Consumer Health in Japan

September 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Consumer Health industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Analgesics
  • Cough, Cold and Allergy Remedies
  • Digestive Remedies
  • Dermatologicals
  • NRT Smoking Cessation Aids
  • Sleep Aids
  • Eye Care
  • Wound Care
  • Vitamins
  • Dietary Supplements
  • Weight Management
  • Sports Nutrition
  • Herbal/Traditional Products
  • Paediatric Consumer Health

If you're in the Consumer Health industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Consumer Health in Japan report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Consumer Health in Japan?
  • Which are the leading brands in Consumer Health in Japan?
  • How are products distributed in Consumer Health in Japan?
  • How has the regulatory and operating environment for Consumer Health changed in Japan?
  • How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
  • How significant are wider health concerns and consumer awareness in determining sales?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Consumer Health in Japan

Consumer health in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for consumer health?
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2019-2024
Table 2 Life Expectancy at Birth 2019-2024
Table 3 Sales of Consumer Health by Category: Value 2019-2024
Table 4 Sales of Consumer Health by Category: % Value Growth 2019-2024
Table 5 NBO Company Shares of Consumer Health: % Value 2020-2024
Table 6 LBN Brand Shares of Consumer Health: % Value 2021-2024
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2019-2024
Table 8 Distribution of Consumer Health by Format: % Value 2019-2024
Table 9 Distribution of Consumer Health by Format and Category: % Value 2024
Table 10 Forecast Sales of Consumer Health by Category: Value 2024-2029
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2024-2029
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DISCLAIMER

DEFINITIONS

Summary 1 Research Sources

Analgesics in Japan

KEY DATA FINDINGS

Systemic analgesics sees a continued value growth trend due to persistent infections
New products emerge in adult acetaminophen, in which OTC medication choices were limited
Growth trend in topical analgesics/anaesthetic continues, supported by domestic and inbound demand
Diverse factors set to drive growth in analgesics
Stocking of topical analgesics/anaesthetic to ensure disaster preparedness
Encouraging a move to OTC medications as a fiscal measure
Table 12 Sales of Analgesics by Category: Value 2019-2024
Table 13 Sales of Analgesics by Category: % Value Growth 2019-2024
Table 14 NBO Company Shares of Analgesics: % Value 2020-2024
Table 15 LBN Brand Shares of Analgesics: % Value 2021-2024
Table 16 Forecast Sales of Analgesics by Category: Value 2024-2029
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2024-2029

Sleep Aids in Japan

KEY DATA FINDINGS

Many sleep-deprived consumers in Japan are not turning to sleep aids
The potential for enlightenment about the importance of sleep
Safety over efficacy can help reassure consumers
Value stagnation expected in the forecast period
Promoting sleep as a positive lifestyle change in brand campaigns
From competitors to collaborators
Table 18 Sales of Sleep Aids: Value 2019-2024
Table 19 Sales of Sleep Aids: % Value Growth 2019-2024
Table 20 NBO Company Shares of Sleep Aids: % Value 2020-2024
Table 21 LBN Brand Shares of Sleep Aids: % Value 2021-2024
Table 22 Forecast Sales of Sleep Aids: Value 2024-2029
Table 23 Forecast Sales of Sleep Aids: % Value Growth 2024-2029

Cough, Cold and Allergy (Hay Fever) Remedies in Japan

KEY DATA FINDINGS

Sales maintain slow growth, due to high infection rate but low pollen count
Price adjustments for OTC medicines
Overdose becomes a social issue
Continued stability ahead
From seasonal hay fever prevention to year-round allergy prevention
Self-medication as a growth driver
Table 24 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 25 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024
Table 26 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2024
Table 27 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2024
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2024-2029
Table 29 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2024-2029

Dermatologicals in Japan

KEY DATA FINDINGS

Sales see negligible growth overall, with variations across categories
“Strong” steroids enter the OTC space
Expansion of the femcare concept
Upcoming positive and negative factors for dermatologicals
Active development of dermatologicals by private label
Marketing strategies for products which are embarrassing to buy in-store
Table 30 Sales of Dermatologicals by Category: Value 2019-2024
Table 31 Sales of Dermatologicals by Category: % Value Growth 2019-2024
Table 32 NBO Company Shares of Dermatologicals: % Value 2020-2024
Table 33 LBN Brand Shares of Dermatologicals: % Value 2021-2024
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2021-2024
Table 35 Forecast Sales of Dermatologicals by Category: Value 2024-2029
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2024-2029

Digestive Remedies in Japan

KEY DATA FINDINGS

Digestive remedies maintains its growth trend, continuing its rebound from the pandemic
Price revision for the leading player in diarrhoeal remedies
Motion sickness remedies sees family-oriented promotions
Various factors expected to drive a slowdown in growth
Increase in retailers’ private label lines and channels set to intensify the competition
Potential for new cases of motion sickness from emerging technologies
Table 37 Sales of Digestive Remedies by Category: Value 2019-2024
Table 38 Sales of Digestive Remedies by Category: % Value Growth 2019-2024
Table 39 NBO Company Shares of Digestive Remedies: % Value 2020-2024
Table 40 LBN Brand Shares of Digestive Remedies: % Value 2021-2024
Table 41 Forecast Sales of Digestive Remedies by Category: Value 2024-2029
Table 42 Forecast Sales of Digestive Remedies by Category: % Value Growth 2024-2029

Eye Care in Japan

KEY DATA FINDINGS

Eye care struggles to achieve growth in 2024 due to low pollen symptoms
Targeting all generations, one by one
Growth of all-in-one products
Increase in eye problems, and alternative solutions
Change of class will lead to distribution changes
A move towards new forms of differentiation
Table 43 Sales of Eye Care by Category: Value 2019-2024
Table 44 Sales of Eye Care by Category: % Value Growth 2019-2024
Table 45 NBO Company Shares of Eye Care: % Value 2020-2024
Table 46 LBN Brand Shares of Eye Care: % Value 2021-2024
Table 47 Forecast Sales of Eye Care by Category: Value 2024-2029
Table 48 Forecast Sales of Eye Care by Category: % Value Growth 2024-2029

NRT Smoking Cessation Aids in Japan

KEY DATA FINDINGS

Slow and steady decline is maintained in 2024
Switch to heated tobacco impacts NRT smoking cessation aids
Corporate incentives to quit smoking
Prospect of tobacco tax increase could provide a short-term boost
Municipal actions to limit smoking may impact sales
Diversification from cigarettes creates a mixed picture
Table 49 Number of Smokers by Gender 2019-2024
Table 50 Sales of NRT Smoking Cessation Aids by Category: Value 2019-2024
Table 51 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2019-2024
Table 52 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2020-2024
Table 53 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2021-2024
Table 54 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2024-2029
Table 55 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2024-2029

Wound Care in Japan

KEY DATA FINDINGS

Stability in wound care in value terms
Momentum for hydrocolloid wound care products
Strong impact of a simple but new idea
Wound care expected to face diverse demands
Family-oriented and disaster prevention awareness-raising activities
Differentiation through anime collaborations and unique designs
Table 56 Sales of Wound Care by Category: Value 2019-2024
Table 57 Sales of Wound Care by Category: % Value Growth 2019-2024
Table 58 NBO Company Shares of Wound Care: % Value 2020-2024
Table 59 LBN Brand Shares of Wound Care: % Value 2021-2024
Table 60 Forecast Sales of Wound Care by Category: Value 2024-2029
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2024-2029

Sports Nutrition in Japan

KEY DATA FINDINGS

The growth of sports protein products continues
Sports protein products takes in health trends
Promotion using athletes and personalities
Fusion of sports nutrition and complete nutrition concepts
Approaching the older consumer group
Protein likely to increasingly be chosen over alcohol
Table 62 Sales of Sports Nutrition by Category: Value 2019-2024
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2019-2024
Table 64 NBO Company Shares of Sports Nutrition: % Value 2020-2024
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2021-2024
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2024-2029
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2024-2029

Dietary Supplements in Japan

KEY DATA FINDINGS

Dietary supplements sees positive and negative movements
Impact of “benikoji issue”
Kirin acquires Fancl to expand its areas of business
Using dietary supplements to prevent illness and maintain health will attract attention
The rise of femtech
The expansion of private label
Table 68 Sales of Dietary Supplements by Category: Value 2019-2024
Table 69 Sales of Dietary Supplements by Category: % Value Growth 2019-2024
Table 70 Sales of Dietary Supplements by Positioning: % Value 2019-2024
Table 71 NBO Company Shares of Dietary Supplements: % Value 2020-2024
Table 72 LBN Brand Shares of Dietary Supplements: % Value 2021-2024
Table 73 Forecast Sales of Dietary Supplements by Category: Value 2024-2029
Table 74 Forecast Sales of Dietary Supplements by Category: % Value Growth 2024-2029

Vitamins in Japan

KEY DATA FINDINGS

Liposomal vitamin C gains popularity
Tonics recovers, but struggles to compete with energy drinks
Seasonality of vitamin C, which is more popular in the summer
Vitamins expected to maintain a strong performance
How changes in vitamin standards and research findings could affect future demand
Competition with other categories
Table 75 Sales of Vitamins by Category: Value 2019-2024
Table 76 Sales of Vitamins by Category: % Value Growth 2019-2024
Table 77 Sales of Multivitamins by Positioning: % Value 2019-2024
Table 78 NBO Company Shares of Vitamins: % Value 2020-2024
Table 79 LBN Brand Shares of Vitamins: % Value 2021-2024
Table 80 Forecast Sales of Vitamins by Category: Value 2024-2029
Table 81 Forecast Sales of Vitamins by Category: % Value Growth 2024-2029

Weight Management and Wellbeing in Japan

KEY DATA FINDINGS

Sales decline due to the impact of the red yeast rice issue
Shift from dieting to emphasising overall health and nutrition
The trend of promoting nutritional balance over dieting
A return to growth in the forecast period, with a focus on preventive care
Diversification of “health”
Targeting different consumer groups in supplement nutrition drinks
Table 82 Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 83 Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024
Table 84 NBO Company Shares of Weight Management and Wellbeing: % Value 2020-2024
Table 85 LBN Brand Shares of Weight Management and Wellbeing: % Value 2021-2024
Table 86 Forecast Sales of Weight Management and Wellbeing by Category: Value 2024-2029
Table 87 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2024-2029

Herbal/Traditional Products in Japan

KEY DATA FINDINGS

The end of the pandemic impacts sales of herbal/traditional products
Utilising Kampo to reach a new customer base
Business opportunities in PFC balance
Capturing the wellness trend
Strengthening communication to attract consumers
A more holistic approach could attract a wider audience
Table 88 Sales of Herbal/Traditional Products by Category: Value 2019-2024
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2019-2024
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2020-2024
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2021-2024
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2024-2029
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2024-2029

Paediatric Consumer Health in Japan

KEY DATA FINDINGS

Outbreaks of common colds, influenza, and COVID-19 support sales
Protein for children increasingly valued
Dietary supplements for families
The impact of the low birth rate in Japan
Solutions to “modern malnutrition”
The continued development of paediatric medicines due to government intervention
Table 94 Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024
Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2020-2024
Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2021-2024
Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2024-2029
Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2024-2029
The following categories and subcategories are included:

Consumer Health

    • Adult Mouth Care
          • Adult Acetaminophen
          • Adult Aspirin
          • Adult Combination Products - Analgesics
          • Adult Diclofenac
          • Adult Dipyrone
          • Adult Ibuprofen
          • Adult Ketoprofen
          • Adult Naproxen
          • Adult OTC Triptans
          • Paediatric Acetaminophen
          • Paediatric Aspirin
          • Paediatric Combination Products - Analgesics
          • Paediatric Dipyrone
          • Paediatric Ibuprofen
          • Paediatric Naproxen
          • Acetaminophen
          • Aspirin
          • Combination Products - Analgesics
          • Diclofenac
          • Dipyrone
          • Ibuprofen
          • Ketoprofen
          • Naproxen
          • OTC Triptans
      • Topical Analgesics/Anaesthetic
    • Sleep Aids
      • Antihistamines/Allergy Remedies (Systemic)
        • Paediatric Allergy Remedies
        • Paediatric Cough/Cold Remedies
      • Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
      • Cough Remedies
        • Nasal Sprays
        • Oral Decongestants
        • Inhalant Decongestants
        • Decongestant Rubs
        • Nasal Decongestant Drops
        • Nasal Decongestant Plasters
      • Medicated Confectionery
      • Pharyngeal Preparations
      • Medicated Shampoos
      • Topical Antifungals
      • Vaginal Antifungals
      • Hair Loss Treatments
      • Nappy (Diaper) Rash Treatments
      • Antiparasitics/Lice (Head and Body) Treatments
      • Antipruritics
      • Cold Sore Treatments
      • Haemorrhoid Treatments
      • Paediatric Dermatologicals
      • Topical Allergy Remedies/Antihistamines
      • Topical Germicidals/Antiseptics
        • Paediatric Diarrhoeal Remedies
        • Paediatric Indigestion and Heartburn Remedies
        • Paediatric Laxatives
        • Paediatric Motion Sickness Remedies
      • Diarrhoeal Remedies
      • IBS Treatments
        • Antacids
        • Antiflatulents
        • Digestive Enzymes
        • H2 Blockers
        • Proton Pump Inhibitors
      • Laxatives
      • Motion Sickness Remedies
    • Emergency Contraception
      • Allergy Eye Care
      • Standard Eye Care
      • NRT Gum
      • NRT Inhalators
      • NRT Lozenges
      • NRT Patches
      • Other NRT
      • First Aid Kits
      • Gauze, Tape and Other Wound Care
      • Sticking Plasters/Adhesive Bandages
      • Protein/Energy Bars
      • Sports Protein Powder
      • Sports Protein RTD
    • Sports Non-Protein Products
      • Combination Dietary Supplements
        • Aloe
        • Combination Herbal/Traditional Dietary Supplements
        • Cranberry
        • Echinacea
        • Evening Primrose Oil
        • Garlic
        • Ginkgo Biloba
        • Ginseng
        • St John's Wort
        • Other Herbal/Traditional Dietary Supplements
        • Co-Enzyme Q10
        • Combination Non-Herbal/Traditional Dietary Supplements
        • Eye Health Supplements
        • Fish Oils/Omega Fatty Acids
        • Glucosamine
          • Calcium Supplements
          • Mineral Supplements
        • Probiotic Supplements
        • Protein Supplements
        • Other Non-Herbal/Traditional Dietary Supplements
    • Paediatric Vitamins and Dietary Supplements
    • Tonics
      • Multivitamins
        • Vitamin A
        • Vitamin B
        • Vitamin C
        • Vitamin D
        • Vitamin E
        • Other Single Vitamins
    • Meal Replacement
    • OTC Obesity
    • Slimming Teas
    • Supplement Nutrition Drinks
    • Weight Loss Supplements
    • Herbal/Traditional Topical Analgesics
    • Herbal/Traditional Sleep Aids
    • Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
    • Herbal/Traditional Digestive Remedies
    • Herbal/Traditional Dermatologicals
    • Herbal/Traditional Paediatric Dietary Supplements
    • Herbal/Traditional Dietary Supplements
    • Herbal/Traditional Tonics
    • Allergy Eye Care
    • Antihistamines/Allergy Remedies (Systemic)
    • Paediatric Allergy Remedies
    • Topical Allergy Remedies/Antihistamines
      • Paediatric Acetaminophen
      • Paediatric Aspirin
      • Paediatric Combination Products - Analgesics
      • Paediatric Dipyrone
      • Paediatric Ibuprofen
      • Paediatric Naproxen
      • Paediatric Allergy Remedies
      • Paediatric Cough/Cold Remedies
      • Paediatric Diarrhoeal Remedies
      • Paediatric Indigestion and Heartburn Remedies
      • Paediatric Laxatives
      • Paediatric Motion Sickness Remedies
    • Paediatric Dermatologicals
    • Nappy (Diaper) Rash Treatments
    • Paediatric Vitamins and Dietary Supplements

Consumer Health

It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing

See All of Our Definitions
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