PROSPECTS AND OPPORTUNITIES
Anti-ageing demand fuels expansion in vitamins, while drinkable supplements face intensifying competition
Retail value sales of vitamins are expected to rise in Japan over the forecast period. The category is expected to continue growing as interest in anti-ageing and longevity rises across all age groups.
New ingredient scrutiny and mandatory GMP slow supplement development, but enhance industry credibility
Following the red yeast rice incident, Japan’s supplement industry underwent significant regulatory reform aimed at improving product safety and transparency. From April 2025, the Consumer Affairs Agency introduced a new rule requiring up to 120 days of review for any new ingredient submissions.
Vitamins growth expected to continue with diverse formulations and high-function combination products using liposome technology
As consumer interest in vitamins continues to grow in Japan, especially in connection with beauty, wellness, and efficient nutrient intake, the market is seeing a clear shift towards diversified formats and advanced delivery technologies. Traditional tablets and capsules are being complemented by more lifestyle-friendly options, such as gummies, powders, and topical applications.
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Overview:
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.
If you're in the Vitamins 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 Vitamins 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 Vitamins in Japan?
- Which are the leading brands in Vitamins in Japan?
- How are products distributed in Vitamins in Japan?
- How has the regulatory and operating environment for Vitamins changed in Japan?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Vitamins
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Vitamins in Japan - Category analysis
KEY DATA FINDINGS
Vitamins market thrives as single vitamins grow with stricter labelling standards and health visibility
High-value supplements lead the market amid rising sun protection and ageing awareness
Limited demand for single vitamin A and E products due to overconsumption risks, while comprehensive anti-ageing formulae with vitamin C gain in popularity
Anti-ageing demand fuels expansion in vitamins, while drinkable supplements face intensifying competition
New ingredient scrutiny and mandatory GMP slow supplement development, but enhance industry credibility
Vitamins growth expected to continue with diverse formulations and high-function combination products using liposome technology
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:
Vitamins
- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
Why 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 Vitamins research and analysis database.
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