No.2626
01/06/2021

Dietary Supplements, Fluid Food, and Nutritional Supplementary Food Market in Japan: Key Research Findings 2020

Dietary Supplements, Fluid Food, Nutritional Supplementary Food Market Size for FY2019 Rose by 4.8% to Attain 141.2 Billion Yen

Yano Research Institute (the President, Takashi Mizukoshi) has conducted a survey on the domestic market of dietary supplements, fluid food, and nutritional supplementary food, and has found out the market size, the product trends, the trends at market plyers, and the future perspectives.


Transition of Dietary Supplements, Fluid Food, Nutritional Supplementary Food Market Size
Transition of Dietary Supplements, Fluid Food, Nutritional Supplementary Food Market Size
Market Share among Dietary Supplements, Fluid Food, Nutritional Supplementary Food for FY2019
Market Share among Dietary Supplements, Fluid Food, Nutritional Supplementary Food for FY2019

Market Overview

The market size of dietary supplements, fluid food, and nutritional supplementary food (based on the shipment values at the makers) for FY2019 attained 141.2 billion yen, 104.8% of the size of the previous fiscal year. Of the total market size in FY2019, the ratio of fluid food occupied the largest at 56.2% (79.4 billion yen, 104.0% YoY), dietary supplements accounted for 25.1% (35.5 billion yen, 105.3% YoY), and nutritional supplementary food accounted for 18.6% (26.3 billion yen, 106.5% YoY).

When observing the tendency respectively, demand for dietary supplements especially for home care is increasing. One of the reasons is because they are included in the medicines covered by insurance, and because a risk of home care has been pointed out of a possibility of infusing high-calorie drips to central veins at the time of intravenous infusion. Demand for fluid foods is also increasing at hospitals and elderly facilities because they bring about profit to the hospitals and elderly facilities when the receipts are balanced against the expenses for meals during hospitalization. In addition, nutritional supplementary food has stable demand as a method to prevent elderly undernutrition. Against the background of a rise in elderly population and government policy promoting health and longevity, the market is still expanding.

Noteworthy Topics

The market size of dietary supplements, fluid food, and nutritional supplementary food (based on the shipment values at the makers) for FY2019 attained 141.2 billion yen, 104.8% of the size of the previous fiscal year. Of the total market size in FY2019, the ratio of fluid food occupied the largest at 56.2% (79.4 billion yen, 104.0% YoY), dietary supplements accounted for 25.1% (35.5 billion yen, 105.3% YoY), and nutritional supplementary food accounted for 18.6% (26.3 billion yen, 106.5% YoY). When observing the tendency respectively, demand for dietary supplements especially for home care is increasing. One of the reasons is because they are included in the medicines covered by insurance, and because a risk of home care has been pointed out of a possibility of infusing high-calorie drips to central veins at the time of intravenous infusion. Demand for fluid foods is also increasing at hospitals and elderly facilities because they bring about profit to the hospitals and elderly facilities when the receipts are balanced against the expenses for meals during hospitalization. In addition, nutritional supplementary food has stable demand as a method to prevent elderly undernutrition. Against the background of a rise in elderly population and government policy promoting health and longevity, the market is still expanding.

The makers of dietary supplements, fluid food, and nutritional supplementary food are developing various products to meet diversifying demands: A variety of products each responding for the respective pathological conditions such as kidney failure, hepatic dysfunction, immunostimulation, or chronic respiratory disorders; the products specifically for PEG patients (PEG: Percutaneous Endoscopic Gastrostomy); those products in soft-bag package, or other considerately devised packages; those added with trace elements or dietary fiber; those with improved taste and/or texture, those with firmness (gumminess) adjusted, those that can respond to supplementary demand; those with high calories; and those that can be taken by adding water.


Moreover, the makers are taking various measures to promote the sales, including building of a support system involving qualified nutritionists, enhancement of the sales promotions to NST (Nutrition Support Team), the distribution measures that assumes to supply nutrition to healthy people as well as for the home care market (increasing distribution of supplies to drugstores, utilization of in-house websites and specific online sales channels, alliances with home-care medical service providers/food delivery service providers/medicine wholesalers/medical-use food wholesalers).


As the competition of sales among the makers has become ever fiercer, the market share gap by product has expanded further, which led the market being dominated by a small number of large makers. As a result, some makers withdrew from the market or transferred the business to other companies aiming to concentrate on their strong area. Meanwhile, the dietary supplements, fluid food, and nutritional supplementary food market is at the fluctuating period, as more companies entering the market and as more products being revised and abolished.

Future Outlook

As long as the insurance coverage continues and application of DCP/PDPS remains or develops at hospitals, the shift of demand for dietary supplements from hospitals to home care is likely to be unchanged. Increasing number of the elderly at home indicates the increase of the non-healthy elderly, which is somewhat advantageous for the dietary supplement market. To the contrary, however, the NHI price revision can be a negative factor, because it does not bring about the growth in sales value, though sales volume may continue. NHI price has been revised at the time of consumer tax hike in October 2019, followed by another revision in April 2020. The market is projected to show a slight increase with more revisions hereafter.
The fluid food market trend has been showing slight increase, and the annual growth rate for the coming future is likely to be at around 1 to 2%. It seems that the growth can be expected for products such as those solid types, supplementary food types, those for the people undernutrition, those with high calories or high proteins, and those for oral administration. While supplements in fluid type decreases sharply, increase in sales from emerging new products is likely to cover the decline.
For the nutritional supplementary food market, as it keeps on being demanded for taken in supplementary as some snacks and desserts for the occupants of elderly facilities to prevent the elderly from undernutrition and by harnessing demand of elderlies at home (including those in pre-symptomatic state, i.e. having no serious illness but has a persistent feeling of indisposition, and those healthy elderlies), the market is expected to continue stable growth at an annual rate around 2 to 3% going forward. 

Research Outline

1.Research Period: October to December 2020
2.Research Object: Makers of dietary supplements, fluid food, nutritional supplementary food
3.Research Methogology: Face-to-face interviews by the expert researchers, surveys via telephone, and literature research

What are Dietary Supplements, Fluid Food, and Nutritional Supplementary Food?

In this research, the dietary supplements refer to those supplements taken orally or by intubation (nasal, PEG), and the fluid food refers to the well-balanced food with the right amount of energy, three largest nutrients (i.e., protein, carbohydrate, and fat), minerals, and vitamins, in the form of liquid, semi-solid or solid. Some fluid food (high-density liquid food) with the contents conform to the disease state are included. The nutritional supplementary food refers to the products related with fluid food, with the components similar to fluid food, but act more as complement of nutrients and nutritive quality mainly to the diet for the elderly. The market size is calculated based on the shipment values at makers.

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Dietary Supplements, Fluid Food, and Nutritional Supplementary Food

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