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Consumer Health in Japan

Publisher Euromonitor International
Published Sep 22, 2025
Length 123 Pages
SKU # EP20439491

Description

Retail value sales of consumer health are expected to rise in current terms in Japan in 2025. During the year, Japan’s economy has continued its gradual recovery, but the healthcare and daily goods sectors have experienced significant shifts driven by rising costs and regulatory reforms. A major turning point came with revisions to drug pricing and selective treatment policies, which led to 94 items being excluded from insurance coverage. This change has increased out-of-pocket expenses for cons...

Euromonitor International's Consumer Health in Japan report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Allergy Care, Herbal/Traditional Products, OTC, Paediatric Consumer Health, Sports Nutrition, Vitamins and Dietary Supplements, Weight Management and Wellbeing.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Consumer Health market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

123 Pages
Consumer Health in Japan
Euromonitor International
September 2025
List Of Contents And Tables
CONSUMER HEALTH IN JAPAN
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

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