Vitamins in Japan

PROSPECTS

Growth in multivitamins continues to outperform growth in single vitamins

Multivitamins continued to outperform single vitamins in current value terms in 2018, due to the convenience of taking various types of nutrition at once; in fact, single vitamins saw a continued decline. In the forecast period, multivitamins will continue to have an advantage over single vitamins, due to efficient nutritional intake and comprehensive efficacy.

Vitamins C and E fail to achieve growth

Single vitamins C and E showed the most significant current value declines in 2018, as they are often included in other dietary supplements, drinks and foods. For instance, drinks which include vitamin C, such as green tea, are amongst the most popular drinks in Japan, and have been consumed historically.

Spotlight on vitamins B and D due to the popularisation of fertility therapy

Despite the decline of single vitamins overall, vitamins B and D showed growth in 2018, along with consumers’ rising awareness of fertility treatment. In the review period, folate gained attention in terms of vitamin B intake, which is considered as an important component for fertility.

COMPETITIVE LANDSCAPE

Takeda Consumer Healthcare continues to lead

Takeda Consumer Healthcare continued to lead vitamins in 2018, with its brand Alinamin remaining strong in multivitamins. Alinamin continues to be popular amongst inbound tourists visiting Japan.

UHA Mikakuto extends its gummy confectionery into vitamins

Although UHA Mikakuto’s share remains small within overall vitamins, it saw strong growth in 2018. UHA Mikakuto was initially known for its confectionery, including regular gummy products.

The gummy format eases the intake of vitamins

Some consumers are hesitant to take vitamins, as they are sometimes thought of as medication. However, the recently increasingly popular gummy format helped to familiarise daily vitamin intake and is also convenient as it does not require water for consumption.

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