"Digestive Remedies in Japan" is now available at Fast Market Research

Digestive remedies in Japan stagnated in current retail value terms to remain at ¥111 billion in 2014. While most of the category registered negative value growth, motion sickness remedies including paediatric products increased sales during 2014. Digestive remedies has shrunk over the years because of declining volume consumption of alcohol in Japan. More consumers in Japan are drinking less alcohol due to increasing expenditure on other leisure activities and mobile devices. Additionally, the increasing popularity of non-alcoholic beer and cocktails among young consumers contributed to the fall in alcohol consumption in 2014. As a result, fewer people are eating and drinking excessively and the demand for indigestions and heartburn remedies continued to fall.

Competitive Landscape

Taisho Pharmaceutical Co Ltd continued to lead digestive remedies with value share of 13%. Among several brands that the company operates across categories in digestive remedies, the biggest two are Taisho Kampo Ichoyaku in antacids and Colac in laxatives. Taisho Kampo Ichoyaku was launched in 1978 and one of the company’s long-selling brands. Due to the long history in the market, however, most users of the brand are getting old, which discourages young consumers from using the brand. To appeal to young consumers, the company continued to employ Shun Oguri, a popular young actor as the brand ambassador and launched a new television commercial in late 2014. The company also launched a new television commercial for Colac in August 2014. Despite the active promotional campaign, however, the sales of Colac continued to fall reflecting the overall trend. Even though the majority of laxatives including Colac target female consumers, they often feel discouraged from taking laxatives because it is difficult for them to control the timing. It can be problematic for female students and workers who are away from home during the day.

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Industry Prospects

Digestive remedies is expected to register a retail value CAGR of -1% at constant 2014 prices over the forecast period. Falling demand for indigestion and heartburn remedies due to the declining consumption of alcohol will continue to negatively affect the performance of the category. Another factor is the declining number of middle-aged male workers due to ageing because they are the primary consumers of digestive remedies. The “dankai” generation, the post-World War II baby boomers, have reached retirement age. As the dankai generation is the largest group in Japan, the younger generations would not be able to make up the loss of the dankai generation, which will negatively impact manufacturers in digestive remedies. The trend of taking a little amount of alcohol among young consumers will also prevent the market from growing because the demand for indigestions and heartburn remedies will drop.

Report Overview

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