As the primary market for NMN supplements, the United States is the largest consumer, accounting for over 40% of the global market share. Within this U.S. market, demand for "Made in Japan" NMN supplements is surging. This article provides a detailed explanation of the background and factors driving U.S. buyers' preference for Japanese-made NMN, while also outlining key strategic considerations for companies looking to enter the market through OEM export partnerships.
Growth Background of the US NMN Market: The Longevity Boom and the Influence of Professor Sinclair
One of the triggers for the explosive increase in interest in NMN supplements in the United States was the research by Professor David Sinclair of Harvard Medical School and the publication of his book "Lifespan" (2019). Professor Sinclair scientifically explained the relationship between NAD+ (nicotinamide adenine dinucleotide) and NMN, leading to a rapid spread of awareness among wealthy and health-conscious individuals in the United States.
In addition, investments in "biohacking" and "longevity" are actively increasing, particularly in Silicon Valley, and NMN has become a hot topic among many entrepreneurs and business leaders as a representative supplement. Against this backdrop, the US NMN market accounts for over 40% of the global market, and stable demand growth continues.
Quality Problems in the U.S. Market: Why Japanese-Made Products Are Sought After
While experiencing rapid growth, the US NMN supplement market faces serious quality issues. Multiple investigations have repeatedly confirmed instances where the active ingredient content in commercially available NMN products significantly deviates from the label display. The quality variations are extremely wide, ranging from excessive content to cases close to zero, below the limit of detection.
As of 2024, approximately 64% of all NMN products use high-purity raw materials with a purity of 98% or higher, and the proportion of brands displaying third-party purity test results on their product labels has increased from 23% in 2021 to 45% in 2024. Nevertheless, more than half of all products currently lack appropriate quality certification.
From this background, U.S. buyers (importers, brand owners, and supplement distributors) are strongly seeking "raw materials and products that can guarantee quality," and there is growing interest in Japanese-made NMN.
5 Reasons to Choose "Made in Japan"
Reason 1: Strict Manufacturing Standards (GMP Management)
In Japan's food and supplement manufacturing sites, GMP (Good Manufacturing Practice) standards are strictly applied. GMP is an international standard that controls all processes from raw material acceptance to manufacturing, quality inspection, and shipping, and Japanese GMP-line products have earned high trust from overseas buyers.
Reason 2: Establishment of analysis certificates by third-party organizations
In Japan, third-party testing by registered inspection bodies of the Ministry of Health, Labour and Welfare is widely conducted, and purity and content are certified by precise analysis methods such as High-Performance Liquid Chromatography (HPLC). Manufacturers that have a system in place to provide a Certificate of Analysis in English have an overwhelming advantage in gaining the trust of US buyers.
Reason 3: Raw Material Transparency and Lot Traceability
In Japan's manufacturing industry, raw material traceability is managed on a lot-by-lot basis as a standard practice. The ability to clearly prove which raw materials were used and where they were manufactured is an essential element from the perspective of "product liability compliance" that US importers require.
Reason 4: Trust in "Domestic Manufacturing"
Among US consumers, distrust of products from suppliers with inadequate quality control is deeply rooted. On the other hand, "Made in Japan" is recognized as synonymous with "high quality and reliability" in the fields of precision instruments, automobiles, and food products, and this national brand image is extending to NMN supplements.
Reason 5: Manufacturing results due to strong domestic demand in Japan
In Japan, over 7.2 million consumers (estimated for 2024) regularly take NMN, and a mass production system for the domestic market has been established. This accumulated manufacturing experience, capable of handling mass production and quality stability, is also a significant strength when accepting OEM orders for export to the United States.
Exporting for OEM Entry: The Actual Process and Important Considerations for Selling Supplements in the US
When OEM supplying and selling Japanese NMN to the US market, the following points need to be confirmed and prepared.
Responding to NDI notifications
To sell NMN-containing supplements in the U.S., NDI (New Dietary Ingredient) notification must be addressed. There are cases where the U.S. brand owner serving as your business partner handles the NDI notification themselves, or cases where you procure ingredients for which the notification has already been completed by the ingredient manufacturer. When undertaking OEM manufacturing, it is important to confirm with your business partner in advance which scheme will be used for compliance.
Review of labeling and expression regulations
In the United States, claims of "diagnosing, treating, curing, or preventing disease" are prohibited under DSHEA (Dietary Supplement Health and Education Act), which is regulated by the FDA. If you are involved in the content of English labels as a manufacturer, you need to understand the difference between permissible claims (Statements of Nutritional Support, etc.) and prohibited claims.
Logistics and customs clearance improvements
For exports to the United States, it may be necessary for the importer to fulfill requirements such as FDA Food Facility Registration. It is also necessary to confirm compliance with the FDA Prior Notice system. Establishing a system that can appropriately support buyers leads to long-term partnerships.
▶ Details on the quality of Made in Japan NMN that is highly regarded in the US marketThe three main factors that determine the quality of NMN supplementsPlease look.
Order process and costs for launching your own brand with OEMNMN OEM Order Complete Guideis explained.
Summary
With a massive market share exceeding 40% in the U.S. NMN market and ongoing demand for high-quality products despite persistent quality issues, this presents a significant business opportunity for Japan’s NMN supplement OEM sector. Transparency in manufacturing quality, compliance with GMP standards, and the provision of third-party testing certificates are becoming standard requirements for doing business with U.S. buyers.Leveraging the trust associated with the "Made in Japan" brand while advancing NDI compliance, understanding labeling regulations, and establishing a robust logistics system is the fastest route to success in entering the export OEM market.
Japanese 
English 
Chinese (Hong Kong) 
Chinese (China) 
Korean