Japanese wellness industry driven by the rise in healthy television advertisements

Press Release   •   Nov 06, 2013 15:13 GMT

Consumers within the Japanese wellness market have become more and more concerned about their health conditions over the past four years.

With the metabolic syndrome checking system being introduced in 2008, consumers became more aware of lifestyle diseases and better early prevention. In order to prevent metabolic syndrome, increasing numbers of consumers started to work out more regularly.

At the same time, consumers' awareness towards eating habits grew. They became more concerned about the amount of fat and sugar they take in and how to limit the absorption of fat from food. The growing health concern amongst consumers pushed up the sales of health and wellness products in 2012.

Japan's population is aging faster than anywhere else in the world. Senior consumers are interested in maintaining a healthy lifestyle, and spend a significant amount of money on health foods, exercise and supplements.

The number of people aged 65 and over is expected to increase from 30.8 million in 2012 to 35 million in 2017. In the meantime, the government is strengthening the education about locomotive syndrome, a condition which results from the weakening of joints and muscles.

Since locomotive syndrome can strike any elderly person who has a specific physical weakness including wasted muscles, consumer awareness towards locomotive syndrome is expected to be higher amid the growing ageing population.

Two major health booms were triggered by television programmes in 2012. One was a pro/pre biotic yoghurt boom and the other was a tomato juice boom.

Whilst yoghurt had long been believed by Japanese consumers to improve digestive health, the programmes that reported more varied health benefits of pro/pre biotic yoghurt such as boosting immunity and helping to prevent the onset of influenza changed consumers' perception towards yoghurt and made more consumers eat yoghurt more regularly.

Another programme reported tomato juice can help burn fat and have a positive effect on metabolic syndrome, which encouraged consumers to purchase tomato juice, whose sales had remained static for long.

For more information on the Japanese wellness industry, see the latest research: Wellness Market Research

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