What femtech products are popular in Japan?

In recent years, more and more people have become interested in women’s wellness. Accordingly, femtech is becoming popular as a supporting tool to address physical and mental problems that women are facing. Although femtech generally refers to products using technology, it often includes non-technology-based products in Japan as long as they cater to women’s health needs. Here are the most popular femtech products in Japan and the reasons behind them.

Intimate care products are the most popular Femtech in Japan

When it comes to femtech, period absorbing underwear, intimate care products and period tracker apps are commonly seen in Japan. According to a survey (*1), the most popular femtech in Japan are intimate wash and bikini trimmers, with 32.6% and 23.9% of respondents using them, respectively. Also, in the Femtech Japan Awards 2022, an intimate wash produced by Capella Beauty won first place.

Until a few years ago, intimate care products were not readily available in Japan although many women suffered from odor or itchiness due to dryness, especially during their period. However, the trend is changing, with more women showing an interest in using them.

Another survey (*2) revealed that while 71.4% of respondents were interested in using intimate care products, 60% had never used them before. The main reasons for not using these products were lack of information or knowledge and high prices. Given this background, intimate wash has gained popularity because it is easy to try in terms of its simple usage, concept and reasonable price compared to other femtech.

41% of women have never used femtech

As mentioned, femtech has become popular in Japan over the past couple of years. However, 41% of women have never used femtech products while over 80% of them are interested in femtech. (*1) Asking those who have never used femtech if there are any products that they would like to try, the most popular products were period absorbing underwear (23%). Even though major companies such as UNIQLO and GUNZE offer period absorbing underwear, it is not as popular as intimate care products.

In the background, the majority of women value reviews from friends and family members when it comes to the purchase of femtech products. (*1) In Japan, where openly talking about women’s health issues or concerns has been seen as taboo, there are limited opportunities to learn about their bodies. Hence, many people are seeking the experiences and reviews of those close to them.

Femtech is crucial to achieving women’s wellness. Before that, however, it is also important to provide people with opportunities to learn about their bodies through sex education and other programs. It will help to create a society where discussing these topics is not considered taboo, and it promotes women’s wellness even more.

*1 “A survey regarding femtech” by Ateam Inc. (2022)
*2 “A survey regarding intimate care” by Caetus Technology Co., Ltd. (2022)