Adult Mouth Care in Japan - New Study Released

Adult mouth care in Japan increased by 4% in current retail value terms to ¥27.3 billion in 2014. According to the survey conducted by the 8020 Promotion Foundation in 2005, periodontal disease was the top cause of tooth loss that accounted for 42% of all causes. The Ministry of Health, Labour and Wellness promotes "8020 movement," which aims to increase the number of people who retain 20 teeth at the age of 80. Because of the ministry’s promotional campaigns, the tooth retention rate in Japan improved tremendously over the decade. The latest survey conducted by the ministry in 2011 showed that 38% of those above 80 years old retained 20 teeth, which was a remarkable improvement from 24% in 2005. The results imply consumers’ increasing motivation to prevent periodontal disease. The next survey is scheduled to be conducted in 2017.

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Competitive Landscape

Sato Pharmaceutical Co Ltd continued to lead adult mouth care with retail value share of 21% in 2014. The company’s brand Acess, which is a periodontal disease treatment, has been the top brand in the category for three decades, which makes it one of the company’s core brands. The company continued to invest in promotional activities to raise awareness of periodontal disease and its prevention. On the brand website, the periodontist provides detailed instructions about how to prevent or take care of periodontal disease and encourages use of Acess products. The television commercial launched in 2013 continued to communicate that four out of five adults in Japan suffer from periodontal disease. Due to the promotional activities, the brand increased sales. The company’s another brand Aftach, which is a stomatitis treatment also increased sales during 2014.

Industry Prospects

Adult mouth care is expected to register a retail value CAGR of 1% at constant 2014 prices over the forecast period. The need for self-medication in adult mouth care is likely to rise, particularly among middle-aged and elderly consumers, as many of them are likely to suffer from periodontal disease and/or dry mouth. Increasing stress levels are expected to cause more stomatitis among students and young workers, which will create the constant demand for stomatitis treatment. As most of these products are topical remedies, many consumers feel comfortable in using OTC products rather than visiting a doctor to receive prescription remedies.

Report Overview

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

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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