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Japan 2019 Supplement/OTC/Rx Report

Japan 2019 Supplement/OTC/Rx Report

Introduction Overview

Since 2005, NMI’s Global Dietary Supplements/OTC/Rx Consumer Studies are devoted to understanding consumer attitudes and behaviors and their impact on market dynamics!

Natural Marketing Institute (NMI) is pleased to present its Japan 2019 Supplements/OTC/Rx Report. This comprehensive report analyzes the dietary supplement market from the consumer perspective with 90+ pages of consumer attitudes, behaviors and product usage patterns surrounding dietary supplements, over-the-counter medication and pharmaceuticals.

This research uncovers how consumers integrate this mix of self-care methods into their current lifestyle and reveals the motivations and the challenges they encounter in their pursuit of health. Many factors are driving multiple categories across Japan. For example, aging drives condition specific needs, and increased consumer knowledge and desire for specific product features and benefits drive sustainable, organic, and plant-based options. The need for education and an understanding of the drivers that affect consumer behavior patterns has never been stronger.

The overall objectives of the report are to develop unique and specific consumer insight to maximize client learnings and opportunities in terms of attracting new consumers, increasing compliance and developing compelling messaging and communications strategies.

Some of the topics covered in the report:

Top “White Space” Opportunity areas

The size and demographic composition of Consumer groups

Highly engaged consumer segments in supplement use

Health and Wellness composition of various supplement user groups

‘Likely User’ groups to buy supplements –Condition management

Understanding NMI’s Health & Wellness consumer segmentation

Demographic Profile of the Health & Wellness Segments

and much more!


Introduction Summary
Table of Contents
Background & Methodology
Definitions of Groups
Executive Summary
NMI’s Consumer Segmentation
Health Maintenance
Japanese consumer’s use of supplements in the past 30 days
Consumer confidence in supplementation to maintain their health
Supplement Users feel they are not getting enough nutrition from the foods they eat
Consumers’ perception about the foods they eat
Japanese consumers are managing an array of conditions
Top health conditions Supplement Users are currently managing
Over 28% of Supplement Users are using supplements for skin issues
Use of condition specific supplements for sports/muscle and mood/depression are showing growth
Consumers show high likelihood to use supplements to manage and prevent a whole host of conditions.
(Top and Second Tiers)
Strong opportunities for preventative positioning and messaging
Messaging - proof or tangibility of effectiveness to boost consumer confidence
Consumers show lower confidence in specific supplements
Specific Supplement Use
% of consumers currently using supplements
% of consumers exhibiting lapsed usage
Looking at more specific supplement use by the largest % of the population
Supplements growth over the past 4 years, with herbal/botanical supplements showing the highest growth
Supplement User profile- from Light to Heavy each day
Reasons for lowered usage
Primary supplements used by Japanese consumers
Emerging supplements are still showing very low usage
The top supplements showing strong growth over the past 3 years
Variations in generational use of supplements revelations
% of Supplement Users using probiotics
Plant-based protein is growing but usage is still low
Supplement Dynamics
Unquestionable safety and price are very important in purchase decision
Bioavailability, absorption, “size of the dose”, and easy to swallow are attributes showing strong positive growth.
The second tier of important attributes
Prescription medications perceptions and credibility vs. Supplements
Supplement Users’ decision to purchase supplements, other influencers
Social media website influences on supplement purchase decisions
Confidence in Practitioners
A ‘need state’ for personalized supplements
Supplement Users willingness to get a personalized supplement plan
Assurance of ingredient content and health benefit claims
Country of origin impact on purchase
Levels of confusion regarding supplements
Consumers willingness to pay premium pricing
Supplement Formats & Content
Innovative formats solutions to “pill adverse” consumers
Preferred supplement formats
Alternative delivery formats showing both preference and most growth
Preference for plant-based supplements
Increasing demand for sustainable and e-friendly ingredients
Segments showing strong orientation toward natural and organic
Certifications also garner a level of importance
Barriers to Supplement Use & Lapsed Usage
Primary reasons consumers cite for lapsed usage
Opportunities to boost perceptions of effectiveness and increase compliance
The main barrier to supplement use among non-users
Demographic Profile of Supplement Users and Lapsed Users
Supplement Purchasing Behavior
Where do most Japanese consumers shop for supplements?
Internet is a solid secondary source and will continue to have greater impact
Channel shopping growth now and future
Two-thirds of Japanese consumers are shopping where?
Top 25 brands dominating the Market
Average Monthly spend on supplements among Supplement Users
Consumers understanding of a quality brand diminishes price sensitivity
OTC & Rx
Why do two-thirds of Japanese consumers report that their doctor’s usual solution to their health issues is to prescribe
a prescription medication?
The conditions for which Japanese Supplement Users are taking prescription medications do not necessarily align
with the top conditions they are managing which are skin, energy and heart issues
Generations show variations in the conditions for which they have used a prescription medication in the past 6 months
Consumer dilemma regarding prescription medications
Consumers high concern with prescription medication interaction Supplement Users spending on their
prescription medications
Millennials showing concern about nutrient depletion due to prescription use
Japanese Supplement Users spending on over-the-counter medications

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