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This was mainly due to the rise of the fitness culture, thanks to the popularity of expressing oneself through social media and influencers promoting a fit and muscular physique. In January , the government implemented a new system which enabled individuals to claim a tax deduction when they spent more than JPY12, annually on specified OTC drugs. If processed properly, individuals can receive a tax deduction of up to JPY88, Although the new tax deduction system did not work as expected, OTC products in Japan still showed growth in , mainly supported by the favourable performance of switched products.
This was especially relevant to cough, cold and allergy hay fever remedies, in which switched products showed exceptional growth. Especially in OTC products, consumers opt to stop at the nearest drugstore to purchase immediate treatment rather than ordering online and waiting for the product to be delivered. Consumer health in Japan is expected to continue to grow in the forecast period, despite increasing maturity and population decline.
Japanese consumer dynamics / edited by Parissa Haghirian.
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