Dietary supplements market size in Japan FY 2012-2020

In the fiscal year 2019, the dietary supplement market in Japan was valued at around 794 billion Japanese yen. Apart from a slight decline in the fiscal year 2014, the supplements market grew steadily in recent years, with a decade-high expected to be reached in the 2020 fiscal year.
Apart from nutritional supplements, products boosting vitality were a major segment of the market.

Who is taking supplements?

Women in their fifties represent the largest group of consumers taking supplements, while men in higher age groups represent the common target group among the male population. A major expectation of consumers is the maintenance of physical health by improving and strengthening the immune system, contributing to the market success of nutritional supplements and vitality boosters.

The Japanese health food market

In the busy lifestyle of the aging Japanese society, supplements are catering to the demand for a nutritionally balanced lifestyle among consumers. In recent years, the health food market benefitted from the growing health awareness as manufacturers are expanding their portfolios to include a variety of healthy prepared meals and snacks. Apart from commonly available products such as sugar-free or allergen-free alternatives, foods with health claims such as the governmentally approved foods for specified health uses (FOSHU) are recording steady sales.