Femcare & Femtech Market

Women aged 20 to 60 nationwide in Japan

Survey Objective
This survey was conducted to analyze consumer behaviors and attitudes toward femcare and femtech items and services, with the aim of understanding the current status of the femcare and femtech market and assessing its future potential.

Survey Target
11,196 women aged 20 to 60 nationwide in Japan

Survey Method
Online consumer survey conducted by Yano Research Institute’s specialized researchers

Survey Period
September 2025

Planning and Production
Branding & Business Innovation , Consumer Marketing, Yano Research Institute Ltd.

Survey Findings

[Awareness of Femtech]
1-1. Awareness of the Term “Femtech”
1-2. Awareness of the Term “Femtech” (by Age Group)
2-1. Awareness of the Term “Maletech (Hommetech / Mentech)”
2-2. Awareness of the Term “Maletech (Hommetech / Mentech)” (by Age Group)
3-1. Awareness of the Term “Gendered Innovation” (innovation considering gender differences)
3-2. Awareness of the Term “Gendered Innovation” (by Age Group)
4-1. Awareness of the Term “PMS”
4-2. Awareness of the Term “PMS” (by Age Group)

[Health Concerns and Conditions]
5-1. Women’s Specific Health Concerns and Conditions
5-2. Women’s Specific Health Concerns and Conditions (by Age Group)
6-1. Coping and Care Methods for Women’s Specific Health Concerns and Conditions
6-2. Coping and Care Methods for Women’s Specific Health Concerns and Conditions (by Age Group)

[Awareness of Items and Services]
7-1. Awareness of Items and Services
7-2. Awareness of Items and Services (by Age Group)

[Purchase and Usage Trends]
8-1-1. Purchase/Usage and Future Intentions for Items and Services (Menstrual Care)
8-1-2. Purchase/Usage and Future Intentions for Items and Services (Menstrual Care) (by Age Group)
8-2-1. Purchase/Usage and Future Intentions for Items and Services (Infertility, Fertility, Pregnancy & Postpartum Care)
8-2-2. Purchase/Usage and Future Intentions for Items and Services (Infertility, Fertility, Pregnancy & Postpartum Care) (by Age Group)
8-3-1. Purchase/Usage and Future Intentions for Items and Services (Menopause Care)
8-3-2. Purchase/Usage and Future Intentions for Items and Services (Menopause Care) (by Age Group)
8-4-1. Purchase/Usage and Future Intentions for Items and Services (Women’s Healthcare)
8-4-2. Purchase/Usage and Future Intentions for Items and Services (Women’s Healthcare) (by Age Group)
8-5-1. Purchase/Usage and Future Intentions for Items and Services (Sexual Wellness)
8-5-2. Purchase/Usage and Future Intentions for Items and Services (Sexual Wellness) (by Age Group)
8-6-1. Purchase/Usage and Future Intentions for Items and Services (All Items)

[Spending on Items and Services]
9-1. Average Spending on Items and Services (2023)
9-2. Average Spending on Items and Services (2024)
9-3. Average Spending on Items and Services (2025)

[Customer Loyalty]
10-1. Likelihood of Recommending Items and Services to Friends, Colleagues, or Family (Menstrual Care)
10-2. Likelihood of Recommending Items and Services (Infertility, Fertility, Pregnancy & Postpartum Care)
10-3. Likelihood of Recommending Items and Services (Menopause Care)
10-4. Likelihood of Recommending Items and Services (Women’s Healthcare)
10-5. Likelihood of Recommending Items and Services (Sexual Wellness)
10-6. Likelihood of Recommending Items and Services (All Items)

[Purchase Triggers]
11-1. Channels Where Interest in Items Originated
11-2. Channels Where Interest in Items Originated (by Age Group)

[Changes Brought by the Spread of Femtech]
12-1. Ease of Discussing Women’s Specific Health Concerns and Conditions (with Women)
12-2. Ease of Discussing Women’s Specific Health Concerns and Conditions (with Women) (by Age Group)
12-3. Ease of Discussing Women’s Specific Health Concerns and Conditions (with Men)
12-4. Ease of Discussing Women’s Specific Health Concerns and Conditions (with Men) (by Age Group)

[Expectations Toward Men Regarding Women’s Health Issues]
13-1. Level of General Knowledge Expected of Men Regarding Women’s Health Issues (by Respondent Type)
13-2. Level of General Knowledge Expected of Men Regarding Women’s Health Issues (by Respondent Type and Age Group)
13-3. Level of General Knowledge Expected of Men Regarding Women’s Health Issues (by Issue Type)
13-4. Level of General Knowledge Expected of Men Regarding Women’s Health Issues (by Issue Type and Age Group)
14-1. Women’s Health Issues Women Wish to Share with Men (by Respondent Type)
14-2. Women’s Health Issues Women Wish to Share with Men (by Respondent Type and Age Group)
14-3. Women’s Health Issues Women Wish to Share with Men (by Issue Type)
14-4. Women’s Health Issues Women Wish to Share with Men (by Issue Type and Age Group)

Survey Questionnaire