Consumer Health in Japan

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Consumer Health in 2025: The big picture
• Key trends in 2025
• Competitive landscape
• Channel developments
• What next for consumer health?

MARKET INDICATORS

• Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2020-2025
• Table 2 Life Expectancy at Birth 2020-2025

MARKET DATA

• Table 3 Sales of Consumer Health by Category: Value 2020-2025
• Table 4 Sales of Consumer Health by Category: % Value Growth 2020-2025
• Table 5 NBO Company Shares of Consumer Health: % Value 2021-2025
• Table 6 LBN Brand Shares of Consumer Health: % Value 2022-2025
• Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2020-2025
• Table 8 Distribution of Consumer Health by Format: % Value 2020-2025
• Table 9 Distribution of Consumer Health by Format and Category: % Value 2025
• Table 10 Forecast Sales of Consumer Health by Category: Value 2025-2030
• Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2025-2030

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

2025 DEVELOPMENTS

• Self-medication awareness and price revisions boost analgesics
• Topical analgesics thrive despite new product launches and price adjustments
• Eve brand celebrates 50 years and adapts to international regulations

PROSPECTS AND OPPORTUNITIES

• Topical analgesics sustains market post-infection demand surge
• Topical analgesics boosted by active seniors and lifestyle changes as OTC equivalents move beyond public health insurance
• Switch to OTC and self-medication expansion key to market growth

CATEGORY DATA

• Table 12 Sales of Analgesics by Category: Value 2020-2025
• Table 13 Sales of Analgesics by Category: % Value Growth 2020-2025
• Table 14 NBO Company Shares of Analgesics: % Value 2021-2025
• Table 15 LBN Brand Shares of Analgesics: % Value 2022-2025
• Table 16 Forecast Sales of Analgesics by Category: Value 2025-2030
• Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2025-2030

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

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Cough, cold, and allergy remedies thrive amid price revisions and rising pollen levels
• Cough, cold, and allergy (hay fever) remedies see growth with epidemic and high-value products
• Allegra enhances promotion with nasal congestion focus and social media strategies

PROSPECTS AND OPPORTUNITIES

• High-value products and holistic care support market amidst stagnant growth projections
• Year-round hay fever and diversification of allergy care products
• Switch to OTC and self-medication drive market expansion

CATEGORY DATA

• Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
• Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
• Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2025
• Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2022-2025
• Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2025-2030
• Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2025-2030

DIGESTIVE REMEDIES IN JAPAN

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Digestive remedies sales bolstered by rising unit prices
• Seirogan retains lead, while Travelmin continues anime collaboration and Aneron dispels supply concerns
• New OTC strategy: alleviating hay fever symptoms through gut health improvement

PROSPECTS AND OPPORTUNITIES

• Digestive remedies market faces slowdown, boosted by exclusion of OTC-like drugs from public health insurance
• Private label expansion intensifies price competition - established brand Seirogan looks to differentiate with experience value and survey-based promotion
• Switching to OTC and promoting self-medication key to market expansion

CATEGORY DATA

• Table 24 Sales of Digestive Remedies by Category: Value 2020-2025
• Table 25 Sales of Digestive Remedies by Category: % Value Growth 2020-2025
• Table 26 NBO Company Shares of Digestive Remedies: % Value 2021-2025
• Table 27 LBN Brand Shares of Digestive Remedies: % Value 2022-2025
• Table 28 Forecast Sales of Digestive Remedies by Category: Value 2025-2030
• Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2025-2030

DERMATOLOGICALS IN JAPAN

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Dermatologicals sales boosted by rising unit prices
• Borraginol expands into prevention with stool quality improvement and digital initiatives
• From hair growth to feminine care, diversification and added value progress

PROSPECTS AND OPPORTUNITIES

• Dermatologicals stabilises with focus on prevention and rising interest in feminine care
• Constraints on growth shift strategies to structural improvement
• Evolving online channel strategy through expanded convenience

CATEGORY DATA

• Table 30 Sales of Dermatologicals by Category: Value 2020-2025
• Table 31 Sales of Dermatologicals by Category: % Value Growth 2020-2025
• Table 32 NBO Company Shares of Dermatologicals: % Value 2021-2025
• Table 33 LBN Brand Shares of Dermatologicals: % Value 2022-2025
• Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2022-2025
• Table 35 Forecast Sales of Dermatologicals by Category: Value 2025-2030
• Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2025-2030

NRT SMOKING CESSATION AIDS IN JAPAN

KEY DATA FINDINGS

2025 DEVELOPMENTS

• NRT smoking cessation aids sees brief uptick amid price hikes and regulatory pressure
• Nicorette and Nicotinell drive trust-led growth in NRT smoking cessation aids
• Regulations, price hikes and vape warnings spur smokers' desire to quit

PROSPECTS AND OPPORTUNITIES

• Structural decline persists in NRT smoking cessation aids
• National regulations and No Smoking Week spark demand for NRT smoking cessation aids
• Product innovation and distribution channel strategies important in a shrinking NRT market

CATEGORY INDICATORS

• Table 37 Number of Smokers by Gender 2020-2025

CATEGORY DATA

• Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
• Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025
• Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2021-2025
• Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2022-2025
• Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2025-2030
• Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2025-2030

SLEEP AIDS IN JAPAN

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Leading brands refresh packaging amid slight decline
• Rising sleep awareness fuels growth of non-OTC products
• Sleep tech emerges as a key influencer in market perception

PROSPECTS AND OPPORTUNITIES

• Sleep aids market softens but education provides gentle support
• Sleep value messaging expands through performance enhancement lens
• Cross-Industry collaborations open doors to new sleep aid consumers

CATEGORY DATA

• Table 44 Sales of Sleep Aids: Value 2020-2025
• Table 45 Sales of Sleep Aids: % Value Growth 2020-2025
• Table 46 NBO Company Shares of Sleep Aids: % Value 2021-2025
• Table 47 LBN Brand Shares of Sleep Aids: % Value 2022-2025
• Table 48 Forecast Sales of Sleep Aids: Value 2025-2030
• Table 49 Forecast Sales of Sleep Aids: % Value Growth 2025-2030

EYE CARE IN JAPAN

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Eye care grows modestly, driven by high-value products
• Market expansion and revitalisation through regulatory changes
• Expansion into eye beauty concepts and new entrants on the move

PROSPECTS AND OPPORTUNITIES

• Structural stagnation in eye care market and the rising need for myopia control signal new market opportunities
• Rise of private labels and support for self-medication
• Competition from alternative means of eye care

CATEGORY DATA

• Table 50 Sales of Eye Care by Category: Value 2020-2025
• Table 51 Sales of Eye Care by Category: % Value Growth 2020-2025
• Table 52 NBO Company Shares of Eye Care: % Value 2021-2025
• Table 53 LBN Brand Shares of Eye Care: % Value 2022-2025
• Table 54 Forecast Sales of Eye Care by Category: Value 2025-2030
• Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2025-2030

WOUND CARE IN JAPAN

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Wound care home to both thriving and struggling categories
• Elevating value and enhancing functionality
• Expanding character collaborations and experiential promotions

PROSPECTS AND OPPORTUNITIES

• High-value and specialised solutions in a declining population
• Private labels gaining market foothold with functional appeal
• Differentiation through emotional appeal and diversifying purchase motives

CATEGORY DATA

• Table 56 Sales of Wound Care by Category: Value 2020-2025
• Table 57 Sales of Wound Care by Category: % Value Growth 2020-2025
• Table 58 NBO Company Shares of Wound Care: % Value 2021-2025
• Table 59 LBN Brand Shares of Wound Care: % Value 2022-2025
• Table 60 Forecast Sales of Wound Care by Category: Value 2025-2030
• Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2025-2030

VITAMINS IN JAPAN

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Vitamins market thrives as single vitamins grow with stricter labelling standards and health visibility
• High-value supplements lead the market amid rising sun protection and ageing awareness
• Limited demand for single vitamin A and E products due to overconsumption risks, while comprehensive anti-ageing formulae with vitamin C gain in popularity

PROSPECTS AND OPPORTUNITIES

• Anti-ageing demand fuels expansion in vitamins, while drinkable supplements face intensifying competition
• New ingredient scrutiny and mandatory GMP slow supplement development, but enhance industry credibility
• Vitamins growth expected to continue with diverse formulations and high-function combination products using liposome technology

CATEGORY DATA

• Table 62 Sales of Vitamins by Category: Value 2020-2025
• Table 63 Sales of Vitamins by Category: % Value Growth 2020-2025
• Table 64 Sales of Multivitamins by Positioning: % Value 2020-2025
• Table 65 NBO Company Shares of Vitamins: % Value 2021-2025
• Table 66 LBN Brand Shares of Vitamins: % Value 2022-2025
• Table 67 Forecast Sales of Vitamins by Category: Value 2025-2030
• Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030

DIETARY SUPPLEMENTS IN JAPAN

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Recovery in dietary supplements: consumption of traditional ingredients declines amongst seniors, while proteins and probiotics drive growth
• Dietary supplements expands beyond tablets to broaden user base
• Preventive healthcare trends align with corporate strategies to expand private labels, enhancing credibility and profitability through expert supervision and data integration

PROSPECTS AND OPPORTUNITIES

• Anti-ageing focus and dietary guidelines revision propel growth in dietary supplements, expanding demand for minerals and new needs in bone, vascular, and brain health
• Stricter ingredient review and mandatory GMP in response to the red yeast rice issue slow supplement development but offer an opportunity to enhance industry credibility
• Integrated beauty solutions combine inner and outer care, companies strengthen dual approach products

CATEGORY DATA

• Table 69 Sales of Dietary Supplements by Category: Value 2020-2025
• Table 70 Sales of Dietary Supplements by Category: % Value Growth 2020-2025
• Table 71 Sales of Dietary Supplements by Positioning: % Value 2020-2025
• Table 72 NBO Company Shares of Dietary Supplements: % Value 2021-2025
• Table 73 LBN Brand Shares of Dietary Supplements: % Value 2022-2025
• Table 74 Forecast Sales of Dietary Supplements by Category: Value 2025-2030
• Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2025-2030

WEIGHT MANAGEMENT AND WELLBEING IN JAPAN

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Recovery in weight management and wellbeing highlights category winners and losers
• OTC obesity struggles to gain ground in Japan's weight management market
• Healthcare reform and chronic disease prevention reshape Japan's wellbeing market

PROSPECTS AND OPPORTUNITIES

• Diversifying health priorities drive segmentation in wellbeing market
• Stricter ingredient reviews and GMP rules slow supplement development but boost industry trust
• Supplement nutrition drinks has potential role in addressing needs of ageing population

CATEGORY DATA

• Table 76 Sales of Weight Management and Wellbeing by Category: Value 2020-2025
• Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
• Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2021-2025
• Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2022-2025
• Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2025-2030
• Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2025-2030

SPORTS NUTRITION IN JAPAN

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Sports protein market soars as RTD benefits from raised standards and habit formation, while powder sees polarisation due to premium offerings and expanding private labels
• Beauty-enhancing ingredients and gluten-free proteins, alongside nutritional proteins for juniors, gain traction in the market
• Sports non-protein market expands steadily with renewed focus on amino acids and BCAAs, as increased demand is driven by the recognised benefits of combined protein for performance and recovery

PROSPECTS AND OPPORTUNITIES

• Sports nutrition expands with health trends and habit formation
• Beauty and hydration boost sports protein RTD market as convenience store brands dive in
• Collagen protein gains popularity in Japan for skin and muscle benefits following US trend

CATEGORY DATA

• Table 82 Sales of Sports Nutrition by Category: Value 2020-2025
• Table 83 Sales of Sports Nutrition by Category: % Value Growth 2020-2025
• Table 84 NBO Company Shares of Sports Nutrition: % Value 2021-2025
• Table 85 LBN Brand Shares of Sports Nutrition: % Value 2022-2025
• Table 86 Forecast Sales of Sports Nutrition by Category: Value 2025-2030
• Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2025-2030

HERBAL/TRADITIONAL PRODUCTS IN JAPAN

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Stable herbal/traditional products market buoyed by infection demand and new launches
• Target expansion in women's and sleep segments shapes strategies in herbal/traditional products
• Beauty and beverage brands enter herbal market with new offerings

PROSPECTS AND OPPORTUNITIES

• Youth and women drive long-term growth in herbal/traditional products
• Stronger communication efforts aim to educate and attract new herbal/traditional product consumers
• Redefining Kampo as a modern lifestyle choice

CATEGORY DATA

• Table 88 Sales of Herbal/Traditional Products by Category: Value 2020-2025
• Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025
• Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2021-2025
• Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2022-2025
• Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2025-2030
• Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2025-2030

PAEDIATRIC CONSUMER HEALTH IN JAPAN

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Paediatric consumer health market edges up with infection demand and nutritional support
• Iron and calcium supplements lead growth in children's health with junior protein gaining traction
• Trust marks and evidence labels boost in-store engagement for paediatric consumer health products

PROSPECTS AND OPPORTUNITIES

• Sustaining paediatric consumer health demand through everyday use positioning
• Digital campaigns and lifestyle surveys foster everyday medicine mindset
• Supporting medically fragile children and reforming OTC access remain key challenges

CATEGORY DATA

• Table 94 Sales of Paediatric Consumer Health by Category: Value 2020-2025
• Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
• Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2021-2025
• Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2022-2025
• Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2025-2030
• Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2025-2030