Dietary Supplements in Japan

PROSPECTS

Consumers looking for precise functionality

The trend towards functional food and drink products, bolstered by manufacturer innovation and the introduction of a new regulatory category, Foods with Functional Claims (FFC), early in the review period, has encouraged consumers to look for products with more precise functionality. Introduced in 2015, FFC classification allows specific health claims to be made about products, and had a positive impact on the performance of dietary supplements towards the end of the review period.

Tourism plays key role in dietary supplements

Tourism continues to be a key factor in the growth of dietary supplements. However, leading players such as DHC and Fancl are putting increasing effort into developing cross-border e-commerce.

Personalisation services emerging

Personalisation services are gradually emerging in the Japanese market. Although an emerging concept, personalisation devices and apps have been entering the market.

COMPETITIVE LANDSCAPE

Suntory leads a category whose boundaries are becoming increasingly blurred

Suntory Wellness retained the lead in dietary supplements in 2019, with well-known brands such as Sesamin and Suntory Glucosamin. In April 2017, the company received its first FFC approval for its Suntory Glucosamin product, Glucosamin Active.

Smaller players innovating in terms of products, formats and services

The rise in consumer health-awareness and the expanding range of potential functionalities in the category are encouraging a growing number of small players to enter dietary supplements. As a result, new products, formats and services are frequently being introduced.

Threat from functional foods

Functional foods and drinks represent an ongoing and growing threat to dietary supplements. Within the review period, the range of snacks and drinks with functional food claims expanded significantly and such products became increasingly popular amongst Japanese consumers.

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