The Japan over the counter (OTC) drugs market was valued at USD 3.14 Billion in 2025 and is expected to grow at a CAGR of 5.70%, reaching USD 5.47 Billion by 2035. The market growth is driven by Japan’s aging population, increasing demand for convenient self-care products and supportive regulatory reforms enhancing OTC drug accessibility.
Base Year
Historical Period
Forecast Period
In September 2023, Japan’s rapidly aging population, with over 10% aged 80 or older, boosted demand for accessible self-care products, advancing the health and wellness sector in OTC drugs.
In June 2025, Eisai launched “Pariet S” Japan’s first proton pump inhibitor switched from prescription to OTC, marking a key step forward in medication accessibility.
In May 2025, legislation allowing OTC drug sales at convenience stores without on-site pharmacists, combined with online consultations, transformed Japan’s consumer healthcare experience.
Compound Annual Growth Rate
5.7%
Value in USD Billion
2026-2035
*this image is indicative*
The Japan over the counter (OTC) drugs sector experienced steady growth driven by increasing consumer preference for accessible and convenient health solutions. Rising health awareness and a shift toward self-care encourage wider adoption of OTC products. Innovations in formulations and expanded distribution channels further support this growth. Online pharmacies and e-commerce platforms are expanding OTC availability. Younger generations, in particular, are comfortable purchasing medicines and supplements online. In addition, the Japanese government has supported the switching of prescription drugs to OTC status in certain cases, broadening the range of products available without prescription.
Increasing Older Population Bolstering the Market Expansion
The rapidly aging population is expected to be a significant growth driver in the market. For instance, in September 2023, the World Economic Forum highlighted Japan as home to the world’s oldest population, with more than 1 in 10 people aged 80 or older. This shift has created a rising demand for top-tier self-care products and health supplements, as elderly individuals increasingly seek accessible and convenient solutions to manage minor health issues without relying heavily on hospital visits. These evolving needs steadily fuel market growth across the aging demographics.
Rise in Innovations Accelerating the Japan Over the Counter (OTC) Drugs Market Value
In June 2025, Eisai announced the launch of “Pariet S”, Japan’s first proton pump inhibitor switched from prescription to over‑the‑counter, marking a major advancement. This milestone widely standsout as a landmark example of expanding self-care options. The introduction of proton pump inhibitor therapy in pharmacies allows consumers to manage stomach pain and heartburn easily at home. Consequently, the demand for high-quality OTC medications is increasing as many adopt convenient and effective relief without needing a prescription, boosting market growth in OTC medications.
The market is witnessing several emerging trends, including the shift of prescription drugs to OTC status and the expansion of OTC drug sales through convenience stores with online pharmacist consultations.
Japan’s Regulatory Reform to Boost the Over the Counter (OTC) Drugs Market
In May 2025, Japan's parliament passed a bill enabling over-the-counter drugs (OTC) to be sold at convenience stores without on-site pharmacists. Consumers will be required to complete an online consultation with a pharmacist and obtain a confirmation certificate before purchasing OTC medications at these stores. This regulatory change aims to enhance accessibility, particularly in remote areas with limited pharmacy services. The implementation is expected to commence around spring 2027, potentially revolutionizing OTC drug sales and distribution in Japan.
Analgesics to Lead the Segmentation by Product Type
Analgesics are expected to lead the share by product type, driven by strong demand for fast and effective relief from common pains such as headaches, muscle aches, and joint discomfort. The aging population increasingly prefers easy-to-access pain relief medication to manage minor health issues at home, supporting steady market growth. Rising health awareness and a shift toward self-care further fueled this trend. Alongside analgesics, other significant segments include cold and cough remedies, digestives and intestinal remedies, skin treatment, vitamins and minerals and others.
The key features of the market report comprise clinical trials analysis, patent analysis, funding and investment analysis, and strategic initiatives by the leading players. The major companies in the market are as follows:
Roche, a global leader in pharmaceuticals and diagnostics, is traditionally known for its strong prescription medicine portfolio. In Japan, the company’s OTC involvement is more indirect, primarily through partnerships and consumer health initiatives. Roche emphasizes wellness solutions and supports self-care trends via vitamins, supplements, and switched products. Its diagnostic expertise also complements OTC expansion by enabling consumers to manage minor conditions with greater confidence, aligning with Japan’s shift toward preventive healthcare and accessible drug options.
Novartis, a Swiss multinational, has a diverse healthcare portfolio with a significant presence in Japan. The company has historically contributed to the OTC segment through its consumer health division, offering products such as pain relief, cold remedies, and eye care. Novartis has also facilitated the switch of select prescription drugs to OTC status, supporting Japan’s push for self-care solutions. While its core strength remains in prescription drugs, its OTC offerings continue to address common health needs across Japanese households.
Sanofi, a French healthcare company, plays an important role in Japan’s OTC landscape through consumer healthcare brands. Its product lines include vitamins, digestive aids, allergy remedies, and pain management solutions. The company emphasizes accessible self-care, appealing to Japan’s aging population and health-conscious consumers. Sanofi has also invested in local partnerships and digital outreach, making its OTC products more widely available. Its strategy aligns with Japan’s growing trend of preventive care and everyday wellness solutions outside the clinical setting.
Pfizer, an American multinational, is a recognized name in Japan’s healthcare market. While its prescription medicines dominate its portfolio, the company maintains a strong OTC presence through everyday consumer health products, including analgesics, supplements, and cold remedies. Pfizer has actively supported Rx-to-OTC transitions in Japan, helping consumers access trusted medications without prescriptions. Its focus on innovation, brand recognition, and distribution partnerships ensures wide OTC product availability, strengthening its role in promoting self-care and convenient healthcare solutions in Japan.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other key players in the market include AbbVie Inc., Johnson & Johnson Innovation Medicine, Merck & Co., Inc., Bristol-Myers Squibb Company, GSK plc, and AstraZeneca plc.
The market report offers a detailed analysis of the market based on the following segments:
Market Breakup by Product Type
Market Breakup by Product Type
Market Breakup by Disease Type
Market Breakup by Route of Administration
Market Breakup by Age Group
Market Breakup by Distribution Channel
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*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Drug Type |
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| Breakup by Product Type |
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| Breakup by Disease Type |
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| Breakup by Route of Administration |
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| Breakup by Age Group |
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| Breakup by Distribution Channel |
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| Market Dynamics |
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| Supplier Landscape |
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| Companies Covered |
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