Executive Summary

Oct 2019
PROSPECTS
Sleep aids struggles to compete with alternative products

While the 24-hour character of modern lifestyles and the constant access to information and other people provided by smartphones have eroded traditional sleeping patterns, OTC sleep aids is struggling to tap into the increasing prevalence of conditions such as insomnia. This is largely due to the wide range of alternatives available to treat sleep disorders.

Improving sleep hygiene threatens development of OTC sleep aids

Consumer concerns about the impact of taking OTC sleep aids are supporting a trend towards interest in sleep hygiene – creating conditions conducive to good sleep. In Japan, it is common to firstly seek to deal with sleeping problems naturally by reconsidering daily lifestyle and the rising awareness of sleep hygiene builds on this foundation.

Professional treatment options expanding

Whilst consumers with milder symptoms seek treatment from alternative products, consumers with more serious concerns often opt for professional help. In the review period, the number of clinics and salons which specialise in sleeping disorders increased, promoting professional treatment.

COMPETITIVE LANDSCAPE
SSP retains clear lead, but faces competition from supplements

SSP, which was acquired by French multinational, Sanofi, in 2017, remained the clear leader in sleep aids, at the end of the review period. The company’s brand, Drewell, has achieved high levels of awareness amongst consumers, which helps to maintain its presence in the market.

Kobayashi’s change of direction highlights problems facing sleep aids

The challenges facing sleep aids players and the shifting character of consumer demand were underlined by Kobayashi Pharmaceutical’s efforts to turn its sleep aid brand, Nightmin, in a different direction in the review period. In 2017, the brand launched a non-medicated mouth closing tape under the Nightmin brand.

Diversification of competition set to continue in the forecast period

Moves such as Kobayashi Pharmaceutical’s and the lack of major activity within sleep aids itself point to the category’s ongoing decline and the fact that the sleep industry is shifting towards an ever-growing range of natural and non-medicated remedies, including food and drink, bedding, lifestyle, bathing, exercise and stress relief.

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Sleep Aids in Japan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sleep Aids industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sleep Aids industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sleep Aids in Japan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sleep Aids in Japan?
  • What are the major brands in Japan?
  • What is the market size of Sleep Aids in Japan?
  • What are the major brands in Japan?
  • Do herbal/traditional brands like Passiflora or Dormiplant available?
  • Do consumers in Japan use calming or sleeping products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Sleep Aids in Japan - Category analysis

HEADLINES

PROSPECTS

Sleep aids struggles to compete with alternative products
Improving sleep hygiene threatens development of OTC sleep aids
Professional treatment options expanding

COMPETITIVE LANDSCAPE

SSP retains clear lead, but faces competition from supplements
Kobayashi’s change of direction highlights problems facing sleep aids
Diversification of competition set to continue in the forecast period

CATEGORY DATA

Table 1 Sales of Sleep Aids: Value 2014-2019
Table 2 Sales of Sleep Aids: % Value Growth 2014-2019
Table 3 NBO Company Shares of Sleep Aids: % Value 2015-2019
Table 4 LBN Brand Shares of Sleep Aids: % Value 2016-2019
Table 5 Forecast Sales of Sleep Aids: Value 2019-2024
Table 6 Forecast Sales of Sleep Aids: % Value Growth 2019-2024

Consumer Health in Japan - Industry Overview

EXECUTIVE SUMMARY

Shift in consumer attitudes having a variable impact across consumer health
Growing focus on personalisation
Changing demand trends complicating the competitive environment
Drugstores/parapharmacies and internet retailing register increasing share of sales
Healthy living trends set to drive growth

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventative medicine
Switches
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources