OTC Healthcare in Japan
Euromonitor International's OTC Healthcare in Japan market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 125 | Publication date: May 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Adult mouth care; Allergy care; Analgesics; Calming and sleeping products; Child-specific OTC healthcare; Cough; cold and allergy (hay fever) remedies; Digestive remedies; Ear care; Emergency contraception; Eye care; Medicated skin care; NRT Smoking cessation aids; OTC obesity; OTC statins; OTC triptans; Vitamins and dietary supplements; Wound treatments
Executive summary
Maturity produces slow growth
OTC healthcare recorded only sluggish year-on-year growth in 2008 due to the maturity of many sectors within the industry. The health and wellness trend also encouraged consumers to take preventative action to improve their health. Many shifted away from other OTC healthcare products to vitamins and dietary supplements. The strongest growth areas in 2008 were therefore small niches, such as vaginal antifungals and ear care, or products designed to improve health. Multivitamins, glucosamine and many types of dietary supplements also recorded an upward growth trend.
Government encourages self-medication
The rapidly ageing population is now posing problems for the government in terms of healthcare costs and consequently, the government focused on encouraging self-medication towards the end of the review period. This led to a rising number of Rx-to-OTC switches and a relaxation of advertising regulations for OTC healthcare, enabling manufacturers to include clinically proven claims in their advertising. However, ironically the government also focused on improving consumers’ health through advertising campaigns focused on healthy nutrition and lifestyles, which had a detrimental impact on OTC healthcare sales.
Domestic companies dominate
A number of domestic companies held leading roles in OTC healthcare, many of which have an extremely long heritage in the country. The leading players in 2008 were Taisho Pharmaceutical, Takeda Chemical, SSP and Sato Pharmaceutical. However, the competitive environment is becoming fiercer and the leading players lost share during the review period to new entrants. In order to survive, many began to consider mergers and acquisitions in order to strengthen their positions. For example, Daiichi Sankyo, formed from the merger of Daiichi and Sankyo and from the subsequent acquisition of Zepharma, further boosted its position in 2008 after only just entering the market the year before.
Distribution remains restricted
OTC healthcare continued to be governed by stringent distribution regulations during the review period, with many products restricted to pharmacy retail. Consequently, chemists/pharmacies and parapharmacies/drugstores together accounted for a leading share of value sales in 2008. However, there were some signs that sales were broadening out to other channels, with mass merchandisers gaining share during the review period and internet retailing achieving strong share growth.
Shrinking sales over the forecast period
OTC healthcare is expected to shrink during the forecast period. What growth there is will be supported by the ageing population as well as the government’s aim of increasing self-medication. However, the effects of these trends will be largely outweighed by the influence of the health and wellness trend, with many consumers successfully improving their general health through improved nutrition and healthier lifestyles creating lower demand for OTC healthcare. Other than for a few dynamic niches, growth will be concentrated on products that help consumers achieve healthier lifestyles, such as fish oils, echinacea and NRT smoking cessation aids.
Table of contents
OTC HEALTHCARE IN JAPAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Maturity produces slow growth
Government encourages self-medication
Domestic companies dominate
Distribution remains restricted
Shrinking sales over the forecast period
KEY TRENDS AND DEVELOPMENTS
Demographic changes shape consumer demand
Government focuses on reducing medical costs
Men’s health
Strong players face challenges through mergers
Distribution on the brink of expansion
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services 2003-2008
Table 2 Life Expectancy at Birth 2003-2008
MARKET DATA
Table 3 Sales of OTC Healthcare by Sector: Value 2003-2008
Table 4 Sales of OTC Healthcare by Sector: % Value Growth 2003-2008
Table 5 OTC Healthcare Company Shares by Value 2004-2008
Table 6 OTC Healthcare Brand Shares by Value 2005-2008
Table 7 Penetration of Private Label by Sector 2003-2008
Table 8 Sales of OTC Healthcare by Distribution Format: % Analysis 2003-2008
Table 9 Sales of OTC Healthcare by Sector and Distribution Format: % Analysis 2008
Table 10 Forecast Sales of OTC Healthcare by Sector: Value 2008-2013
Table 11 Forecast Sales of OTC Healthcare by Sector: % Value Growth 2008-2013
APPENDIX
OTC Registration and Classification
Self-medication and preventative medicine
Generics
Switches
Summary 1 OTC Healthcare Switches 2005-2008
DEFINITIONS
Summary 2 Research Sources
LOCAL COMPANY PROFILES - JAPAN
DAIICHI SANKYO CO LTD - OTC HEALTHCARE - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Daichi Sankyo Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 DaiichiSankyo Group: Competitive Position 2008
EISAI CO LTD - OTC HEALTHCARE - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Eisai Co Ltd: Key Facts
Summary 6 Eisai Co Ltd: Operational Indicators
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Eisai Co Ltd: Competitive Position 2008
HISAMITSU PHARMACEUTICAL CO INC - OTC HEALTHCARE - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Hisamitsu Pharmaceutical Co Inc: Key Facts
Summary 9 Hisamitsu Pharmaceutical Co Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Hisamitsu Pharmaceutical Co Inc: Competitive Position 2008
LION CORP - OTC HEALTHCARE - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Lion Corp: Key Facts
Summary 12 Lion Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Lion Corp: Competitive Position 2008
MIKI CORP - OTC HEALTHCARE - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Miki Corp: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 15 Miki Corp: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 16 Miki Corp: Competitive Position 2008
ROHTO PHARMACEUTICAL CO LTD - OTC HEALTHCARE - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Rohto Pharmaceutical Co Ltd: Key Facts
Summary 18 Rohto Pharmaceutical Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 19 Rohto Pharmaceutical Co Ltd: Competitive Position 2008
SAHTO PHARMACEUTICAL CO LTD - OTC HEALTHCARE - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 20 Sato Pharmaceutical Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 21 Sato Pharmaceutical Co Ltd: Competitive Position 2008
SSP CO LTD - OTC HEALTHCARE - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 22 SSP Co Ltd: Key Facts
Summary 23 SSP Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 24 SSP Co Ltd: Competitive Position 2008
TAISHO PHARMACEUTICAL CO LTD - OTC HEALTHCARE - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 25 Taisho Pharmaceutical Co Ltd: Key Facts
Summary 26 Taisho Pharmaceutical Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 27 Taisho Pharmaceutical Co Ltd: Competitive Position 2008
TAKEDA CHEMICAL INDUSTRIES LTD - OTC HEALTHCARE - JAPAN
STRATEGIC DIRECTION
KEY FACTS
Summary 28 Takeda Chemical Industries Ltd: Key Facts
Summary 29 Takeda Chemical Industries Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 30 Takeda Chemical Industries Ltd: Competitive Position 2008
ANALGESICS IN JAPAN
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 12 Sales of Analgesics by Subsector: Value 2003-2008
Table 13 Sales of Analgesics by Subsector: % Value Growth 2003-2008
Table 14 Herbal vs Standard Topical Analgesics 2003-2008
Table 15 Topical Analgesics by Format: % Value Breakdown 2004-2008
Table 16 Analgesics Company Shares by Value 2004-2008
Table 17 Analgesics Brand Shares by Value 2005-2008
Table 18 Forecast Sales of Analgesics by Subsector: Value 2008-2013
Table 19 Forecast Sales of Analgesics by Subsector: % Value Growth 2008-2013
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN JAPAN
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 20 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2003-2008
Table 21 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2003-2008
Table 22 Sales of Decongestants by Type: Value 2003-2008
Table 23 Sales of Decongestants by Type: % Value Growth 2003-2008
Table 24 Herbal vs Standard Cough, Cold and Allergy (Hay Fever) Remedies 2003-2008
Table 25 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2004-2008
Table 26 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2005-2008
Table 27 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2008-2013
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2008-2013
DIGESTIVE REMEDIES IN JAPAN
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 29 Sales of Digestive Remedies by Subsector: Value 2003-2008
Table 30 Sales of Digestive Remedies by Subsector: % Value Growth 2003-2008
Table 31 Herbal vs Standard Digestive Remedies 2003-2008
Table 32 Digestive Remedies Company Shares by Value 2004-2008
Table 33 Digestive Remedies Brand Shares by Value 2005-2008
Table 34 Forecast Sales of Digestive Remedies by Subsector: Value 2008-2013
Table 35 Forecast Sales of Digestive Remedies by Subsector: % Value Growth 2008-2013
MEDICATED SKIN CARE IN JAPAN
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 36 Sales of Medicated Skin Care by Subsector: Value 2003-2008
Table 37 Sales of Medicated Skin Care by Subsector: % Value Growth 2003-2008
Table 38 Herbal vs Standard Medicated Skin Care 2003-2008
Table 39 Acne Treatments by Format: % Value Breakdown 2004-2008
Table 40 Medicated Skin Care Company Shares by Value 2004-2008
Table 41 Medicated Skin Care Brand Shares by Value 2005-2008
Table 42 Acne Treatments Brand Shares by Value 2005-2008
Table 43 Hair Loss Treatments Brand Shares by Value 2005-2008
Table 44 Forecast Sales of Medicated Skin Care by Subsector: Value 2008-2013
Table 45 Forecast Sales of Medicated Skin Care by Subsector: % Value Growth 2008-2013
VITAMINS AND DIETARY SUPPLEMENTS IN JAPAN
HEADLINES
TRENDS - VITAMINS
TRENDS – DIETARY SUPPLEMENTS
COMPETITIVE LANDSCAPE
PROSPECTS
Table 46 Dietary Supplements: Brand Ranking by Positioning
SECTOR DATA
Table 47 Sales of Vitamins and Dietary Supplements by Subsector: Value 2003-2008
Table 48 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2003-2008
Table 49 Folic Acid v Other B Vitamins 2004-2008
Table 50 Dietary Supplements by Positioning 2006-2008
Table 51 Vitamins and Dietary Supplements Company Shares by Value 2004-2008
Table 52 Vitamins and Dietary Supplements Brand Shares by Value 2005-2008
Table 53 Vitamins Brand Shares by Value 2005-2008
Table 54 Dietary Supplements Brand Shares by Value 2005-2008
Table 55 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2008-2013
Table 56 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2008-2013
NRT SMOKING CESSATION AIDS IN JAPAN
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 57 Number of Smokers by Gender 2003-2008
SECTOR DATA
Table 58 Sales of Smoking Cessation Aids by Subsector: Value 2003-2008
Table 59 Sales of Smoking Cessation Aids by Subsector: % Value Growth 2003-2008
Table 60 NRT Gum Flavours: % Value Breakdown 2006-2008
Table 61 Smoking Cessation Aids Company Shares by Value 2004-2008
Table 62 Smoking Cessation Aids Brand Shares by Value 2005-2008
Table 63 Forecast Sales of Smoking Cessation Aids by Subsector: Value 2008-2013
Table 64 Forecast Sales of Smoking Cessation Aids by Subsector: % Value Growth 2008-2013
EYE CARE IN JAPAN
SECTOR DATA
Table 65 Sales of Eye Care by Subsector: Value 2003-2008
Table 66 Sales of Eye Care by Subsector: % Value Growth 2003-2008
Table 67 Standard Eye Care by Type: % Value Breakdown 2007-2008
Table 68 Eye Care Company Shares by Value 2004-2008
Table 69 Eye Care Brand Shares by Value 2005-2008
Table 70 Forecast Sales of Eye Care by Subsector: Value 2008-2013
Table 71 Forecast Sales of Eye Care by Subsector: % Value Growth 2008-2013
EAR CARE IN JAPAN
SECTOR DATA
Table 72 Sales of Ear Care: Value 2003-2008
Table 73 Sales of Ear Care: % Value Growth 2003-2008
Table 74 Ear Care Company Shares by Value 2004-2008
Table 75 Ear Care Brand Shares by Value 2005-2008
Table 76 Forecast Sales of Ear Care: Value 2008-2013
Table 77 Forecast Sales of Ear Care: % Value Growth 2008-2013
ADULT MOUTH CARE IN JAPAN
HEADLINES
SECTOR DATA
Table 78 Sales of Adult Mouth Care: Value 2003-2008
Table 79 Sales of Adult Mouth Care: % Value Growth 2003-2008
Table 80 Adult Mouth Care Company Shares by Value 2004-2008
Table 81 Adult Mouth Care Brand Shares by Value 2005-2008
Table 82 Forecast Sales of Adult Mouth Care: Value 2008-2013
Table 83 Forecast Sales of Adult Mouth Care: % Value Growth 2008-2013
CALMING AND SLEEPING PRODUCTS IN JAPAN
SECTOR DATA
Table 84 Sales of Calming and Sleeping Products: Value 2003-2008
Table 85 Sales of Calming and Sleeping Products: % Value Growth 2003-2008
Table 86 Calming and Sleeping Products Company Shares by Value 2004-2008
Table 87 Calming and Sleeping Products Brand Shares by Value 2005-2008
Table 88 Forecast Sales of Calming and Sleeping Products: Value 2008-2013
Table 89 Forecast Sales of Calming and Sleeping Products: % Value Growth 2008-2013
WOUND TREATMENTS IN JAPAN
SECTOR DATA
Table 90 Sales of Wound Treatments by Subsector: Value 2003-2008
Table 91 Sales of Wound Treatments by Subsector: % Value Growth 2003-2008
Table 92 Wound Treatments Company Shares by Value 2004-2008
Table 93 Wound Treatments Brand Shares by Value 2005-2008
Table 94 Forecast Sales of Wound Treatments by Subsector: Value 2008-2013
Table 95 Forecast Sales of Wound Treatments by Subsector: % Value Growth 2008-2013
EMERGENCY CONTRACEPTION IN JAPAN
TRENDS