Other Products

Other Products mainly comprise the Direct Marketing business, handling direct-to-consumer sales of functional foods and other products, and the Pet Supplies business, selling products for the pet markets.

Direct Marketing Business

Review of 2016

The Direct Marketing Division was established in January 2016. Overall sales in this business reached record highs as the start of food with functional claims labeling increased consumer understanding of such products as Nice rim essence Lactoferrin and Gussumin Yeast NO CHIKARA. Lion expanded its product lineup with the launch in March of Gussu Aroma bath additives and linen mist spray, and in April added damaged hair care products in the Fleuria lineup. Further, as part of its efforts for cross-border e-commerce, in January Lion began selling functional foods through China’s Tmall Global.

Strategy for 2017

Lion will continue to expand sales of Nice rim essence Lactoferrin, and establish a second core product. In addition, in 2017 Lion will launch the Plus Series, a new brand to promote everyday health and beauty, and is making preparations for a lineup of products with potential for related sales with existing products. Further, Lion will introduce a new back-end system and other improvements to support further business expansion.

Pet Supplies Business

Review of 2016

Lion concentrated on the growth category of pet oral care, developing the business through such efforts as the creation of an oral care advisory center. As a result, sales exceeded market growth in terms of amount, volume, and unit price. In addition to established products for dogs, growth was particularly strong in oral care food and supplies for cats.

In the high-margin cat sanitary product field, Lion introduced a renewed version of its mineral-based cat litter, achieving significant year-on-year gains in revenue and earnings.

Strategy for 2017

Lion will work to increase sales by expanding its product lineup for pet oral care, and conducting an expanded promotional campaign for the 25th anniversary of the Nioi wo Toru Suna (Deodorizing Cat Litter) series. We will also strive for continued business growth by reinforcing measures with wholesalers and retailers, opening new sales channels, and strengthening communication with consumers.