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The Overview of Japanese OTC Market ver 2-2017

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Table of Contents

Summary    2

Definition of Pharmaceuticals    3

Definition of OTC    3

Definition of Quasi-Drugs    4

Type of OTC    5

Switch OTC Products    6

Related Laws and Regulations    7

Approval for Manufacture and Sale    7

Regulations Concerning Sales    7

Regulations Concerning Advertising    8

Internet Sales    9

National healthcare insurance    10

Deregulation History    11

Tax Free Shopping Program for Foreign Visitors    12

Self Medication Taxation Program    13

Major Industrial Groups    14

Distribution Channel    15

E-Commerce to Consumers    15

Market Size    16

Market Share by Type of OTC    18

Breakdown by Medicinal Category    19

Overview of Top 5 OTC Companies    20

Taisho    20

Takeda    20

Daiichi Sankyo Healthcare    21

SS Pharmaceuticals    21

Rohto Pharmaceuticals    22

Points to Be Considered for Future OTC Market    23

Deregulations related to OTC    23

Impact from the recent measurements by Japanese government    23

vs Prescription drugs    24

vs Foods with health claims    24

E-commerce    25

Overall prospects    25

Views from firms who plan to enter the market    25


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Japanese OTC market had been decreasing until 2007. After it hit the bottom in 2007, it remained flat. Then, in 2012 it turned out to the growth trend. While domestic demand for OTC has been weak, the purchase by foreign travelers have pushed up the sales. Overall, we anticipate the market will remain flat or slight increase for next 3-5 years. Taisho Pharmaceuticals has been the sole OTC giant, and holds most of product lines.
From October 1, 2014, food, cosmetic and OTC have been added to the tax-exemption products. This revision dramatically encouraged foreigners, especially from China, Hong Kong, and Taiwan, to purchase consumable goods including OTC products in 2015. 
Switch OTC has been expected to be the key piece to the advancement of self-medication, yet progress has been extremely slow.
The biggest underlying factor of the weak domestic demand lies in Japan’s public health care system as cheaper and more effective prescription drugs can be taken by going to a clinic or hospital. This also explains why there is no significant growth in Switch OTC.
The engine of the future growth will be the expansion of e-commerce (internet). This also may bring a major structural reform in the OTC retail industry. Internet retail giant Amazon began internet sales of OTC in September 2013. In May 2017, it has started to sell Type I OTC through its online store called Amazon Pharmacy, which means it covers most of OTC products
The main threat to OTC market would be health foods. On April 1, 2001, the Food with Health Claims System was established, and until now, 3 types of health foods have been introduced; Foods with Function Claims, Foods with Nutrient Function Claims, and Foods for Specified Health Use. Manufacturers can launch products with health/functional claims on labels very quickly and easily compared to OTC. The arrival of foods with health claims has gradually changed the environment where the OTC market had been protected by the regulation for a long time. We anticipate the boundary in consumers’ mind between foods with health claims and OTC get vague over years, and move toward similar status as dietary supplement and OTC in US.
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  • JPRO
    • About US >
      • Contact Us
  • What We Do
    • Lean Agent, Local Agency Models
    • Initial Matching Support
  • オフィス概要
  • 事業内容
    • 無償マッチングサポート
    • 事例紹介