PROSPECTS AND OPPORTUNITIES
Sustaining paediatric consumer health demand through everyday use positioning
Retail value sales of paediatric consumer health are expected to rise in current terms but stagnate at constant 2025 prices over the forecast period. Structural growth in pharmaceutical-related categories is expected to remain limited due to Japan’s declining birth rate and the presence of medical cost subsidies.
Digital campaigns and lifestyle surveys foster everyday medicine mindset
In 2025, Taiko Pharmaceutical has intensified its multi-layered communication strategy centred around the Seirogan brand, aiming to reposition digestive health as an essential part of daily life. Moving beyond traditional efficacy messaging, the company has introduced a child-friendly game within the educational app, Gokko Land, allowing children to learn about bowel movements and health through play.
Supporting medically fragile children and reforming OTC access remain key challenges
The Japan Paediatric Home Care Society has raised concerns about the impact of ongoing discussions around excluding OTC-like drugs from insurance coverage and promoting their OTC conversion. For children requiring medical care at home, such as those with difficulty expectorating or fragile gastrointestinal function, medications like cold remedies and gastrointestinal agents are not optional but essential for daily survival.
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Overview:
Understand the latest market trends and future growth opportunities for the Paediatric 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.
If you're in the Paediatric 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 Paediatric 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 Paediatric consumer health in Japan?
- Which are the leading brands in Paediatric consumer health in Japan?
- How are products distributed in Paediatric consumer health in Japan?
- How has the regulatory and operating environment for Paediatric consumer health changed in Japan?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Paediatric consumer health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Paediatric Consumer Health in Japan - Category analysis
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
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:
Paediatric consumer health
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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
Paediatric consumer health
Products only specifically designed, marketed and labelled for children's symptoms. Include paediatric analgesics, paediatric cough, cold and allergy remedies, paediatric digestive remedies, paediatric medicated skin care, nappy (diaper) rash treatments, paediatric vitamins and dietary supplements.
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 Paediatric consumer health research and analysis database.
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