Personal Care Sector (Japan)

Research evidence excerpt

Personal Care Sector (Japan)

J P M O R G A N Asia Pacific Equity Research

24 July 2026

Ministry of Health, Labour and Welfare announces

plans for universal dental checkups from FY2027

On July 23, the Ministry of Health, Labour and Welfare (MHLW) announced Japan Equity Research

“U.E.N.O. Plan – Proactive Preventive Healthcare Policies Related to the Ministry

Cosmetics and Personal Care /

of Health, Labour and Welfare: Understand, Exercise, Nourish and Optimize for Paper and Packaging

Better Health”. The Ministry has designated dental health as one of its priority AC Akiko Kuwahara

areas and announced that it will begin efforts to realize universal dental checkups

(81-3) 6736-8617

starting from FY2027. We believe this measure could encourage a change in akiko.kuwahara@jpmorgan.com

consumer awareness and indirectly lead to the expansion of the oral healthcare JPMorgan Securities Japan Co., Ltd.

market. We think it will mean a longer-term positive trend for the oral healthcare

businesses of Lion (4912), Kao (4452), and Rohto Pharmaceutical (4527), as it

increases the likelihood of fulfilling latent need.

• Background to establishment of “Proactive Preventive Healthcare

Policies Related to the Ministry of Health, Labour and Welfare”: The

MHLW explained that to promote preventive medicine that extends the healthy

lifespan of the nation’s population, it is necessary not only to improve health

literacy, but also to promote effective behavioral change through strengthened

proactive intervention by the government and insurers. The MHLW has

identified six priority areas where it plans to take action without delay: nutrition

and diet, cancer and cardiovascular disease, dental health, dementia,

rehabilitation, and gender-specific healthcare.