Sales of Generics in Japan are slowly increasing

The Japan Generic Pharmaceutical Manufacturers Association estimated that the sales of generic products reached 350 billion Yen in the fiscal 2006 year as many pharmacies built up their stocks after the revision to the prescription format in April 2006 made it easier for doctors to prescribe generics. In fiscal 2006, sales value declined due to the government's downward revision to drug prices, but the sales volume increased.

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The market leader Sawai Seiyaku KK not only holds 9.8% share but saw the highest growth of 1.5% of its sales. One of the reasons behind this success is the promotional campaign targeting general public. In Japan the direct-to-customer advertising of drugs is not permitted and Sawai - whose President currently serves as the Chairman of the Japan Generic Pharmaceutical Manufacturers Association, the TV commercials featuring a popular actor are aimed to educate the public on the benefits of preferring generics.

Data sourced from official publications; additional content by JKS staff