PROSPECTS AND OPPORTUNITIES
Sports nutrition expands with health trends and habit formation
Retail value sales of sports nutrition are expected to rise in Japan over the forecast period. Growth will be supported by rising health awareness and the increasing integration of fitness into daily routines.
Beauty and hydration boost sports protein RTD market as convenience store brands dive in
In 2025, protein-enriched beverages in Japan have begun to move beyond their traditional fitness niche, capturing demand for hydration, nutrition, and beauty support. This shift has been driven by a growing number of consumers - across genders and age groups - who consciously incorporate protein into their daily routines.
Collagen protein gains popularity in Japan for skin and muscle benefits following US trend
In 2025, collagen protein has begun to attract attention in Japan as a multi-functional ingredient that supports not only skin health but also muscles, fascia, bones, and blood vessels. Traditionally associated with beauty benefits, collagen is now being promoted for its broader physiological roles, and its synergy with standard protein supplements is emerging as a new point of interest.
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Overview:
Understand the latest market trends and future growth opportunities for the Sports Nutrition 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.
If you're in the Sports Nutrition industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Sports Nutrition in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Sports Nutrition in Japan?
- Which are the leading brands in Sports Nutrition in Japan?
- How are products distributed in Sports Nutrition in Japan?
- How has the regulatory and operating environment for Sports Nutrition changed in Japan?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Sports Nutrition
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Sports Nutrition in Japan - Category analysis
KEY DATA FINDINGS
Sports protein market soars as RTD benefits from raised standards and habit formation, while powder sees polarisation due to premium offerings and expanding private labels
Beauty-enhancing ingredients and gluten-free proteins, alongside nutritional proteins for juniors, gain traction in the market
Sports non-protein market expands steadily with renewed focus on amino acids and BCAAs, as increased demand is driven by the recognised benefits of combined protein for performance and recovery
Sports nutrition expands with health trends and habit formation
Beauty and hydration boost sports protein RTD market as convenience store brands dive in
Collagen protein gains popularity in Japan for skin and muscle benefits following US trend
Consumer Health in Japan - Industry Overview
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for consumer health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
The following categories and subcategories are included:
Sports Nutrition
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
Sports Nutrition
These nutritional products improve physical endurance, increasing muscle growth/development/mass, or speeding recovery after exercise. Sports nutrition is targeted at serious athletes and gym-goers, and their principal purpose is to build muscle and to boost energy. Sports Nutrition tracks two types of products: Protein and Non-Protein. Sports protein include bars, powder and ready-to-drink (RTD) offerings. Sports Non-Protein include products that do not have protein as its core ingredient. They can be used to repair muscle or as energy/endurance booster. Note: Mainstream sports nutrition products such as sports drinks (e.g. Gatorade) or energy drinks (e.g. Red Bull) are not included here. Energy and sports drinks are tracked in the Soft Drinks system.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Sports Nutrition research and analysis database.
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