Nutrients that people are prioritizing for health in Japan

From protein to vitamin C, it seems like lots of people here are paying attention to the nutrients they consume, with factors like health and immunity among their main motivations. A survey by MyVoiceCom, conducted online from September 1st to 7th, 2026, gathered responses from 10,735 people about health-benefiting ingredients and their dietary habits.

More than 60% of respondents said they consciously consume particular nutrients for health reasons. Protein was the most popular choice, cited by 28.4%, followed by lactic acid bacteria, vitamin C, and calcium, each selected by slightly more than one-fifth of respondents.

Protein is everywhere these days, or at least it feels like it...

Among those who actively seek out specific ingredients, 74.7% get them through food and drinks, while 51.5% also use supplements, protein products, or other health foods. Maintaining good health was the leading motivation, at 62.6%, followed by improving immunity and resistance at 44.4%.

The survey also found differences between age groups. Younger respondents were more likely to discover health info through social media, blogs, and YouTube, while television and newspaper advertising were more influential among older people.

Are there any specific nutrients you're trying to add more of to your diet? A key one for me is iron, since my ferritin stores were super low earlier this year.