The boom in sports nutrition in Japan seems to be over; however, solid retail current value growth is still expected throughout the forecast period, due to the established habits of health consciousness, fitness, and sports. Protein-focused products, in particular, are steadily being recognised not just for muscle enhancement, but also as an aid for many consumers’ nutritional balance, especially the PFC balance.
The ageing population is becoming a driving force for sports protein. Generally, it is said that older people tend to lack nutrients due to changes in food preferences and reduced food intake.
If the concept of replacing drinks whose overconsumption can easily lead to health damage with high protein drinks penetrates further, it could become a new source of demand in the future. A significant catalyst is the Guidelines on Drinking with Consideration for Health, announced by the Ministry of Health, Labour and Welfare in February 2024.
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Understand the latest market trends and future growth opportunities for the Sports Nutrition industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sports Nutrition industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Sports Nutrition
These nutritional products improve physical endurance, increasing muscle growth/development/mass, or speeding recovery after exercise. Sports nutrition is targeted at serious athletes and gym-goers, and their principal purpose is to build muscle and to boost energy. Sports Nutrition tracks two types of products: Protein and Non-Protein. Sports protein include bars, powder and ready-to-drink (RTD) offerings. Sports Non-Protein include products that do not have protein as its core ingredient. They can be used to repair muscle or as energy/endurance booster. Note: Mainstream sports nutrition products such as sports drinks (e.g. Gatorade) or energy drinks (e.g. Red Bull) are not included here. Energy and sports drinks are tracked in the Soft Drinks system.
See All of Our DefinitionsThis report originates from Passport, our Sports Nutrition research and analysis database.
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