日本のポストバイオティクス食品サプリメント市場：2024年～2027年

レポート概要

日本のポストバイオティクス食品サプリメント市場は、2023年に30万2,250米ドルを記録し、2027年には48万4,040米ドルに達し、予測期間中（2024年～2027年）にCAGR12.6%で成長すると予測されています。

日本では、健康と食生活を重視する文化が強く根付いており、味噌や納豆のような伝統的な発酵食品が食生活で重要な役割を果たしています。このような歴史的背景が、腸の健康の利点に関する基礎的な理解を育んできました。ポストバイオティクスは新しい概念であり、消費者が消化器系の健康を増進するための高度な解決策を求めるにつれて、支持を集め始めています。

ポストバイオティクス市場は、メーカーが様々な製剤や送達方法を模索する中で技術革新を目の当たりにしています。ポストバイオティクスは栄養補助食品や機能性食品に組み込まれつつあり、健康志向の消費者に対応するために先進的な製剤を開発している企業もあります。例えば、東京に本社を置くキリンは2023年8月、免疫ケア用ポストバイオティクス飲料の低カロリー版を発売し、カロリーを50%削減しました。この新処方は、味はそのままに、健康志向の消費者にアピールすることを目的としています。

市場促進要因

ポストバイオティクスに対する意識の高まり

日本には、特にプロバイオティクス特性で知られる味噌、納豆、漬物などの伝統的な発酵食品を通じて、食生活の健康に長年重点を置いてきた文化があります。このような歴史的背景が、腸の健康に対する意識を高める基盤を作り上げてきました。最近では、この意識はプロバイオティクスだけでなく、その潜在的な健康効果が認識されつつあるポストバイオティクスにも広がっています。

ポストバイオティクスは、乳児栄養、スキンケア、体重管理などの分野で人気を博しており、その市場範囲をさらに拡大しています。こうした関心の高まりが技術革新と製品開発に拍車をかけ、ポストバイオティクス市場の急速な拡大に寄与しています。2024年6月、日本の和田カルシウム製薬は、高齢者の骨と免疫の健康維持をターゲットにした新しい機能性表示食品（FFC）を発売しました。これにはキリンのラクトコッカス・ラクティス株製剤（LC-プラズマ）とマルトビオン酸カルシウムが配合されています。

可処分所得の増加

可処分所得が増加するにつれて、日本の消費者は健康志向が高まるだけでなく、特定の健康効果が期待できる製品への投資意欲も高まっています。ポストバイオティクスは、サプリメントの新規かつ先進的なカテゴリーとして、腸の健康と全体的な健康の増進を目指す人々にとって価値ある投資と見なされるようになっています。

さらに、経済協力開発機構（OECD）によると、日本の1人当たり平均世帯純調整可処分所得は年間2万8,872米ドルで、OECD平均の年間3万490米ドルを下回っています。雇用に関しては、日本では15～64歳までの約77％が有給の仕事に就いており、OECDの雇用平均の66％を上回っています。男性の約84%が有給の仕事に就いているのに対し、女性は71%です。日本では、OECD平均の10％よりも多くの従業員が長時間労働をしています。

可処分所得が増加するにつれ、ウェルネスとセルフケアを重視するライフスタイルへのシフトが見られます。日本の消費者は、腸の健康や身体機能全般を高める製品を含め、長期的な健康をサポートする製品をますます求めるようになっています。的を絞った健康効果を提供し、こうしたウェルネス動向に合致するポストバイオティクスは、ウェルネスプログラムや健康志向のライフスタイルでますます取り上げられるようになっています。

市場抑制要因

限られた製品供給

ポストバイオティクスはサプリメント業界では比較的新しいカテゴリーであり、プロバイオティクスやプレバイオティクスのような定評のある製品に比べ、日本での市場浸透はまだ限定的です。多くの消費者は、日用サプリメントから機能性食品や飲食品に至るまで、店頭で多種多様なプロバイオティクスやプレバイオティクスの選択肢を目にすることに慣れています。対照的に、ポストバイオティクスはまだ同じレベルの知名度や入手可能性を獲得していません。

加えて、日本では健康補助食品の流通網が高度に発達していますが、消費者の需要が確立している製品に主に焦点を当てています。しかしポストバイオティクスは、特に棚スペースが競合関係にあり、馴染みのある需要の高い製品に支配されがちな従来の小売環境では、広く流通しない可能性があります。広範な流通がないため、消費者がポストバイオティクスの選択肢に触れる機会が限られてしまう可能性があります。

目次

第1章 調査手法と調査範囲

第2章 定義と概要

第3章 エグゼクティブサマリー

第4章 市場力学

• 影響要因
  • 促進要因
    • ポストバイオティクスに対する意識の高まり
    • 可処分所得の増加
  • 抑制要因
    • 限られた製品供給
  • 機会
  • 影響分析

第5章 産業分析

• ポーターのファイブフォース分析
• サプライチェーン分析
• 価格分析
• 規制分析
• DMIの見解

第6章 製品別

• 粉末ポストバイオティクス
• カプセル/錠剤ポストバイオティクス
• その他

第7章 用途別

• 消化器系の健康
• 免疫サポート
• 皮膚の健康
• 体重管理
• その他

第8章 流通チャネル別

• スーパーマーケット/ハイパーマーケット
• 薬局・ドラッグストア
• コンビニエンスストア
• オンライン小売業者
• その他の流通チャネル

第9章 タイプ別

• 短鎖脂肪酸
• トリブチリン
• その他

第10章 持続可能性分析

• 環境分析
• 経済分析
• ガバナンス分析

第11章 競合情勢

• 競合シナリオ
• 市況/シェア分析
• M&A分析

第12章 企業プロファイル

• CUMEC
  • 会社概要
  • 製品ポートフォリオと概要
  • 財務概要
  • 主な発展
• Kirin Holdings Company, Limited

第13章 付録

Report Overview

The Japan Postbiotic Food Supplement market recorded a value of US$ 302.25 thousand in 2023 and is expected to reach a value of US$ 484.04 thousand in 2027, growing at a CAGR of 12.6% during the forecast period (2024-2027).

In Japan, there is a strong cultural emphasis on health and dietary practices, with traditional fermented foods like miso and natto playing a significant role in the diet. This historical context has fostered a foundational understanding of the benefits of gut health. Postbiotics, being a newer concept, are beginning to gain traction as consumers seek advanced solutions to enhance their digestive health.

The postbiotic market is witnessing innovation as manufacturers explore various formulations and delivery methods. Postbiotics are being integrated into dietary supplements and functional foods, with some companies developing advanced formulations to cater to health-conscious consumers. For instance, in August 2023, Kirin, a Tokyo-based company, launched a lower-calorie version of its immune care postbiotic drink, reducing calories by 50%. The new formula aims to appeal to health-conscious consumers while maintaining the same taste.

Market Drivers

Rising Awareness of Postbiotics

Japan has a long-standing cultural emphasis on dietary health, particularly through traditional fermented foods like miso, natto, and pickles, which are known for their probiotic properties. This historical context has created a foundation for a heightened awareness of gut health. Recently, this awareness has expanded to include not only probiotics but also postbiotics, which are becoming increasingly recognized for their potential health benefits.

Postbiotics are gaining popularity in sectors like infant nutrition, skincare, and weight management, further expanding their market reach. This growing interest is fueling innovation and product development, contributing to the rapid expansion of the postbiotics market. In June 2024, Japan's Wada Calcium Pharmaceutical launched a new Foods with Function Claims (FFC) targeted at supporting bone and immune health in older adults. It has Kirin's Lactococcus lactis strain pharma (LC-plasma) and calcium maltobionate.

Rising Disposable Incomes

With more disposable income, Japanese consumers are not only more health-conscious but also more willing to invest in products that promise specific health benefits. Postbiotics, as a novel and advanced category of supplements, are increasingly seen as a worthwhile investment for those looking to enhance gut health and overall well-being.

Moreover, according to Organization for Economic Cooperation and Development (OECD), stated that, in Japan, the average household net-adjusted disposable income per capita is USD 28 872 a year, less than the OECD average of USD 30 490 a year. In terms of employment, about 77% of people aged 15 to 64 in Japan have a paid job, above the OECD employment average of 66%. Some 84% of men are in paid work, compared with 71% of women. In Japan, more employees work very long hours in paid work than the OECD average of 10%.

As disposable incomes rise, there is a corresponding shift towards a lifestyle that emphasizes wellness and self-care. Japanese consumers are increasingly seeking out products that support long-term health, including those that enhance gut health and overall bodily function. Postbiotics, which offer targeted health benefits and align with these wellness trends, are increasingly featured in wellness programs and health-conscious lifestyles.

Market Restraints

Limited Product Availability

Postbiotics are a relatively new category in the supplement industry, and their market penetration in Japan remains limited compared to well-established products like probiotics and prebiotics. Many consumers are accustomed to seeing a wide variety of probiotic and prebiotic options in stores, from daily supplements to functional foods and beverages. In contrast, postbiotics have not yet achieved the same level of visibility or availability.

Additionally, the distribution networks for health supplements in Japan are highly developed, but they are predominantly focused on products with established consumer demand. Postbiotics, however, may not be widely distributed, especially in traditional retail settings where shelf space is competitive and often dominated by familiar, high-demand products. The lack of extensive distribution can limit consumer exposure to postbiotic options.

Segment Analysis

The Japan postbiotic food supplement market is segmented based on product, application, distribution channel, and type.

Rising Emphasis on Gut Health

In Japan, the postbiotic supplement market is experiencing notable growth, with gut health playing a significant role. This trend is driven by increasing consumer awareness of the benefits of gut health for overall well-being, including immunity, digestion, and mental health. Postbiotics, which are the byproducts of probiotic activity, have gained attention for their potential to enhance gut health without the need for live bacteria.

Japan's aging population is particularly interested in gut health, as it is closely linked to longevity and disease prevention. Additionally, the Japanese market values science-backed, functional foods and supplements, making postbiotics an appealing option. The demand for gut health supplements is further fueled by the rising interest in preventive healthcare, convenience in supplement form, and the integration of traditional Japanese dietary habits with modern scientific advancements.

Sustainability Analysis

As awareness of the environmental impact of food production increases, manufacturers are focusing on sustainable sourcing of raw materials, prioritizing natural and organic ingredients. The fermentation processes used to produce postbiotics often generate less waste compared to traditional supplement manufacturing, contributing to a lower carbon footprint.

Additionally, many companies are adopting eco-friendly packaging solutions to minimize plastic use and enhance recyclability. The emphasis on transparency and traceability in the supply chain is also gaining traction, as consumers seek products that align with their values. Furthermore, Japan's regulatory framework encourages the development of sustainable practices within the food and supplement industry, promoting innovation in eco-friendly technologies.

Unmet Needs

One of the primary unmet needs in the Japanese postbiotic food supplement market is the lack of widespread consumer awareness and understanding of postbiotics. While probiotics and prebiotics are relatively well-known, postbiotics remain less familiar to many consumers. There is a need for more comprehensive educational efforts to explain what postbiotics are, their unique benefits, and how they differ from probiotics and prebiotics.

The postbiotic market in Japan is still in its nascent stages, and there is a relative scarcity of robust scientific research and clinical evidence supporting the health benefits of postbiotics. Many consumers and healthcare professionals rely heavily on scientific validation when considering new supplements.

Market Competitive Landscape

The major players in the market include CUMEC and Kirin Holdings Company, Limited.

By Product

Powder Postbiotics

Capsule/Tablet Postbiotics

Others

By Application

Digestive Health

Immune Support

Skin Health

Weight Management

Others

By Distribution Channel

Supermarkets/Hypermarkets

Pharmacies and Drug Stores

Convenience Stores

Online Retailers

Others

By Type

Short-Chain Fatty Acids

Tributyrin

Others

Key Developments

In May 2024, Mars City Design and Innovation Labo Tokyo partnered to create a superfood supplement for space as part of the Astrobiome Space Project, focusing on space medicine and culinary innovations for future space travel. Their new postbiotic metabolite supplement draws inspiration from Japan's centenarian population, aiming to enhance health and longevity in challenging environments.

Why Purchase the Report?

To visualize the Japan postbiotic food supplement market segmentation based on product, application, distribution channel, and type 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 postbiotic food supplement 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 postbiotic food supplement report would provide approximately 18 tables, 27 figures and 180 pages.

Target Audience 2024

Manufacturers/ Buyers

Industry Investors/Investment Bankers

Research Professionals

Emerging Companies

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 Product
• 3.2. Snippet by Application
• 3.3. Snippet by Distribution Channel
• 3.4. Snippet by Type

4. Dynamics

• 4.1. Impacting Factors
  • 4.1.1. Drivers
    • 4.1.1.1. Rising Awareness of Postbiotics
    • 4.1.1.2. Rising Disposable Incomes
  • 4.1.2. Restraints
    • 4.1.2.1. Limited Product Availability
  • 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 Product

• 6.1. Introduction
  • 6.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Product
  • 6.1.2. Market Attractiveness Index, By Product
• 6.2. Powder Postbiotics*
  • 6.2.1. Introduction
  • 6.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
• 6.3. Capsule/Tablet Postbiotics
• 6.4. Others

7. By Application

• 7.1. Introduction
  • 7.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
  • 7.1.2. Market Attractiveness Index, By Application
• 7.2. Digestive Health*
  • 7.2.1. Introduction
  • 7.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
• 7.3. Immune Support
• 7.4. Skin Health
• 7.5. Weight Management
• 7.6. Others

8. By Distribution Channel

• 8.1. Introduction
  • 8.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Distribution Channel
  • 8.1.2. Market Attractiveness Index, By Distribution Channel
• 8.2. Supermarkets/Hypermarkets*
  • 8.2.1. Introduction
  • 8.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
• 8.3. Pharmacies and Drug Stores
• 8.4. Convenience Stores
• 8.5. Online Retailers
• 8.6. Other Distribution Channels

9. By Type

• 9.1. Introduction
  • 9.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
  • 9.1.2. Market Attractiveness Index, By Type
• 9.2. Short-Chain Fatty Acids*
  • 9.2.1. Introduction
  • 9.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
• 9.3. Tributyrin
• 9.4. Others

10. Sustainability Analysis

• 10.1. Environmental Analysis
• 10.2. Economic Analysis
• 10.3. Governance Analysis

11. Competitive Landscape

• 11.1. Competitive Scenario
• 11.2. Market Positioning/Share Analysis
• 11.3. Mergers and Acquisitions Analysis

12. Company Profiles

• 12.1. CUMEC*
  • 12.1.1. Company Overview
  • 12.1.2. Type Portfolio and Description
  • 12.1.3. Financial Overview
  • 12.1.4. Key Developments
• 12.2. Kirin Holdings Company, Limited (*LIST NOT EXHAUSTIVE)

13. Appendix

• 13.1. About Us and Services
• 13.2. Contact Us