Sports Nutrition in Japan

PROSPECTS

Significant growth continues due to the rise of the fitness culture

According to the Survey of Selected Service Industries conducted by the Ministry of Economy, Trade and Industry in Japan, the number of fitness clubs and their sales significantly increased in the review period. The growth of fitness clubs was driven by consumers’ desire to maintain a healthy lifestyle and achieve a longer life expectancy.

The healthy living trend spreads due to excitement about the 2020 Olympics

The Japan Sports Agency was founded by the Japanese government due to the country hosting the 2020 Tokyo Olympics and Paralympics. Since its establishment in 2015, the Agency has actively worked to achieve its goals, such as ensuring all citizens have the opportunity to play sports, creating a healthy, long-living society.

Sports protein powder continues to drive growth

In Japan, sports protein powder remained the dominant format and the key driver of growth in 2018. Sales of protein bars are negligible, as most bar products that claim to be “protein bars” in Japan mostly contain less than 20g of protein and therefore do not qualify as sports nutrition products; they are covered under energy and nutrition bars in Euromonitor International’s packaged food research.

COMPETITIVE LANDSCAPE

Meiji continues to lead

Meiji continued to lead sports nutrition in 2018, with its Savas brand. The brand continued to attract training athletes, whilst also succeeding in attracting new consumers with its high brand awareness.

Players from vitamins and dietary supplements enter sports nutrition

As significant growth is being seen in sports nutrition, many non-sports-centred players entered the category in the review period. For example, Dear-Natura from Asahi Group Holdings is known for its strong presence in vitamins and dietary supplements.

Private label shows momentum

In 2018, new products were introduced by major private label producers. In January 2018, Topvalu from AEON Group introduced a protein powder partnered with sports specialist Mega Sports.

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