Demand for personalised nutrition continues to rise in Japan, according to GlobalData, with 38% of Japanese consumers stating that they are either 'always' or 'often' influenced by how a product impacts their health and wellbeing.
Japan’s consumer health industry is projected to grow at a volume compound annual growth rate (CAGR) of 6% to 7% during the period from 2023 to 2028.
"With Japanese consumers living busy lifestyles, they are relying on personalised food and drinks to fill nutrient gaps in their diets," comments Mariko Kadosaka, key account director at GlobalData Japan. "As many as 45% of respondents admitted they pay high/very high attention to the ingredients used in the food and drinks they consume."
South Korea Makes Its Move
With this in mind, South Korean health and wellness firms are ramping up their efforts in the Japanese market, GlobalData added, with South Korean protein powder becoming "increasingly popular", according to Mani Bhushan Shukla, consumer analyst at GlobalData, "driven by its practical single-serve pouch format, ease of use (just add water, consume, and dispose of the pouch), and visually appealing designs that highlight webcomic characters on select pouches.
“Recognising the increasing demand for personalised nutrition in Japan, Slow Rocket, a South Korean supplement manufacturer, introduced Shake Baby-branded protein supplement pouches, aimed primarily at beauty care and weight loss rather than muscle enhancement.”
South Korea's health and beauty market has "gained worldwide recognition for its pursuit of quality," Kadosaka adds, hence its growing appreciation in Japan.
Personalised Nutrition
On a global level, the market for personalised nutrition has expanded considerably in recent years, extending beyond functional foods and allergen-free options.
"Manufacturers are increasingly formulating products tailored to specific medications consumers are taking, addressing the nutritional requirements that accompany these treatments," says Kadosaka. “Urban consumers with busy schedules are looking for convenient food and drink products to better manage their time.
"This aligns with GlobalData’s 2024 Q2 consumer survey, wherein 66% of consumers in Japan stated that their choice is influenced by how well the product/service aligns with their time and money constraints when buying food and drink products."
