PROSPECTS AND OPPORTUNITIES
Sleep aids market softens but education provides gentle support
Retail value sales of sleep aids are expected to rise in current terms but decline at constant 2025 prices over the forecast period. The category is expected to maintain a slight downward trend in volume.
Sleep value messaging expands through performance enhancement lens
Japan’s sleep aids market is expected to continue its gradual decline in volume. However, a new strategic direction is emerging: the redefinition of sleep not merely as a health issue, but as a foundation for daytime concentration and performance.
Cross-Industry collaborations open doors to new sleep aid consumers
During the forecast period, cross-industry collaboration is expected to play a central role in sustaining Japan’s sleep aids market. As traditional OTC sleep medications face declining volume sales due to demographic shifts, dependency concerns, and competition from sleep tech and wellness products, partnerships with lifestyle brands offer a strategic path forward.
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Overview:
Understand the latest market trends and future growth opportunities for the Sleep Aids 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 Sleep Aids 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 Sleep Aids 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 Sleep Aids in Japan?
- Which are the leading brands in Sleep Aids in Japan?
- How are products distributed in Sleep Aids in Japan?
- How has the regulatory and operating environment for Sleep Aids changed in Japan?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Sleep Aids
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Sleep Aids in Japan - Category analysis
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
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
Sleep Aids
These aids include combinations of active ingredients (e.g. diphenhydramine + acetaminophen) and single ingredient (e.g. doxylamine succinate). Herbal remedies made with valerian root, passionflower, and others, are included. This category also tracks melatonin products - a hormone, even if they are classified as a dietary supplement in some countries.
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 Sleep Aids research and analysis database.
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