Report

Consumer Health in Japan
Euromonitor International
October 2022

List Of Contents And Tables

CONSUMER HEALTH IN JAPAN
EXECUTIVE SUMMARY
Consumer health in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for consumer health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2017-2022
Table 2 Life Expectancy at Birth 2017-2022
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2017-2022
Table 4 Sales of Consumer Health by Category: % Value Growth 2017-2022
Table 5 NBO Company Shares of Consumer Health: % Value 2018-2022
Table 6 LBN Brand Shares of Consumer Health: % Value 2019-2022
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2017-2022
Table 8 Distribution of Consumer Health by Format: % Value 2017-2022
Table 9 Distribution of Consumer Health by Format and Category: % Value 2022
Table 10 Forecast Sales of Consumer Health by Category: Value 2022-2027
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2022-2027
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2021-2022
DISCLAIMER
DEFINITIONS
SOURCES
Summary 2 Research Sources
ANALGESICS IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Analgesics faces decline after a strong year, also affected by consumers' infection prevention practices and slow recovery of inbound travel
Products that respond to concern about infection with COVID-19 and adverse reactions to vaccination are emerging
Topical analgesics/anaesthetic continues its recovery due to the appeal of its efficacy on specific areas and formula innovations
PROSPECTS AND OPPORTUNITIES
Analgesics set to see recovery, but volume sales expected to remain lower than in 2019
Steady domestic demand and a resurgence of inbound demand will continue to drive recovery for topical analgesics/anaesthetic
The proliferation of rival treatments is becoming a threat to analgesics
CATEGORY DATA
Table 12 Sales of Analgesics by Category: Value 2017-2022
Table 13 Sales of Analgesics by Category: % Value Growth 2017-2022
Table 14 NBO Company Shares of Analgesics: % Value 2018-2022
Table 15 LBN Brand Shares of Analgesics: % Value 2019-2022
Table 16 Forecast Sales of Analgesics by Category: Value 2022-2027
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2022-2027
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Cough, cold and allergy (hay fever) remedies sees slight growth, although recovery is slow as consumers continue to take precautions against infectious diseases
Systemic antihistamines/allergy remedies and nasal sprays show recovery due to the return of activities outside the home
Pharyngeal preparations continues to decline
PROSPECTS AND OPPORTUNITIES
Demand for cough, cold and allergy (hay fever) remedies to recover, but sales will remain lower than pre-COVID-19
As the treatment of hay fever is attracting attention, demand for systemic antihistamines/allergy remedies is expected to recover
Paediatric allergy remedies expected to show a recovery of demand, but paediatric cough/cold remedies set to be negatively impacted by declining birth rate
CATEGORY DATA
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2017-2022
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2017-2022
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2018-2022
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2022
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2022-2027
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2022-2027
DIGESTIVE REMEDIES IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Although the impact of COVID-19 continues in digestive remedies, demand is recovering due to increased opportunities to go out
Growth for motion sickness remedies as restrictions on medium and long distance travel ease in 2022
Indigestion and heartburn remedies rebounds due to increased opportunities for dining out and social gatherings
PROSPECTS AND OPPORTUNITIES
Digestive remedies expected to see a temporary rebound, but demand set to decline over the medium to long term
Demand for indigestion and heartburn remedies expected to slump again, and sales set to shrink
Product innovation to address weakened gastrointestinal function due to stress and ageing expected to spark new demand
CATEGORY DATA
Table 24 Sales of Digestive Remedies by Category: Value 2017-2022
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2017-2022
Table 26 NBO Company Shares of Digestive Remedies: % Value 2018-2022
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2019-2022
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2022-2027
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2022-2027
DERMATOLOGICALS IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Growth of dermatologicals remains stable in 2022, but performances vary across categories
Reduced activity and prolonged telecommuting maintain sales of haemorrhoid treatments
COVID-19 increases the time spent at home, and the demand for self-care for scalp problems and thinning hair increases
PROSPECTS AND OPPORTUNITIES
Dermatologicals will remain steady after 2023
New lifestyles and impact of COVID-19 to maintain sales of haemorrhoid treatments in the early forecast period
Hair loss treatments expected to grow, but fierce competition will require brands to consider pricing and distribution strategies
CATEGORY DATA
Table 30 Sales of Dermatologicals by Category: Value 2017-2022
Table 31 Sales of Dermatologicals by Category: % Value Growth 2017-2022
Table 32 NBO Company Shares of Dermatologicals: % Value 2018-2022
Table 33 LBN Brand Shares of Dermatologicals: % Value 2019-2022
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2019-2022
Table 35 Forecast Sales of Dermatologicals by Category: Value 2022-2027
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2022-2027
NRT SMOKING CESSATION AIDS IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Decline in smokers means fewer potential customers
Price hikes encourage consumers to quit smoking, but e-cigarettes are becoming a threat to NRT smoking cessation aids
Lowering the age of adulthood by amending the civil code does not lead to more smokers
PROSPECTS AND OPPORTUNITIES
Sales set to continue to decline as many consumers shift from cigarettes to heated tobacco before quitting smoking
Sluggish demand for cigarettes is an irreversible trend
Tobacco substitutes are also diversifying, and the competitive environment is intensifying
CATEGORY INDICATORS
Table 37 Number of Smokers by Gender 2017-2022
CATEGORY DATA
Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2017-2022
Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2017-2022
Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2018-2022
Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2019-2022
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2022-2027
Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2022-2027
SLEEP AIDS IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Lifestyle changes caused by COVID-19 support demand for sleep aids
Increasing number of non-OTC products with sleep claims a headwind to growth
Increasing awareness of self-care has maintained sales of sleep aids
PROSPECTS AND OPPORTUNITIES
Declines expected in the forecast years, as the competition with non-OTC products remains a threat
Increasing sleep-related technologies and products will boost consumers' interest in improved sleep quality
Widespread use of smartwatches increases consumers' interest in improving sleep
CATEGORY DATA
Table 44 Sales of Sleep Aids: Value 2017-2022
Table 45 Sales of Sleep Aids: % Value Growth 2017-2022
Table 46 NBO Company Shares of Sleep Aids: % Value 2018-2022
Table 47 LBN Brand Shares of Sleep Aids: % Value 2019-2022
Table 48 Forecast Sales of Sleep Aids: Value 2022-2027
Table 49 Forecast Sales of Sleep Aids: % Value Growth 2022-2027
EYE CARE IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Eye care is slow to regain inbound traveller demand, but grows as domestic demand recovers as COVID-19 restrictions ease
Activity in animations and celebrity collaborations to promote to younger customers
Products with eye care appeal are diversifying
PROSPECTS AND OPPORTUNITIES
Eye care expected to recover in the forecast years
High value-added products will drive growth in value terms
Surgical procedures to correct vision are increasing, but will have little impact in the medium to long term
CATEGORY DATA
Table 50 Sales of Eye Care by Category: Value 2017-2022
Table 51 Sales of Eye Care by Category: % Value Growth 2017-2022
Table 52 NBO Company Shares of Eye Care: % Value 2018-2022
Table 53 LBN Brand Shares of Eye Care: % Value 2019-2022
Table 54 Forecast Sales of Eye Care by Category: Value 2022-2027
Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2022-2027
WOUND CARE IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for wound care declines in value terms
Little change seen in the competitive environment, with brand recognition helping to maintain share
A major earthquake leads to stable demand for disaster preparedness
PROSPECTS AND OPPORTUNITIES
Popularity of outdoor leisure activities will be an opportunity for wound care
Promotion of high function products and product usage will be important to achieve recovery
Separation between high-priced products and inexpensive private label products expected
CATEGORY DATA
Table 56 Sales of Wound Care by Category: Value 2017-2022
Table 57 Sales of Wound Care by Category: % Value Growth 2017-2022
Table 58 NBO Company Shares of Wound Care: % Value 2018-2022
Table 59 LBN Brand Shares of Wound Care: % Value 2019-2022
Table 60 Forecast Sales of Wound Care by Category: Value 2022-2027
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2022-2027
VITAMINS IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Prolonged anxieties caused by COVID-19 continue to drive sales of vitamins
Vitamin D continues to attract attention, due to its function against COVID-19
Tonics suffers a decline, but brand players look for innovations, and new formats have increasingly been seen
PROSPECTS AND OPPORTUNITIES
Further growth in both multivitamins and single vitamins is expected to reflect consumers' continuous interest in and demand for healthy living
Brands set to shift to e-commerce, ultimately online D2C channels
CATEGORY DATA
Table 62 Sales of Vitamins by Category: Value 2017-2022
Table 63 Sales of Vitamins by Category: % Value Growth 2017-2022
Table 64 Sales of Multivitamins by Positioning: % Value 2017-2022
Table 65 NBO Company Shares of Vitamins: % Value 2018-2022
Table 66 LBN Brand Shares of Vitamins: % Value 2019-2022
Table 67 Forecast Sales of Vitamins by Category: Value 2022-2027
Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2022-2027
DIETARY SUPPLEMENTS IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Diverse health benefits of lactobacilli attract consumers with a wide range of needs, especially immunity improvement, driving growth in probiotic supplements
Brain health is a hot topic in Japan, which is an ageing society
Continuous demand for supplements for mental health
PROSPECTS AND OPPORTUNITIES
NMN (Nicotinamide Mononucleotide) is an ingredient increasingly used for anti-ageing
Femcare is attracting attention
CATEGORY DATA
Table 69 Sales of Dietary Supplements by Category: Value 2017-2022
Table 70 Sales of Dietary Supplements by Category: % Value Growth 2017-2022
Table 71 Sales of Dietary Supplements by Positioning: % Value 2017-2022
Table 72 NBO Company Shares of Dietary Supplements: % Value 2018-2022
Table 73 LBN Brand Shares of Dietary Supplements: % Value 2019-2022
Table 74 Forecast Sales of Dietary Supplements by Category: Value 2022-2027
Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2022-2027
WEIGHT MANAGEMENT AND WELLBEING IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Growing consumer health consciousness continues to drive interest in and demand for a healthy body
Consumer demand to lose COVID-19 weight gain maintains value growth in weight management and wellbeing
PROSPECTS AND OPPORTUNITIES
Healthy eating habits expected to have a negative impact on meal replacement
Weight loss supplements and supplement nutrition drinks set to perform well, due to consumers' desire to maintain a healthy diet
Waitness shows a new approach, of personalised supplements with a digital weight management service
CATEGORY DATA
Table 76 Sales of Weight Management and Wellbeing by Category: Value 2017-2022
Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2017-2022
Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2018-2022
Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2019-2022
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2022-2027
Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2022-2027
SPORTS NUTRITION IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sports nutrition continues to grow, but the rate of increase slows due to fewer new users
Trend towards differentiating products with ingredients other than protein in order to meet diversifying consumer needs
Growth of e-commerce makes foreign brands highly competitive, and they are becoming a threat to domestic brands
PROSPECTS AND OPPORTUNITIES
Health consciousness supports the demand for sports nutrition, but competition with food, beverages and nutritional supplements expected to intensify
Price increases due to rising raw materials and transportation costs may be a headwind
Concept of customised or personalised protein products expected to become popular
CATEGORY DATA
Table 82 Sales of Sports Nutrition by Category: Value 2017-2022
Table 83 Sales of Sports Nutrition by Category: % Value Growth 2017-2022
Table 84 NBO Company Shares of Sports Nutrition: % Value 2018-2022
Table 85 LBN Brand Shares of Sports Nutrition: % Value 2019-2022
Table 86 Forecast Sales of Sports Nutrition by Category: Value 2022-2027
Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2022-2027
HERBAL/TRADITIONAL PRODUCTS IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Kampo (Chinese herbal medicine) gains attention as the concepts of prevention and immunity enhancement become more popular
Kampo is shown to be effective in the treatment and sequelae of COVID-19
Channel strategy and development of high value-added products is important in aojiru
PROSPECTS AND OPPORTUNITIES
Kampo expected to maintain demand due to combination with OTC drugs and online services
Development of products with a less bitter flavour is key to growth in ginseng
Expectations that aojiru will diversify from health to relaxation and beauty
CATEGORY DATA
Table 88 Sales of Herbal/Traditional Products by Category: Value 2017-2022
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2017-2022
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2018-2022
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2019-2022
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2022-2027
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2022-2027
PAEDIATRIC CONSUMER HEALTH IN JAPAN
KEY DATA FINDINGS
2022 DEVELOPMENTS
Some paediatric OTC products trend similar to adult OTC products, but this is not the case for paediatric acetaminophen
Emergence of junior supplements in various formats which are easier for children to consume
Civil code amendment lowers age of adulthood, but does not change age of adult eligibility for OTC products
PROSPECTS AND OPPORTUNITIES
Sales of paediatric OTC products expected to stagnate due to ageing of the population and declining birth rate
With increasing sports opportunities, sports protein for juniors also expected to grow
Products that fulfil the concept of Bunbu Ryodo will attract demand
CATEGORY DATA
Table 94 Sales of Paediatric Consumer Health by Category: Value 2017-2022
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2017-2022
Table 96 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2017-2022
Table 97 NBO Company Shares of Paediatric Consumer Health: % Value 2018-2022
Table 98 LBN Brand Shares of Paediatric Consumer Health: % Value 2019-2022
Table 99 Forecast Sales of Paediatric Consumer Health by Category: Value 2022-2027
Table 100 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2022-2027