Consumer Health in Japan

Consumer Health in Japan

EXECUTIVE SUMMARY

COVID-19 impact on consumer health

COVID-19 country impact

Company response

Retailing shift

What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-2020
Table 2 Life Expectancy at Birth 2015-2020

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2015-2020
Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020
Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2015-2020
Table 8 Distribution of Consumer Health by Format: % Value 2015-2020
Table 9 Distribution of Consumer Health by Format and Category: % Value 2020
Table 10 Forecast Sales of Consumer Health by Category: Value 2020-2025
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in Japan

KEY DATA FINDINGS

2020 IMPACT

Misleading reports have negative impact on sales of ibuprofen

Postponement of Olympics and Paralympics limits growth of topical analgesics/anaesthetic

Hisamitsu shows support for medical workers with its Light it Blue campaign

RECOVERY AND OPPORTUNITIES

Modern living causes headaches, but rival treatments emerging

Rearranged Olympics and an ageing population set to drive demand for topical analgesics/anaesthetic

Innovation could be needed to overcome demographic challenges

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2015-2020
Table 13 Sales of Analgesics by Category: % Value Growth 2015-2020
Table 14 NBO Company Shares of Analgesics: % Value 2016-2020
Table 15 LBN Brand Shares of Analgesics: % Value 2017-2020
Table 16 Forecast Sales of Analgesics by Category: Value 2020-2025
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025

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

KEY DATA FINDINGS

2020 IMPACT

Home seclusion provides some relief for allergy sufferers

Sales boosted by consumers preparing for COVID-19

Self-medication deduction tax system yet to have desired effect

RECOVERY AND OPPORTUNITIES

Rx products could threaten future sales of antihistamines/allergy remedies (systemic)

New innovations could help sustain interest in antihistamines/allergy remedies (systemic)

Growing focus on ingredients and their side effects threatens sales of combination products

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025

Digestive Remedies in Japan

KEY DATA FINDINGS

2020 IMPACT

Fewer digestive complaints in 2020 as consumers eat more home cooked meals

Disruption to travel and tourism has negative impact on sales

Taisho’s Seirogan benefits from strong promotion, including physical exercise videos

RECOVERY AND OPPORTUNITIES

2021 Tokyo Olympics and Paralympics set to provide temporary boost to sales

Repositioning of motion sickness remedies offers new growth opportunities

Holistic approach to digestive health reducing demand for digestive remedies

CATEGORY DATA

Table 24 Sales of Digestive Remedies by Category: Value 2015-2020
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
Table 26 NBO Company Shares of Digestive Remedies: % Value 2016-2020
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025

Dermatologicals in Japan

KEY DATA FINDINGS

2020 IMPACT

Home seclusion limits demand for topical allergy remedies/antihistamines

COVID-19 having mixed impact on products that target children

Hair loss treatments provides growth opportunities

RECOVERY AND OPPORTUNITIES

New product launches should support further growth for hair loss treatments

Face masks could lead to rise in skin complaints

Alternative products threaten sales of dermatologicals

CATEGORY DATA

Table 30 Sales of Dermatologicals by Category: Value 2015-2020
Table 31 Sales of Dermatologicals by Category: % Value Growth 2015-2020
Table 32 NBO Company Shares of Dermatologicals: % Value 2016-2020
Table 33 LBN Brand Shares of Dermatologicals: % Value 2017-2020
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2017-2020
Table 35 Forecast Sales of Dermatologicals by Category: Value 2020-2025
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025

NRT Smoking Cessation Aids in Japan

KEY DATA FINDINGS

2020 IMPACT

Decline in smoking prevalence spurred on in 2020 by the outbreak of COVID-19

New tobacco laws likely to encourage more smokers to quit

Alternative options proving popular with consumers looking to quit

RECOVERY AND OPPORTUNITIES

More smokers set to quit following indoor smoking ban, but sales still set to struggle

Strong marketing support should ensure Nicorette’s dominance

Concerns about “smell harassment” could encourage people to quit

CATEGORY INDICATORS

Table 37 Number of Smokers by Gender 2015-2020

CATEGORY DATA

Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2015-2020
Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2016-2020
Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2017-2020
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025

Eye Care in Japan

KEY DATA FINDINGS

2020 IMPACT

Drop in tourism impedes sales of eye care

Sales suffer as consumers stay at home

Rohto Pharmaceutical enters prescription eye care but retains focus on OTC products

RECOVERY AND OPPORTUNITIES

Increasing exposure to electronic screens set to drive demand for eye care

Product offer becoming increasingly segmented

Tourism retains potential for the future growth of eye care

CATEGORY DATA

Table 44 Sales of Eye Care by Category: Value 2015-2020
Table 45 Sales of Eye Care by Category: % Value Growth 2015-2020
Table 46 NBO Company Shares of Eye Care: % Value 2016-2020
Table 47 LBN Brand Shares of Eye Care: % Value 2017-2020
Table 48 Forecast Sales of Eye Care by Category: Value 2020-2025
Table 49 Forecast Sales of Eye Care by Category: % Value Growth 2020-2025

Sleep Aids in Japan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 impacting sleeping patterns due to stress and anxiety

‘Sleep hygiene’ trend suppressing demand for sleep aids

SSP retains clear lead, but faces competition from supplements

RECOVERY AND OPPORTUNITIES

New alternative products appearing in the market threaten sales of sleep aids

Professional treatment options expanding

Consumers turning to Rx drugs for more serious complaints

CATEGORY DATA

Table 50 Sales of Sleep Aids: Value 2015-2020
Table 51 Sales of Sleep Aids: % Value Growth 2015-2020
Table 52 NBO Company Shares of Sleep Aids: % Value 2016-2020
Table 53 LBN Brand Shares of Sleep Aids: % Value 2017-2020
Table 54 Forecast Sales of Sleep Aids: Value 2020-2025
Table 55 Forecast Sales of Sleep Aids: % Value Growth 2020-2025

Wound Care in Japan

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and the postponement of the Olympics and Paralympics bad news for wound care

Consumers use gauze for home-made face masks

Band-Aid retains lead despite difficult year

RECOVERY AND OPPORTUNITIES

Preparation for natural disasters offers opportunities for growth

Johnson & Johnson continues to invest in the future

Potential threat from blister prevention products

CATEGORY DATA

Table 56 Sales of Wound Care by Category: Value 2015-2020
Table 57 Sales of Wound Care by Category: % Value Growth 2015-2020
Table 58 NBO Company Shares of Wound Care: % Value 2016-2020
Table 59 LBN Brand Shares of Wound Care: % Value 2017-2020
Table 60 Forecast Sales of Wound Care by Category: Value 2020-2025
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025

Vitamins in Japan

KEY DATA FINDINGS

2020 IMPACT

Consumers invest in vitamins to help fight off COVID-19

Some single vitamins suffer as consumers focus on immediate concerns

Gummy formats help to differentiate vitamins from medication

RECOVERY AND OPPORTUNITIES

Vitamin C expected to benefit from beauty positioning

Functional foods represent a growing threat

Multivitamins key to success

CATEGORY DATA

Table 62 Sales of Vitamins by Category: Value 2015-2020
Table 63 Sales of Vitamins by Category: % Value Growth 2015-2020
Table 64 Sales of Multivitamins by Positioning: % Value 2015-2020
Table 65 NBO Company Shares of Vitamins: % Value 2016-2020
Table 66 LBN Brand Shares of Vitamins: % Value 2017-2020
Table 67 Forecast Sales of Vitamins by Category: Value 2020-2025
Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025

Dietary Supplements in Japan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 related health issues stimulates demand for some dietary supplements

Lack of tourists a barrier to stronger growth

E-commerce thriving thanks to home seclusion

RECOVERY AND OPPORTUNITIES

Consumers looking for precise functionality

Personalisation set to continue over the forecast period as companies look to add value

New product development and an ageing population point towards growth

CATEGORY DATA

Table 69 Sales of Dietary Supplements by Category: Value 2015-2020
Table 70 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
Table 71 Sales of Dietary Supplements by Positioning: % Value 2015-2020
Table 72 NBO Company Shares of Dietary Supplements: % Value 2016-2020
Table 73 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
Table 74 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025

Sports Nutrition in Japan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 puts a dampener on growth as gyms close and consumers stay at home

Meiji sustains lead in part thanks to online expansion

Sports protein RTD sees introduction of new flavours as Meiji looks to attract new consumers

RECOVERY AND OPPORTUNITIES

Sports nutrition set to benefit from growing health awareness and the hosting of the Tokyo Olympics and Paralympics in 2021

E-commerce opens up the market to foreign brands

Changing perceptions of body image generating demand for high protein products

CATEGORY DATA

Table 76 Sales of Sports Nutrition by Category: Value 2015-2020
Table 77 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
Table 78 NBO Company Shares of Sports Nutrition: % Value 2016-2020
Table 79 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
Table 80 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
Table 81 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025

Herbal/Traditional Products in Japan

KEY DATA FINDINGS

2020 IMPACT

Loss of tourism due to COVID-19 hits sales of herbal/traditional products

Herbal/traditional dietary supplements compatible with evolving demand trends

Online consultations on the rise with sales boosted by COVID-19

RECOVERY AND OPPORTUNITIES

Sales set for growth over the forecast period providing tourism returns

Online consultations on the rise with sales boosted by COVID-19

New brands target younger generation offering hope for the future

CATEGORY DATA

Table 82 Sales of Herbal/Traditional Products by Category: Value 2015-2020
Table 83 Sales of Herbal/Traditional Products by Category: % Value Growth 2015-2020
Table 84 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
Table 85 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
Table 86 Forecast Sales of Herbal/Traditional Products by Category: Value 2020-2025
Table 87 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025

Paediatric Consumer Health in Japan

KEY DATA FINDINGS

2020 IMPACT

Prevention over cure the main growth driver in 2020

Fewer trips due to COVID-19 means fewer sales opportunities for digestive remedies

New product development and innovation remains rife in paediatric consumer health

RECOVERY AND OPPORTUNITIES

Declining birth rate threatens growth of paediatric consumer health

Changing parental perceptions of vitamins and dietary supplements key to growth

Easy access to prescribed medicines a significant barrier to growth

CATEGORY DATA

Table 88 Sales of Paediatric Consumer Health by Category: Value 2015-2020
Table 89 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
Table 90 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
Table 91 NBO Company Shares of Paediatric Consumer Health: % Value 2016-2020
Table 92 LBN Brand Shares of Paediatric Consumer Health: % Value 2017-2020
Table 93 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 94 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025

Weight Management and Wellbeing in Japan

KEY DATA FINDINGS

2020 IMPACT

Home seclusion due to COVID-19 sees consumers putting on weight

Supplement nutrition drinks remain popular among the sick and elderly

Meiji continues to thrive thanks to strong distribution

RECOVERY AND OPPORTUNITIES

Low carb/high protein diets threaten the growth prospects of weight management and wellbeing

Competitive landscape set to become more fragmented thanks to e-commerce

Differentiation offers potential for brands to add value and stand out from the crowd

CATEGORY DATA

Table 95 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
Table 96 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
Table 97 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
Table 98 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
Table 99 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 100 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025

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