Sports Nutrition in Japan

2021 DEVELOPMENTS

Sports nutrition grows due to increasing health-awareness and better-known benefits of protein consumption

In 2021, overall sports nutrition is set to see slower growth than in recent years, due to consumers avoiding going to gyms, and the fact that people have been exercising less intensively. In addition, the continuing effects of COVID-19 and the postponement or cancellation of many major sporting events has had an impact.

Sports protein expands by attracting light users who consume protein for health maintenance and body shaping

Sports protein products is showing high growth despite COVID-19, thanks to consumer progress in understanding the importance of protein intake. Also, the category has succeeded in expanding its consumer base by attracting not only those who are interested in muscle recovery to improve sports performance or gaining weight for bodybuilding, but also light users who are consuming protein for health maintenance and body shaping.

Postponement or cancellation of sporting events affects sports non-protein

On the other hand, sports non-protein products, many of which are specialised for sporting events and recovery from fatigue, have lost their competitive edge against protein products in situations where the effects of COVID-19 remain, as sporting events have been postponed or cancelled and opportunities for people to engage in playing sports outside have decreased. For example, Amino Vital (Ajinomoto), which contains amino acids and is a representative product in the category, sponsors marathons and usually offers samples of its products, carries out brand awareness activities and runs sales promotions in stores.

Emerging vegetarian, vegan and gluten-free protein products appeal to natural-oriented consumers

Vegan and gluten-free foods are common in Europe and the US, where there is a large population of vegetarians and vegans, but in Japan, there are few vegan-certified and -labelled foods, or gluten-free foods. In the past, Japan was familiar with vegetarian or macrobiotic foods that do not use animal ingredients, but they are often related to health-consciousness, and the fact that gluten-free foods are becoming popular as an effective way to lose weight gives a strong impression that they are for diet and health purposes.

PROSPECTS AND OPPORTUNITIES

Sports nutrition to expand due to increasing sports opportunities and consumers’ desire for lifestyle improvements

Overall sports nutrition is set to continue to grow in the forecast period, as consumers become more health-conscious and the Tokyo Olympics, held one year late, in July 2021, will increase consumer interest and participation in sports. The growth of sports protein RTD, the main distribution channel for which is convenience stores, slowed down during the COVID-19 pandemic, as people reduced their shopping frequency and tended to prioritise one-stop shopping at supermarkets and drugstores over convenience stores.

Growing health-consciousness supports demand for protein products, however, competition from food, beverages and dietary supplements to intensify

Sports protein products is expected to see a steady increase in demand in the future. This will be supported by consumers’ growing awareness of health and beauty, and concern amongst more people about muscle weakness during COVID-19 home seclusion, leading to demand for high levels of protein.

Consumers can access foreign brands thanks to e-commerce, which is a threat to domestic brands

As observed in recent years, the entry of foreign brands in sports protein products could become a threat for domestic players. Domestic brands currently account for the majority of value share, but in 2021, for example, PhD Protein from Science in Sport Plc announced that it will enter the Japanese market and begin selling products via e-commerce.