"Digestive Remedies in Japan" Published

Digestive remedies continued to see a gently declining trend, with value sales down by 1% to reach ¥107.7 billion in 2015. Antacids remained the largest category with the retail value sales of ¥47.2 billion in 2015, although its retail value sales declined by 2% over the year.

Competitive Landscape

Taisho Pharmaceutical retained its leading position in 2015 with a 13% value share, followed very closely by Daiichi Sankyo Healthcare with a share of 11%. Taisho Pharmaceutical maintained the top position over five years with a wide range of products across categories in digestive remedies. Especially, Colac (laxative) and Taisho (antacids) are two brands that have helped keep Taisho on top; each held a value share of 5% in 2015. The two brands have been broadly recognised in Japan for a long time with their catchy pink and yellow packaging, respectively. However, in recent years a lot of private label brands have been introduced in digestive remedies, often in the same colour of packaging so that consumers can easily imagine that the medicinal effects of those private label products will be similar to that of the well-known national brands. To keep the exclusive position of the brands against private labels, the company conducted many promotions of its brands over the review period. A pop character of Colac, “Denashika” the pink deer, became popular for its cute looks, and contributed to decrease the negative image of constipation, especially amongst young female consumers.

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Industry Prospects

Value sales of digestive remedies in Japan are expected to post a CAGR of -1% at constant 2015 prices over the forecast period with sales falling to ¥104.9 billion in 2020. The current declining trend is expected to continue over the forecast period, again based on the shrinking population, increasing adoption of health diets and decreasing consumption of alcoholic drinks as an after-work social pattern. However, in some categories, there may be a chance for manufacturers to satisfy demands in an aging society. In eye care, for example, products targeting senior consumers and promoting the aging care in a positive way saw remarkable growth even under a shrinking trend of the overall category. As the baby boomer generation have retired from hard work, the lifestyle of senior consumers in Japan has drastically changed in this decade. Senior consumers proactively go out and enjoy their leisure time, and a lot of manufacturers and service providers such as travel agencies now offer their products specifically targeting senior consumers. The purchasing power of senior consumers is also considered very strong, in that they are willing to pay more for additional values.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Digestive Remedies industry in Japan with research from Euromonitor's team of in-country analysts.

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