Calming and Sleeping in Japan - New Market Research Report

From: Fast Market Research, Inc.
Published: Fri Apr 03 2015

Calming and sleeping stagnated in current retail value terms to remain at ¥4.1 billion in 2014. Stagnation was a result of no new launches and most manufacturers did not invest in promotional activities. The category however, recorded a marginally better performance than 2013’s decline due to the tax hike and the following retail price increase. There has been a negative image of calming and sleeping products. Taking medications regularly to calm down and fall asleep is still considered unhealthy and socially unacceptable by the majority of Japanese people. In addition, many Japanese consumers fear that they may become dependent on medication to gain enough sleep. Many consumers thus limit their use of calming and sleeping pills to temporary situations, for example when they cannot sleep due to extreme nervousness or when they are suffering from jet lag.

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SSP Co Ltd remained the leading player in calming and sleeping in 2014, with retail value share of 48% due to its brand Drewell. The company continued to invest in promotional activities to raise awareness of the brand and the importance of improving the quality of sleep. For instance, the company launched a new television commercial in July 2014 for the first time in the past six years. Instead of featuring a celebrity, there is the brand character called "Leonyald Fuminchi" ("Fumin" means sleeplessness), an attractive cat that is particularly popular among young women. The company also provides an application for smartphones. The application allows users to record their sleeping patterns and share them on Facebook and Twitter. The application was initially launched for iPhone in 2012 and then for Android in 2013. The company also launched another application using augmented reality where customers can see the image of Leonyald Fuminchi with their iPhone when they focus on a Drewell’s package through the lens.

Industry Prospects

Calming and sleeping is expected to register a negative retail value CAGR of 1% at constant 2014 prices over the forecast period. Although the pace of contraction is estimated to slow down due to consumers’ increasing interest in improving their quality of sleep, non-OTC products such as herbal/traditional products, bedding, dietary supplements and other relaxation goods are likely to attract more consumers as they are perceived as more casual and healthier ways to handle sleep problems. That said, manufacturers of calming and sleeping can appeal to consumers by emphasising the benefits of using OTC products to improve the quality of the sleep.

Report Overview

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

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