Nutrition Business Journal

Japan: A Market Like No Other

GNG looks at how sales, ingredients, conditions and channels divide up in the Japanese supplement market.

Japan’s supplement market is strikingly different from those in the West, both in terms of sales channels, ingredients and history. The concept of health foods (not ‘supplements’ at that time) was conceived over 40 years ago. Selling began via door-to-door calls and product demonstrations, in addition to the international multilevel marketing channel. The major products were cholorella, royal jelly, ginseng and, for the MLMs, multivitamins/ minerals.

Because there were no regulations

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