Boston, MA -- (SBWIRE) -- 08/26/2014 -- Retail value sales of calming and sleeping in Japan declined by 4% in current terms in 2013. The market expanded rapidly after the introduction of Drewell by SSP Co Ltd in 2003. Following the success of Drewell and the growth of the market, various products were launched. Sales, however, declined from 2010 and some brands were discontinued by 2013. One of the reasons for the recent decline is the 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. Rather than medication, most consumers prefer other options.

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Competitive Landscape

SSP Co Ltd remained the leading player in calming and sleeping in 2013, with a retail value share of 48%. The company's main brand Drewell accounted for almost half of the market although retail value sales contracted in each year of the review period except the first. SSP is trying to increase consumers' awareness of calming and sleeping by providing an application for smartphones. The application allows users to record their sleeping patterns and share them on Facebook and Twitter. The character in the application is called "Leonyald Fuminchi" ("Fumin" means sleeplessness), a pretty cat that is particularly popular among young women. The application was initially launched for iPhone in 2012 and achieved 470,000 downloads. The company launched the same application for Android in March 2013. With such awareness-raising campaigns, sales of Drewell declined at a slower pace in 2013.

Industry Prospects

Calming and sleeping is expected to register a negative retail value CAGR of 1% at constant 2013 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. Additionally, tonics indirectly marketed for a comfortable sleep have the potential to gain sales over the forecast period as such products can meet the demand of consumers who want to improve their quality of sleep without being perceived as someone suffering from serious insomnia.

Retail value sales of dermatologicals in Japan increased by 1% in current terms in 2013. Hair loss treatments remained the largest category in terms of retail value sales. The category's steady growth turned negative in 2012 due to the negative growth of RiUP by Taisho Pharmaceutical Co Ltd, the largest brand in hair loss treatments compared to the significant sales increase of the brand in 2011. The remarkable performance was because of research findings by the Japanese Dermatological Association that certified the effectiveness of the key active ingredient in RiUP. Therefore, compared to 2012, sales of hair loss treatments recovered in 2013. While men's hair loss treatments accounted for the majority of the total sales, women's hair loss treatments expanded its value share in 2013 with several new products launches. In addition to women in middle-age and above, an increasing number of young women in their 30s are using hair loss treatment products for prevention purposes.

Competitive Landscape

Taisho Pharmaceutical Co Ltd remained the top player in dermatologicals. Its brand RiUP continued to dominate hair loss treatments, with a retail value share of 48% in 2013. The company launched an aerosol version of RiUP in December 2012 to meet the needs of young consumers in their 20s and 30s. Kao Corp's Success ranked second. Compared to RiUP, Success is popular among younger consumers because of its affordable pricing. Other players actively promoted women's hair loss treatments in 2013. Bathclin Corp launched three scalp care sprays for women from its hair loss treatments brand Mouga in February 2013. Lion Corp launched its first women's hair loss treatments product, Fleuria, in June 2013, which is only available online. RiUP also offers a hair loss treatments product for women, RiUP Regenne, although its retail value sales remained low in 2013.

Industry Prospects

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