Japan Sports Nutrition Market Overview, 2028

Japan is already one of the largest sports nutrition markets in the Asia-Pacific area, second only to China. As the country prepares to host the Summer Olympics and Paralympics, many foresee a major increase in sales of sports nutrition products as the public gets more engaged and inspired by the Games. Hearing Olympians discuss their nutrition and training ideas may lead to many people attempting these tactics in a market where athlete endorsements help drive product purchases. Since 2015, the government has begun laying the groundwork for a national fitness culture. The Japan Sports Agency was established when Japan won the bid to host the Olympic and Paralympic Games, with the goals of encouraging residents to participate in sports and easing access to sports activities. The emphasis is on long-term physical fitness adoption to ensure a healthy society. Participation in sports and exercise is increasing in Japan, with a number of new fitness clubs opening across the country as the country attempts to recover from the pandemic. Japanese people are becoming more health-conscious, with a shift towards a more holistic approach to health that includes regular exercise. Japan has a rich sporting culture, with various traditional sports and martial arts disciplines. In these sports, athletes often follow specific dietary practises that align with their training methods. Sports nutrition can provide valuable insights into optimising performance within these traditional sporting practises while also adapting to modern nutritional knowledge. Sports nutrition can also be beneficial for individuals aiming to improve their body composition, including reducing body fat and increasing muscle mass. By following appropriate nutritional strategies, such as consuming adequate protein, managing calorie intake, and understanding nutrient timing, individuals can work towards their desired physique goals. According to the research report "Japan Sport Nutrition Market Overview, 2028," published by Bonafide Research, The Japan Sport Nutrition market was valued at more than USD 1.50 Billion in 2022. There has been an increasing focus on health and fitness among the Japanese population. People are becoming more conscious of maintaining an active lifestyle, engaging in sports, and exercising regularly. This growing interest in physical fitness has created a demand for sports nutrition products to support athletic performance and recovery. Furthermore, Japan has witnessed a surge in sports participation across various age groups. The popularity of sports such as running, cycling, swimming, and martial arts has increased, leading to a greater demand for sports nutrition products. Individuals engaging in sports activities often seek specialised nutrition to optimise their performance and aid in post-workout recovery. Furthermore, the influence of Western fitness trends and practises has impacted the sports nutrition market in Japan. Western-style training methods, such as weightlifting, high-intensity interval training (HIIT), and bodybuilding, have gained popularity. These fitness trends emphasise the importance of proper nutrition, leading to an increased demand for sports nutrition products and supplements. Based on the product type, there are sports drinks, powder, sports supplements (tablets and capsules), and sport foods (protein bars, energy bars, and gels). In Japan, the powder is gaining popularity due to the fact that sports nutrition powders offer a convenient and easily consumable form of nutrition. They can be quickly mixed with water, milk, or other liquids to create a ready-to-drink shake or smoothie. This convenience appeals to individuals who are busy or on the go, as it allows them to meet their nutritional needs quickly and efficiently. Furthermore, Protein plays a crucial role in muscle repair and growth, making it a key component of sports nutrition. Protein powders provide a concentrated source of high-quality protein, which is essential for athletes and individuals engaged in intense physical activity. As more people in Japan focus on fitness and exercise, the demand for protein powders as a convenient and effective way to meet their protein requirements has increased. There are several types of protein powder is gaining more popularity like during the cheese-making process, whey protein is extracted from milk. It is a protein that digests quickly and contains all nine essential amino acids. Whey protein powders are popular in Japan because of their high protein content, quick absorption rate, and ability to aid in muscle rehabilitation and growth. Furthermore, Soy protein is a plant-based protein obtained from soybeans. It is a complete protein source, which means it contains all of the necessary amino acids. Vegetarians, vegans, and people with dairy allergies or lactose intolerance choose soy protein powders. They are also popular in Japan, owing to the country's history with soy-based goods and nutritional preferences.

Plant-based raw materials are used more in Japan than animal-based raw materials. Japan has a long-standing cultural tradition of consuming plant-based foods, such as soy, rice, vegetables, and seaweed. Plant-based diets, including vegetarian and vegan lifestyles, have gained popularity in recent years due to health, environmental, and ethical considerations. As a result, there is a growing demand for plant-based protein sources, leading to the expansion of the plant-based raw material segment. Increasing awareness and empathy for animal welfare have influenced consumer choices in Japan. People are opting for plant-based raw materials to reduce their contribution to the exploitation and suffering of animals in the food industry. By choosing plant-based protein sources, individuals can align their dietary choices with their ethical values. Distribution channels include supermarkets and Hypermarkets, Specialty Stores, Convenience Stores, Online/E-Commerce/Internet Retailing, Drugstores and pharmacies, and Other Distribution channels. In Japan, online/e-commerce/internet retailing has the highest market share. Online shopping provides convenience to consumers, allowing them to browse and purchase sports nutrition products from the comfort of their homes or on the go. This convenience factor has contributed to the popularity of online retailing in the sports nutrition market. There are several online stores that offer the sports nutrition powder: Amazon Japan, Rakuten Ichiba, GNC Japan, and Myprotein Japan. Start-ups: • Inoue Nutritional Foods focuses on producing plant-based protein powders using soy and rice protein. They offer a range of protein powders suitable for athletes, fitness enthusiasts, and individuals following vegetarian or vegan diets. • NOVUS is a start-up that specializes in functional sports nutrition products. They offer a range of protein bars, energy gels, and supplements designed to support athletic performance and recovery. • Rakuraku Supply is a start-up that focuses on producing convenient and functional sports nutrition products. They offer protein powders, meal replacement shakes, and energy bars tailored for busy individuals and athletes. • All Natural Athletics is a start-up that emphasizes natural and organic ingredients in their sports nutrition products. They offer a range of protein powders, energy drinks, and recovery supplements made from high-quality, minimally processed ingredients. • Fuel Foods is a start-up that provides personalized sports nutrition solutions. They offer customized meal plans and nutritional products tailored to individual needs and fitness goals, including protein powders and supplements. • MUSASI is a start-up focused on developing innovative sports nutrition products. They offer unique formulations and flavors of protein powders, amino acids, and performance-enhancing supplements. Considered in this report • Geography: Japan • Historic year: 2017 • Base year: 2022 • Estimated year: 2023 • Forecast year: 2028 Aspects covered in this report • Japan Sports Nutrition market with its value and forecast along with its segments • Various drivers and challenges • On-going trends and developments • Top profiled companies • Strategic recommendation By Product type: • Sports Food (Energy bars, Protein bars and gel) • Sports Drink • Sport Supplement • Powder By Raw Material Types • Animal Based • Plant Based

By Distribution channel: • Supermarket/Hypermarket • Specialty Stores • Convenience Stores • Online/E-Commerce/Internet Retailing • Drugstores and Pharmacies • Other Distribution Channels (Health food Shops, Direct Selling, etc.) The approach of the report: This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources. Intended audience This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Sports Nutrition industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.