IN MIST Wins 2026 Mintel Innovation Award for Mist-Based Vitamins as Japan Supplement Use Lags at 39%
Updated
Updated · mintel.com · Jul 6
IN MIST Wins 2026 Mintel Innovation Award for Mist-Based Vitamins as Japan Supplement Use Lags at 39%
2 articles · Updated · mintel.com · Jul 6
Summary
IN MIST, a Japanese vitamin supplement, won a 2026 Mintel Most Innovative award for replacing traditional tablets with a mist-based delivery format.
Zero One Booster developed the product around smaller, more frequent doses and used an aerosol container to limit air exposure, which can quickly degrade vitamins.
Mintel said the format addresses a key barrier in Japan, where supplements often feel like a hassle rather than an easy daily habit.
That matters in a growing but underpenetrated market: about 39% of Japanese consumers use supplements, versus 82% in the UK and 94% in the US, while only 23% use vitamins and minerals.
The award could aid IN MIST's global expansion as Japan's supplement market shifts toward convenience, personalization and formats that fit busy routines.