Sports Nutrition & Supplements

On September 28, OIKOS launched its new staple flavor featuring high-absorption protein nationwide, and as in-store placement expands, it is driving buzz in the sports nutrition market. In the same period, ザバス also kicked off a participatory dance campaign targeting Gen Z starting October 1, and bar-type protein products rapidly gained visibility.

Amid rising raw material costs, THE PROTEIN（ザプロ）introduced a new egg protein made from egg whites, drawing attention as an alternative protein source. アミノバイタル refreshed the packaging of its jelly drink, and portability and ease of use in sports settings became a topic of discussion. Meanwhile, ネスカフェ プロテイン released a new series that is easy to consume, broadening interest beyond athletes to general consumers. Optimum Nutrition held an experiential pop-up in Nihonbashi to coincide with its new product launch, strengthening its outreach to running enthusiasts in Japan. VALX launched a miso soup-flavored soup protein, and Pro+Soup followed with a frozen soup containing 15 g of protein, as a new category of "meal-style protein" begins to take shape. CLEVER aims to generate social media buzz with a protein bar collaboration with a popular anime, while ファイン プロテインダイエット sought to revive attention for its long-selling product by appointing a new brand ambassador.

Overall, the market, previously centered on drinks and bars, is seeing a steady influx of new formats such as soups and frozen foods that "blend into meals," and a clear competitive landscape is emerging in which companies are differentiating themselves through taste and experience.