Already marketed in 46 countries since its European launch in 2008, Suprelorin^® offers an innovative option for managing undesirable sexual behaviors, particularly in male dogs (such as urine marking, roaming in search of a mate, mounting behavior, etc.). In line with evolving societal expectations, this implant also provides a non-surgical and reversible sterilization solution for dogs, cats, and ferrets.

Obtaining the Japanese marketing authorization (MA), supervised by the National Veterinary Assay Laboratory (NVAL), is the culmination of a registration process initiated in 2019. Beyond the substantial volume of clinical data on Suprelorin^® generated by R&D, the close collaboration with Regulatory Affairs was crucial in building a robust case to meet Japanese requirements and convince the authorities.

"The launch of Suprelorin in the autumn of 2026 allows us to strengthen our scientific expertise in Japan, as this product is recognized by veterinarians as essential, unique and innovative," adds Christelle Speiser, Global Marketing and Medical Head for the companion animal reproduction range at Virbac.

Humanization of companion animals

Given the growing pet population in Japan and its high concentration in urban areas, Suprelorin^® provides an essential solution that facilitates both intra- and inter-species cohabitation.

In a country where surgical castration is the predominant sterilization option for dogs, Virbac is positioning Suprelorin^® to veterinarians as a 'trial' sterilization to be performed before opting for a potential permanent solution. This ethical approach allows owners and veterinarians to assess the impact of sterilization on the animal's behavior—specifically on undesirable and troublesome behaviors that may be linked to sex hormones—ensuring the benefits of sterilization before making an irreversible decision.

By offering a time for reflection and analysis, it naturally integrates into existing practice, directly meeting the expectations of owners concerned about the well-being and health of their companions.

"In a context where pets are considered family members, many Japanese owners are reluctant to opt for invasive and permanent surgery, points out Michel Korenian, Marketing Director at Virbac Japan. Suprelorin^® offers them a non-surgical and reversible alternative that perfectly aligns with this sensitivity, while effectively managing reproduction and behaviors in urban environments."