Summary of Research Findings

A consumer survey was carried out in December 2019 on health conditions and usage of health food to 1,000 men and women between the ages 30s and 70s currently or sometimes buying (taking) health food. This report compares the results by categorizing into four sections (attributes): Age ranges between 30s to 40s and 50s or older, and gender between men and women.

For the concerns of health conditions, younger generation specified “fatigue,” which accounted for 50% or so by both men and women in 30s to 40s. “Eyestrain and decreased eyesight” was pointed out by almost 40% of men in 50s or older, and by more than 40% of women of the same age range. On the other hand, “Maintenance and promotion of health” was the concern of various people, which accounted for 40% or so among men and women in both age ranges. Meanwhile, women were interested in “Skin radiance, wrinkle, and age spots,” which reached about 50% among those of both age ranges.

Regarding “Expenditure on Health Food per Month,” men and women in 30s to 40s spent more than 2,000 yen, while those in 50s and older exceeded 3,000 yen. Considering the number of health food items, men in 30s to 40s took the most at 2.48 items.

As for the purpose of taking health food, “Maintenance and promotion of health” accounted for 40 % to 50% by all the attributes. It seems that many people take health food to keep their healthy lives, rather than expecting a specific health function. “Recovery from fatigue, nourishment” was the purpose for taking health food among people in 30s to 40s, as men in that age range accounted for a little less than 50% and women a little over 30%. Many of such people took it in order to alleviate daily fatigue. Health food aiming for “Skin radiance, wrinkle, age spots” was popular among women, reaching almost 30% of women in both age ranges, 30s to 40s and 50s or older. The purpose of “To improve intestinal function” was seen among men, which accounted for around 20% regardless of the age range.

The place/method of buying health food differed between the age range. About 60% of both men and women in 30s to 40s responded “Drugstore, pharmacy” while more than 60% of men and women in 50s or older used “Mail order.”

As for main components of health food taken, “Multivitamins, minerals” ranked the top among both men and women in 30s to 40s, while “DHA&EPA” was the number one among both men and women in their 50s or older. “Vitamin C” was ranked within the top 5 by all the attributes. “Vitamin B” was ranked within the top 5 among both men and women in 30s to 50s, while “Blueberry (Bilberry)” was within the top 5 among those in their 50s or older.

Noteworthy Topics

“To Reduce Body Fat and Weight” Was the Most Attractive Function in Foods with Functions Claims

Among 1,000 men and women in 30s to 70s buying (taking) health food, the men taking FOSHU (Foods for Specified Health Uses) once a week accounted for 50% and women a little less than 40%, indicating that more men tended to take them more frequently.

Among FOSHU (Foods for Specified Health Uses) that have taken, “Tea beverage” was pointed out by 70% of both men and women, overwhelmingly large number of people. It has been the category that the major beverage makers proactively promoted, and that can easily be purchased at retailers nearby, making consumers over 30s to have many opportunities to take it. Relatively high ratio of people pointed out “To reduce visceral fat, body fat” and “To improve intestinal function” were the purposes of taking FOSHU: “To reduce visceral fat, body fat” acquired high ratio of responses by men in 30s to 40s, while “To improve intestinal function” was a popular reason among both men and women in 50s or older.

When asked to 942 respondents who “are aware of” Foods with Function Claims out of total 1,000 men and women from 30s to 70s currently or sometimes taking health food on attractive functions of Foods with Function Claims, “To reduce body fat and weight” accounted for 40 to 50% of both men and women in both age ranges of 30s to 40s and 50s or older, revealing how people are interested in losing abdominal fat.

Research Outline