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Market Data Report

Health Foods/ Supplement Market Report 2013

Japanese Health Foods/ Supplement Market Report 2013  For Comprehensive Understanding of Japanese Market

July 25, 2014

Providing a compass to survive to predict market changes toward a new era.

The Japanese Health Foods/ Supplement market is hard to grasp due to a number of factors; it lacks transparency, and communication between manufacturers and consumers tends to be limited to the exchange of product “images.” Nevertheless, Health Foods/ Supplement plays an important role?along with OTC drugs?in the realm of “self-care”. Also with the expectation for the market to expand due to the new function claim system, which will be enacted the spring of 2015, the market is gaining much attention not only in Japan but overseas as well.
With the increasing demand for understanding the area to get actionable insight, INTAGE Inc. conducted the survey by segmenting the market in accordance with ;
Consumers’ own usage objectives : health benefits , and ingredients,
Along with the user profile, buying factors, and potential/actual market size of each segment.
The findings are brought together under the guidance and supervision of Takeshi Takeda, director of the Global Nutrition Group, Inc., an expert on the health foods/ supplement industry.

Survey design

  Total Market Overview User Profiling
Scope Nationwide survey of 30,000 individual on health- and beauty-related perceptions and behavior. Survey on product purchase, usage, and perceptions, targeting 6,000 of individuals who indicated in the screening survey that they “currently use the Health Foods/ Supplements”, taking into account the age and gender ratios of the population.
Respondent Criteria Male and female individuals aged 15-79 Male and female individuals aged 15-79 who currently uses the Health Foods/ Supplements
Sampling Frame INTAGE Internet Monitor, nationwide INTAGE Internet Monitor (Extract those who meets the criteria from A.)
Sample size 30,077s 6,442s
Contents 213 pages of full colored graphs and analysis, that covers the details below:
Market Size Actual/and Potential,
Purchase/Usage/Perceptions of Health Food Industry,
Purchase/Usage/Perceptions of Mainly-Used Product Analysis by Health Benefit Category,
Awareness & Understanding of Ingredients and Their Effects.

“Health Food/ Dietary Supplements” are defined as follows:

  • Tablets, capsules, powder, granules, liquid, or jelly-type substances that allow one to conveniently ingest ingredients/nutrients that are effective, or tend to be lacking in one’s daily diet, for health, beauty, and/or dieting purposes.


Report (PDF) Additional Tabulation (Excel)
300,000 JPY On request

Health Benefits and Ingredients Covered

Health Benefits

【45 Health Benefits】
Health maintenance / improvement Improvement of physical condition High blood pressure prevention / treatment Protection of liver functions
Fatigue recovery Improvement of circulation Cancer prevention / treatment Intestinal regulation / Improvement of constipation
Enhancement (preventing deterioration) of physical strength Healthy blood Prevention of dementia, brain functions improvement Diarrhea prevention / treatment
Enhancement (preventing deterioration) of virility Antioxidation / Prevention of aging Eye health (excl. “dry eye” treatment) Treatment of urinary concerns (frequent urination, incontinence, etc.)
Enhancement of vitality Nutritional balance “Dry eye” treatment Hair growth, treatment of hair loss
Prevention / treatment of colds and other infections Replenishment of specific nutrients Stomatitis treatment Treatment of insomnia/sleep disorders
Hay fever / allergy treatment Losing weight Taste disorder treatment Stress treatment
Menopausal disorder treatment Slimming (improving one’s figure) Treatment of neck / shoulder / lower back stiffness / pain Body odor treatment
Anemia prevention / treatment Skin beauty / Skin care Neuralgia treatment Bad breath treatment
Menstrual pain / irregularity treatment Suppressing body fat Health of bones  
Treatment of swelling Suppressing lipids in blood (neutral fat, cholesterol) Health of joints  
Treatment of oversensitivity to cold Controlling blood-sugar level Strengthening of muscles  


【45 ingredients】
Vitamin B complex Citrulline Ginger Sesame / sesamin
Vitamin C Spirulina Coenzyme Q10 DHA / EPA
Vitamin D Vinegar Astaxanthin Agaricus
Vitamin E Alpha-lipoic acid DNA / RNA Amino acid
Multivitamins Chinese soft-shell turtle Resveratrol Ornithine
Multimineral Maca Collagen Squalene
Zinc Oyster Ceramide Lactobacillus (bifidus)
Chlorella Garlic Hyaluronic acid Kefir
Royal jelly Propolis Placenta Rose
Aloe Pomegranate Garcinia  
Aojiru (green vegetable juice) Soy isoflavone Gymnema  
Noni Gingko leaf L-carnitine  
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