Japan Dietary Supplements Market Size
| Study Period | 2019 - 2030 |
| Base Year For Estimation | 2024 |
| Forecast Data Period | 2025 - 2030 |
| Market Size (2025) | USD 10.32 Billion |
| Market Size (2030) | USD 11.19 Billion |
| CAGR (2025 - 2030) | 1.62% |
| Market Concentration | Low |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Japan Dietary Supplements Market Analysis
The Japan Dietary Supplements Market size is estimated at USD 10.32 billion in 2025, and is expected to reach USD 11.19 billion by 2030, at a CAGR of 1.62% during the forecast period (2025-2030).
Increasing consumer awareness regarding personal health and well-being is expected to be a key factor driving the market for Japanese dietary supplements. The increasing rate of obesity and the growing prevalence of cardiovascular disorders across the country are expected to impact the demand for dietary supplements. Dietary supplements help improve the immune system, achieve good health, and improve overall well-being. Thus, growing awareness regarding the overall health benefits of dietary supplements among Japanese consumers is likely to support the demand for dietary supplements in the country. A survey by Navit Co. Ltd, a Japanese retailer, found that in 2023, 22.4% of consumers reported always using dietary supplements, while 24% indicated they use them at times.
A growing number of fitness centers, health clubs, and gymnasiums, coupled with growing consumer awareness regarding the importance of fitness, is expected to increase the demand for energy and weight management supplements. For instance, according to the Ministry of Economy, Trade and Industry (METI), in 2022, Japan had approximately 2.65 million fitness club members. Moreover, growing consumer demand for personalized supplement solutions has led to the development of new product formulations to meet this demand, which has been boosting market growth.
Japan Dietary Supplements Market Trends
Consumption of Vitamins and Mineral Supplements Dominates the Japanese Dietary Supplements Market
Japan is witnessing a major demographic and cultural transformation due to the aging population and declining birth rates, which is expected to boost the demand for vitamin and mineral dietary supplements. According to an online survey funded by the Japanese government, in 2022, the most consumed mineral was calcium (60.9%), followed by iron (46.7%) and zinc (37.1%). Most people in the country consume these supplements to maintain health and supplement nutrients.
The aging Japanese population offers market players growth opportunities due to the changing nutritional requirements of the consumer base. This factor is projected to boost the consumption of various vitamins and minerals, especially vitamins A, C, and D, iron, zinc, and calcium, thereby driving the growth of this segment of the market. The players operating in this segment focus on product innovations and launches to expand their product portfolios and attract a more extensive consumer base. For instance, in April 2023, Kirin Holdings Company announced plans to purchase Australian vitamin brand Blackmores for AUD 1.88 billion (USD 1.24 billion). This strategic move aimed to bolster Kirin's health products portfolio. Kirin emphasized that the acquisition would significantly amplify the industry’s scale, enabling the group to extend its presence across the Asia-Pacific region, leveraging Blackmores' robust distribution network.
Online Retail Channels Projected to be the Fastest-growing Distribution Channel in the Market
Japanese consumers, driven by hectic schedules and prolonged work hours, have seamlessly embraced online shopping. E-commerce platforms, accessible 24/7, present a diverse array of supplements, negating the necessity for physical store visits. Detailed product descriptions, ingredient breakdowns, and easily accessible customer reviews empower shoppers to make well-informed choices. With the ability to effortlessly compare prices and brands, consumers develop a sense of trust and confidence in their online purchases. Furthermore, online retailers introduce subscription models, ensuring a steady supply of supplements and simplifying the purchasing process. A digital survey conducted by Planet Inc. in April 2024 revealed that 51.1% of respondents preferred online shopping because of the flexibility of being able to order at any time, followed by reasons like the convenience of doorstep delivery, cashless payment, and regular discounts.
Compared to their brick-and-mortar counterparts, online marketplaces boast a significantly broader supplement selection. They not only offer mainstream products but also cater to niche segments such as beauty, sports nutrition, and elder care, broadening their appeal. Leveraging consumer data, e-commerce platforms tailor product suggestions and promotions, significantly boosting the conversion rates of casual browsers into buyers. Additionally, supplement manufacturers are increasingly sidestepping traditional distribution channels, opting to directly engage with consumers online. This direct-to-consumer model grants them enhanced control over pricing, brand messaging, and customer interactions.
Japan Dietary Supplements Industry Overview
The market studied is highly fragmented and competitive, with various global and domestic players operating. The players operating in the market have been focusing on adopting various key strategies, such as product innovations, rapid market expansions, mergers and acquisitions, and partnerships, to gain a better market share, strengthen their consumer base, and gain a competitive edge over other companies. For instance, in October 2022, Kirin Group, a Japan-based company, launched iMUSE Immune Care Good Sleep Plus under the Kirin iMUSE brand. The product claimed to be a double-care supplement for immunity and good sleep. Owing to the lucrative potential of the market studied, several multinational players are expected to enter the Japanese dietary supplements market over the coming years, and this factor is projected to intensify the competition among existing players.
Japan Dietary Supplements Market Leaders
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Solgar
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Natural Factors USA
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Enzymedica
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Nestle SA
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Now Health Group Inc.
- *Disclaimer: Major Players sorted in no particular order
Japan Dietary Supplements Market News
- June 2024: Shiseido Company launched its new ingestible probiotic powder across Japan. The product is filled with probiotic strain Bifidobacterium animalis, amla fruit, and blueberry ingredients. The product claims to improve the intestinal environment and support the immune system and oral health.
- April 2024: CURE, a New York-based brand, announced the launch of a range of CBD-infused functional beverages and supplements in the form of gummies in Japan, catering specifically to the sports nutrition segment.
- November 2022: Rem3dy Health's brand, Nourished, a vitamin supplement manufacturer, gained an investment of JPY 518.8 million from Suntory Holdings. Suntory aims to use Nourished’s 3D printing methods to expedite growth, particularly in the Japanese market. Nourished uses a 3D-printing method and vegan encapsulation formula (both patented) to combine seven ingredients out of a choice of 40 to create a personalized daily nutrient gummy.
Japan Dietary Supplements Industry Segmentation
Dietary supplements are products that are intended to add to or supplement the diet and are different from conventional food. Dietary supplements help improve and maintain overall health and meet daily requirements for nutrients. The Japanese dietary supplements market is segmented by type and distribution channel. By type, the market is segmented into vitamins and mineral supplements, protein and amino acids, fatty acids, probiotic supplements, and other dietary supplements. The vitamins and mineral supplements segment is further sub-segmented into vitamin K2 supplements. By distribution channel, the market is segmented into supermarkets/hypermarkets, pharmacies/drug stores, online retail channels, and other distribution channels. For each segment, the market sizing and forecasts have been done based on value (USD).
| Type | Vitamins and Mineral Supplements | Vitamin K2 Supplements |
| Proteins and Amino Acids | ||
| Fatty Acids | ||
| Probiotic Supplements | ||
| Other Dietary Supplements | ||
| Distribution Channel | Supermarkets/Hypermarkets | |
| Pharmacies/Drug Stores | ||
| Online Retail Channels | ||
| Other Distribution Channels |
| Vitamins and Mineral Supplements | Vitamin K2 Supplements |
| Proteins and Amino Acids | |
| Fatty Acids | |
| Probiotic Supplements | |
| Other Dietary Supplements |
| Supermarkets/Hypermarkets |
| Pharmacies/Drug Stores |
| Online Retail Channels |
| Other Distribution Channels |
Japan Dietary Supplements Market Research FAQs
How big is the Japan Dietary Supplements Market?
The Japan Dietary Supplements Market size is expected to reach USD 10.32 billion in 2025 and grow at a CAGR of 1.62% to reach USD 11.19 billion by 2030.
What is the current Japan Dietary Supplements Market size?
In 2025, the Japan Dietary Supplements Market size is expected to reach USD 10.32 billion.
Who are the key players in Japan Dietary Supplements Market?
Solgar, Natural Factors USA, Enzymedica, Nestle SA and Now Health Group Inc. are the major companies operating in the Japan Dietary Supplements Market.
What years does this Japan Dietary Supplements Market cover, and what was the market size in 2024?
In 2024, the Japan Dietary Supplements Market size was estimated at USD 10.15 billion. The report covers the Japan Dietary Supplements Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Japan Dietary Supplements Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
Japan Dietary Supplements Industry Report
Statistics for the 2025 Japan Dietary Supplements market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Japan Dietary Supplements analysis includes a market forecast outlook for 2025 to 2030 and historical overview. Get a sample of this industry analysis as a free report PDF download.
