Japan Postbiotics Food Supplements Market - 2024-2027

Report Overview

The Japan Postbiotic Food Supplement market recorded a value of US$ 302.25 thousand in 2023 and is expected to reach a value of US$ 484.04 thousand in 2027, growing at a CAGR of 12.6% during the forecast period (2024-2027).

In Japan, there is a strong cultural emphasis on health and dietary practices, with traditional fermented foods like miso and natto playing a significant role in the diet. This historical context has fostered a foundational understanding of the benefits of gut health. Postbiotics, being a newer concept, are beginning to gain traction as consumers seek advanced solutions to enhance their digestive health.

The postbiotic market is witnessing innovation as manufacturers explore various formulations and delivery methods. Postbiotics are being integrated into dietary supplements and functional foods, with some companies developing advanced formulations to cater to health-conscious consumers. For instance, in August 2023, Kirin, a Tokyo-based company, launched a lower-calorie version of its immune care postbiotic drink, reducing calories by 50%. The new formula aims to appeal to health-conscious consumers while maintaining the same taste.

Market Drivers

Rising Awareness of Postbiotics

Japan has a long-standing cultural emphasis on dietary health, particularly through traditional fermented foods like miso, natto, and pickles, which are known for their probiotic properties. This historical context has created a foundation for a heightened awareness of gut health. Recently, this awareness has expanded to include not only probiotics but also postbiotics, which are becoming increasingly recognized for their potential health benefits.

Postbiotics are gaining popularity in sectors like infant nutrition, skincare, and weight management, further expanding their market reach. This growing interest is fueling innovation and product development, contributing to the rapid expansion of the postbiotics market. In June 2024, Japan's Wada Calcium Pharmaceutical launched a new Foods with Function Claims (FFC) targeted at supporting bone and immune health in older adults. It has Kirin's Lactococcus lactis strain pharma (LC-plasma) and calcium maltobionate.

Rising Disposable Incomes

With more disposable income, Japanese consumers are not only more health-conscious but also more willing to invest in products that promise specific health benefits. Postbiotics, as a novel and advanced category of supplements, are increasingly seen as a worthwhile investment for those looking to enhance gut health and overall well-being.

Moreover, according to Organization for Economic Cooperation and Development (OECD), stated that, in Japan, the average household net-adjusted disposable income per capita is USD 28 872 a year, less than the OECD average of USD 30 490 a year. In terms of employment, about 77% of people aged 15 to 64 in Japan have a paid job, above the OECD employment average of 66%. Some 84% of men are in paid work, compared with 71% of women. In Japan, more employees work very long hours in paid work than the OECD average of 10%.

As disposable incomes rise, there is a corresponding shift towards a lifestyle that emphasizes wellness and self-care. Japanese consumers are increasingly seeking out products that support long-term health, including those that enhance gut health and overall bodily function. Postbiotics, which offer targeted health benefits and align with these wellness trends, are increasingly featured in wellness programs and health-conscious lifestyles.

Market Restraints

Limited Product Availability

Postbiotics are a relatively new category in the supplement industry, and their market penetration in Japan remains limited compared to well-established products like probiotics and prebiotics. Many consumers are accustomed to seeing a wide variety of probiotic and prebiotic options in stores, from daily supplements to functional foods and beverages. In contrast, postbiotics have not yet achieved the same level of visibility or availability.

Additionally, the distribution networks for health supplements in Japan are highly developed, but they are predominantly focused on products with established consumer demand. Postbiotics, however, may not be widely distributed, especially in traditional retail settings where shelf space is competitive and often dominated by familiar, high-demand products. The lack of extensive distribution can limit consumer exposure to postbiotic options.

Segment Analysis

The Japan postbiotic food supplement market is segmented based on product, application, distribution channel, and type.

Rising Emphasis on Gut Health

In Japan, the postbiotic supplement market is experiencing notable growth, with gut health playing a significant role. This trend is driven by increasing consumer awareness of the benefits of gut health for overall well-being, including immunity, digestion, and mental health. Postbiotics, which are the byproducts of probiotic activity, have gained attention for their potential to enhance gut health without the need for live bacteria.

Japan's aging population is particularly interested in gut health, as it is closely linked to longevity and disease prevention. Additionally, the Japanese market values science-backed, functional foods and supplements, making postbiotics an appealing option. The demand for gut health supplements is further fueled by the rising interest in preventive healthcare, convenience in supplement form, and the integration of traditional Japanese dietary habits with modern scientific advancements.

Sustainability Analysis

As awareness of the environmental impact of food production increases, manufacturers are focusing on sustainable sourcing of raw materials, prioritizing natural and organic ingredients. The fermentation processes used to produce postbiotics often generate less waste compared to traditional supplement manufacturing, contributing to a lower carbon footprint.

Additionally, many companies are adopting eco-friendly packaging solutions to minimize plastic use and enhance recyclability. The emphasis on transparency and traceability in the supply chain is also gaining traction, as consumers seek products that align with their values. Furthermore, Japan's regulatory framework encourages the development of sustainable practices within the food and supplement industry, promoting innovation in eco-friendly technologies.

Unmet Needs

One of the primary unmet needs in the Japanese postbiotic food supplement market is the lack of widespread consumer awareness and understanding of postbiotics. While probiotics and prebiotics are relatively well-known, postbiotics remain less familiar to many consumers. There is a need for more comprehensive educational efforts to explain what postbiotics are, their unique benefits, and how they differ from probiotics and prebiotics.

The postbiotic market in Japan is still in its nascent stages, and there is a relative scarcity of robust scientific research and clinical evidence supporting the health benefits of postbiotics. Many consumers and healthcare professionals rely heavily on scientific validation when considering new supplements.

Market Competitive Landscape

The major players in the market include CUMEC and Kirin Holdings Company, Limited.

By Product

Powder Postbiotics

Capsule/Tablet Postbiotics

Others

By Application

Digestive Health

Immune Support

Skin Health

Weight Management

Others

By Distribution Channel

Supermarkets/Hypermarkets

Pharmacies and Drug Stores

Convenience Stores

Online Retailers

Others

By Type

Short-Chain Fatty Acids

Tributyrin

Others

Key Developments

In May 2024, Mars City Design and Innovation Labo Tokyo partnered to create a superfood supplement for space as part of the Astrobiome Space Project, focusing on space medicine and culinary innovations for future space travel. Their new postbiotic metabolite supplement draws inspiration from Japan's centenarian population, aiming to enhance health and longevity in challenging environments.

Why Purchase the Report?

To visualize the Japan postbiotic food supplement market segmentation based on product, application, distribution channel, and type as well as understand key commercial assets and players.

Identify commercial opportunities by analyzing trends and co-development.

Excel data sheet with numerous data points of Japan postbiotic food supplement market-level with all segments.

PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.

Product mapping available as excel consisting of key products of all the major players.

The Japan postbiotic food supplement report would provide approximately 18 tables, 27 figures and 180 pages.

Target Audience 2024

Manufacturers/ Buyers

Industry Investors/Investment Bankers

Research Professionals

Emerging Companies