Lion Corporation · TSE:4912
Lion — Investor Day (December 2025)
38 slides from Lion's investor day presentation, Dec 16, 2025
Slide 1: Business Strategy and R&D Briefing
Business Strategy and R&D Briefing Lion Corporation December 16, 2025
Slide 2: Positioning 2nd STAGE Towards 2030
Positioning 2nd STAGE Towards 2030 Work to strengthen profitability and transition to management that further emphasizes the efficiency of invested capital Towards Realizing Vision2030 Generate social and economic value by supporting the creation of habits, particularly in Asia (Enhance corporate va
Slide 3: Positioning of Domestic (Japan) and Overseas Businesses in the 2nd STAGE
Positioning of Domestic (Japan) and Overseas Businesses in the 2nd STAGE Domestic Overseas Pursuing profitable growth by Pursuing profitable growth by promoting profit structure reforms expanding the personal care business Strengthen New Country Expansion (mainly personal care) brand Focused Growth
Slide 4: Transforming the Organization and Management Structure to Achieve the Medium- to Long-Term Vision
Transforming the Organization and Management Structure to Achieve the Medium- to Long-Term Vision Enhancing ability to execute strategies by evolving into a company that stays ahead of competition Issues with current organization New structure bundling value chains (10 headquarters structure) • Func
Slide 5: Contents
Contents ▮ Strategic Direction for the Consumer Products Business ▮ Oral Healthcare Strategy: Creating Value through the Creation of Healthy Habits ▮ Home Care Strategy: Creating Value through the Creation of Water Conservation Habits ▮ R&D Strategies for Achieving Growth 5
Slide 6: Contents
Contents ▮ Strategic Direction for the Consumer Products Business ▮ Oral Healthcare Strategy: Creating Value through the Creation of Healthy Habits ▮ Home Care Strategy: Creating Value through the Creation of Water Conservation Habits ▮ R&D Strategies for Achieving Growth 6
Slide 7: Strengthening the Domestic (Japan) Business Structure
Strengthening the Domestic (Japan) Business Structure In 2026, Speed will be the keyword in the reform of our organizational structure aimed at reforming our management process. Organizational structure through 2025 New structure from 2026 onward Maximize development and implementation Departments d
Slide 8: Consumer Products Business Role and Vision
Consumer Products Business Role and Vision ■ Role ■ Vision 2nd STAGE Important Themes Pioneering the creation of better habits to Promoting Profit Structure Reform drive economic and social value creation across the entire Company Strengthen brand management = The source of innovation Optimize prici
Slide 9: Consumer Products Business: Strategic Direction in Each Field
Consumer Products Business: Strategic Direction in Each Field Advancing tailored strategies to realize a high-profit business portfolio ■ Visions of Main Businesses （1st STAGE 2nd STAGE） Oral Healthcare Business ⚫ Driving the Group’s expansion in terms of both Vision growth potential and ROIC ⚫ Grou
Slide 10: Addressing Market Fluctuations (Market Polarization)
Addressing Market Fluctuations (Market Polarization) Securing a share of the steadily growing high-end market requires new technologies (functions) and a clear concept. By leveraging digital capabilities, we will strengthen and accelerate our market responsiveness. Domestic Market: Selective Spendin
Slide 11: Digital-Driven Market Response Approach
Digital-Driven Market Response Approach Accelerating the shift towards high value-added products through the exploration, refinement and rapid PDCA of new values Insight exploration and value development Creating Better through proprietary AI Habits *Concept and message development for the oral heal
Slide 12: Contents
Contents ▮ Strategic Direction for the Consumer Products Business ▮ Oral Healthcare Strategy: Creating Value through the Creation of Healthy Habits ▮ Home Care Strategy: Creating Value through the Creation of Water Conservation Habits ▮ R&D Strategies for Achieving Growth 12
Slide 13: Overview of the Domestic Oral Healthcare (Self-Care) Market
Overview of the Domestic Oral Healthcare (Self-Care) Market Expansion trend driven by increased per capita care spending, including the shift toward high-value products and higher usage rates of floss ◆ Oral Care Market Trends and Forecast ◆ Toothpaste Cost Breakdown by Price Range (Billions and Ave
Slide 14: Strengths of the Oral Healthcare Business
Strengths of the Oral Healthcare Business Leveraging decades of strengths as the No.1 market share manufacturer to contribute to the expansion and refinement of everyday habits Contribution to Market Expansion in Self-Care Products Brand Formation Tailored to Life Stages Implementing continuous and
Slide 15: Actions to Promote Oral Healthcare Habits
Actions to Promote Oral Healthcare Habits Positioning brands according to various life stages, each offering new value and habit-inspiring proposals to further drive market growth Main Actions • Advancing the shift towards high-value- High value-added added toothpaste proposals in the fields of peri
Slide 16: Actions to Expand the Periodontal Disease Care Market
Actions to Expand the Periodontal Disease Care Market Promote and strengthen the SYSTEMA Dent Health proposal to achieve market expansion as the leader for value-added products in the periodontitis and other periodontal disease care category ◆ Market Potential for High-end Periodontal Disease Preven
Slide 17: New Technology for Market Expansion: Development Plan for Microbiome Control Technology
New Technology for Market Expansion: Development Plan for Microbiome Control Technology Strive to establish a new oral healthcare habit of understanding and Vision self-regulating one’s oral microbiome, aiming for positive effects on overall health. ◆Developed technology to selectively suppress peri
Slide 18: Vision for Oral Healthcare
Vision for Oral Healthcare Integrate products and services with expanded scope of value and target markets to develop a profitable, unique business in Asia that supports people’s eating, talking and laughing Eating Talking Laughing 1. Expand scope of provided value 2. Expand target markets 3. Permea
Slide 19: Build a Business Model Integrating Products and Services (Through 2030)
Build a Business Model Integrating Products and Services (Through 2030) Build on the strong partnership with dentists to further expand the oral healthcare market by enhancing self-care and professional care habits. New Domain (ProCare Services) Partnerships with Combining services and channels (den
Slide 20: Steady Progress in Business Expansion Initiatives
Steady Progress in Business Expansion Initiatives Gradually expanding business areas to further promote oral healthcare habits. As consumer interest in care increases, the self-care product market is expected to expand. Health and productivity management related Launched in 2022 Healthcare related W
Slide 21: Contents
Contents ▮ Strategic Direction for the Consumer Products Business ▮ Oral Healthcare Strategy: Creating Value through the Creation of Healthy Habits ▮ Home Care Strategy: Creating Value through the Creation of Water Conservation Habits ▮ R&D Strategies for Achieving Growth 21
Slide 22: Market Trends in Laundry
Market Trends in Laundry Market expansion trends seen for both laundry detergent and fabric softener Market driven by the rising share of high-priced value-added products ◆ Market Trends and Forecast for Laundry Detergent ◆ Market Trends and Forecast for Fabric Softener Both high-capacity products a
Slide 23: Changes in the Home Care Market
Changes in the Home Care Market In recent years, the rise in dual-income households has brought significant changes to the home care market environment, including growing demand for quick laundry solutions. ・Changes in time-saving Changes in Changes in awareness and time spent on ・Increase in dual F
Slide 24: Approach to Competition in Light of Market Changes
Approach to Competition in Light of Market Changes Proactively identify emerging shifts in consumer awareness and behavior to accelerate the development of highly profitable products with unique value. Top-priority Promoting environmental initiatives for a sustainable planet: Sustainability Material
Slide 25: Actions Promoting a Shift to Unique Added Value (Creation of Water Conservation Habits)
Actions Promoting a Shift to Unique Added Value (Creation of Water Conservation Habits) Utilize AI technology to accelerate new habit proposals that are clearly distinct from price competitiveness Major Actions ◆Accelerate instillment of laundry habits with fewer rinse cycles ・Propose clothes deterg
Slide 26: Actions Promoting a Shift to Unique Added Value (Creation of Water Conservation Habits)
Actions Promoting a Shift to Unique Added Value (Creation of Water Conservation Habits) Since its founding, Lion has adhered to a development philosophy that values the conservation of water resources and the continual refinement of technology. We have established technology for zero-rinse laundry.
Slide 27: Creating Unique Added Value and Normalizing Water Conservation Habits
Creating Unique Added Value and Normalizing Water Conservation Habits Execute rapid PDCA cycles and expand sales channels upon increasing success rate Products that address consumer needs and concerns Entrance Saves Saves Prevents time effort mold Strengthen initiatives with distributors to instill
Slide 28: Lastly: Aiming to Accelerate the Speed of Growth
Lastly: Aiming to Accelerate the Speed of Growth Aim to accelerate new habit creation and thereby secure both economic and social value while enhancing sustainable corporate value Accelerate the use of digital technology Domestic business unit structure Accelerating the use of digital technology Com
Slide 29: Contents
Contents ▮ Strategic Direction for the Consumer Products Business ▮ Oral Healthcare Strategy: Creating Value through the Creation of Healthy Habits ▮ Home Care Strategy: Creating Value through the Creation of Water Conservation Habits ▮ R&D Strategies for Achieving Growth 29
Slide 30: Lion’s Core Technology Map
Lion’s Core Technology Map Establish a sustainable competitive advantage in seven basic technological fields that underpin each business and five core technologies that create new value by developing applications for those basic technologies. These technologies can be used to control the conditions
Slide 31: Strengthening R&D structure
Strengthening R&D structure Maximize innovation generation capability and the speed of product development by clarifying roles Management process transformation Strengthening the Group’s R&D structure ⚫ Basic research: The Center drafts and promotes an overall strategy for research ⚫ Basic research:
Slide 32: Periodontal Disease Elimination Technology: Regarding the State of Periodontal Disease
Periodontal Disease Elimination Technology: Regarding the State of Periodontal Disease Worsening periodontal disease significantly impacts overall health ◆What is periodontal disease?* *General name for gingivitis and periodontitis ◆Effects on overall health This is a disease in which bacteria build
Slide 33: Periodontal Disease Elimination Technology: Bacterial Control Technology
Periodontal Disease Elimination Technology: Bacterial Control Technology A new approach to periodontal disease prevention thanks to new insights Inside the mouth, there are bad bacteria that cause disease as Bad bacteria well as good bacteria that help maintain the health of the oral (disease-relate
Slide 34: Growth Driver: Product and Service Development Capability (Strategy for Realizing Value)
Growth Driver: Product and Service Development Capability (Strategy for Realizing Value) Promoting the development of products and services from a diverse range of touch points and approaches to the oral healthcare value provision field (oral hygiene and functions) Touchpoints / Approaches Value pro
Slide 35: Growth driver: Product and Service Development Capability (Oral Hygiene Care)
Growth driver: Product and Service Development Capability (Oral Hygiene Care) Gained new insights that suggest a relationship between oral and intestinal environments through research aimed at promoting health focused on the oral cavity Important new insights gained through Partnership with Cykinso
Slide 36: Growth Driver: Product and Service Development Capability (Oral Function Care)
Growth Driver: Product and Service Development Capability (Oral Function Care) For the mouth to perform its role over a person’s lifetime, it is important to promote appropriate oral function development in early childhood and to limit the decline of oral function in old age. Problems in Early Child
Slide 37: Growth Driver: Product and Service Development Capability (Oral Function Care in Old Age)
Growth Driver: Product and Service Development Capability (Oral Function Care in Old Age) Old age: Developing a technique to measure oral function by analyzing the pronunciation of “pa ta ka” Current “pa ta ka” pronunciation A method of determining oral function by assessing the subjects’ repeated e
Slide 38: life. love. LION
life. love. LION