The Japan dietary supplements market was valued at USD 3.31 Billion in 2025, driven by the increasing consumer awareness about the importance of physical activity across the region. The market is anticipated to grow at a CAGR of 6.86% during the forecast period of 2026-2035 to achieve a value of USD 6.43 Billion by 2035. The growing health awareness and an aging population in Japan are driving steady demand for dietary supplements focused on cognitive health, immune support, and joint care.
Base Year
Historical Period
Forecast Period
Rising health consciousness and an aging population in Japan are expected to drive consistent demand for dietary supplements targeting cognitive health, immunity, and joint support.
Innovation in functional food claims and ingredient development, such as egg yolk choline and CoQ10, is strengthening product credibility and boosting consumer trust in dietary supplement efficacy.
Digital retail expansion and personalized supplement solutions through e-commerce and health tech platforms are reshaping distribution strategies, enhancing accessibility, and supporting market expansion across younger and tech-savvy demographics.
Compound Annual Growth Rate
6.86%
Value in USD Billion
2026-2035
*this image is indicative*
Dietary supplements are products designed to complement the diet by providing essential nutrients such as vitamins, minerals, amino acids, herbs, or other botanicals. Available in various forms like tablets, capsules, powders, and liquids, they support overall health and help address nutritional deficiencies. Commonly used to boost immunity, improve digestive health, enhance energy levels, and support bone or heart health, these supplements are regulated differently from medicines and are not intended to treat diseases. Their popularity continues to grow due to increasing health awareness and preventive healthcare trends among all age groups. The market is expected to grow at a CAGR of 6.86% during the forecast period of 2026-2035.
Rising Aging Population to Boost Market Growth
According to the World Economic Forum , around 1 in 10 people in Japan are aged 80 years or above. Approximately 36.23 million (one third of Japan's population) is aged over 65. Rising concerns about cognitive decline in aging populations and growing interest in functional ingredients are key drivers in Japan’s dietary supplements sector. For instance, in August 2024, Kewpie Corporation launched “Choline EX,” a supplement featuring egg yolk-derived choline, which supports verbal memory retention in middle-aged and elderly individuals. This is Japan’s first functional food product to use egg yolk choline as a certified active ingredient under food with function claims. The development signifies the market’s shift toward novel, clinically backed ingredients, reinforcing consumer confidence and contributing to long-term market expansion focused on neurological wellness.
Some of the notable trends include use of dietary supplements to enhance beauty, surge in product launches by affluent companies, and streamlining regulatory activities to allow improved access to consumers. In addition, Japanese brands are expanding their market presence across other countries and continents, expected to impact the size positively.
"Japan Dietary Supplements Market Report and Forecast 2026-2035" offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
Market Breakup by Form
Market Breakup by Application
Market Breakup by Mode of Purchase
Market Breakup by Distribution Channel
Vitamins to Dominate the Segmentation by Type
Vitamins are projected to dominate the market due to increasing consumer focus on preventive healthcare and nutritional balance. The aging population in Japan actively seeks vitamin-based supplements to manage age-related deficiencies and chronic conditions. Vitamin C, D, and B-complex are particularly in demand. Innovations in multivitamin formulations and increased awareness via digital platforms support market penetration. As consumers prioritize immune function and daily wellness, the vitamins segment is poised to sustain its lead, driven by a growing preference for natural, accessible, and daily-use supplements.
Tablets to Lead the Segmentation by Form
Tablets are expected to maintain the largest market share owing to their convenience, precise dosage, and longer shelf life. Japanese consumers value compact and cost-effective health solutions, making tablets a preferred format. Their easy integration into daily routines, combined with minimal packaging waste, supports sustainability goals. Additionally, innovations in fast-dissolving and time-release tablets improve user experience. The segment’s scalability and compatibility with a variety of supplement types give it a competitive edge in meeting evolving consumer demands in both retail and prescription spaces.
Immunity to Hold a Substantial Japan Dietary Supplements Market Value for Segmentation by Application
Immunity-related supplements are poised to lead the Japanese market as health-conscious consumers increasingly prioritize immune strength, especially post-pandemic. Rising concerns about seasonal illnesses and age-related immune decline have accelerated the uptake of immunity-boosting supplements, particularly those containing vitamins C, D, zinc, and botanicals. The segment benefits from cross-functional products targeting both immunity and overall vitality. Ongoing product innovation and targeted marketing reinforce growth. This focus on long-term wellness and disease prevention ensures that immunity remains a key driver of market expansion in the forecast period.
Over-the-Counter to Dominate the Japan Dietary Supplements Market Segmentation by Mode of Purchase
The over-the-counter segment is expected to lead the market share by mode of purchase, propelled by consumers’ preference for self-care and convenience. Japan’s well-regulated OTC market allows easy access to trusted health products without prescriptions. Rising awareness and health literacy empower individuals to make informed purchasing decisions. Pharmacies and health stores prominently display OTC products, often supported by pharmacist guidance. OTC availability also supports impulse buying and routine restocking, especially for multivitamins and herbal supplements. This channel's accessibility, affordability, and widespread distribution network make it the dominant mode of supplement purchase.
Pharmacies and Drug Stores are Expected to Lead the Segmentation by Distribution Channel
Pharmacies and drug stores are expected to dominate the distribution channel in Japan due to their high consumer trust and strategic presence across urban and rural areas. These outlets provide direct pharmacist consultation, encouraging informed supplement use, especially among elderly consumers. Many also offer tailored health services, further integrating supplements into broader wellness plans. Their partnerships with major health brands ensure up-to-date inventory and seasonal promotions. As consumers continue to seek personalized support and verified products, this segment is well-positioned to sustain its market leadership.
The key features of the market report comprise patent analysis, grants analysis, funding and investment analysis, and strategic initiatives by the leading players. The major companies in the market are as follows:
Archer-Daniels-Midland Co. (ADM) is a global leader in nutrition, known for its high-quality ingredients and health-focused innovations. In Japan, ADM offers tailored dietary supplement solutions with a strong emphasis on plant-based and sustainable products. The company supports manufacturers with science-backed formulations to meet rising consumer demand for wellness. ADM’s R&D strength, clean-label approach, and strong supply chain presence in Asia position it as a key contributor to Japan’s growing functional nutrition and supplements market.
Nestlé S.A. is a prominent player in Japan’s dietary supplements sector, offering science-based products targeting immunity, bone health, and digestive wellness. With its well-known Health Science division, Nestlé focuses on personalized nutrition and healthy aging solutions. The company leverages advanced research, clinical backing, and strategic partnerships to cater to Japan’s health-conscious and aging population. Nestlé’s strong brand presence, innovation pipeline, and consumer trust enhance its competitive edge in the Japanese nutritional supplements market.
Nu Skin Enterprises is a global direct selling company offering skincare and dietary supplements, with a strong market in Japan. Its Pharmanex line includes supplements focused on cellular health, anti-aging, and metabolic support. Nu Skin’s presence in Japan benefits from a loyal customer base, personalized health assessments, and tech-driven distribution. The company’s innovation in wellness, supported by research and regulatory compliance, helps it maintain its strong position in Japan’s health and nutrition segment.
Amway Corp is a leading global direct seller of health products, with a robust footprint in Japan’s dietary supplements market. Its Nutrilite brand is widely recognized for botanical-based supplements promoting immunity, energy, and daily nutrition. Amway’s direct-to-consumer model, combined with extensive health education and product transparency, appeals to Japanese consumers. The company invests in organic farming, traceability, and sustainability, aligning with Japan’s demand for safe, high-quality, and evidence-based nutritional supplements.
Reckitt Benckiser Group Plc is a multinational health and hygiene company with a growing presence in Japan’s dietary supplements market. Known for brands like Move Free and Schiff, it focuses on joint, bone, and immune health. Reckitt combines strong branding with research-driven formulations to meet Japan’s aging population’s wellness needs. Its consumer-centric approach, emphasis on clinically supported ingredients, and expanding retail partnerships support its competitive position in Japan’s nutraceutical landscape.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
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*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Type |
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| Breakup by Form |
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| Breakup by Application |
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| Breakup by Mode of Purchase |
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| Breakup by Distribution Channel |
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| Market Dynamics |
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| Supplier Landscape |
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| Companies Covered |
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