The Japan nutritional supplements market is expected to expand from approximately US$13.04 billion in 2025 to approximately US$25.89 billion in 2035, with a projected CAGR of 7.1%.
According to a new research report, Japan's dietary supplements market was worth approximately US$13.04 billion in 2025 and is expected to grow at a CAGR of 7.1% from 2026 through 2035, reaching approximately US$25.89 billion in 2035. Growth drivers include rising interest in preventive healthcare, demand for natural and functional products, the spread of personalized nutrition, the development of plant-based and clean-label products, and the expansion of e-commerce and retail.
By market structure, Powders have historically accounted for approximately 40% of the market, while Adults are expected to remain the leading category, with a share of approximately 50%. Sports Nutrition is expected to account for an increasing share by application. Dosage forms are also diversifying beyond Powders to include Tablets, Capsules and Gummies. Demand is expected to expand across applications including products for older adults, gut health, immunity and Skin Health.
Examples cited include Otsuka Pharmaceutical Factory's announcement and launch of ENORAS Liquid for Enteral Use as a product focused on clinical nutrition, Canon Marketing Japan's investment in LacuS to support the development of complete nutritional foods for older adults, and USANA Health Sciences' acquisition of Hiya Health. These are presented as initiatives aimed at improving taste and ease of consumption.
Key companies in the competitive landscape include Glanbia, Nestlé Health Science, Amway and GNC. The report says that the use of DTC and online channels, together with responses to demand for plant-based and clean-label products, will support future growth.