Just Published: "Dermatologicals in Japan"

Current value sales of dermatologicals grew by 2% in 2015 to reach ¥142.8 billion in in 2015. Hair loss treatments remained the largest category very closely followed by antipruritics, with retail value sales of ¥37.5 billion and ¥35.6 billion, respectively in 2015. Aging society, woman’s empowerment in the workforce, and rising attention to one’s own appearance amongst young men all worked to drive sales of hair loss treatments. Moreover, when the revised PAL became effective in 2014, internet sales of OTC class one, two and three were approved. For those consumers that had hesitated to purchase hair loss treatments at the counter, the deregulation was helpful, as now they could purchase those products without having in-person communication with store staff. According to Euromonitor International’s beauty and personal care research, top-line hair care grew by 2% in 2014 and manufacturers introduced many added-value products to increase average spend per consumer. The second player in hair care, Unilever, launched a silicone-free shampoo which is believed to be good for scalp health. The rising awareness of scalp healthcare was a following wind to hair loss treatments as well, but at the same time manufacturers of hair loss treatments were required to clarify their positioning as drugs in order to compete against enormous cosmetic products in the hair care category.

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Competitive Landscape

Taisho Pharmaceutical maintained its leading position in dermatologicals with a value share of 19% in 2015, thanks to the dominant hair loss treatment brand RiUP, which accounted for 44% of hair loss treatment value sales. RiUP is the only hair loss treatment classified as a class one OTC, whilst other hair loss treatments such as Daiichi Sankyo Healthcare’s Karoyan Progre and Kao’s Success are classified as class three and quasi-drugs, respectively. Due to its peculiar value as a class one OTC, the RiUP series has higher prices compared to other hair loss treatments, which were relatively strongly impacted by the pullbacks in consumer spending and resulted in a sales decline in 2014 after the VAT increase. In 2015, RiUP saw gentle recovery by 1% from the weak performance in the previous year.

Industry Prospects

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