In 2021, the impact of COVID-19 has continued, and the number of infections has increased again along with the emergence of new variants, so improving immunity continues to be a focus of consumer attention. Therefore, vitamin C and vitamin D, which have been touted as effective in improving health and immunity, are set to continue to perform well in 2021.
With the rise in health-consciousness in recent years, vitamins have been incorporated into foods and beverages in addition to supplements. According to Euromonitor International’s Healthy and Ethical Living survey, fielded in January/February each year, those who take health supplements/vitamins almost every day has continued to increase in 2021 in Japan.
On the other hand, vitamin B and tonics, sales of which are normally strongly supported by inbound tourists, have continued to perform poorly in 2021. Tonics has also been negatively impacted by the continued home seclusion trend, as opportunities to go out have not recovered, and the demand for energy has declined due to restrictions on people gathering or going out.
With the Tokyo Olympics finally being held after a year’s delay, with Japan winning the most medals in its history, and with sports-related news gaining public attention, promotion using athletes and sports can be seen in tonics. For example, the Lipovitan brand (Taisho Pharmaceutical) launched Lipovitan Ice Slurry for Sports, an ice drink for sports enthusiasts, at drugstores nationwide in June 2021.
In February 2021, Pola Orbis Holdings, a leading skin care and cosmetics company, announced that it would acquire all shares of Trico, which operates the personalised supplement FUJIMI, making it a subsidiary. Trico is a venture company established in 2018 that offers FUJIMI, a D2C brand that customises supplements and face masks for users and provides them in a subscription format.
Vitamins is expected to grow in 2022 and beyond, due to rising health-consciousness and the increasing number of people who take such products to supplement essential nutrients that are often lacking in the modern diet. In particular, multivitamins, which contain a comprehensive assortment of essential nutrients, is expected to gain popularity thanks to the convenience of taking a comprehensive range of nutrients easily.
Conversion from in-store purchases to e-commerce (such as live commerce, sales promotion services using AI chat, etc.) will also be a rising trend.
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This is the aggregation of multivitamins and single vitamins.See All of Our Definitions
This report originates from Passport, our Vitamins research and analysis database.
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