Japan: Probiotic supplements in e-commerce

Strategic Fact Sheets

Published November 2020.With a spectacular rise in the number of customer reviews of 972% between December 2017 to Jan 2020, and 116% in the first half of 2020 alone, the online engagement of Japanese consumers with probiotics is growing from strength to strength. As part of its new series of country fact sheets, Lumina Intelligence looks at the specifics driving this growth in probiotic supplements in Japan.


What this report gives you:

  • Key numbers for Japan, reviews, online engagement and price and how this compares with the rest of the Asian region.
  • An overview on immunity, digestion and  women’s health.
  • Competitive landscape including differentiators; format, dosage, delivery systems.
  • Supply chain – who are the main ingredient suppliers and their partners.
  • Ingredient make up of most reviewed brands, including any pre-biotics.

Quick facts:

  • Japan showing a significant growth of 972% in the period of our research (December 2017 to Jan 2020), but the Japanese consumer is hard to please with an average score of just under 3.98 star ratings of 5.
  • The most engaging category is Kombucha with an average product receiving around 217 reviews.
  • Probiotic supplements targeted to men are the fastest growing within the supplement category in the first half of 2020, with reviews up by 826%.

Preview – 2 slides of 54:


  • Country overview
  • Product analysis by:
    • Target population
    • Format
    • Price
    • Delivery system
  • Health benefit analysis with focus on:
    • Digestion
    • Immunity
    • Women’s health
  • Health claims by:
    • On pack
    • On websites
  • Competitive landscape
  • Supply chain
  • Ingredients by:
    • Species/strains: Generic versus proprietary
    • Prebiotics
    • Dosage
    • Methodology

Got questions about the probiotics market?

We examine the key players, trends and target consumers in over 20 countries, as well as explore how Lumina can help you form a fact-based business strategy.