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: June 18, 2026
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 (June 18, 2026), PR Times
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 Analyzed: June 18, 2026 at 16:02 (23h 44m after Collected)
Cross Marketing Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; President and CEO: Mikito Igarashi) conducted a nationwide survey titled 'Survey on Health Foods and Supplements (2026)' targeting men and women aged 20 to 69. The health food and supplement market is expanding rapidly, with a surge in product variety. Beyond traditional tablets and capsules, convenient formats such as gummies and jellies are increasingly available. This survey examined actual usage patterns, purposes, ingredients consumed, and the attitudes of both users and non-users.
◆ For more survey results, visit:
https://www.cross-m.co.jp/report/trend-eye/20260617supplement
■ Survey Results
Approximately one in three people uses health foods or supplements.
The usage rate among men is 26.4%, while among women it is 39.8%, showing a 13.4 percentage point gap. By age group, usage is highest among those in their 30s and 40s, and lowest among those in their 20s.
Regarding dosage forms, 'tablet type' accounts for 58.8%, overwhelmingly dominant.
Formats such as 'gummy type' and 'jelly type' remain in the single digits, though a certain number of respondents consume edible forms.
The top reason for use is 'to supplement nutrients lacking in diet' at 37.4%, followed by 'to recover from fatigue or tiredness' and 'to improve gut health'.
For women, 'beauty purposes such as skin and hair' ranks second.
The most consumed ingredients are vitamin C, multivitamins/multimineral, and B-complex vitamins, which top the list.
Men show higher consumption of 'multivitamins/multimineral', 'zinc', and 'DHA/EPA', while women prefer 'vitamin C', 'iron', and 'collagen'. Significant gender differences are observed in ingredient preferences.
Among supplement users, 29.4% said, 'Honestly, I don’t really know if they’re effective.'
26.9% stated, 'I don’t feel the effects, but I take them like a good-luck charm,' and 14.8% said, 'I continue taking them without much thought.' This suggests that continued use is driven more by habit and reassurance than by perceived effectiveness.
Among non-users, 'not very interested in supplements' was the most common reason at 20.8%, followed by 'don’t believe they are truly effective' at 16.0%.
■ Survey Items
□ Demographic questions
□ Usage status and dosage forms of health foods and supplements
□ Reasons for use
□ Ingredients consumed
□ User attitudes
□ Non-user attitudes
◆ Download the cross-tabulation tables here:
https://www.cross-m.co.jp/report/trend-eye/20260617supplement
■ Survey Overview
Method: Internet research (using Cross Marketing’s self-administered survey tool 'QiQUMO')
Region: All 47 prefectures nationwide
Target: Men and women aged 20–69
Period: June 12 (Fri) – 13 (Sat), 2026
Valid responses: 1,100 samples
* Due to rounding, percentages may not total exactly 100%.
【Company Overview】
Company: Cross Marketing Co., Ltd. https://www.cross-m.co.jp/
Headquarters: 24F, Tokyo Opera City Tower, 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo
Founded: April 1, 2003
Representative: President and CEO Mikito Igarashi
Business: Marketing research services and related consulting
◆ Media Inquiries ◆
Marketing Department, Public Relations
Cross Marketing Co., Ltd.
TEL: 03-6859-1192 FAX: 03-6859-2275
E-mail: pr-cm@cross-m.co.jp
≪Credit Request for Quotation and Reproduction≫
When quoting or reproducing this release, please clearly credit the source as follows:
'According to a survey conducted by Cross Marketing, a marketing research company...'
FAQ
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.