New Lifestyle Scenes: One-Third of Our Lives Are Spent in Dreams

1. Introduction

Concerns about COVID-19 infection led to the incorporation of mask wearing, hand washing, gargling, hand sanitizing, and various other preventive actions into our daily lives. Then, a few months after the initial outbreak of the new coronavirus in Japan, it became difficult for people to receive medical care even for fevers caused by the common cold, and it wasn’t long before the desire to avoid getting COVID-19 evolved into a desire to avoid hospital care – i.e., to avoid contracting any sort of illness as much as possible.

This mindset was also reflected in the growth of interest in low-impact indoor exercise for the purpose of reducing inactivity and strengthening the immune system, and in the growth of the market for protein and dietary supplements. These trends were driven by a desire for “accessible health” that can be achieved through daily efforts, such as simple exercise routines, with the help of supplements and proteins.

Another problem that arose with the pandemic was the stress caused by adapting to a new lifestyle as people were forced to work and study from home and refrain from going out for shopping and other activities. The increase in telecommuting and online schooling led to an increase in home dining occasions. In addition to breakfast and dinner, “lunch” was added to the list of meals that needed to be prepared. With the shift from suits and school uniforms to working and studying in plain clothes, some people also experienced increases in laundry load and frequency. At a time when dual-income households are becoming more common and people are constantly seeking ways to save time and simplify their lives, stress levels were amplified not only by concerns about infection but also by the increase in household chores. This increase in stress led to a shift in people’s attention from “physical health” to “mental and physical wellness”.

2. The Health Food Market: A Challenge with Great Potential in the Midst of Population Decline

What changes are taking place in the health food market in response to this increase in health consciousness? Let’s take a look at the trends based on our tracking survey on health care (*1).
The 2022 health food/supplement market is valued at 1,372.9 billion yen, and the women’s market (814.2 billion yen) is 1.4 times larger than the men’s market. In addition, a look at the age composition shows that middle-aged and senior consumers in their 50s to 70s account for nearly 70% of the market for both men and women. (Fig.1)

Fig.1

The large number of middle-aged and senior people in this market indicates that they are trying proactively to counteract the irresistible effects of aging not only through diet and exercise, but also through health foods and supplements. Aging is something that everyone is acutely aware of, and awareness and symptoms of aging increase with each passing year, suggesting that this is a market that can be expected to grow.

Let’s take a look at the findings of the same survey on spending per person and the changes in spending over time.
Mapping of the annual spending and no. of purchases by gender and age shows that regardless of gender, the 40s and older segments are positioned in the upper right, and spending increases with age along with the number of purchasers. While those in their 40s spend about ¥20,000 to ¥25,000 per year, the 60s segment spends about ¥40,000 per year. (Fig.2)

Fig.2

3. Two Reminders of “Health” in Daily Life

Next, let’s look at a spending amount-based ranking of market growth potential, and consider the markets with the greatest growth potential. (Fig.3)

Fig.3

“Joint health” comes in at No. 1, attesting to the size of the market for health food and supplements that aim to relieve pain in knee joints and shoulders. Knee joint pain is a symptom that many people suffer from as they age, and appears to be a common affliction. This is why you may have seen many commercials for this type of supplement on BS TV broadcasts, and many of you may also be familiar with their jingles. The joint pain that occurs when walking up and down stairs is a daily reminder of the deterioration that comes with aging. Moreover, the ability to walk brings the joy of being able to go wherever one wants to go at any time. Due to such feelings, it is the wish of many people to have age-defying “healthy joints”, not only in their knees and shoulders, and this desire appears to be shaping the market.

Moving slightly down the ranking, the fast-growing “Insomnia and sleep disorder measures” category is also worthy of attention. Sleep is another means by which we experience our health condition on a daily basis. A good night’s sleep is a sign of good health and an important component of a healthy life. While many older people seem to have trouble falling asleep at night and wake up early in the morning, it seems that middle-aged people commonly experience sleep problems due to work, childcare worries, and stress. In addition, many young people appear to be experiencing sleep disorders due to stress caused by daily studies and exams, and also due to excessive use of smartphones. (*1, *2)

Last year, health benefits such as “body fat control” – epitomized by the use of the term “pandemic weight gain” – were the focus of attention and saw significant growth, but this year, attention seems to be shifting to more proactive health benefits such as “joint health”. The ability to walk (with little joint pain) and get a good night’s sleep – what two activities better symbolize what it means to feel healthy on a daily basis? Going forward, this trend toward the use of health foods and supplements to alleviate symptoms or slow the progression of health issues before a doctor is required seems likely to intensify, leading to further market growth.

Fig.4

4. In Search of “Quality Sleep”: Ingredients That Are Attracting Attention

Let’s take a look at who is seeking “quality sleep” and what kind of ingredients people are interested in. Fig.5 shows the findings of a survey on health foods and supplements for insomnia and sleep disorders.

Fig.5

Based on the current purchase status, the manifest market (the market that currently purchases health food supplements) is estimated to be 20.9 billion yen (132% of the previous year’s level). Moreover, the potential market, estimated based on “intent to purchase over the next year”, is 50.6 billion yen, indicating a growth potential of 242%. This means that while many people have sleep-related concerns, taking steps to address them with health foods and supplements is not yet common, and if those who are interested in purchasing these products can be encouraged to do so, there is still plenty of room for growth.

Ingredients that are attracting attention include “Lactic acid bacteria//Bifidobacterium”, “GABA”, and “Glycine”. Recently, due to reviews and testimonials to the effect that it helps improve sleep quality, a certain lactobacillus beverage has seen a significant increase in sales, and this has been reported in various news outlets. Many of you may have heard about this product as it is still hard to find.

The largest user segments are men in their 40s and women in their 50s, many of whom are probably finding it hard to get a good night’s sleep due to daily stress and aging. At the same time, there are also many senior as well as young users, indicating that “high quality sleep” is sought by all age groups.

5. In Conclusion

In this article, we looked at the numbers to see how the growth of health consciousness is reflected in the health food and dietary supplement market. What the findings show is that people are not seeking grandiose health benefits, but rather the ability to walk freely and sleep well – i.e., basic health benefits that can be experienced on a day-to-day basis.

“Life with COVID-19” seems likely to shift to a new phase, but where is this heightened interest in healthy activities headed? While restrictions on activities showed an unwavering desire to experience basic health benefits such as the ability to walk about freely, eat tasty foods, and get a good night’s sleep, it seems likely that, having realized the importance of these things, we will seek them out all the more strongly. Given these circumstances, companies should seize this opportunity to communicate the benefits of health foods and supplements to those who are experiencing problems such as joint pain and insomnia but do not yet have a good understanding and have not yet taken action.

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*1 Ministry of Health
Labour and Welfare e-HealthNet > Rest & Mental Health > Sleep and Health

*2 Smart Life Project Office (Health Division, Health Service Bureau, Ministry of Health, Labour and Welfare)
“We Asked the Experts: Sleep Trivia You Can Put to Use Today”

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