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As a leading market for personal nutrition products, Japan offers valuable insights into this emerging category. Explore Japanese consumers’ interest in customized foods and beverages, the health concerns driving this interest, and innovative personalized nutrition brands in Japan.
The global $5.59 billion personalized nutrition market is forecast to grow at a CAGR of 9.3% between 2018 and 2026 to reach $11.35 billion.1 Asia has become the region to watch for personalized nutrition due to a growing aging population combined with consumers’ rising awareness of the connection between diet and health. In fact, Nestlé chose Japan as the location to pilot its first personalized nutrition program—a program that provides DNA testing and nutrition services to about 100,000 Japanese participants.2
Research shows that more than half of Japanese consumers think genetics have an impact on health, with 53% agreeing or strongly agreeing that “DNA and genes influence the risk of illness and diseases.”3 In addition, half of Japanese consumers are aware of genetic testing, and nearly one in five have already done research into their genetics.4
Taking a proactive approach to health and learning if they might be at risk of a health problem later in life are the top reasons for doing research into their genetics (tied at 83%).5 For Japanese consumers willing to use nutrition genetic testing, in particular, the top reason cited is to stay healthy as they get older (89%), followed by improving immunity and heart health (tied at 77%).6
The high awareness among Japanese consumers of the connection between genetics and health and the growing interest in nutrition genetic testing indicate a key opportunity for personalized nutrition services and products. In fact, 55% of Japanese consumers say they’re interested in food and beverage products that are customized to meet their individual nutrition needs, with improving immunity (79%) and healthy aging (75%) again emerging as top drivers.7 Preferred categories for customized products include yogurt (63%), high protein foods and beverages (60%), juice (59%), and biscuits/cookies (58%).8
An exciting part of Nestlé’s new strategy as a nutrition, health, and wellness company has included advancing the personal nutrition space through its Wellness Ambassador program in Japan. This program, which launched in 2018, provides dietary guidance and personalized supplements based on the results of DNA and blood testing, as well as meal photos uploaded by the consumer through an app. A subscription costs about $600 per year and gives participants access to personalized capsules to make teas, smoothies, and snacks.
More recently, Japanese cosmetics and supplement company FANCL has entered the personal nutrition space with its supplement service Personal One. FANCL made the move after observing the rising demand for healthy aging supplements in Japan. Personal One targets health-conscious consumers in their 50s and 60s and determines a consumer’s optimal supplement based on results from an online questionnaire and urinalysis. The supplements address vitamin and mineral needs, as well as the consumer’s specific health concerns such as eye problems, fatigue, or beauty.
Today’s personalized nutrition companies largely rely on questionnaires in conjunction with DNA, blood, urine, or stool testing. However, as technology evolves, real-time nutrition testing will offer an even more precise way to assess consumers’ personalized nutrition needs. When asked about potential interest in chip-enabled skin patches that could monitor and provide real-time information on when to increase the intake of different nutrients, 55% of Japanese consumers found the concept somewhat or very appealing.9
Personalized nutrition holds tremendous appeal. It addresses consumers’ growing interest in a healthy lifestyle, as well as the preference for products and services customized to meet their unique needs. For brands interested in exploring the rapidly growing personalized nutrition space, ingredients like Glanbia Nutritionals’ dairy-based proteins and bioactive ingredients along with custom premix solution services, make it easy to get started.
Contact Glanbia Nutritionals to learn more about developing personalized nutrition products for the Japanese market and beyond.