Market Overview

The FemTech (for women’s healthcare including medical care) market is estimated at 8,492 million yen in FY2024, based on the sales of businesses.
Market characteristics and trends vary by segment. Personal Health Record apps—such as period trackers, which typically offer basic functions for free—are enhancing their services through in-app purchases, including healthcare consultations and cycle data sharing with partners. Online healthcare services and at-home test kits for women are also expected to grow, driven by ongoing demand from corporations and municipalities to provide employees with access to health consultations and rapid testing. This trend has been accelerated by increased awareness of such services during the COVID-19 pandemic.

Noteworthy Topics

Online Health Consultations on Expansion to Address Varying Needs

The model of providing free online health consultations—targeting residents, corporate customers (such as insurance policyholders), employees, students, and patients during hospitals’ off-hours—is expanding, supported by sponsorship from local governments and corporations. These services are growing especially in regions facing shortages of OB-GYNs and pediatricians. Linked to the concept of preconception care*, online health consultations are increasingly expected to address a wide range of health concerns across all age groups. At the same time, companies are incorporating online healthcare services, including women’s health support, into their health management strategies (“KENKO investment for Health”) and employee benefit programs. This trend is expected to continue.

*Preconception care is based on the idea that individuals—regardless of gender—should have comprehensive knowledge about sexuality and health, consider life planning including pregnancy and childbirth, and take care of their health with their future well-being in mind.
Source: Children and Families Agency, “Five-Year Plan for Promoting Preconception Care: Toward Disseminating Comprehensive Knowledge on Sexuality and Health and Enhancing Counseling Support (Final Report)” (Updated on July 1, 2025)
https://www.cfa.go.jp/councils/preconception-care　[Available only in Japanese]

Future Outlook

The FemTech (for women’s healthcare including medical care) market is expected to grow as more new offerings are introduced. Promoting the use of FemTech to address issues that cause discomfort or inconvenience for women not only supports women’s well-being but also benefits society as a whole. Backed by government policies (such as the “Priority Policy for Women's Empowerment and Gender Equality 2025 [Women's Version of the Basic Policy 2025]”), the market is projected to keep expanding, especially through initiatives involving companies, health insurance associations, and local governments.

Research Outline