Summary

Report Overview
Japan Probiotic Food Market reached US$ 4,467.38 million in 2023 and is expected to reach US$ 6,577.56 million by 2027, growing with a CAGR of 10.30% during the forecast period 2024-2027.
The probiotic food market in Japan has experienced a steady rise in recent years, driven by increasing awareness of health and wellness among consumers. Probiotics, which are beneficial microorganisms that promote gut health, have gained traction as part of a broader global trend towards functional foods. In Japan, a market traditionally dominated by staple fermented products like miso and natto, probiotic foods have begun to carve out a niche by emphasizing their health benefits, particularly in improving digestive health and boosting immunity.
Despite this growth, the market remains relatively niche compared to other countries with more established probiotic industries. The Japanese consumer base is known for its cautious approach to new health products, influenced by traditional dietary practices and a strong emphasis on product quality and safety. This cautious consumer behavior impacts the market dynamics, creating both opportunities and challenges for probiotic food products.
Japanese consumers have become increasingly health-conscious, which has spurred interest in probiotic foods. The growing prevalence of lifestyle-related diseases and an aging population have heightened the focus on preventive health measures, contributing to the rising demand for products that offer health benefits. However, the market penetration of probiotic foods is influenced by Japan's unique dietary culture, which traditionally includes fermented foods that already contain beneficial bacteria.
Moreover, maintaining the efficacy of probiotics throughout the supply chain poses logistical challenges. Probiotic products often require specific storage conditions, such as refrigeration, which can increase distribution costs and complicate the supply chain management.
Market Drivers
Increased Focus on Preventive Health
Japanese companies and organizations are increasingly incorporating preventive health measures into their employee wellness programs. Companies like Kirin Holdings and Yakult, which have strong ties to the probiotic industry, often provide employees with probiotic products as part of health initiatives aimed at reducing absenteeism and improving overall employee wellness. This practice not only highlights the benefits of probiotics but also reinforces their role in preventive health.
The Japanese government and health organizations have been actively promoting preventive health strategies, including dietary interventions like the consumption of probiotics. For instance, Japan's Ministry of Health, Labour and Welfare has been involved in initiatives that educate the public about maintaining a healthy gut microbiome and its impact on overall health. Such endorsements help build consumer trust in probiotics and encourage their use as part of a preventive health regimen.
Additionally, as Japanese consumers increasingly focus on preventive health, their purchasing behavior reflects a preference for products that offer long-term health benefits. Probiotic foods, which are perceived as contributing to overall health and preventing disease, align well with these lifestyle changes.
The increased focus on preventive health in Japan is a significant driver of the probiotic food market. As consumers and organizations prioritize health maintenance and disease prevention, the demand for probiotics has grown, leading to innovations in product offerings and increased market presence.
There is a Growing Trend Towards Personalized Nutrition
In Japan, the trend towards personalized nutrition reflects a broader shift in consumer preferences towards products tailored to individual health needs. Personalized nutrition emphasizes custom dietary solutions based on an individual's genetic profile, lifestyle, and health conditions.
This trend directly influences the probiotic food market as consumers seek products that address their specific health concerns. For instance, people with specific digestive issues may opt for probiotic strains known to improve gut health, while those interested in boosting their immune system might choose probiotics with immune-supportive properties. The ability to offer tailored probiotic solutions aligns well with this growing demand for personalized health products.
The rise in personalized nutrition has spurred research into the benefits of different probiotic strains, leading to a more nuanced understanding of how specific strains affect various aspects of health. Companies are now able to offer probiotics that are formulated to meet specific health needs based on individual requirements. For instance, probiotic supplements containing Lactobacillus or Bifidobacterium strains are often marketed for their targeted benefits, such as improving digestive health or enhancing immune function. This level of personalization caters to the Japanese consumers' growing preference for products that offer tailored health benefits.
The trend towards personalized nutrition significantly drives the Japanese probiotic food market by creating a demand for tailored health solutions. Advances in probiotic strain research, integration of genetic testing, and the development of customizable products reflect this trend. As consumers increasingly seek personalized health benefits, the probiotic market in Japan continues to expand, driven by innovations that cater to individual health profiles and preferences.
Market Restraints
Concerns About Potential Risks
In Japan, where health and safety are paramount, any potential health risks related to probiotics are taken very seriously. For instance, there are ongoing debates in the scientific community about the efficacy and safety of certain probiotic strains. Research has shown that while probiotics can benefit many people, they may not be suitable for everyone.
Individuals with weakened immune systems, underlying health conditions, or those undergoing certain medical treatments might experience adverse effects. This potential for harm can lead to heightened consumer skepticism. In Japan, where traditional medicine and cautious health practices are prevalent, consumers may be particularly wary of trying new health products that carry even a small risk.
Additionally, there have been instances where probiotic products have faced scrutiny due to misleading claims about their health benefits. For example, some probiotic supplements have been criticized for overstating their benefits, leading to concerns about their actual effectiveness. This can result in regulatory pushback and increased scrutiny from health authorities. In Japan, such regulatory scrutiny is rigorous, and companies might face challenges in ensuring that their products meet the high standards set by the Ministry of Health, Labour, and Welfare.
Moreover, anecdotal evidence of adverse reactions to probiotic foods can amplify consumer fears. There have been cases reported globally where individuals experienced digestive issues or other side effects after consuming probiotics. While these cases are relatively rare, they contribute to a perception of risk.
In Japan, where there is a strong emphasis on product safety and consumer protection, such concerns can lead to more cautious behavior among consumers, impacting the overall market demand for probiotic products. Without addressing these issues effectively, the probiotic food market in Japan may continue to face significant restraint from consumer apprehension and regulatory barriers.
Market Segment Analysis
The Japan probiotic food market is segmented based on type, ingredient, application, age and distribution channel.
Rising Consumer Preference Drives the Segment Growth
The yogurt segment is expected to dominate with over 60.84% of the market during the forecast period 2024-2027. The yogurt segment is the most dominant category within Japan's probiotic food market due to the deep-rooted consumption of yogurt as a staple for digestive health and the continuous innovation by key players. Yogurt is widely accepted in Japan as a daily health food, particularly for improving gut health and boosting immunity. It is regarded as a convenient source of probiotics, primarily lactobacillus and bifidobacterium strains.
There is an increasing number of innovative product launches, which further boosts the demand for yogurt in Japan. For instance, Meiji has consistently dominated the yogurt market with its "Meiji Probio Yogurt R-1" and "Meiji LG21" products. These yogurts are known for their specific probiotic strains, which are marketed to boost the immune system and prevent infections, particularly against flu and colds.
Moreover, in March 2021, Yakult Honsha is expanding sales of its Yakult 1000 probiotic drink, which features the proprietary Lactobacillus casei strain Shirota. This formulation is designed to relieve stress and enhance sleep quality. The product will be made available across all of Japan, catering to the growing demand for health-focused beverages.
In March 2020, Megmilk Snow Brand launched Nyu-San-Kin Helve, the first yogurt drink designed to reduce allergy symptoms, containing one billion of the probiotic L. helveticus SBT2171 per bottle.
The growth of premium yogurt products, like organic and low-sugar options, is also notable. These cater to both health-conscious and aging consumers seeking additional benefits beyond probiotics, such as bone health (calcium-rich yogurts) or beauty-enhancing properties (collagen-enriched yogurts).
Sustainability Analysis
The sustainability analysis of Japan’s probiotic food market focuses on environmental, economic and social impacts, driven by consumer preferences, regulatory frameworks and industry practices. Japanese consumers are highly eco-conscious, driving companies to adopt more sustainable packaging solutions.
For instance, Yakult Honsha has introduced biodegradable bottles and reduced plastic use in their packaging. This shift aligns with Japan’s commitment to reducing single-use plastics. The company committed to reducing the use of plastic containers and packaging in Japan by 30% compared to fiscal 2018 levels, or making them recyclable, by 2030.
Companies like Meiji Holdings and Morinaga Milk have implemented strategies to reduce their carbon footprint through energy-efficient manufacturing processes and waste reduction. Meiji has set ambitious goals for carbon neutrality by 2050, working towards cutting emissions in their dairy farms and yogurt production. With an ambitious goal of reducing GHG emissions to virtually zero by 2050, Meiji decided to take the lead in working with the Japanese dairy industry.
Probiotic foods play a vital role in improving public health in Japan, especially in addressing issues related to gut health and the aging population. By promoting healthier diets, the industry supports the long-term well-being of Japanese consumers.
Japanese probiotic brands invest significantly in educating consumers about the health benefits of probiotics, contributing to a more health-conscious society. For instance, Yakult conducts community programs to raise awareness about digestive health and the benefits of probiotics, enhancing social sustainability by promoting public health.
Unmet Needs
Despite the growing popularity of probiotics, the Japanese market still faces a lack of diversity in probiotic food products. Most probiotic offerings are concentrated in traditional formats such as yogurt, dairy drinks, and supplements. There is a limited variety of probiotic-enriched products, especially in snack foods, meal solutions, and savory items.
Personalization in nutrition is becoming a significant trend globally, yet the Japanese probiotic market has been slow to fully embrace this concept. Most probiotic products offer generalized benefits rather than targeting individual health needs based on specific microbiome profiles or genetic information.
While awareness of probiotics is growing, there is still a significant gap in consumer education regarding the benefits, proper use, and science behind probiotics. Many consumers have limited understanding of how probiotics work, which strains are most effective, and the differences between various products.
The probiotic market in Japan is subject to complex regulatory requirements and labeling standards. The evolving regulatory landscape can create uncertainties for both consumers and manufacturers, particularly regarding health claims and product efficacy.
As sustainability becomes a more prominent concern for consumers globally, the probiotic food market in Japan has yet to fully address these issues. Many probiotic products still rely on conventional packaging and production methods that may not align with growing consumer expectations for environmental responsibility.
Probiotic products, especially those that are highly specialized or premium, can often be expensive. This cost barrier limits access to probiotics for a significant portion of the population, particularly those with lower incomes.
Market Competitive Landscape
The major global players in the Japan market include Yakult Honsha Co., Ltd., NISSIN FOODS HOLDINGS CO., LTD., Asahi Group Holdings, Ltd., Meiji Holdings Co., Ltd., Morinaga Milk Industry Co., Ltd., Nihon kefir Co., Ltd., Yamato Soysauce & Miso Co., Ltd., Shinsyu-ichi Miso Co., Ltd. and among others.
By Type
Yogurt
Kefir
Sauerkraut
Tempeh
Kimchi
Miso
Kombucha
Others
By Ingredient
Lactobacillus
Streptococcus
Bifidobacterium
Others
By Application
Gastrointestinal Health
Gut Microbiota/Microbiome Balance
Digestion
Constipation
Bloating
Diarrhea
Leaky Gut
Inflammation
Others
Gluten sensitivity
Abdominal Pain
GERD/Helicobacter pylori
Antibiotic-Associated Diarrhea/Post-Antibiotic Treatment
Gut Flora/Gut Microbiome Restoration
Others
Vaginal Health
Urinary Tract Health
Kidney Stones
UTIs
Others
Oral Health
Anti/Healthy Ageing
Allergies/Asthma
Bone & Joint Health
Osteoarthritis
Osteoporosis/Low Mineral Bone Density
Inflammation
Brain/Mental Health
Sleep
Cognition
Mood
Depression
Focus
Cardiovascular Health
Circulation
Energy/Fatigue Reduction
Metabolic Syndrome/Blood Glucose
Liver Health
Energy
Immunity/Respiratory Infections
Nutrient Absorption
Skin-Hair-Nails
Atopic Dermatitis & Eczema
Acne
Rosacea
Hair Growth/Hair Loss
Skin Microbiome
Others
Sports
Women’s Health
Fertility
Menopause
Pregnancy
PCOS
Vaginal Health & Health Vaginal Microbiome
Vaginal Infections (BV/VVC)
Pregnancy Outcomes
Others
Men’s Health & Men's Fertility
Weight Management
Pediatric Health
Colic
Constipation
Regurgitation
Atopic Dermatitis
Others
Others
By Age
Infant
Children
Adults
Seniors
By Distribution Channel
Supermarkets/Hypermarkets
Pharmacies and Drug Stores
Convenience Stores
Online Retailers
Other Distribution Channels
Key Developments
In September 2023, Kaneka Corporation said that they will launch a new individual-serving type of "Pur Natur Organic Yogurt," an organic JAS-certified product launched in March of this year, on October 2. The new product will be sold through Kaneka Foods Corporation, a group company of Kaneka Corporation, at organic specialty stores, supermarkets, home-delivery services and the Kaneka Online Shop.
In June 2021, TCI JAPAN’s SCIENCE OF PROBIOTICS announced the launch of its patented high-efficiency fermentation process, allowing each tiny bottle to contain 100 billion live probiotics, equivalent to the total count in ten typical lactic acid bacteria drinks. This cutting-edge technology ensures that high levels of live bacteria are preserved, offering consumers potent and effective probiotic beverages.
In March 2021, Yakult Honsha is expanding sales of its Yakult 1000 probiotic drink, which features the proprietary Lactobacillus casei strain Shirota. This formulation is designed to relieve stress and enhance sleep quality. The product will be made available across all of Japan, catering to the growing demand for health-focused beverages.
In March 2020, Megmilk Snow Brand launched Nyu-San-Kin Helve, the first yogurt drink designed to reduce allergy symptoms, containing one billion of the probiotic L. helveticus SBT2171 per bottle.
Why Purchase the Report?
To visualize the Japan probiotic food market segmentation based on type, ingredient, application, age and distribution channel, as well as understand key commercial assets and players.
Identify commercial opportunities by analyzing trends and co-development.
Excel data sheet with numerous data points of Japan probiotic food market-level with all segments.
PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
Product mapping available as excel consisting of key products of all the major players.
The Japan probiotic food market report would provide approximately 38 tables, 60 figures and 207 pages.
Target Audience 2024
Manufacturers/ Buyers
Industry Investors/Investment Bankers
Research Professionals
Emerging Companies

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Table of Contents

1. Methodology and Scope
1.1. Research Methodology
1.2. Research Objective and Scope of the Report
2. Definition and Overview
3. Executive Summary
3.1. Snippet by Type
3.2. Snippet by Ingredient
3.3. Snippet by Application
3.4. Snippet by Age
3.5. Snippet by Distribution Channel
4. Dynamics
4.1. Impacting Factors
4.1.1. Drivers
4.1.1.1. Increased Focus on Preventive Health
4.1.1.2. There is a Growing Trend Towards Personalized Nutrition
4.1.2. Restraints
4.1.2.1. Concerns About Potential Risks
4.1.3. Opportunity
4.1.4. Impact Analysis
5. Industry Analysis
5.1. Porter's Five Force Analysis
5.2. Supply Chain Analysis
5.3. Pricing Analysis
5.4. Regulatory Analysis
5.5. DMI Opinion
6. By Type
6.1. Introduction
6.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
6.1.2. Market Attractiveness Index, By Type
6.2. Yogurt*
6.2.1. Introduction
6.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
6.3. Kefir
6.4. Sauerkraut
6.5. Tempeh
6.6. Kimchi
6.7. Miso
6.8. Kombucha
6.9. Others
7. By Ingredient
7.1. Introduction
7.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Ingredient
7.1.2. Market Attractiveness Index, By Ingredient
7.2. Lactobacillus*
7.2.1. Introduction
7.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
7.3. Streptococcus
7.4. Bifidobacterium
7.5. Others
8. Application
8.1. Introduction
8.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
8.1.2. Market Attractiveness Index, By Application
8.2. Gastrointestinal Health*
8.2.1. Introduction
8.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
8.2.3. Gut Microbiota/Microbiome Balance
8.2.4. Digestion
8.2.5. Constipation
8.2.6. Bloating
8.2.7. Diarrhea
8.2.8. Leaky Gut
8.2.9. Inflammation
8.2.10. Others
8.2.10.1. Gluten sensitivity
8.2.10.2. Abdominal Pain
8.2.10.3. GERD/Helicobacter pylori
8.2.10.4. Antibiotic-Associated Diarrhea/Post-Antibiotic Treatment
8.2.10.5. Gut Flora/Gut Microbiome Restoration
8.2.10.6. Others
8.3. Vaginal Health
8.4. Urinary Tract Health
8.4.1. Kidney Stones
8.4.2. UTIs
8.4.3. Others
8.5. Oral Health
8.6. Anti/Healthy Ageing
8.7. Allergies/Asthma
8.8. Bone & Joint Health
8.8.1. Osteoarthritis
8.8.2. Osteoporosis/Low Mineral Bone Density
8.8.3. Inflammation
8.9. Brain/Mental Health
8.9.1. Sleep
8.9.2. Cognition
8.9.3. Mood
8.9.4. Depression
8.9.5. Focus
8.10. Cardiovascular Health
8.11. Circulation
8.12. Energy/Fatigue Reduction
8.13. Metabolic Syndrome/Blood Glucose
8.14. Liver Health
8.15. Energy
8.16. Immunity/Respiratory Infections
8.17. Nutrient Absorption
8.18. Skin-Hair-Nails
8.18.1. Atopic Dermatitis & Eczema
8.18.2. Acne
8.18.3. Rosacea
8.18.4. Hair Growth/Hair Loss
8.18.5. Skin Microbiome
8.18.6. Others
8.19. Sports
8.20. Women’s Health
8.20.1. Fertility
8.20.2. Menopause
8.20.3. Pregnancy
8.20.4. PCOS
8.20.5. Vaginal Health & Health Vaginal Microbiome
8.20.6. Vaginal Infections (BV/VVC)
8.20.7. Pregnancy Outcomes
8.20.8. Others
8.21. Men’s Health & Men's Fertility
8.22. Weight Management
8.23. Pediatric Health
8.23.1. Colic
8.23.2. Constipation
8.23.3. Regurgitation
8.23.4. Atopic Dermatitis
8.23.5. Others
8.24. Others
9. Age
9.1. Introduction
9.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Age
9.1.2. Market Attractiveness Index, By Age
9.2. Infant*
9.2.1. Introduction
9.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
9.3. Children
9.4. Adults
9.5. Seniors
10. Distribution Channel
10.1. Introduction
10.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Distribution Channel
10.1.2. Market Attractiveness Index, By Distribution Channel
10.2. Supermarkets/Hypermarkets*
10.2.1. Introduction
10.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
10.3. Pharmacies and Drug Stores
10.4. Convenience Stores
10.5. Online Retailers
10.6. Other Distribution Channels
11. Sustainability Analysis
11.1. Environmental Analysis
11.2. Economic Analysis
11.3. Governance Analysis
12. Competitive Landscape
12.1. Competitive Scenario
12.2. Market Positioning/Share Analysis
12.3. Mergers and Acquisitions Analysis
13. Company Profiles
13.1. Yakult Honsha Co., Ltd.*
13.1.1. Company Overview
13.1.2. Type Portfolio and Description
13.1.3. Financial Overview
13.1.4. Key Developments
13.2. NISSIN FOODS HOLDINGS CO., LTD.
13.3. Asahi Group Holdings, Ltd.
13.4. Meiji Holdings Co., Ltd.
13.5. Morinaga Milk Industry Co., Ltd.
13.6. Nihon kefir Co., Ltd.
13.7. Yamato Soysauce & Miso Co., Ltd.
13.8. Shinsyu-ichi Miso Co., Ltd. (*LIST NOT EXHAUSTIVE)
14. Appendix
14.1. About Us and Services
14.2. Contact Us