Consumer Health in 2025: The big picture
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 consumers, prompting a behavioural shift towards self-medication. As a result, over-the-counter (OTC) medicines and dietary supplements have gained prominence, becoming essential tools for managing mild symptoms at home.
Key trends in 2025
In 2025, Japan’s health and wellness market has seen a marked shift towards high-value, symptom-specific solutions. Over-the-counter (OTC) medicines and topical treatments have increasingly focused on clear efficacy and tailored usage scenarios. In the pain relief category, products have been differentiated by time of use - daytime versus nighttime - and expanded to include acetaminophen-based options for consumers avoiding NSAIDs. Daiichi Sankyo Healthcare’s Calonal A, which shares the same active ingredient as prescription drugs, has gained traction amongst safety-conscious users. In topical pain relief, new formats such as gels, sticks, and cooling types have emerged, with ease of use and reduced side effects becoming key purchase drivers. These innovations justify higher unit prices, enabling value growth even as volume remains flat.
Competitive landscape
Kirin Holdings completed its tender offer for Fancl in 2024, making the company a wholly owned subsidiary. This move strengthened Kirin’s position in the health science domain, allowing it to leverage Fancl’s expertise in supplements and skin care to expand its wellness portfolio.
Channel developments
In 2025, Welcia Holdings and Tsuruha Holdings reached an agreement to merge their operations within the year, marking a significant consolidation in Japan’s pharmacies sector. While both companies will maintain their respective store brands post-integration, the merger aims to strengthen their competitive edge by leveraging shared resources and expanding their presence across Asia. The integration is expected to enhance collaboration in private label product development, procurement, and logistics. By combining their expertise and scale, the two companies plan to streamline supply chains and improve cost efficiency, while also offering more differentiated and value-added products to consumers. A key strategic advantage comes from their affiliation with the Aeon Group, which provides access to an extensive overseas network. This connection will be instrumental in accelerating the merged entity’s expansion into Asian markets, where demand for Japanese health and beauty products continues to grow. The companies intend to use Aeon’s infrastructure to enter new regions more effectively, positioning themselves as leading players in cross-border retail.
What next for consumer health?
Retail value sales of consumer health are expected to grow in current terms in Japan over the forecast period. In 2025, Japan’s consumer health market has undergone a fundamental shift from volume-driven growth to value-based expansion. With population decline and market maturity limiting traditional growth avenues, companies are focusing on raising unit prices and enhancing product value to sustain profitability. This transformation has been accelerated by rising out-of-pocket costs following drug price revisions and heightened safety awareness triggered by the red yeast rice incident. As a result, consumers are increasingly prioritising trust, quality, and convenience over affordability, reinforcing self-medication as a core behavioural norm.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Health in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Health in Japan?
- Which are the leading brands in Consumer Health in Japan?
- How are products distributed in Consumer Health in Japan?
- How has the regulatory and operating environment for Consumer Health changed in Japan?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Consumer Health in Japan
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for consumer health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Analgesics in Japan
KEY DATA FINDINGS
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
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
Sleep Aids in Japan
KEY DATA FINDINGS
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
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
Cough, Cold and Allergy (Hay Fever) Remedies in Japan
KEY DATA FINDINGS
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
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
Dermatologicals in Japan
KEY DATA FINDINGS
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
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
Digestive Remedies in Japan
KEY DATA FINDINGS
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
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
Eye Care in Japan
KEY DATA FINDINGS
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
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
NRT Smoking Cessation Aids in Japan
KEY DATA FINDINGS
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
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
Wound Care in Japan
KEY DATA FINDINGS
Wound care home to both thriving and struggling categories
Elevating value and enhancing functionality
Expanding character collaborations and experiential promotions
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
Sports Nutrition in Japan
KEY DATA FINDINGS
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
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
Dietary Supplements in Japan
KEY DATA FINDINGS
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
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
Vitamins in Japan
KEY DATA FINDINGS
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
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
Weight Management and Wellbeing in Japan
KEY DATA FINDINGS
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
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
Herbal/Traditional Products in Japan
KEY DATA FINDINGS
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
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
Paediatric Consumer Health in Japan
KEY DATA FINDINGS
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
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
The following categories and subcategories are included:
Consumer Health
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- Adult Mouth Care
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- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
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- Topical Analgesics/Anaesthetic
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- Sleep Aids
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- Antihistamines/Allergy Remedies (Systemic)
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
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- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
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- Medicated Shampoos
- Topical Antifungals
- Vaginal Antifungals
- Hair Loss Treatments
- Nappy (Diaper) Rash Treatments
- Antiparasitics/Lice (Head and Body) Treatments
- Antipruritics
- Cold Sore Treatments
- Haemorrhoid Treatments
- Paediatric Dermatologicals
- Topical Allergy Remedies/Antihistamines
- Topical Germicidals/Antiseptics
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
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- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
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- Emergency Contraception
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- Allergy Eye Care
- Standard Eye Care
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- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
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- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
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- Combination Dietary Supplements
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- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
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- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
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- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
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- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
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- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Paediatric Dermatologicals
- Nappy (Diaper) Rash Treatments
- Paediatric Vitamins and Dietary Supplements
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Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
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This report originates from Passport, our Consumer Health research and analysis database.
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