Exploring the Vegan and Plant-Based Market at Health Expo 2026: Trends, Products, and Tips

Engaging with the Growing Vegan Market at Health Expo 2026

The global vegan and plant-based food market has experienced remarkable growth, expanding from $17.7 billion in 2015 to an estimated $28.6 billion by 2024. This increase is fueled by a rising interest in health-conscious and sustainable lifestyles, as well as global efforts to tackle climate change and ensure food security. Japan is part of this trend, benefiting from an increase in inbound tourism that is further propelling the interest in plant-based options.

Health Expo 2026 Overview

From February 25 to 27, 2026, the Tokyo Big Sight will host the 'Health Expo 2026,' where the NPO Veggie Project Japan will unveil its dedicated Vegan Project Zone. This area will showcase a variety of plant-based products that do not contain any animal-derived ingredients. On the first day of the expo, February 25, a free seminar will be held, aimed at supporting businesses in understanding how to thrive within the vegan and plant-based market.

A Rich Variety of Vegan Products

The Vegan Project Zone will feature 14 exhibitors, all of which produce VEGAN-certified items. Attendees can expect a diverse array of products including meat and seafood alternatives, seasonings, sweets, beauty products, and more. Additionally, there will be numerous tasting opportunities available, allowing visitors to sample products while engaging in discussions with company representatives.

Some of the exhibiting companies include:

- Azuma Foods Co., Ltd. - offers seafood alternatives like tuna and flavored soy meat products.
- Kaze to Hikari Co., Ltd. - provides organic Chinese seasonings and green juice.
- KaruNaa Co., Ltd. - specializes in substitutes for squid and shrimp, alongside soy meat products.
- Miyako Foods Co., Ltd. - presents alternatives for ham and corned beef, along with sauces.
- HealthyTOKYO Co., Ltd. - offers gluten-free muffins and a range of plant-based snacks.

Free Seminar on Thriving in the Vegan Market

On February 25 from 1:30 PM to 2:30 PM, a seminar focusing on the vegan and plant-based market will take place. The speaker, Haruko Kawano, representative director of Veggie Project Japan, will deliver the keynote address, followed by a panel discussion featuring various businesses already committed to vegan principles. This session is designed to explore essential strategies for creating successful vegan and plant-based products, and attendees will receive vegan sample products as souvenirs.

Participation Details and Registration

Participating in the Vegan Project Zone and the free seminar is an excellent opportunity to deepen your understanding of veganism, vegetarianism, and plant-based products. We welcome businesses interested in this domain as well as those engaged in health, sustainability, and the SDGs. Pre-registration for the expo and the seminar is required, and attendance is free for business representatives.

Seminar Title: Elements for Success in the Vegan and Plant-Based Market
Facilitator: Haruko Kawano, NPO Veggie Project Japan
Date & Time: February 25, 2026, from 1:30 PM to 2:30 PM
Participation Fee: Free*

Additional Information on Health Expo 2026

- Dates: February 25 (Wed) to 27 (Fri), 2026
- Location: Tokyo Big Sight, Booth No. 6A-11
- Admission Fee: Free with online registration; otherwise, ¥5,500
- Pre-registration Link
- Organizer: Informa Markets Japan Co., Ltd.
- Official Site

About Veggie Project Japan

Founded to increase the presence of vegan options in society, Veggie Project Japan provides certifications, training, product development, and PR assistance for vegan, vegetarian, and plant-based initiatives. By collaborating with corporations, governments, universities, and international organizations, we aim to expand the choices available for consumers. We're honored that our representative, Haruko Kawano, received the Grand Prize at the 2024 Japan Vegan Awards and was also recognized for her contributions at the Vegan Business Conference in Taiwan in January 2026.