Analgesics in Japan

PROSPECTS

Active promotion supports the growth of adult combination products

In 2018, adult combination products continued to show strong growth, supported by the performance of well-known brands and their active promotion. Arax’s Norshin brand continued to see active promotion in 2018, with renewed airing of television commercials.

Adult aspirin declines, as consumers seek alternative treatments

Adult aspirin continued to decline in current value terms in 2018, due to consumers avoiding unnecessary medication and opting for alternative treatments. Although headaches and migraines continue to trouble consumers, they are more informed and educated about other remedies to try before taking medication, thanks to having more access to information through the internet.

Topical analgesics/anaesthetic expected to surge

As the 2020 Tokyo Olympics and Paralympics approach, the environment in Japan has shifted towards encouraging sports, with the whole nation showing more interest in daily workouts and sports in general. This is spread throughout the generations, including the elderly.

COMPETITIVE LANDSCAPE

Hisamitsu Pharmaceutical leads analgesics

Hisamitsu Pharmaceutical continued to lead analgesics in 2018, with a strong presence in topical analgesics/anaesthetic, supported by highly recognised brands such as Salonpas and Faitas. Salonpas is well-known for its popularity amongst inbound tourists visiting Japan.

Sanofi’s presence rises after the acquisition of SSP

Sanofi expanded its presence in analgesics after acquiring SSP in 2017, which continued to lead systemic analgesics in 2018. SSP’s Eve brand supported the growth of the company.

Awareness is set to be boosted by sponsorship

In February 2018, Hisamitsu Pharmaceutical announced that it will become one of the official partners for the 2020 Tokyo Olympics and Paralympics. It is expected that this sponsorship will further help raise awareness of its brands both locally and globally.

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