Consumer Health in Finland

CONSUMER HEALTH IN FINLAND

Euromonitor International

January 2019

LIST OF CONTENTS AND TABLES

Executive Summary

Health and Wellness Trend and Stressful Lifestyles Drive Consumer Health Sales

the Improving Economy Boosts 2018 Value Sales As Innovative Products Emerge, While Counterbalanced by Intensifying Competition

Consumer Health Remains Fragmented and Players Present Across All Categories Are Rare

Consumer Health Products Are Sold Increasingly Online and in the Grocery Channel

Growth Rates Will Remain Positive, But Slowed Down by Competition and the Maturity of Some Large Categories

Appendix

OTC Registration and Classification

Vitamins and Dietary Supplements Registration and Classification

Self-medication/self-care and Preventive Medicine

Switches

Summary 1 OTC: Switches

Market Indicators

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2013-2018

Table 2 Life Expectancy at Birth 2013-2018

Market Data

Table 3 Sales of Consumer Health by Category: Value 2013-2018

Table 4 Sales of Consumer Health by Category: % Value Growth 2013-2018

Table 5 NBO Company Shares of Consumer Health: % Value 2014-2018

Table 6 LBN Brand Shares of Consumer Health: % Value 2015-2018

Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2013-2018

Table 8 Distribution of Consumer Health by Format: % Value 2013-2018

Table 9 Distribution of Consumer Health by Format and Category: % Value 2018

Table 10 Forecast Sales of Consumer Health by Category: Value 2018-2023

Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2018-2023

Sources

Summary 2 Research Sources

Headlines

Prospects

Discussion of Liberalising Analgesics To New Channels Continues

Added-value Formats and Features Counterbalance the Lowering Effect of Generics

Switched Naproxen and Triptans Likely To Remain Niche Categories

Competitive Landscape

Local Orion Maintains Its Lead Amid Intensifying Competition

Gsk Consumer Healthcare Increases Its Share by Extending Its Portfolio

Lower-cost Vitabalans Oy Actively Develops Its Portfolio

Category Data

Table 12 Sales of Analgesics by Category: Value 2013-2018

Table 13 Sales of Analgesics by Category: % Value Growth 2013-2018

Table 14 Sales of Topical Analgesics/Anaesthetic by Format: % Value 2013-2018

Table 15 NBO Company Shares of Analgesics: % Value 2014-2018

Table 16 LBN Brand Shares of Analgesics: % Value 2015-2018

Table 17 Forecast Sales of Analgesics by Category: Value 2018-2023

Table 18 Forecast Sales of Analgesics by Category: % Value Growth 2018-2023

Headlines

Prospects

Convenience Supports Sales of Nasal Sprays, the Highest Growth Area

Grocery Channel Takes A Large Share of Sales

Several Areas Offer Opportunities for Innovative Products

Competitive Landscape

Orion Leads Fragmented Cough, Cold and Allergy (hay Fever) Remedies

Pgt Healthcare's Position Improves

Medicated Confectionery Brands Lead

Category Data

Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2013-2018

Table 20 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2013-2018

Table 21 Sales of Decongestants by Category: Value 2013-2018

Table 22 Sales of Decongestants by Category: % Value Growth 2013-2018

Table 23 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2014-2018

Table 24 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2018

Table 25 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023

Table 26 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023

Headlines

Prospects

Innovative Launches in Antifungals Keep Lifting Value

Growth of Other Dermatologicals Is Limited by the Increased Number of Generics

Systemic Variants Pose A Threat To the Growth of Cold Sore Treatments

Competitive Landscape

Orion Leads Dermatologicals, But With A Reduced Share

Third-placed Bayer Doubles Its Value Share Over the Review Period

Generics Manufacturers Orifarm and Paranova Set To Gain Share

Category Data

Table 27 Sales of Dermatologicals by Category: Value 2013-2018

Table 28 Sales of Dermatologicals by Category: % Value Growth 2013-2018

Table 29 NBO Company Shares of Dermatologicals: % Value 2014-2018

Table 30 LBN Brand Shares of Dermatologicals: % Value 2015-2018

Table 31 LBN Brand Shares of Hair Loss Treatments: % Value 2015-2018

Table 32 Forecast Sales of Dermatologicals by Category: Value 2018-2023

Table 33 Forecast Sales of Dermatologicals by Category: % Value Growth 2018-2023

Headlines

Prospects

Hectic Lifestyles and Imbalanced Diets Increase Demand for Digestive Remedies

Digestive Enzymes Benefits From Broad Channel Presence

Laxatives and Diarrhoeal Remedies Remain the Largest Sales Generators

Competitive Landscape

Takeda and Janssen-cilag Lead Digestive Remedies Thanks To Extensive Portfolios

Pgt Healthcare and Bayer Have Strong Positions in Indigestion and Heartburn Remedies

Generics and Private Label Slowly Emerge

Category Data

Table 34 Sales of Digestive Remedies by Category: Value 2013-2018

Table 35 Sales of Digestive Remedies by Category: % Value Growth 2013-2018

Table 36 NBO Company Shares of Digestive Remedies: % Value 2014-2018

Table 37 LBN Brand Shares of Digestive Remedies: % Value 2015-2018

Table 38 Forecast Sales of Digestive Remedies by Category: Value 2018-2023

Table 39 Forecast Sales of Digestive Remedies by Category: % Value Growth 2018-2023

Headlines

Prospects

Standard Eye Care Sales Remain Positive As Finns Spend More Time in Front of Screens

Cross-category Brands Likely To Become More Common

Ointments and Other Standard Eye Care Increase Their Share of Formats

Competitive Landscape

Thanks To A Broad Product Portfolio Santen Leads Eye Care Sales

Orion and Bayer Increase Their Value Shares

Eye Care Is Little Affected by Generics Or Private Label

Category Data

Table 40 Sales of Eye Care by Category: Value 2013-2018

Table 41 Sales of Eye Care by Category: % Value Growth 2013-2018

Table 42 Sales of Standard Eye Care by Format: % Value 2013-2018

Table 43 Sales of Standard Eye Care by Positioning: % Value 2013-2018

Table 44 NBO Company Shares of Eye Care: % Value 2014-2018

Table 45 LBN Brand Shares of Eye Care: % Value 2015-2018

Table 46 Forecast Sales of Eye Care by Category: Value 2018-2023

Table 47 Forecast Sales of Eye Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Nrt Smoking Cessation Aids Remain High in Demand As Negative Sentiment Towards Smoking Strengthens

the Selection of Nrt Smoking Cessation Aids Continues To Swell

the Sales Role of the Pharmacy Channel Shrinks Further

Competitive Landscape

Nicorette and Nicotinell Continue To Dominate, But With Reduced Shares

New Company Entries Challenge the Leading Players

Increased Competition May Affect Unit Prices Negatively

Category Indicators

Table 48 Number of Smokers by Gender 2013-2018

Category Data

Table 49 Sales of NRT Smoking Cessation Aids by Category: Value 2013-2018

Table 50 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2013-2018

Table 51 Sales of NRT Gum by Flavour: % Value 2013-2018

Table 52 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2014-2018

Table 53 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2015-2018

Table 54 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2018-2023

Table 55 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2018-2023

Headlines

Prospects

Minerals and Fish Oils Suffer From Maturity, But Value Can Still Be Added

Well-positioned Targeting of Combination Supplements Is Vital

Natural/herbal Supplements Expected To Do Well

Competitive Landscape

Brand Strategy Is Important in Fractured Dietary Supplements

All Top Players in Dietary Supplements Are Local

Increased Sales in Grocery Retailing Lift the Share of Private Label and Lower-priced Brands

Category Data

Table 56 Sales of Dietary Supplements by Category: Value 2013-2018

Table 57 Sales of Dietary Supplements by Category: % Value Growth 2013-2018

Table 58 Sales of Dietary Supplements by Positioning: % Value 2013-2018

Table 59 Sales of Fish Oils/Omega Fatty Acids by Type: % Value 2013-2018

Table 60 NBO Company Shares of Dietary Supplements: % Value 2014-2018

Table 61 LBN Brand Shares of Dietary Supplements: % Value 2015-2018

Table 62 Forecast Sales of Dietary Supplements by Category: Value 2018-2023

Table 63 Forecast Sales of Dietary Supplements by Category: % Value Growth 2018-2023

Headlines

Prospects

Cleaner and More Natural Alternatives Are in Demand But Need Careful Positioning

Fashionable Superfoods and Biohacking Are Emerging Trends That May Take Off in the Forecast Period

Herbal Tonics Set To Be Among the Best-performing Categories in the Forecast Period

Competitive Landscape

Two of the Top Three Brands Are Medicated Confectionery

Finnish Valioravinto and Hankintatukku Arno Latvus Have Strong and Stable Positions

Well-branded New Ranges Slowly Increase Their Sales and Have Potential in the Forecast Period

Category Data

Table 64 Sales of Herbal/Traditional Products by Category: Value 2013-2018

Table 65 Sales of Herbal/Traditional Products by Category: % Value Growth 2013-2018

Table 66 NBO Company Shares of Herbal/Traditional Products: % Value 2014-2018

Table 67 LBN Brand Shares of Herbal/Traditional Products: % Value 2015-2018

Table 68 Forecast Sales of Herbal/Traditional Products by Category: Value 2018-2023

Table 69 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2018-2023

Headlines

Prospects

Paediatric Analgesics Set To See Healthy Growth in the Forecast Period Thanks To Paediatric Ibuprofen Launches

Paediatric Vitamins and Dietary Supplements Needs More Targeted Launches

Convenience and Easy-to-use Features Are Highly Important in Paediatric Consumer Health

Competitive Landscape

Gsk Consumer Healthcare Leads Thanks To Its Strong Position in Paediatric Analgesics

Second-placed Orion Has An Extended Product Portfolio

Local Verman and Vitabalans Improve Their Rankings

Category Data

Table 70 Sales of Paediatric Consumer Health by Category: Value 2013-2018

Table 71 Sales of Paediatric Consumer Health by Category: % Value Growth 2013-2018

Table 72 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2018

Table 73 NBO Company Shares of Paediatric Consumer Health: % Value 2014-2018

Table 74 LBN Brand Shares of Paediatric Consumer Health: % Value 2015-2018

Table 75 Forecast Sales of Paediatric Consumer Health by Category: Value 2018-2023

Table 76 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023