Consumer Health in Japan

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Consumer health in 2023: The big picture
• 2023 key trends
• Competitive landscape
• Retailing developments
• What next for consumer health?

MARKET INDICATORS

• Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2018-2023
• Table 2 Life Expectancy at Birth 2018-2023

MARKET DATA

• Table 3 Sales of Consumer Health by Category: Value 2018-2023
• Table 4 Sales of Consumer Health by Category: % Value Growth 2018-2023
• Table 5 NBO Company Shares of Consumer Health: % Value 2019-2023
• Table 6 LBN Brand Shares of Consumer Health: % Value 2020-2023
• Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2018-2023
• Table 8 Distribution of Consumer Health by Format: % Value 2018-2023
• Table 9 Distribution of Consumer Health by Format and Category: % Value 2023
• Table 10 Forecast Sales of Consumer Health by Category: Value 2023-2028
• Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2023-2028

APPENDIX

• OTC registration and classification
• Vitamins and dietary supplements registration and classification
• Self-medication/self-care and preventive medicine
• Switches

DISCLAIMER

DEFINITIONS

SOURCES

• Summary 1 Research Sources

ANALGESICS IN JAPAN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Mixed fortunes for analgesics in 2023 with topical analgesics/anaesthetic being key to growth
• Salonpas benefits from rebound in demand for topical analgesics/anaesthetic, while Loxonin S continues to make waves
• Players focus on adding value to their product lines

PROSPECTS AND OPPORTUNITIES

• Stable outlook for analgesics with challenges and opportunities presenting themselves
• New product development expected to focus on treating the causes of pain and stiffness
• Players will need to address negative image issues to maintain demand

CATEGORY DATA

• Table 12 Sales of Analgesics by Category: Value 2018-2023
• Table 13 Sales of Analgesics by Category: % Value Growth 2018-2023
• Table 14 NBO Company Shares of Analgesics: % Value 2019-2023
• Table 15 LBN Brand Shares of Analgesics: % Value 2020-2023
• Table 16 Forecast Sales of Analgesics by Category: Value 2023-2028
• Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2023-2028

COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN JAPAN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• A return to pre-pandemic lifestyles spells good news for sales of cough, cold and allergy (hay fever) remedies
• Lifting of COVID-19 restrictions and control measures a positive for sales of antihistamines/allergy remedies
• Prices rise as players focus on providing faster and more effective relief

PROSPECTS AND OPPORTUNITIES

• Positive influences on demand expected to be offset by negative ones
• Players will need to invest in new product development and marketing to help increase demand for antihistamines/allergy remedies
• Players could look to promote reduced side effects as a way of differentiating their products

CATEGORY DATA

• Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023
• Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023
• Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2023
• Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2023
• Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2023-2028
• Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2023-2028

DIGESTIVE REMEDIES IN JAPAN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Digestive remedies on the path to recovery as consumers become more socially active again and resume their busy pre-pandemic lifestyles
• Players focus on different audiences within motion sickness remedies as they look to capitalise on the renewed demand
• Contrasting fortunes for diarrhoeal remedies and laxatives

PROSPECTS AND OPPORTUNITIES

• A shrinking population and an increased focus on preventative health likely to hinder growth opportunities for digestive remedies
• Motion sickness remedies still has scope for development as consumers start to travel again
• Players could look to expand their reach to new target audiences

CATEGORY DATA

• Table 24 Sales of Digestive Remedies by Category: Value 2018-2023
• Table 25 Sales of Digestive Remedies by Category: % Value Growth 2018-2023
• Table 26 NBO Company Shares of Digestive Remedies: % Value 2019-2023
• Table 27 LBN Brand Shares of Digestive Remedies: % Value 2020-2023
• Table 28 Forecast Sales of Digestive Remedies by Category: Value 2023-2028
• Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2023-2028

DERMATOLOGICALS IN JAPAN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• A largely positive performance from dermatologicals in 2023 as consumers put the pandemic behind them
• Hair loss treatments branching out to meet the needs of new consumer groups
• Another tough year for topical allergy remedies/antihistamines

PROSPECTS AND OPPORTUNITIES

• Growing focus on skin care should benefit sales despite demographic challenges
• Local companies taking proactive steps to halt the ongoing decline in Japan's birth rate
• Har loss treatment and prevention still seen to be full of potential

CATEGORY DATA

• Table 30 Sales of Dermatologicals by Category: Value 2018-2023
• Table 31 Sales of Dermatologicals by Category: % Value Growth 2018-2023
• Table 32 NBO Company Shares of Dermatologicals: % Value 2019-2023
• Table 33 LBN Brand Shares of Dermatologicals: % Value 2020-2023
• Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2020-2023
• Table 35 Forecast Sales of Dermatologicals by Category: Value 2023-2028
• Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2023-2028

NRT SMOKING CESSATION AIDS IN JAPAN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Smoking prevalence in decline as restrictions tighten up
• Competition from heated tobacco intensifies as leading players drop their prices
• Growing range of alternative smoking cessation services and products a barrier to growth

PROSPECTS AND OPPORTUNITIES

• More smokers likely to quit in response to further tax hikes
• Alternative products likely to provide stiff competition to NRT smoking cessation aids
• Challenging future ahead for NRT smoking cessation aids as competition increases from legal and illegal channels

CATEGORY INDICATORS

• Table 37 Number of Smokers by Gender 2018-2023

CATEGORY DATA

• Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2018-2023
• Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2018-2023
• Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2019-2023
• Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2020-2023
• Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2023-2028
• Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2023-2028

SLEEP AIDS IN JAPAN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Obstacles and opportunities remain for sleep aids as sleep disorders in Japan continue to rise
• Sleep aids faces competition from all angles as consumers become more literate about what ingredients can improve sleep quality
• Alternatives to sleep aids growing in number

PROSPECTS AND OPPORTUNITIES

• Players could look to expand their reach to a wider audience through product expansions and complementary products and services
• Sleep supplements could cannibalise some sales of sleep aids
• Intestines could hold the key to new innovations in the area of sleep aids

CATEGORY DATA

• Table 44 Sales of Sleep Aids: Value 2018-2023
• Table 45 Sales of Sleep Aids: % Value Growth 2018-2023
• Table 46 NBO Company Shares of Sleep Aids: % Value 2019-2023
• Table 47 LBN Brand Shares of Sleep Aids: % Value 2020-2023
• Table 48 Forecast Sales of Sleep Aids: Value 2023-2028
• Table 49 Forecast Sales of Sleep Aids: % Value Growth 2023-2028

EYE CARE IN JAPAN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Eye care continues on the path to recovery as Japan is released from the grip of the pandemic
• LINE opens up new marketing and engagement opportunities for eye care brands
• Growing range of solutions to eye care on offer as consumers become more demanding

PROSPECTS AND OPPORTUNITIES

• Category maturity an obstacle to growth
• Social and digital marketing seen as vital to future growth opportunities
• Players could look to focus on eye health from the inside and the outside

CATEGORY DATA

• Table 50 Sales of Eye Care by Category: Value 2018-2023
• Table 51 Sales of Eye Care by Category: % Value Growth 2018-2023
• Table 52 NBO Company Shares of Eye Care: % Value 2019-2023
• Table 53 LBN Brand Shares of Eye Care: % Value 2020-2023
• Table 54 Forecast Sales of Eye Care by Category: Value 2023-2028
• Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2023-2028

WOUND CARE IN JAPAN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Leading players offer broad range of products to meet the needs of consumers in Japan
• Players explore new designs to capture the attention of consumers
• Limited edition products catch the eye of collectors and fans

PROSPECTS AND OPPORTUNITIES

• New product development may be needed to address category maturity
• Functionality set to remain a key focus of innovation and new product development
• Education and awareness campaigns could benefit sales of wound care

CATEGORY DATA

• Table 56 Sales of Wound Care by Category: Value 2018-2023
• Table 57 Sales of Wound Care by Category: % Value Growth 2018-2023
• Table 58 NBO Company Shares of Wound Care: % Value 2019-2023
• Table 59 LBN Brand Shares of Wound Care: % Value 2020-2023
• Table 60 Forecast Sales of Wound Care by Category: Value 2023-2028
• Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2023-2028

VITAMINS IN JAPAN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Vitamins continues to see healthy demand as consumers remain focused on health and wellbeing
• Producers of tonics branch out into products targeting relaxation
• Vitamin D receiving more attention as awareness of its benefits grows

PROSPECTS AND OPPORTUNITIES

• Growing interest in and awareness of the benefits of vitamins set to boost demand
• Competition expected to intensify as targeted solutions find growing appeal across vitamins and dietary supplements
• DHC continuing on low-price strategy despite acquisition by Orix

CATEGORY DATA

• Table 62 Sales of Vitamins by Category: Value 2018-2023
• Table 63 Sales of Vitamins by Category: % Value Growth 2018-2023
• Table 64 Sales of Multivitamins by Positioning: % Value 2018-2023
• Table 65 NBO Company Shares of Vitamins: % Value 2019-2023
• Table 66 LBN Brand Shares of Vitamins: % Value 2020-2023
• Table 67 Forecast Sales of Vitamins by Category: Value 2023-2028
• Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2023-2028

DIETARY SUPPLEMENTS IN JAPAN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Dietary supplements continues to grow backed by new innovations and increasing product awareness
• Aojiru producers looking to reach a younger audience
• Suntory Wellness retains the lead thanks to trusted image and strong investment in marketing and advertising

PROSPECTS AND OPPORTUNITIES

• Dietary supplements expected to benefit from investment in new product development and innovation
• Overseas markets could open up new opportunities for local brands of dietary supplements both at home and abroad
• Adopting an omnichannel approach to retailing could play a key role in driving demand

CATEGORY DATA

• Table 69 Sales of Dietary Supplements by Category: Value 2018-2023
• Table 70 Sales of Dietary Supplements by Category: % Value Growth 2018-2023
• Table 71 Sales of Dietary Supplements by Positioning: % Value 2018-2023
• Table 72 NBO Company Shares of Dietary Supplements: % Value 2019-2023
• Table 73 LBN Brand Shares of Dietary Supplements: % Value 2020-2023
• Table 74 Forecast Sales of Dietary Supplements by Category: Value 2023-2028
• Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2023-2028

WEIGHT MANAGEMENT AND WELLBEING IN JAPAN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Resurgent demand for weight management and wellbeing as consumers become more health conscious
• Questionable business practices cast a negative light on weight management and wellbeing
• New product development remains a feature of weight management and wellbeing

PROSPECTS AND OPPORTUNITIES

• Personalised weight loss plans could add value to the category
• New law will prevent misleading stealth marketing
• Health and wellness packaged food and beverages could pose strong competition to weight management and wellbeing

CATEGORY DATA

• Table 76 Sales of Weight Management and Wellbeing by Category: Value 2018-2023
• Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023
• Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2019-2023
• Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2020-2023
• Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2023-2028
• Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2023-2028

SPORTS NUTRITION IN JAPAN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Sports nutrition continues to see dynamic growth as the consumer base continues to grow and expand
• Competition intensifies as players look to capitalise on the growing demand
• Product variety helping to fuel interest in sports protein

PROSPECTS AND OPPORTUNITIES

• Sports nutrition still has room to grow but new strategies may be required to offset the impact of Japan's shrinking population
• Players likely to invest in new product development to differentiate themselves from the competition
• Sports nutrition set to face growing competition from products that fall outside the category

CATEGORY DATA

• Table 82 Sales of Sports Nutrition by Category: Value 2018-2023
• Table 83 Sales of Sports Nutrition by Category: % Value Growth 2018-2023
• Table 84 NBO Company Shares of Sports Nutrition: % Value 2019-2023
• Table 85 LBN Brand Shares of Sports Nutrition: % Value 2020-2023
• Table 86 Forecast Sales of Sports Nutrition by Category: Value 2023-2028
• Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2023-2028

HERBAL/TRADITIONAL PRODUCTS IN JAPAN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Improved outlook for herbal/traditional products in Japan, as players target a younger audience
• Increase in inbound arrivals from Asia benefiting sales of herbal/traditional products in 2023
• Negative publicity threatens sales of herbal/traditional products

PROSPECTS AND OPPORTUNITIES

• Herbal/traditional products expected to see more variety as players look to tap into evolving consumer demands
• Players will need to target new audiences to overcome the impact of Japan's shrinking population
• Building consumer trust is key to the expansion of the category

CATEGORY DATA

• Table 88 Sales of Herbal/Traditional Products by Category: Value 2018-2023
• Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2018-2023
• Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2019-2023
• Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2020-2023
• Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2023-2028
• Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2023-2028

PAEDIATRIC CONSUMER HEALTH IN JAPAN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Mixed performances seen within paediatric consumer health in 2023
• Players explore new opportunities as competition intensifies
• Players focusing on offering products that are suitable for the whole family

PROSPECTS AND OPPORTUNITIES

• Declining birth rate set to remain a significant obstacle to growth
• Economic pressures expected to help sustain demand for paediatric vitamins and dietary supplements
• Players could look to try and help address declining birth rate with new products and marketing

CATEGORY DATA

• Table 94 Sales of Paediatric Consumer Health by Category: Value 2018-2023
• Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023
• Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2019-2023
• Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2020-2023
• Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2023-2028
• Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2023-2028