PROSPECTS AND OPPORTUNITIES
Youth and women drive long-term growth in herbal/traditional products
Retail value sales of herbal/traditional products are expected to rise in current terms over the forecast period, but fall at constant 2025 prices. Japan’s herbal/traditional products market is expected to accelerate its outreach beyond the middle-aged demographic, with Kampo-derived products gaining traction amongst younger consumers and women.
Stronger communication efforts aim to educate and attract new herbal/traditional product consumers
As Kampo-derived products continue to expand their reach beyond traditional middle-aged consumers, the complexity of selecting suitable remedies based on individual constitution and symptoms remains a barrier for many. From 2026 onwards, the role of Kampo influencers and specialists is expected to become increasingly important in bridging this gap.
Redefining Kampo as a modern lifestyle choice
Looking ahead, Kampo medicine in Japan is expected to undergo a significant transformation - from a traditional remedy for treating illness to a lifestyle-supporting wellness tool. This shift is already visible in product diversification, with long-established brands expanding into categories such as herbal teas, bath additives, and cosmetics.
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Overview:
Understand the latest market trends and future growth opportunities for the Herbal/Traditional Products 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.
If you're in the Herbal/Traditional Products 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 Herbal/Traditional Products 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 Herbal/Traditional Products in Japan?
- Which are the leading brands in Herbal/Traditional Products in Japan?
- How are products distributed in Herbal/Traditional Products in Japan?
- How has the regulatory and operating environment for Herbal/Traditional Products changed in Japan?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Herbal/Traditional Products
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Herbal/Traditional Products in Japan - Category analysis
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
Consumer Health in Japan - Industry Overview
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
The following categories and subcategories are included:
Herbal/Traditional Products
- 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
Herbal/Traditional Products
Botanicals or traditional remedies are products that have a long tradition of use, decades of established reputation, and are considered alternative remedies to standard medicine. Traditional medicine remedies such as Ayurveda, Traditional Chinese Medicine (TCM), Unani, Kampo, etc. are included. Homeopathic remedies are excluded. Only packaged products are tracked.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Herbal/Traditional Products research and analysis database.
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