COVID-19 has created a great deal of concern among the population in Japan, especially among the more vulnerable in society. 22% of Japan’s population was aged over 70 years in 2019, with this age group falling into the at-risk category for COVID-19.
In contrast, sales of vitamin B have slumped in 2020, with value sales expected to register a double-digit decline. The main factor behind this has been the impact of COVID-19 on tourism.
Some consumers perceive vitamins to be medication. Consequently, they have been deterred from taking such products because of more general concerns about the potentially harmful effects of taking medication, particularly over a long period.
Vitamin C has seen a resurgence in sales due to COVID-19, with consumers becoming more concerned about immunity support. While this has resulted in a short-term spike in sales in 2020, the category is set to continue growing over the forecast period.
Food and drink products with functional claims are becoming a growing threat to vitamins players. In March 2020, for example, Ezaki Glico Co Ltd launched fortified functional chocolate with vitamin E.
Despite competition from other products, vitamins is nonetheless still viewed as having potential, especially given the heightened health concerns created by COVID-19. Key to success will be convincing consumers that taking vitamins are beneficial to your health and do not have long-term side effects.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Vitamins research and analysis database.
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