Analgesics in Japan

PROSPECTS

Segmenting the offer to cater to demand for more personalised care

Adult combination products – analgesics saw growth in 2019 driven by a growing number of brands segmenting their offer to meet more specific consumer needs. Lion Corp launched Bufferin Light during the year, targeting consumers who have milder symptoms and do not want to take anything too strong.

Modern living causes headaches, but rival treatments emerging

Numerous elements of modern living are prone to trigger migraines and headaches. Exposure to electronic devices with screens has become a central feature of consumers’ working and social lives.

Topical analgesics/anaesthetic benefits from growing interest in exercise

Topical analgesics/anaesthetic continued to grow in the final year of the review period, supported by the increased incidence of minor aches and pains deriving from engagement in physical activity and exercise. A growing number of Japanese people are committing to regular sport and exercise as a result of rising health-consciousness and, particularly, the growing interest in sport ahead of the 2020 Tokyo Olympics.

COMPETITIVE LANDSCAPE

Hisamitsu’s strong marketing activity supports market lead

Hisamitsu Pharmaceutical Co Inc retained the lead in analgesics in the final year of the review period, supported by its strength in the expanding topical analgesics/anaesthetic category. The company maintains its presence in the market through investment in significant marketing in support of its core brands, Salonpas and Feitas.

Bayer withdraws from aspirin

The adult aspirin category continued to decline in 2019, losing out to competition from combination products. The plight of aspirin was underlined when Bayer Yakuhin announced the discontinuation of Bayer Aspirin from January 2019.

Voltaren differentiates its positioning from Salonpas

GlaxoSmithKline Consumer Healthcare Japan KK is engaging in considerable promotional support for its topical analgesics/anaesthetic brand, Voltaren, as it looks to take advantage of the category’s expansion. While competitor, Hisamitsu’s Salonpas is associated with sport, and the muscle pain and fatigue coming from exercise and after care, Voltaren takes a different approach.

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