Consumer Product Business

The Consumer Products Business delivers products that fulfill our "You Make a Wish and We Make it Happen" philosophy to customers in Japan and overseas.

New Market Market A(old market) Market B(old market) Market C(old market) Market D(old market) Creating New Markets Expanding Markets Captured High Market Share

  • Naicitol
    A Chinese herbal medicine that promotes the breakdown and metabolism of fat
  • Netsusama Sheet
    Netsusama Sheet is a cooling gel sheet that contains cooling beads
  • Breathcare
    An oral breath freshener capsule that refreshes the breath from the stomach
  • Ekitai Bluelet Okudake
    Ekitai Bluelet Okudake is a toilet bowl cleaner that is placed in the toilet tank lid sink

Earnings Trends

Net Sales

Net Sales

New Product Contribution Rate (initial year)

New Product Contribution Rate (initial year)

New Product Development and Cultivation

We are focusing on new product development that meets customer needs and are now delivering new products that generate new markets and strengthen our brand presence. The Kobayashi Pharmaceutical Group has targeted a new product contribution rate (sales of new products as a percentage of total sales) of greater than 10% in the initial year, but in recent years results have fallen largely below the 10% mark. As a result, we have refocused our efforts on new product development by thoroughly debating whether new products fulfill the philosophy "You Make a Wish and We Make it Happen" for consumers.

We are also proactively rolling out advertising and sales promotion campaigns to encourage trial and repeat purchases in order to cultivate our newly launched products Share in Main Markets and establish a greater foothold in the marketplace.

Strengthening Skincare and Chinese Herbal Medicine Lines

The Kobayashi Pharmaceutical Group is focusing on the skincare and Chinese herbal medicine segments given the rising demand for self-medication and health care.

In the skincare segment, we acquired a stake in Rokuyou-Seiyaku Inc. and Juju Cosmetics in March and September 2013, respectively each of which has strong skincare products brands. Going forward, we will leverage the brand power of both companies to expand sales of their products.

In the Chinese herbal medicine segment, we already sell a lineup of 12 products that includes Naicitol, an herbal medicine that promotes the breakdown of fat. To procure a stable supply of high quality herbs and Chinese medicinal extracts that serve as raw ingredients for these products, we are establishing a joint venture with a company that has expertise in manufacturing Chinese herbal medicine formulations in Anhui Province, China. Through this venture we are planning on strengthening our presence in the field further.

Further Growth in Overseas Business

In our growing overseas business, we are aggressively investing in our core products of body warmers and cooling gel sheets for the forehead primarily in the United States, China and Southeast Asia in an effort to expand sales from the segment.