South Korean brands eye Japanese market as demand for personalised nutrition grows

This surge in interest is largely driven by a growing focus on natural ingredients.

South Korean health and beauty companies are strategically targeting the Japanese market as it increasingly turns to personalised nutrition.

Japan’s consumer health sector is expected to grow at a 6 to 7% compound annual growth rate from 2023 to 2028.

Mani Bhushan Shukla, consumer analyst at GlobalData, noted that personalised nutrition now extends beyond functional foods to include products tailored to specific medications.

“Manufacturers are increasingly formulating products tailored to specific medications consumers are taking, addressing the nutritional requirements that accompany these treatments,” he said.

Busy Japanese consumers are looking for convenient food and drink options, with 66% prioritising products that fit their time and budget constraints, according to GlobalData’s Q2 2024 survey. 

Mariko Kadosaka, key account director at GlobalData Japan, added that 38% of Japanese consumers are influenced by how products affect their health.

The survey also showed that 45% of Japanese consumers closely scrutinise food and drink ingredients. Traditional large containers of protein products, common in Japan, can be inconvenient. This has led to a growing preference for single-serving formats, which are easier to use and dispose of, particularly in settings like gyms and workplaces. 

Additionally, South Korean protein powders, known for their easy-to-use single-serve pouches and appealing designs, are gaining traction.

“The South Korean health and beauty industry has gained worldwide recognition for its pursuit of quality. Through meticulous control of procurement, processing, and production systems, as well as the implementation of stringent quality assurance protocols,” said Kadosaka.