Health foods market size in Japan FY 2015-2024

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.