A NSW Government website

Health Food & Beverage, and Consumer Health (edible) to Japan

The Going Global Export Program provides export support for NSW early-stage exporters or new to market exporters. Eligible businesses can apply for free support to export health food & beverage and consumer health (edible) products to Japan. Applications closed on Sunday 10 March 2024.

Program dates

April to July 2024

Key event

WELLNESS FOOD JAPAN 2024External Link in Tokyo, 16-18 July 2024.

In-person attendance at the event is required. 

Why this market

Japan’s health-related food market is one of the largest in the world. Increasing health awareness among the Japanese population about the importance of health and preventive care has driven a large transformation in this market in the last decade.

The health and consumer health market in Japan is projected to exhibit a compound annual growth rate (CAGR) of 3.96% from 2024-2032.

Japanese culture has a long-standing emphasis on balance and wellness. This highly health-conscious consumer base supports the growth of the health food and beverage, and consumer health (edible) market. For example, organic and natural food products achieve market growth in response to rising health consciousness. Japan's strong economy and high disposable income levels enable greater expenditure on health food and beverage, and consumer health (edible) products.

With Japan’s ageing population, products with health benefits that target healthy ageing, such as cognitive function, bone and joint health, supplementing nutrients, etc., will also continue to grow.

Following the introduction of the Foods with Function Claims (FFC) labelling category by Japan’s Consumer Affairs Agency (CAA) in 2015, the volume of companies and products that are marketing health food and beverage in Japan has risen substantially. This presents new opportunities for Australian health food and beverage, and consumer health manufacturers, as well as ingredient suppliers looking to explore this growing market. 


Introduction and welcome

  • Welcome session – around mid-April 2024  
  • Introduction to health food and beverage, and consumer health (edible) ecosystem and doing business in Japan 
  • Access to 13 self-serve factsheets developed by the Export Council of Australia exclusively for Going Global participants 
  • Intellectual Property protection briefing from IP Australia. 

Market intelligence briefings and cultural training 

  • Market briefing and subsector-specific opportunities of Health Food & Beverage, and Consumer Health (edible) in Japan 
  • Market specific business culture 
  • Regulatory requirements. 

Preparation to meet potential partners/customers 

  • Business pitching in the Japan market. 

Potential partner search and introductions 

  • In-person participation at WELLNESS FOOD JAPAN 2024 tradeshow with in-market assistance from Investment NSW 
  • Identification of potential partners  
  • Pre-show introductions of products to targeted potential buyers, and 1 on 1 sessions at the show where possible. 

Ongoing advice and follow up 

  • Ongoing support provided by a dedicated NSW Government Export Adviser 
  • Access to 20 self-serve modules on e-commerce strategy and skill development, hosted by the Global Trade Professionals Alliance. 

We estimate you will invest 8 hours on our educational/training programs prior to travelling in-market. This does not include any optional activities or work your business may need to do outside of sessions. 

* Final dates are to be confirmed and the curriculum may be subject to change 

Participation requirements and success factors

Eligibility for the overall Program 

To be eligible for the Going Global Export Program, the applicant business must meet core eligibility requirements listed below:

  • Have headquarters in NSW 
  • Have a valid Australian Business Number (ABN) registered for NSW  
  • Be export-ready  
  • Have an employee number between 5 and 199 full-time equivalent (FTE) employees  
  • The product or service must be produced primarily in NSW 
  • The product or service is achieving sales already 
  • Have a website featuring the product or service 
  • Be prepared to adapt the product or service for the new market 
  • Be flexible regarding market-entry method 
  • Have resources to support marketing and development for a new market 
  • Commit to travel to the selected market and/or to Sydney for events and must cover own travel expenses. 

Note: this program is designed for NSW businesses who produce and own their own brand. This program is not for aggregators, traders, or businesses who sell services to exporters. 

Additional eligibility requirements for this stream

  • As this is a market-entry program, exporters should generally not already be earning more than $250,000 (AUD) from the Japan market in the last financial year 
  • Applicants should be up to date with reporting of sales outcomes derived from previous Investment NSW support to Japan (please contact [email protected] if you need to update your reporting) 
  • Applicants should have an annual turnover minimum amount of $1 million (AUD) in the last 12 months
  • Applicants should have a dedicated employee or sufficient resources to manage international expansion with ability to meet export orders
  • Applicants will need to meet the regulatory requirements for import to Japan. 

The ideal participant

Ambient temperature health foods and beverages, and supplements related to ‘Immunity & Joints’. Specifically, participants will have targeted products that are marketed as natural, organic and/or healthy, reliable source of minerals/vitamins, no sugar/no added sugar (particularly in beverages), low fat and high protein/fibre.  

Targeted products:   

  • Ambient temperature fermented ingredients and foods   
  • Ambient temperature low Glycaemic Index (GI) and gluten-free foods  
  • Ambient temperature organic, natural, and additive-free foods 
  • Dry fruits and dry nuts   
  • Health-oriented oils, olive oil   
  • Supplements 

It is preferred that the applicants have capability and experience in exporting to Asia. 

Businesses not eligible for this stream

  • Alcoholic beverages  
  • Confectionary  
  • Pet food 
  • Products containing hemp or Tetrahydrocannabinol (THC)
  • Tea (due to market saturation)
  • Aggregators, traders, or businesses who sell services to exporters 


Applications closed on Sunday 10 March 2024

Applicants will be notified of the outcome around 2 April 2024.

Note: Places on this program are limited. Applicants who have not previously participated in a Going Global Program to Japan or have not participated in a Going Global Program market stream in this financial year will be given priority to participate in this stream. In general, businesses should participate in only one Going Global Program stream per financial year.