Cosmolab, a marketing platform specializing in seniors (Company Name: Cosmo Health Co., Ltd., Headquarters: Minato-ku, Tokyo, President: Takashi Kozuka), has released a report on a survey regarding "supplements" among the senior demographic.

This report surveyed individuals aged 50 and over about their supplement usage, types of interest, physical concerns, important factors when choosing, anxieties about mail order, and intentions for continuation. While supplements are becoming a part of daily life, the survey revealed that anxieties about selection and safety are hindering wider adoption.

Cosmolab Homepage, Marketing Services Specializing in Seniors

https://cosmolab.jp/lp/research/

Survey Topics

◆ Supplements are Becoming a Familiar Habit

"Taking daily" (41.0%) was the most common response, and when combined with "taking occasionally" (9.4%) and "taking a few times a week" (3.6%), over half of respondents are currently incorporating supplements into their lives. On the other hand, a significant number also responded "used to take, but not anymore" (24.9%), indicating a broad range of people with past experience.

◆ Focus is on Daily Discomfort and Preparing for Age-Related Concerns

The top physical concerns were "blood pressure, blood sugar, and cholesterol" (49.5%), "knee, lower back, and joint discomfort" (46.2%), and "cloudy vision, eye strain, and difficulty seeing" (42.6%). The primary reasons for taking supplements were also high: "want to maintain current health" (55.7%) and "want to stay energetic for as long as possible" (50.3%). Supplements are positioned not so much for disease prevention, but as "everyday preparation for concerns that increase with age."

◆ The Deciding Factor is Peace of Mind, but Ease of Consultation is Lacking

When choosing supplements, the most important factors were "safety and a trustworthy company" (69.6%), "affordable price for continuation" (57.0%), and "easy-to-understand effects and ingredients" (47.8%). Conversely, "anxiety about not being able to consult" (63.2%) stood out among concerns about mail order, indicating a strong demand not only for appealing products but also for a clear path to making a confident choice.

1: Are you currently taking supplements for your health? (Number of valid respondents: 1211)

Regarding the frequency of supplement intake for health, "taking daily" (41.0%) was the highest, followed by "used to take, but not anymore" (24.9%) and "never taken" (21.1%). Including "taking occasionally" (9.4%) and "taking a few times a week" (3.6%), the current user base is quite substantial.

Supplements are not just for a select few health-conscious individuals but have become a very familiar option for seniors. At the same time, with a considerable number of people who have discontinued use, it seems that "feeling a sense of value in continuing" is a more important theme than starting.

2: For those currently taking supplements -> What types of supplements are you interested in? (Multiple answers possible) (Number of valid respondents: 654)

Among those currently taking supplements, interest was highest in "intestinal environment/lactic acid bacteria" (46.5%), followed by "joint/knee/lower back care" (35.3%), "blood/lifestyle support" (33.5%), and "eye health support" (32.1%).

As people are already using supplements, their interest tends to shift towards categories that are closer to specific concerns or physical sensations. It is thought that their awareness has moved beyond general health maintenance to a stronger desire to "choose something that suits their specific discomforts."

3: For those not currently taking supplements -> What types of supplements are you interested in? (Multiple answers possible) (Number of valid respondents: 1211)

Among non-users, the top supplements of interest were "joint/knee/lower back care" (31.9%), "eye health support" (28.1%), and "intestinal environment/lactic acid bacteria" (27.5%). On the other hand, a certain number also responded "haven't decided yet" (23.9%).

This indicates that many people are interested but have not yet decided specifically what to choose. Therefore, areas where "proposals clearly organized by concern" are available are likely to encourage adoption.

4: What are your particular concerns about your own body? (Multiple answers possible) (Number of valid respondents: 1211)

The most common concerns about one's own body were "blood pressure, blood sugar, and cholesterol" (49.5%), followed by "knee, lower back, and joint discomfort" (46.2%), and "cloudy vision, eye strain, and difficulty seeing" (42.6%). "Immunity boost/cold prevention" (26.8%) and "bone/calcium deficiency" (20.3%) were also noted by a certain number of respondents.

Interest in supplements is linked not to abstract health consciousness, but to specific discomforts and future anxieties that increase with age. Given the wide range of concerns, it seems important to have a sales approach tailored to different purposes, rather than a single appeal.

5: What is the main purpose of taking supplements? (Multiple answers possible) (Number of valid respondents: 1211)

The primary purpose for taking supplements was "want to maintain current health" (55.7%), followed by "want to stay energetic for as long as possible" (50.3%), "feeling age-related decline" (35.5%), and "worried about future health" (25.7%).

Supplements are perceived more as "preparation for the future" rather than "measures to be taken after symptoms appear." The underlying consciousness seems to be a desire to gently prevent future decline and deterioration of quality of life, not just to address immediate concerns.

6: When choosing supplements, what factors do you prioritize? (Multiple answers possible) (Number of valid respondents: 1211)

The most emphasized factor when taking supplements was "safety and a trustworthy company" (69.6%), followed by "affordable price for continuation" (57.0%), "easy-to-understand effects and ingredients" (47.8%), and "peace of mind regarding domestic production and quality" (41.0%).

For seniors, choosing supplements is centered on "whether they can continue with peace of mind" rather than trends or popularity. It is understood that company trust, price, and clarity of explanation are comprehensive decision-making factors, not just the potency of ingredients.

7: What are your thoughts on purchasing supplements online? (Multiple answers possible) (Number of valid respondents: 1211)

Regarding online supplement purchases, "never used" (25.7%) was the highest response, while "use often" (21.6%), "use occasionally" (20.7%), and "used to use, but not anymore" (20.5%) were nearly tied. "Rarely use" (11.5%) was a minority.

While contact with online shopping has expanded considerably, there are differences in the depth of usage experience. There is a mix of users who use it regularly and those who keep their distance, and familiarity with online shopping itself may influence product selection and continuation rates.

8: What are your concerns about purchasing online? (Multiple answers possible) (Number of valid respondents: 698)

The most prominent concern regarding online purchases was "anxiety about not being able to consult" (63.2%), followed by "anxiety about payment" (25.9%), "difficulty of operation seems high" (19.6%), and "worried if it will really arrive" (17.0%).

The biggest barrier is not logistics or price, but "not being able to confirm with a person." Unless it is clear whether the product suits them, which one to choose, or if they can consult if something goes wrong, online shopping, even if convenient, may not feel like a secure way to purchase.

9. For how long do you want to continue taking supplements? (Number of valid respondents: 698)

The overwhelming majority responded they want to decide "while observing effects" (69.3%), followed by "want to continue for over a year" (9.2%), "about half a year" (8.6%), and "2-3 months" (8.3%). "About 1 month" (4.6%) was a minority.

Seniors are not necessarily planning for long-term continuation from the outset; they want to confirm the effectiveness first. At the introduction stage, "flexibility to decide while trying" is likely to be more accepted than strong regular purchase commitments.

10. How much are you willing to spend on supplements per month? (Number of valid respondents: 698)

The most common monthly budget (price range) for supplements was "1,000-2,999 yen" (41.4%), followed by "3,000-4,999 yen" (30.2%) and "under 1,000 yen" (18.8%). The majority consider a monthly cost of less than 5,000 yen.

Price sensitivity is high, and the monthly burden is important for products intended for continued use. Rather than selling at a high price if it's attractive, "a price that can be continued without strain" seems to be a prerequisite for starting with peace of mind.

11. Do you have any concerns about taking supplements? (Multiple answers possible) (Number of valid respondents: 698)

The most common concern about taking supplements was "whether it will really suit me" (60.2%), followed by "whether I can feel the effects" (55.6%), "whether it is safe to continue taking" (55.4%), and "whether it is okay to take with medication" (35.1%). "No particular concerns" (4.0%) was a very small minority.

What is evident from this is that the higher the interest in supplements, the stronger the anxiety about self-judgment. Particularly for seniors, the relationship with medication and long-term safety are important, making "clear guidance" highly valuable.

12. If you could be clearly guided to "supplements that match your concerns"?

Regarding the question "If you could be introduced to supplements that match your concerns?", the most common response was "would like to use depending on the content" (41.5%), followed by "cannot say either way" (31.4%), and "not really necessary" (20.3%). "Would definitely like to use" (6.7%) was not high, but there is a certain level of need.

While not everyone actively seeks guidance, there is a considerable willingness to use them if the conditions are right. Rather than pushy appeals, a convincing introduction that allows selection based on individual concerns seems to be the key to increasing the intention to use.

Overall Summary

This survey revealed that supplements have become a very familiar health habit for seniors. With a substantial current user base, centered around "taking daily" (41.0%), and a significant number who "used to take, but not anymore" (24.9%), experience with supplements spans a very wide range.

The background to this interest lies in specific age-related concerns such as "blood pressure, blood sugar, and cholesterol" (49.5%), "knee, lower back, and joint discomfort" (46.2%), and "cloudy vision, eye strain, and difficulty seeing" (42.6%). The primary purposes are "want to maintain current health" (55.7%) and "want to stay energetic for as long as possible" (50.3%), with supplements being chosen as preparation for future anxieties.

On the other hand, the most important factor when choosing is "safety and a trustworthy company" (69.6%), with price and clarity of ingredients also being important. This indicates that even if interested, people do not buy "just because it seems good," but rather make decisions based on a comprehensive assessment of "whether they can continue with peace of mind."

In online sales, "anxiety about not being able to consult" (63.2%) is the biggest barrier. Concerns about taking supplements also show high rates for "whether it will really suit me" (60.2%), "whether I can feel the effects" (55.6%), and "whether it is safe to continue taking" (55.4%). While the convenience is understood, an environment where one can make choices with confidence is still lacking.

Overall, in the senior supplement market, the biggest hurdle is not a lack of interest, but "uncertainty about how to choose." Clearly explaining aspects including safety, price, effects, and compatibility with medication, and being able to offer proposals tailored to individual concerns, are considered key to future market expansion and improved continuation rates.

In addition to this report, we have published various other senior survey reports on different themes. We explore the "modern senior image" from a wide range of perspectives including health, disaster preparedness, and consumption trends.

Please view them by clicking the button below.

Past Survey Reports Here

About Cosmolab

Cosmolab provides a full range of marketing services specializing in seniors.

Targeting approximately 300,000 senior members aged 60 and over, we support companies' marketing activities through diverse research methods such as advertising, questionnaire surveys, interview surveys, and home-use tests.

Free Consultation for Senior Marketing Here

Survey Overview

◾️ Survey Method: Online research ◾️ Survey Region: Nationwide ◾️ Target Audience: "Cosmolab" questionnaire monitors ◾️ Total Responses: 1211 ◾️ Survey Period: February 25, 2026

Regarding Data Usage

The copyright of this report is held by Cosmo Health Co., Ltd.

When quoting or reprinting survey data, please clearly state the source as "Surveyed by Cosmo Health Co., Ltd."

And please include the following link as the citation source:

https://cosmolab.jp/report/supplement_2602/

Additionally, please contact the public relations representative. https://cosmolab.jp/contact

Company Profile

◾ Company Name: Cosmo Health Co., Ltd. ◾ Representative: President Takashi Kozuka ◾ Headquarters: 1-12-9 Shinbashi, Minato-ku, Tokyo, 10F ◾ Established: July 1, 1984 ◾ Capital: 100 million yen ◾ URL: https://www.cosmohealth.co.jp/

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  • Source: PR TIMES
  • Category: Surveyレポート