The Japan Dietary Supplements Market Report is Segmented by Product Type (Vitamins, Minerals, and More), Form (Tablets, Capsules, and More), Source (Plant-Based, Animal-Based, and More), Consumer Group (Men, Women, and Kids/Children), Health Application (General Health and Wellness, and More), and Distribution Channel (Supermarkets/Hypermarkets, and More). The Market Forecasts are Provided in Terms of Value (USD).

In fiscal year 2023, the dietary supplement market in Japan was valued at almost *** billion Japanese yen. The supplements market grew steadily in recent years, accounting for around **** of the foods with function claims market. Who is taking supplements? Consumers in higher age groups are the target groups of dietary supplements. As the Japanese population is gradually aging, businesses are focusing their marketing towards workers in higher age groups as well as senior consumers. A major expectation of consumers is the ****************************** by improving and strengthening the *************, 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. Lately, the health food market benefitted from the growing health awareness as manufacturers are expanding their portfolios to include various 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.

The dietary supplements market in Japan is estimated at approximately USD 1,417 million. It is projected to exceed USD 2,570 million by 2035, with long-term potential of upward growth at 6.2% CAGR.

Competitive Outlook

Market Size and Growth: The Japan Dietary Supplements market was valued at USD 10.16 million in 2025 and is estimated to grow at a CAGR of 1.62% during the forecast period (2025-2033). Rising health consciousness and increasing demand for preventive healthcare measures among the Japanese population are the primary drivers of market growth. The growing popularity of e-commerce for the purchase of dietary supplements has further fueled the market's expansion. Key Trends and Dynamics: The increasing prevalence of chronic diseases such as diabetes, cardiovascular disorders, and cancer is driving the demand for dietary supplements that support overall health and well-being. Additionally, the growing number of elderly individuals in Japan, who are more prone to nutritional deficiencies, is creating a significant market opportunity. The emergence of personalized nutrition and the development of innovative dietary supplements tailored to specific health needs are key trends that are shaping the market. However, stringent regulations governing dietary supplements and concerns about product safety and efficacy pose challenges to the market's growth. Recent developments include: June 2024: Shiseido Company launched its new ingestible probiotic powder across Japan. The product is filled with probiotic strain Bifidobacterium animalis, amla fruit, and blueberry ingredients. The product claims to improve the intestinal environment and support the immune system and oral health., April 2024: CURE, a New York-based brand, announced the launch of a range of CBD-infused functional beverages and supplements in the form of gummies in Japan, catering specifically to the sports nutrition segment., November 2022: Rem3dy Health's brand, Nourished, a vitamin supplement manufacturer, gained an investment of JPY 518.8 million from Suntory Holdings. Suntory aims to use Nourished’s 3D printing methods to expedite growth, particularly in the Japanese market. Nourished uses a 3D-printing method and vegan encapsulation formula (both patented) to combine seven ingredients out of a choice of 40 to create a personalized daily nutrient gummy.. Key drivers for this market are: Growing Health Conscious Population and Rising Demand for Sports Nutrition, Escalating Consumer Investments in Preventive Healthcare Products. Potential restraints include: Growing Health Conscious Population and Rising Demand for Sports Nutrition, Escalating Consumer Investments in Preventive Healthcare Products. Notable trends are: Consumption of Vitamins and Mineral Supplements Dominates the Japanese Dietary Supplements Market.

The size of the Japan Dietary Supplements Market was valued at USD 2.93 USD Billion in 2023 and is projected to reach USD 4.62 USD Billion by 2032, with an expected CAGR of 6.72% during the forecast period. Dietary supplements are products designed to supplement the diet and provide essential nutrients that may be lacking in a person’s regular food intake. These supplements can include vitamins, minerals, amino acids, herbs, botanicals, enzymes, or other substances that support overall health and wellness. They come in various forms, such as pills, capsules, powders, liquids, and gummies. While dietary supplements are meant to enhance nutritional intake, they are not intended to replace a balanced diet. They can help fill nutritional gaps, support specific health needs, and sometimes aid in preventing deficiencies or managing certain health conditions. The Japanese population's growing health consciousness, coupled with rising disposable income, has propelled the demand for dietary supplements. Additionally, the aging population and the increasing prevalence of chronic diseases have spurred a surge in demand for these products. The Japanese government's supportive policies and regulations have further bolstered the market's growth. Recent developments include: June 2024 - Kirin Holdings Company Limited, a leading Japanese beer company, entered the cosmetics & food supplements industry by acquiring one of the leading Japanese dietary supplement companies, FANCL Corp, for around USD 1.4 billion., May 2024: Natural Tech Co. Ltd., a Japan-based start-up specialized in the manufacturing of wellness products, expanded its product offering by launching a new supplement ‘Eyepa’ to solve eye-related problems. The newly launched product claims to be an “all-in-one” supplement to solve multiple eye problems including eye strain, dry eye, and accommodation issues., March 2024: Nature Made, a subsidiary of Otsuka Pharmaceutical Co., Ltd., launched a range of Nature Made Zero Sugar‡ Gummies. The newly launched gummies are Nature Made Zero Sugar‡ Multivitamin Gummies, Nature Made Zero Sugar‡ Vitamin C Gummies, Nature Made Zero Sugar‡ Vitamin D3 Gummies, Nature Made Zero Sugar‡ B-12 Gummies, and Nature Made Zero Sugar‡ Melatonin Gummies. These products are available across the world including Japan., December 2023 - Otsuka Pharmaceutical Co., Ltd., a Japanese drugmaker, acquired U.S.-based women's health food company, Bonafide Health for USD 425 million. The acquisition helped the company expand its supplement products in both the U.S. and Japanese markets., March 2023 – Otsuka Pharmaceutical Co., Ltd., one of the leading pharmaceutical companies in Japan, launched a new range of supplements to support women's health and beauty - EQUELLE gelée. The new product offers all-in-one health and beauty support with vital ingredients, such as vitamin D, collagen, and calcium.. Key drivers for this market are: Increasing Focus on Product Innovation to Propel Market Growth. Potential restraints include: Increasing Focus on Product Innovation to Propel Market Growth. Notable trends are: Increasing Focus on Product Innovation to Propel Market Growth.

In fiscal year 2023, the shipment value of the dietary supplements, fluid food, and nutritional supplementary food market in Japan amounted to 151.4 billion Japanese yen. The market is dominated by the fluid food segment, which includes products with balanced energy and nutrient content.

The Japan dietary supplements market was valued at USD 3.10 Billion in 2024, driven by the increasing consumer awareness about the importance of physical activity across the region. The market is anticipated to grow at a CAGR of 6.86% during the forecast period of 2025-2034 to achieve a value of USD 6.02 Billion by 2034. The growing health awareness and an aging population in Japan are driving steady demand for dietary supplements focused on cognitive health, immune support, and joint care.

Nutritional and Dietary Supplements Market in Japan covers overall industry performance and further gives a detailed description of major segments of the industry.

Nutritional supplements accounted for the largest share of the dietary supplements market in Japan in fiscal year 2019, with around 22 percent. Supplements boosting vitality followed closely with a market share of 21.4 percent. That year, the dietary supplement market was valued at almost 800 billion Japanese yen.

The Japan dietary supplements market, valued at ¥10.16 billion in 2025, is projected to experience steady growth, driven by increasing health consciousness among the Japanese population and a rising prevalence of lifestyle-related diseases. The market's Compound Annual Growth Rate (CAGR) of 1.62% from 2019 to 2024 indicates a relatively stable trajectory, suggesting a mature but still expanding market. Key growth drivers include the rising awareness of the importance of preventative healthcare, increased disposable incomes, and the expanding popularity of functional foods and beverages. The segments within the market demonstrate diverse growth potential. While Vitamins and Mineral Supplements (particularly Vitamin K2) and Probiotic Supplements are likely to see strong demand due to their association with improved gut health and overall well-being, the Protein and Amino Acids segment might experience moderate growth fueled by the fitness and athletic community. Online retail channels are anticipated to show significant growth, reflecting the wider adoption of e-commerce in Japan. Major players like Solgar, Nestle SA, and Now Health Group Inc. are likely to benefit from this trend, leveraging their established brand reputation and distribution networks. However, certain restraints exist. Stringent regulatory requirements for dietary supplement approval and marketing in Japan may hinder rapid expansion. Additionally, consumer skepticism regarding the efficacy of certain supplements and concerns about potential side effects could influence market growth. Furthermore, price sensitivity among consumers, particularly in the face of economic fluctuations, could influence purchasing decisions. To mitigate these factors, manufacturers are likely focusing on product innovation, developing high-quality supplements with proven efficacy, and employing transparent and effective marketing strategies emphasizing consumer safety and product benefits. This involves leveraging scientific evidence and endorsements to build trust and consumer confidence. Recent developments include: June 2024: Shiseido Company launched its new ingestible probiotic powder across Japan. The product is filled with probiotic strain Bifidobacterium animalis, amla fruit, and blueberry ingredients. The product claims to improve the intestinal environment and support the immune system and oral health., April 2024: CURE, a New York-based brand, announced the launch of a range of CBD-infused functional beverages and supplements in the form of gummies in Japan, catering specifically to the sports nutrition segment., November 2022: Rem3dy Health's brand, Nourished, a vitamin supplement manufacturer, gained an investment of JPY 518.8 million from Suntory Holdings. Suntory aims to use Nourished’s 3D printing methods to expedite growth, particularly in the Japanese market. Nourished uses a 3D-printing method and vegan encapsulation formula (both patented) to combine seven ingredients out of a choice of 40 to create a personalized daily nutrient gummy.. Key drivers for this market are: Growing Health Conscious Population and Rising Demand for Sports Nutrition, Escalating Consumer Investments in Preventive Healthcare Products. Potential restraints include: Growing Health Conscious Population and Rising Demand for Sports Nutrition, Escalating Consumer Investments in Preventive Healthcare Products. Notable trends are: Consumption of Vitamins and Mineral Supplements Dominates the Japanese Dietary Supplements Market.

Japan's Dietary Supplements market is projected to surpass USD 28 billion by 2029, driven by its aging population seeking health products that support longevity and vitality.

The Japan Dietary Supplements market report offers a thorough competitive analysis, mapping key players’ strategies, market share, and business models. It provides insights into competitor dynamics, helping companies align their strategies with the current market landscape and future trends.

The shipment value of the foods with function claims market in Japan was estimated to reached around ***** billion Japanese yen in fiscal year 2024, continuing the ongoing upward trend. The largest growth was recorded in *********** when the market tripled in size compared to the previous year. Functional foods and health foods Food with function claims is a segment in the foods with health claims market which also includes "foods with nutrient function claims" as well as "foods for specified health uses" (FOSHU). While FOSHU needs the government’s approval to be labeled with health promotion claims, functional foods are marketed under the manufacturers’ and distributors’ responsibilities with claims based on scientific evidence. The main products approved for the domestic market are packaged foods and supplements, with a smaller share of fresh food products. Functional food consumption As functional foods garnered manufacturers’ attention due to their simplified registration process as foods with health claims, Japanese consumers are also growing conscious of the varieties of health foods circulating in the domestic market. Even though only a minority actively consumed functional foods, around one in three are showing interest in functional products. With the Japanese society continuously aging, the health food market is profiting from the interest in alternative diets to stay healthy.

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Dietary Supplements Market Size 2025-2029

The dietary supplements market size is forecast to increase by USD 72 billion, at a CAGR of 8.3% between 2024 and 2029.

The market is experiencing significant growth, driven by the increasing adoption of healthy eating habits among consumers. This trend is fueled by a growing awareness of the benefits of supplements in maintaining optimal health and wellness. A notable development in the market is the rise of plant-based protein supplements, catering to the increasing demand for vegan and vegetarian options. However, the market faces challenges as consumer trust is being eroded due to misleading marketing activities. Companies must prioritize transparency and authenticity to build trust and credibility with their customer base.
Navigating these dynamics requires a strategic approach, with a focus on product innovation, ethical marketing practices, and consumer education. Companies that successfully address these challenges will be well-positioned to capitalize on the market's potential and meet the evolving needs of health-conscious consumers.

What will be the Size of the Dietary Supplements Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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The market continues to evolve, with dynamic market trends shaping various sectors. Antioxidant activity and nutrient density are key focus areas, driving the demand for herbal supplements and functional foods. Ingredient transparency and third-party testing are increasingly important for supplement safety, as consumers seek assurance in product authenticity and efficacy. Adverse effects and gut health are critical concerns, leading to the development of digestive enzymes and probiotics. Recovery time and muscle growth are essential for sports performance, fueling the growth of sports nutrition. Hormonal balance and mood regulation are also significant areas of interest, with hormonal supplements and mood support supplements gaining popularity.

Direct-to-consumer marketing and health claims are shaping consumer behavior, with online retailers and subscription services offering convenience and affordability. Precision nutrition and nutritional genomics are revolutionizing personalized nutrition, while allergen information and scientific evidence are essential for ensuring consumer safety. Immune support supplements and cardiovascular health supplements are in high demand, with anti-inflammatory properties and absorption rate being key considerations. Energy boosters and cognitive enhancement supplements cater to the needs of busy consumers, while sleep quality and joint health supplements address common health concerns. Vegan supplements and GMP certification are essential for catering to diverse consumer preferences. Consumer reviews and clinical trials provide valuable insights into product effectiveness, while amino acids and body composition are critical components of weight management supplements.

The ongoing unfolding of market activities and evolving patterns highlight the importance of staying informed about the latest trends and developments in the dietary supplements industry.

How is this Dietary Supplements Industry segmented?

The dietary supplements industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Product

  Vitamins
  Combination
  Fatty acids
  Probiotics
  Others


Distribution Channel

  Offline
  Online


Type

  Energy and weight management
  General health
  Bone and joint health
  Cardiac health
  Others


Formulation

  Tablets
  Powder
  Capsules
  Softgels
  Liquid


End-user

  Adults
  Geriatric population
  Pregnant women
  Children and infants


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  Middle East and Africa

    Egypt
    KSA
    Oman
    UAE


  APAC

    China
    India
    Japan


  South America

    Argentina
    Brazil


  Rest of World (ROW)

By Product Insights

The vitamins segment is estimated to witness significant growth during the forecast period.

The market encompasses a range of products, including vitamins, minerals, herbal remedies, amino acids, and functional foods. These supplements cater to diverse health needs, such as muscle growth, gut health, immune support, hormonal balance, sports nutrition, and cognitive function. Antioxidant activity is a significant factor in the market, with consumers seeking supplements to combat free radicals and promote mental clarity and cardiovascular health. Herbal supplements, such as turmeric and ginger, are popular for their anti-inflammatory properties, wh

Japan Food Supplement Market reached US$ 17,121.79 million in 2023 and is expected to reach US$ 23,486.73 million by 2031

The Asia-Pacific dietary supplements market, valued at approximately $XX million in 2025, is projected to experience robust growth, driven by a rising health-conscious population, increasing disposable incomes, and growing awareness of the benefits of preventative healthcare. The market's 8.21% CAGR from 2019-2033 indicates significant expansion, particularly within key segments like vitamins, minerals, and probiotics. China, Japan, and India are expected to be the primary growth drivers due to their large populations and burgeoning middle classes actively seeking improved wellness through supplementation. The strong preference for herbal supplements rooted in traditional medicine within these regions further boosts market potential. Distribution channels are diversifying, with online retail experiencing rapid growth alongside traditional channels like pharmacies and supermarkets. However, regulatory challenges and concerns regarding product authenticity and quality present potential restraints, necessitating stringent quality control and transparent labeling practices for sustained market expansion. The competitive landscape is dynamic, featuring both multinational giants like Abbott Laboratories and Pfizer Inc., alongside regional players catering to specific cultural preferences. This competition fosters innovation and drives the development of specialized products targeting niche consumer segments. The increasing prevalence of chronic diseases like diabetes and cardiovascular conditions fuels demand for supplements addressing specific health needs. Furthermore, the integration of technology, such as personalized nutrition plans and online consultations, will further enhance market growth. Future growth hinges on effectively addressing consumer concerns regarding safety and efficacy, as well as adapting to evolving consumer preferences and technological advancements. Strategic partnerships and collaborations between supplement manufacturers and healthcare professionals can play a critical role in building consumer trust and driving market expansion. Recent developments include: March 2023: EZZ launched five new products ranging from brain to joint and maternal health amid rising consumer demand in China. The products for all age groups ranging from children to the elderly, focus on supporting brain function, fetal brain development, and eye health., June 2021: Amway India announced the launch of its Nutrilite Vitamin C Cherry Plus, intended for individuals with weakened immunity that comes with the benefit of extended-release technology., March 2021: DSM launched ampli-D, a three times faster-acting form of vitamin D supplement, in Australia.. Notable trends are: Increasing Health Expenditure in Asia-Pacific Countries.

The nutritional food market in Japan was valued at around *** trillion Japanese yen in fiscal year 2024. The market encompasses a variety of food products for health promotion and maintenance. It was forecast to grow and reach *** trillion yen in fiscal 2030.

Japan nutritional and nietary supplements market research report providing statistics on industry revenue of functional food and beverages, dietary supplements, standard and herbal supplements, digestive health, energy boosting, general health and well-be

Nutritional Supplements Market Outlook

As per the latest research conducted in 2025, the global nutritional supplements market size is valued at USD 187.5 billion in 2024. The market is projected to expand at a robust CAGR of 8.1% from 2025 to 2033, reaching an estimated USD 364.2 billion by the end of the forecast period. The growth trajectory is underpinned by rising consumer awareness regarding preventive healthcare, increasing incidences of chronic diseases, and a growing focus on fitness and well-being worldwide. The market’s dynamic expansion is further supported by evolving consumer preferences, technological advancements in supplement formulations, and the rapid proliferation of e-commerce platforms.

One of the primary growth drivers for the nutritional supplements market is the rising global emphasis on preventive healthcare and wellness. Consumers are increasingly adopting proactive approaches to health management, seeking products that can help them maintain optimal well-being and prevent the onset of chronic diseases. This shift in mindset is particularly pronounced among urban populations, where busy lifestyles and poor dietary habits often result in nutrient deficiencies. The demand for vitamins, minerals, and other dietary supplements is thus surging, as individuals look for convenient and effective ways to bridge nutritional gaps. Additionally, the ongoing COVID-19 pandemic has further accelerated this trend, with immune health supplements witnessing unprecedented growth as consumers prioritize strengthening their immune systems.

Another significant factor fueling market expansion is the growing popularity of fitness and sports nutrition. With increasing participation in sports, fitness activities, and gym culture, especially among millennials and Generation Z, there is a heightened demand for protein supplements, amino acids, and performance-enhancing products. The proliferation of fitness centers, health clubs, and sports events has created a robust ecosystem for sports nutrition supplements. Moreover, the influence of social media, fitness influencers, and celebrity endorsements has played a pivotal role in shaping consumer perceptions and driving product adoption. This trend is expected to continue, with sports nutrition emerging as one of the fastest-growing segments within the broader nutritional supplements market.

Technological advancements and innovation in supplement formulations are also contributing to the market’s growth. Manufacturers are increasingly investing in research and development to create products that offer enhanced bioavailability, targeted health benefits, and improved taste profiles. The advent of personalized nutrition, enabled by advancements in genomics and digital health technologies, is opening new avenues for market players. Consumers are now able to access customized supplement regimens tailored to their unique genetic makeup, lifestyle, and health goals. This trend is particularly prominent in developed markets, where consumers are willing to pay a premium for personalized health solutions. As a result, the nutritional supplements market is witnessing a surge in product launches and collaborations aimed at delivering innovative and differentiated offerings.

From a regional perspective, North America continues to dominate the global nutritional supplements market, accounting for the largest share in 2024. The region’s leadership is attributed to high consumer awareness, a well-established healthcare infrastructure, and the presence of major industry players. However, the Asia Pacific region is emerging as the fastest-growing market, driven by rising disposable incomes, urbanization, and increasing health consciousness among consumers. Countries such as China, India, and Japan are witnessing rapid market expansion, supported by favorable government initiatives and a growing middle-class population. Europe also holds a significant market share, characterized by a strong tradition of preventive healthcare and a high prevalence of lifestyle-related diseases. The Middle East & Africa and Latin America regions are gradually gaining traction, propelled by improving healthcare access and rising awareness about the benefits of nutritional supplements.

Japan Postbiotic Food Supplement market recorded a value of US$ 302.25 thousand in 2023 and is expected to reach a value of US$ 484.04 thousand in 2027