Sports Nutrition in Japan

PROSPECTS

Increasing engagement in sport and exercise driving growth

Japan saw a significant rise in regular participation in sport and physical exercise during the review period, with a notable increase in the number of fitness clubs. This trend was driven in part by the general rise in consumer health-consciousness and a more holistic approach to maintaining health that incorporates exercise.

Expanding distribution supporting growth

Expanded availability through mass retail channels, including drugstores, supermarkets and even convenience stores, is contributing to growth in sports nutrition. Meanwhile, sales are also increasing through internet retailing.

Protein content becoming increasingly important

Growing participation in exercise and desire for more muscular physiques are boosting consumer-awareness of and interest in protein. As a result, the amount of protein contained in a serving has become an increasingly prominent and important claim on product labelling.

COMPETITIVE LANDSCAPE

Meiji continues to gain ground on Otsuka

Otsuka Holdings retained the lead in sports nutrition in 2019, though second-placed, Meiji Holdings continued to gain ground. Meiji’s Savas saw continued success in the market at the end of the review period.

Growing interest from overseas could threaten domestic companies

An increasing number of new sports nutrition products are entering the market in an effort to tap into growing demand. The leading brand in the UK sports nutrition category, Hut Group’s Myprotein, entered the Japanese market in 2018.

Celebrity-endorsed products entering the market

Celebrities and influencers have played an important part in the development of fitness culture in Japan, and the end of the review period saw celebrity-endorsed protein products enter the market. Jikaro Protein, launched in 2019, appointed the Brazilian footballer, Ronaldinho, as its brand ambassador.

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