Consumer Health in Japan
Consumer health in 2023: The big picture
What next for consumer health?
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2018-2023
Table 2 Life Expectancy at Birth 2018-2023
Table 3 Sales of Consumer Health by Category: Value 2018-2023
Table 4 Sales of Consumer Health by Category: % Value Growth 2018-2023
Table 5 NBO Company Shares of Consumer Health: % Value 2019-2023
Table 6 LBN Brand Shares of Consumer Health: % Value 2020-2023
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2018-2023
Table 8 Distribution of Consumer Health by Format: % Value 2018-2023
Table 9 Distribution of Consumer Health by Format and Category: % Value 2023
Table 10 Forecast Sales of Consumer Health by Category: Value 2023-2028
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2023-2028
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Summary 1 Research Sources
Analgesics in Japan
Mixed fortunes for analgesics in 2023 with topical analgesics/anaesthetic being key to growth
Salonpas benefits from rebound in demand for topical analgesics/anaesthetic, while Loxonin S continues to make waves
Players focus on adding value to their product lines
Stable outlook for analgesics with challenges and opportunities presenting themselves
New product development expected to focus on treating the causes of pain and stiffness
Players will need to address negative image issues to maintain demand
Table 12 Sales of Analgesics by Category: Value 2018-2023
Table 13 Sales of Analgesics by Category: % Value Growth 2018-2023
Table 14 NBO Company Shares of Analgesics: % Value 2019-2023
Table 15 LBN Brand Shares of Analgesics: % Value 2020-2023
Table 16 Forecast Sales of Analgesics by Category: Value 2023-2028
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2023-2028
Sleep Aids in Japan
Obstacles and opportunities remain for sleep aids as sleep disorders in Japan continue to rise
Sleep aids faces competition from all angles as consumers become more literate about what ingredients can improve sleep quality
Alternatives to sleep aids growing in number
Players could look to expand their reach to a wider audience through product expansions and complementary products and services
Sleep supplements could cannibalise some sales of sleep aids
Intestines could hold the key to new innovations in the area of sleep aids
Table 18 Sales of Sleep Aids: Value 2018-2023
Table 19 Sales of Sleep Aids: % Value Growth 2018-2023
Table 20 NBO Company Shares of Sleep Aids: % Value 2019-2023
Table 21 LBN Brand Shares of Sleep Aids: % Value 2020-2023
Table 22 Forecast Sales of Sleep Aids: Value 2023-2028
Table 23 Forecast Sales of Sleep Aids: % Value Growth 2023-2028
Cough, Cold and Allergy (Hay Fever) Remedies in Japan
A return to pre-pandemic lifestyles spells good news for sales of cough, cold and allergy (hay fever) remedies
Lifting of COVID-19 restrictions and control measures a positive for sales of antihistamines/allergy remedies
Prices rise as players focus on providing faster and more effective relief
Positive influences on demand expected to be offset by negative ones
Players will need to invest in new product development and marketing to help increase demand for antihistamines/allergy remedies
Players could look to promote reduced side effects as a way of differentiating their products
Table 24 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023
Table 25 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023
Table 26 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2023
Table 27 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2023
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2023-2028
Table 29 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2023-2028
Dermatologicals in Japan
A largely positive performance from dermatologicals in 2023 as consumers put the pandemic behind them
Hair loss treatments branching out to meet the needs of new consumer groups
Another tough year for topical allergy remedies/antihistamines
Growing focus on skin care should benefit sales despite demographic challenges
Local companies taking proactive steps to halt the ongoing decline in Japan’s birth rate
Har loss treatment and prevention still seen to be full of potential
Table 30 Sales of Dermatologicals by Category: Value 2018-2023
Table 31 Sales of Dermatologicals by Category: % Value Growth 2018-2023
Table 32 NBO Company Shares of Dermatologicals: % Value 2019-2023
Table 33 LBN Brand Shares of Dermatologicals: % Value 2020-2023
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2020-2023
Table 35 Forecast Sales of Dermatologicals by Category: Value 2023-2028
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2023-2028
Digestive Remedies in Japan
Digestive remedies on the path to recovery as consumers become more socially active again and resume their busy pre-pandemic lifestyles
Players focus on different audiences within motion sickness remedies as they look to capitalise on the renewed demand
Contrasting fortunes for diarrhoeal remedies and laxatives
A shrinking population and an increased focus on preventative health likely to hinder growth opportunities for digestive remedies
Motion sickness remedies still has scope for development as consumers start to travel again
Players could look to expand their reach to new target audiences
Table 37 Sales of Digestive Remedies by Category: Value 2018-2023
Table 38 Sales of Digestive Remedies by Category: % Value Growth 2018-2023
Table 39 NBO Company Shares of Digestive Remedies: % Value 2019-2023
Table 40 LBN Brand Shares of Digestive Remedies: % Value 2020-2023
Table 41 Forecast Sales of Digestive Remedies by Category: Value 2023-2028
Table 42 Forecast Sales of Digestive Remedies by Category: % Value Growth 2023-2028
Eye Care in Japan
Eye care continues on the path to recovery as Japan is released from the grip of the pandemic
LINE opens up new marketing and engagement opportunities for eye care brands
Growing range of solutions to eye care on offer as consumers become more demanding
Category maturity an obstacle to growth
Social and digital marketing seen as vital to future growth opportunities
Players could look to focus on eye health from the inside and the outside
Table 43 Sales of Eye Care by Category: Value 2018-2023
Table 44 Sales of Eye Care by Category: % Value Growth 2018-2023
Table 45 NBO Company Shares of Eye Care: % Value 2019-2023
Table 46 LBN Brand Shares of Eye Care: % Value 2020-2023
Table 47 Forecast Sales of Eye Care by Category: Value 2023-2028
Table 48 Forecast Sales of Eye Care by Category: % Value Growth 2023-2028
NRT Smoking Cessation Aids in Japan
Smoking prevalence in decline as restrictions tighten up
Competition from heated tobacco intensifies as leading players drop their prices
Growing range of alternative smoking cessation services and products a barrier to growth
More smokers likely to quit in response to further tax hikes
Alternative products likely to provide stiff competition to NRT smoking cessation aids
Challenging future ahead for NRT smoking cessation aids as competition increases from legal and illegal channels
Table 49 Number of Smokers by Gender 2018-2023
Table 50 Sales of NRT Smoking Cessation Aids by Category: Value 2018-2023
Table 51 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2019-2023
Table 53 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2020-2023
Table 54 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2023-2028
Table 55 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2023-2028
Wound Care in Japan
Leading players offer broad range of products to meet the needs of consumers in Japan
Players explore new designs to capture the attention of consumers
Limited edition products catch the eye of collectors and fans
New product development may be needed to address category maturity
Functionality set to remain a key focus of innovation and new product development
Education and awareness campaigns could benefit sales of wound care
Table 56 Sales of Wound Care by Category: Value 2018-2023
Table 57 Sales of Wound Care by Category: % Value Growth 2018-2023
Table 58 NBO Company Shares of Wound Care: % Value 2019-2023
Table 59 LBN Brand Shares of Wound Care: % Value 2020-2023
Table 60 Forecast Sales of Wound Care by Category: Value 2023-2028
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2023-2028
Sports Nutrition in Japan
Sports nutrition continues to see dynamic growth as the consumer base continues to grow and expand
Competition intensifies as players look to capitalise on the growing demand
Product variety helping to fuel interest in sports protein
Sports nutrition still has room to grow but new strategies may be required to offset the impact of Japan’s shrinking population
Players likely to invest in new product development to differentiate themselves from the competition
Sports nutrition set to face growing competition from products that fall outside the category
Table 62 Sales of Sports Nutrition by Category: Value 2018-2023
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2018-2023
Table 64 NBO Company Shares of Sports Nutrition: % Value 2019-2023
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2020-2023
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2023-2028
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2023-2028
Dietary Supplements in Japan
Dietary supplements continues to grow backed by new innovations and increasing product awareness
Aojiru producers looking to reach a younger audience
Suntory Wellness retains the lead thanks to trusted image and strong investment in marketing and advertising
Dietary supplements expected to benefit from investment in new product development and innovation
Overseas markets could open up new opportunities for local brands of dietary supplements both at home and abroad
Adopting an omnichannel approach to retailing could play a key role in driving demand
Table 68 Sales of Dietary Supplements by Category: Value 2018-2023
Table 69 Sales of Dietary Supplements by Category: % Value Growth 2018-2023
Table 70 Sales of Dietary Supplements by Positioning: % Value 2018-2023
Table 71 NBO Company Shares of Dietary Supplements: % Value 2019-2023
Table 72 LBN Brand Shares of Dietary Supplements: % Value 2020-2023
Table 73 Forecast Sales of Dietary Supplements by Category: Value 2023-2028
Table 74 Forecast Sales of Dietary Supplements by Category: % Value Growth 2023-2028
Vitamins in Japan
Vitamins continues to see healthy demand as consumers remain focused on health and wellbeing
Producers of tonics branch out into products targeting relaxation
Vitamin D receiving more attention as awareness of its benefits grows
Growing interest in and awareness of the benefits of vitamins set to boost demand
Competition expected to intensify as targeted solutions find growing appeal across vitamins and dietary supplements
DHC continuing on low-price strategy despite acquisition by Orix
Table 75 Sales of Vitamins by Category: Value 2018-2023
Table 76 Sales of Vitamins by Category: % Value Growth 2018-2023
Table 77 Sales of Multivitamins by Positioning: % Value 2018-2023
Table 78 NBO Company Shares of Vitamins: % Value 2019-2023
Table 79 LBN Brand Shares of Vitamins: % Value 2020-2023
Table 80 Forecast Sales of Vitamins by Category: Value 2023-2028
Table 81 Forecast Sales of Vitamins by Category: % Value Growth 2023-2028
Weight Management and Wellbeing in Japan
Resurgent demand for weight management and wellbeing as consumers become more health conscious
Questionable business practices cast a negative light on weight management and wellbeing
New product development remains a feature of weight management and wellbeing
Personalised weight loss plans could add value to the category
New law will prevent misleading stealth marketing
Health and wellness packaged food and beverages could pose strong competition to weight management and wellbeing
Table 82 Sales of Weight Management and Wellbeing by Category: Value 2018-2023
Table 83 Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023
Table 84 NBO Company Shares of Weight Management and Wellbeing: % Value 2019-2023
Table 85 LBN Brand Shares of Weight Management and Wellbeing: % Value 2020-2023
Table 86 Forecast Sales of Weight Management and Wellbeing by Category: Value 2023-2028
Table 87 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2023-2028
Herbal/Traditional Products in Japan
Improved outlook for herbal/traditional products in Japan, as players target a younger audience
Increase in inbound arrivals from Asia benefiting sales of herbal/traditional products in 2023
Negative publicity threatens sales of herbal/traditional products
Herbal/traditional products expected to see more variety as players look to tap into evolving consumer demands
Players will need to target new audiences to overcome the impact of Japan’s shrinking population
Building consumer trust is key to the expansion of the category
Table 88 Sales of Herbal/Traditional Products by Category: Value 2018-2023
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2018-2023
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2019-2023
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2020-2023
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2023-2028
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2023-2028
Paediatric Consumer Health in Japan
Mixed performances seen within paediatric consumer health in 2023
Players explore new opportunities as competition intensifies
Players focusing on offering products that are suitable for the whole family
Declining birth rate set to remain a significant obstacle to growth
Economic pressures expected to help sustain demand for paediatric vitamins and dietary supplements
Players could look to try and help address declining birth rate with new products and marketing
Table 94 Sales of Paediatric Consumer Health by Category: Value 2018-2023
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023
Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2019-2023
Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2020-2023
Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2023-2028
Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2023-2028