sheet with numerous data points of Japan food supplement market-level with all segments.
• PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
• Product mapping available as excel consisting of key products of all the major players.

The Japan food supplement market report would provide approximately 45 tables, 62 figures and 204 pages.

Target Audience 2024

• Manufacturers/ Buyers
• Industry Investors/Investment Bankers
• Research Professionals
• Emerging Companies