No.3666
Feminine Care and Femtech Market (Consumer Goods & Services) in Japan: Key Research Findings 2024
Feminine Care and Femtech Market Size (Consumer Goods & Services) Grew to 75,054 Million Yen in 2023, 108.0% of Previous Year
Yano Research Institute (the President, Takashi Mizukoshi) has studied the feminine care and femtech market (consumer goods and services) in Japan and found out the status and trends of market players, challenges and prospects of the market.

Market Overview
The feminine care and femtech market (consumer goods and services) has been estimated at 75,054 million yen in 2023, 108.0% of the size of the previous year, showing an acceleration in market expansion, compared with a year-on-year growth rate of 103.5% in 2020.
When observing the market by category, the menstrual related area, that initially grew remarkably, has already lost some momentum, as some companies have announced suspension or withdrawal of business after 2023.
On the other hand, the areas of menopause products/services and sexual wellness are gaining attention each year.
The menopause care area has been recognized as a socially significant issue, which is not only expands the support in the form of supplements, Chinese medicine, and provision of information, but also contributes to the improved awareness of menopause symptoms in men.
The area of sexual wellness, once considered taboo, has begun to be openly discussed through gradual creation of an open-minded environment, triggered by the spread of femtech. This has led to double-digit growth in products and services every year for the past few years, putting the market in the spotlight, although the total market size is still not large.
Noteworthy Topics
The Market Steps Up to The Phase Not Minding the Term “FemTech”
Players in the market for femtech products and services point to the difference in enthusiasm between the industry and consumers. Some say that the magic keyword “femtech” is no longer effective, because the products with this keyword do not sell as well as they used to. Therefore, there are many cases where the keyword has been removed from the sales promotions.
Still, even if the word “femtech” no longer attracts much attention, the market will continue to grow as it becomes natural to consider women's health issues as a social problem, and, along with it, as products and services for women's care and femtech take root in people’s lives.
The awareness of femtech products and services is considered to be already widespread among the highly sensitive population, but all others still do not recognize such merchandises. It is necessary to appeal to all women to understand that these products and services are there for their own, regardless of the word “femtech”.
Future Outlook
The feminine care and femtech market (consumer goods and services) is forecast to reach 79,802 million yen in 2024, 106.3% of the size of the previous year, and will continue to expand, although the growth rate may slow slightly.
What could be a tailwind for the market is the opening of a national center specializing in women’s health.
Aiming to promote women’s empowerment and to support child-rearing, the government has decided to add a women’s health function to the National Center for Child Health and Development, allowing the center to provide medical care for the diseases related to pregnancy or childbirth.
This specialized center for women’s health will not only develop by sharing domestic research data and results but is also expected to provide accurate information on female individuals and to be the point of contact for consultation.
Research Outline
2.Research Object: Feminine care product manufacturers and distributors, the femtech market players, femtech-related service providers, etc.
3.Research Methogology: Face-to-face interviews (including online) by specialized researchers, survey via telephone & email, questionnaire, and literature search.
The Feminine Care and Femtech (Consumer Goods & Services) Market
The feminine care and femtech market (consumer goods and services) in this research targets the products and services related to the following five fields: 1) Menstrual related, 2) Sterility/pregnancy/postpartum care, 3) Menopause care, 4) Women's healthcare, and 5) Sexual wellness.
The market size of each product is calculated based on the retail value, while the market size of each app and service is calculated based on the user spending (the billing amount). The market size of apps and services does not include advertisement revenues.
<Products and Services in the Market>
Menstrual-related products/services: Period (absorbent) panty, menstrual cup, menstrual disc, non-polymer (cotton) sanitary napkin, cloth menstrual pad, detergent for menstrual bleed, period tracking app, etc., Sterility/pregnancy/postpartum care products/services: Supplement (folic acid, mineral, vitamin), pregnancy test kit/ ovulation test kit, basal thermometer, self-syringe kit, pelvic support belt, postpartum shapewear girdle, postpartum shapewear, maternity clothing and dresses, maternity underwear, pregnancy-safe skincare products, apps/social media services for fertility care and prenatal care (ovulation management, in vitro fertilization support, etc.,) search engines for fertility treatment information and clinics, fertility consultation services, endometrial flora check kit, Ovarian age test kit, apps for pregnant and parturient women (nutritional management and health management and record), online consultation services for pregnant and parturient women and those who try to be pregnant, etc. Menopause care products/services: Supplement (soybean isoflavone, equol, black cohosh, vitamins, etc.,) Chinese medicines (dong quai, Poria cocos, Camellia japonica 'Kamiminoso’[cultivar of common camellia], Shokukusho Tang), incontinence care products, skincare for menopause generations, healthcare for vagina, healthcare apps for menopause, online consultation services for menopause generations, mailed equol test kit, etc., Women's healthcare-related products/services: Supplements & Chinese medicines (relieving PMS [Premenstrual syndrome], hormone-related), delicate-zone care products, perioperative care products (compression socks & stockings, post-surgery bras and underwear) after surgeries for gynecologic cancers (breast cancer, cervical cancer), underwear for women (sleep bra, thermal underwear), mailed test kit on gynecological cancers, hormone test kit, etc. Sexual wellness-related products/services: Self-pleasure products, products for pelvic floor muscle exercises, mailed test kit on venereal diseases, etc.
Published Report
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