ÌÇÐÄÆƽâ°æ

Changing *** was the most common dieting method consumers in Japan have tried, according to a survey conducted in February 2025. Around **** percent of respondents have used supplements to lose weight. With the awareness of lifestyle diseases increasing in Japan, were major reasons for starting a diet.

Marketing to dietary changes

The Japanese diet is considered a healthy one, with a high focus on fermented foods. However, amid a gradual shift from home cooking to prepared meals, only **** of consumers in Japan ate balanced meals daily. Catering to consumers who worry about their eating habits, the food manufacturing industry has been diversifying its product and marketing strategies. Sugar-free versions of snack foods, general foods with adjusted ingredients to be marketed as functional foods, and individual packaging are just a few of the many business strategies to cater to health-conscious consumers.

The many facets of the weight-loss market

Japan’s weight loss market is fractured and made up of various product and service segments that promise slimming effects. While dietary supplements and wellness foods stand out in the product segment, services are highly diversified. Fitness clubs and beauty salons have been longstanding services in the weight-loss market, but digital services have grown popular recently with the integration of health applications on wearable devices and smartphones.