Functional Health Food Market Accelerates, Cross-Border E-Commerce Becomes a New Growth Engine

Rapid Market Expansion

According to data from leading research institutions, Japan’s dietary supplements market was valued at approximately USD 3.1 billion in 2024 and is expected to grow at a compound annual growth rate (CAGR) of 6.86%, reaching nearly USD 6 billion by 2034.

This strong growth is driven by Japan’s rapidly aging population, rising health-prevention awareness, and ongoing innovation in functional ingredients that enable greater product differentiation.

Meanwhile, Japan’s cross-border e-commerce sector is also showing robust momentum. Reports indicate that the market size reached USD 5.329 billion in 2023 and is projected to expand to USD 8.44 billion by 2032, representing a CAGR of 6.9%.

In addition, the cross-border e-commerce logistics market in Japan is forecast to reach USD 5.87 billion by 2025, climbing further to USD 7.47 billion by 2030.

Dual Growth Drivers: Functional Health Foods × Cross-Border E-Commerce

The convergence of these two trends is creating unprecedented opportunities for functional food brands and cross-border service providers:

Product-side advantages: Functional health foods are becoming increasingly differentiated and science-based, with strong demand from aging populations. This opens new space for the export of high-quality, high-value products.

Channel-side growth: With improvements in cross-border logistics and payment infrastructure, Japanese brands and the “Made in Japan” label continue to enjoy strong trust among overseas consumers—particularly across China and Southeast Asia.

Value-chain integration: Companies can now enhance competitiveness not only through technology and formulation innovation, but also by leveraging cross-border e-commerce platforms to reach global consumers directly.

Opportunities for Compliance-Driven, Resource-Integrated Enterprises

For companies like ours—equipped with full compliance and resource capabilities—this is an exceptional market window. Key advantages include:

Holding official manufacturing and export licenses in Japan;

Extensive experience in functional food and OTC product exports;

End-to-end expertise in cross-border e-commerce, logistics, customs clearance, and trademark/IP management.

Such enterprises can provide clients with a one-stop solution, covering product selection, regulatory assessment, export logistics, brand authorization, and sales channel integration.

Our Perspective and Actions

As a Japan-based global service and trading company, Chiundo Co., Ltd. is actively positioning itself to lead in this evolving landscape. Our strategic focus includes:

1.Monitoring ingredient trends and regulatory changes in functional health foods to help partners identify product innovation opportunities in advance.

2.Leveraging Japan’s manufacturing and brand strengths to support overseas distributors and e-commerce partners in entering the Chinese, Southeast Asian, and Western markets more efficiently.

3.Enhancing cross-border e-commerce capabilities, including logistics optimization, customs compliance, overseas warehousing, and localized digital marketing, to accelerate global market entry.

Looking ahead, as consumers place greater emphasis on health, functionality, and trusted brand credentials, and as cross-border e-commerce continues to mature, the globalization of functional health foods—and Japan’s role as a premium manufacturing base—will keep expanding.

Chiundo Co., Ltd. will continue to share insights, foster international collaboration, and provide forward-looking support to our partners as we navigate the next phase of global growth in the health industry.