Growth patterns in the Japanese consumer health market reflected changing consumer attitudes and lifestyles in 2019. Eye care was amongst the most dynamic categories at the end of the review period, as the increasingly central role of electronic devices with screens in consumers’ everyday working and social lives contributed to an increase in the prevalence of eye problems.
Personalisation became an increasingly significant trend in the Japanese consumer health market in 2019. The refinement of consumer demand led to increasing segmentation across a wide range of consumer health categories, leading to the introduction of products targeting specific types of eye problem in eye care and particular levels of symptom in adult combination products – analgesics, for example.
Taisho Pharmaceutical retained the lead in the Japanese consumer health market in 2019 thanks to a wide ranging presence, particularly in OTC products, in which it was the largest player in cough, cold and allergy (hay fever) remedies, dermatologicals and digestive remedies. The company also, notably began to build a presence in dietary supplements in the latter part of the review period, reflecting the growing consumer interest in more holistic, preventative health measures that was undermining demand in a number of OTC categories.
Drugstores/parapharmacies remained the largest distribution channel for consumer health products in 2019. With easily accessible locations, often near train stations, the channel benefits from consumer demand for immediate treatment in several categories, particularly in OTC products.
The ongoing decline of the Japanese population and maturity in key categories will act as significant constraints on the development of consumer health over 2019-2024. Nonetheless, rising consumer health-consciousness and government efforts to promote a culture of self-medication are expected to contribute to continued growth during the forecast period.
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This industry report originates from Passport, our Consumer Health market research database.