Japan: health foods market size 2024

In fiscal year 2023, the shipment value of the health food market in Japan was estimated to reach almost 900 billion Japanese yen, continuing the ongoing upward trend from previous years. The market was forecast to grow in fiscal year 2024, exceeding 900 billion yen for the first time in the last decade.

Health foods in Japan

Food with health claims in Japan used to encompass mainly foods for specified health uses (FOSHU) and foods with nutrient function claims (FNFC). These products comply to the government’s standards to be marketed as health-promoting products. Following the relaxation of regulations in April 2015, foods with function claims were established as a new market segment. The new product category refers to food products with scientifically supported function claims, which do not need to be approved by the government. 

Consumer awareness

The Japanese health food market has been growing steadily in recent years, garnering the attention of the aging society and catering to the rising interest in a healthy lifestyle. In particular, foods for specified health uses show a high awareness level among consumers, with only one in eight not recognizing the term. However, conscious consumption of FOSHU products is not as widespread yet as consumers are expressing their future intentions to try certified health foods. 

Shipment value of the health foods market in Japan in fiscal years 2015 to 2023 with a forecast for 2024 (in billion Japanese yen)

Characteristic	Shipment value in billion Japanese yen
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Release date

February 2024

More information

Region

Japan

Survey time period

fiscal years 2015 to 2023; the Japanese fiscal year runs from April 1 of the stated year to March 31 of the following year

Special properties

market size is based on the shipment value at manufacturers

Supplementary notes

*Prospect.
**Forecast.
Health foods indicate functional foods in forms of tablet, capsule, powder, or bottled liquid.
Research targets were health food manufacturers and distributors (health food manufacturers, general food manufacturers, and pharmaceutical manufacturers),health food organizations, and the authorities concerned.

Figures prior to 2020 come from previous reports.
100 Japanese yen equal 0.68 U.S. dollars or 0.63 euros as of February 2024.
Values have been rounded.

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