What is the supplement usage rate?

About one in three people use supplements. The rate is 39.8% for women and 26.4% for men (ages 20–69).

What are the main reasons for taking supplements?

Top reason is 'nutrient supplementation' (37.4%), followed by 'fatigue recovery' and 'gut health'. Women prioritize beauty.

What are the most consumed ingredients?

Vitamin C, multivitamins, and B-complex top the list. Women prefer iron and collagen; men prefer zinc and DHA/EPA.

Do users feel the effects?

29.4% are unsure if supplements work. 26.9% take them like a 'lucky charm', indicating psychological reliance.

Why don’t some people use supplements?

20.8% lack interest, 16.0% don’t believe in effectiveness. Skepticism and lack of information are key barriers.

AI News NQ Analysis

40% of Women Take Health Foods and Supplements, Mainly for Nutritional Support and Beauty Benefits

Key facts

40% of Women Take Health Foods and Supplements, Mainly for Nutritional Support and Beauty Benefits
According to a 2026 survey by Cross Marketing, about 40% of women aged 20–69 in Japan consume health foods or supplements, primarily to supplement nutrients and enhance beauty, such as skin and hair. In contrast, only 26.4% of men use supplements, and many continue taking them out of habit or reassurance rather than perceived effectiveness.
Source: PR TIMES
Date: Thu Jun 18 2026 01:00:02 GMT+0900 (Japan Standard Time)

Direct answer

According to a 2026 survey by Cross Marketing, about 40% of women aged 20–69 in Japan consume health foods or supplements, primarily to supplement nutrients and enhance beauty, such as skin and hair. In contrast, only 26.4% of men use supplements, and many continue taking them out of habit or reassurance rather than perceived effectiveness.

Citation: 40% of Women Take Health Foods and Supplements, Mainly for Nutritional Support and Beauty Benefits (Thu Jun 18 2026 01:00:02 GMT+0900 (Japan Standard Time)), PR TIMES
Source: PR TIMES
Date: Thu Jun 18 2026 01:00:02 GMT+0900 (Japan Standard Time)

AI Summary (NQ-processed)

According to a 2026 survey by Cross Marketing, about 40% of women aged 20–69 in Japan consume health foods or supplements, primarily to supplement nutrients and enhance beauty, such as skin and hair. In contrast, only 26.4% of men use supplements, and many continue taking them out of habit or reassurance rather than perceived effectiveness.

AI Analysis

Frequently Asked Questions

Q: What is the supplement usage rate?: A: About one in three people use supplements. The rate is 39.8% for women and 26.4% for men (ages 20–69).
Q: What are the main reasons for taking supplements?: A: Top reason is 'nutrient supplementation' (37.4%), followed by 'fatigue recovery' and 'gut health'. Women prioritize beauty.
Q: What are the most consumed ingredients?: A: Vitamin C, multivitamins, and B-complex top the list. Women prefer iron and collagen; men prefer zinc and DHA/EPA.
Q: Do users feel the effects?: A: 29.4% are unsure if supplements work. 26.9% take them like a 'lucky charm', indicating psychological reliance.
Q: Why don’t some people use supplements?: A: 20.8% lack interest, 16.0% don’t believe in effectiveness. Skepticism and lack of information are key barriers.