Consumer Health in the Netherlands

CONSUMER HEALTH IN THE NETHERLANDS

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Executive Summary

Moderate Value Growth, Largely Driven by Non-otc Categories

OTC Sales Are Not (yet) Lifted by the Brighter Macroeconomy

Pharmaceutical Multinationals Dominate, With Private Label the Main Rival

Supermarkets Gains Ground, To the Detriment of Chemists/pharmacies

Modest Value Growth Over the Forecast Period

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

Further Healthy Growth Against A Bright Macroeconomic Backdrop

the Culture of Restraint in Drug Use Poses A Structural Obstacle

Product Differentiation Is Crucial To Future Growth Potential

Competitive Landscape

Sales Are Migrating To Modern Grocery Retailers

Bayer Consumer Care Maintains Its Lead

GlaxoSmithKline Remains the Main Challenger

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

Healthy Growth Is Supported by Sound Fundamentals

OTC Sales Boosted by Lifestyle Changes and Suppression of Prescription Varieties

Regulatory Uncertainty About Melatonin Could Affect Future Growth

Competitive Landscape

Vemedia Continues To Lead Sleep Aids

Product Innovation Is Mostly in Melatonin-based Sleep Aids

Smaller Dutch and Other European Players Continue To Dominate

Category Data

Table 19 Sales of Sleep Aids: Value 2013-2018

Table 20 Sales of Sleep Aids: % Value Growth 2013-2018

Table 21 NBO Company Shares of Sleep Aids: % Value 2014-2018

Table 22 LBN Brand Shares of Sleep Aids: % Value 2015-2018

Table 23 Forecast Sales of Sleep Aids: Value 2018-2023

Table 24 Forecast Sales of Sleep Aids: % Value Growth 2018-2023

Headlines

Prospects

Weaker Growth Due To Seasonal Factors

the Shorter Flu Season Hampers Growth in 2018

Antihistamines/allergy Remedies Buoyed by the Rising Incidence of Hay Fever

Competitive Landscape

Modern Grocery Retailers Gains Ground at the Expense of Chemists/pharmacies

Lofthouse of Fleetwood and Gsk Consumer Healthcare Continue To Lead

New Product Development Remains Strong

Category Data

Table 25 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2013-2018

Table 26 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2013-2018

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

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

Table 29 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2014-2018

Table 30 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2018

Table 31 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023

Table 32 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023

Headlines

Prospects

Weak Growth Prospects for Dermatologicals

the Continued Preference for Prescription Products

Vaginal Antifungals Is One of Few Growth Areas

Competitive Landscape

Remark Pharma Maintains Its Lead

Canesten Gyno Performs Strongly

Private Label Is Expected To Remain Marginal

Category Data

Table 33 Sales of Dermatologicals by Category: Value 2013-2018

Table 34 Sales of Dermatologicals by Category: % Value Growth 2013-2018

Table 35 NBO Company Shares of Dermatologicals: % Value 2014-2018

Table 36 LBN Brand Shares of Dermatologicals: % Value 2015-2018

Table 37 LBN Brand Shares of Hair Loss Treatments: % Value 2015-2018

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

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

Headlines

Prospects

Digestive Remedies Consistently Outperforms Overall OTC Products

Poor Diet and Lack of Physical Activity Will Keep Driving Demand

Public Campaigns for A Healthier Lifestyle Could Threaten Growth

Competitive Landscape

Drugstores/parapharmacies Will Remain Dominant

Dutch Subsidiaries of Multinationals Dominate

Private Label Expected To Remain Comparatively Weak

Category Data

Table 40 Sales of Digestive Remedies by Category: Value 2013-2018

Table 41 Sales of Digestive Remedies by Category: % Value Growth 2013-2018

Table 42 NBO Company Shares of Digestive Remedies: % Value 2014-2018

Table 43 LBN Brand Shares of Digestive Remedies: % Value 2015-2018

Table 44 Forecast Sales of Digestive Remedies by Category: Value 2018-2023

Table 45 Forecast Sales of Digestive Remedies by Category: % Value Growth 2018-2023

Headlines

Prospects

Strong Growth Is Supported by Solid Market Fundamentals

Seasonal Demand Is Still Dominant, Whilst Chronic Factors Are on the Rise

Innovations Focus on Hay Fever, Contact Lenses and All-purpose Products

Competitive Landscape

Return To Normalcy After the Major Shake-up in 2012

Reckitt Benckiser Nederland Leads Thanks To Its Optrex Brand

Similasan Nederland Wins Back Share After Its Relaunch

Category Data

Table 46 Sales of Eye Care by Category: Value 2013-2018

Table 47 Sales of Eye Care by Category: % Value Growth 2013-2018

Table 48 Sales of Standard Eye Care by Format: % Value 2013-2018

Table 49 Sales of Standard Eye Care by Positioning: % Value 2013-2018

Table 50 NBO Company Shares of Eye Care: % Value 2014-2018

Table 51 LBN Brand Shares of Eye Care: % Value 2015-2018

Table 52 Forecast Sales of Eye Care by Category: Value 2018-2023

Table 53 Forecast Sales of Eye Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Demand Is Buoyed by the Tougher Regulatory Environment for Tobacco Products

Dutch Smokers Are Likely To Continue To Try and Quit Smoking

Reimbursement of Prescription Rivals Negatively Affects OTC Demand

Competitive Landscape

Nrt Smoking Cessation Aids Remains Highly Consolidated

Drugstore Private Label Lines Are the Only Serious Competition To Major Brands

Consolidation Holds Back Product Innovation

Category Indicators

Table 54 Number of Smokers by Gender 2013-2018

Category Data

Table 55 Sales of NRT Smoking Cessation Aids by Category: Value 2013-2018

Table 56 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2013-2018

Table 57 Sales of NRT Gum by Flavour: % Value 2013-2018

Table 58 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2014-2018

Table 59 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2015-2018

Table 60 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2018-2023

Table 61 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2018-2023

Headlines

Prospects

Only Modest Growth Due To Maturity and Low Product Innovation

Travel and Outdoor Sports Fuel Demand

Product Innovation To Focus on Premiumisation

Competitive Landscape

Beiersdorf Remains Unchallenged

Private Label Is the Main Challenger

Increasing Product Segmentation

Category Data

Table 62 Sales of Wound Care by Category: Value 2013-2018

Table 63 Sales of Wound Care by Category: % Value Growth 2013-2018

Table 64 NBO Company Shares of Wound Care: % Value 2014-2018

Table 65 LBN Brand Shares of Wound Care: % Value 2015-2018

Table 66 Forecast Sales of Wound Care by Category: Value 2018-2023

Table 67 Forecast Sales of Wound Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Growth Remains Strong Amidst the Health and Wellness Trend

Regular Hobbyists Constitute the Core Consumer Segment

Sports Non-protein Products Set To Remain Relatively Marginal

Competitive Landscape

Sports Nutrition Remains Highly Fragmented, With US Brands Prominent

Healthfood Shops Remains An Important Channel Despite the Rise of Online Retailing

Strong Price Competition in Mass Channels

Category Data

Table 68 Sales of Sports Nutrition by Category: Value 2013-2018

Table 69 Sales of Sports Nutrition by Category: % Value Growth 2013-2018

Table 70 NBO Company Shares of Sports Nutrition: % Value 2014-2018

Table 71 LBN Brand Shares of Sports Nutrition: % Value 2015-2018

Table 72 Forecast Sales of Sports Nutrition by Category: Value 2018-2023

Table 73 Forecast Sales of Sports Nutrition by Category: % Value Growth 2018-2023

Headlines

Prospects

Healthy Growth Is Driven by Demand for New Types of Supplements

the Rising Popularity of Curcumin and Cannabidiol

the Potential Threat of Consumer Scepticism of Efficacy and Quality Control

Competitive Landscape

Sales Growth Comes Primarily From Non-standard OTC Channels

Dietary Supplements in the Netherlands Remains Highly Fragmented

Innovation To Focus on Improving Product Quality

Category Data

Table 74 Sales of Dietary Supplements by Category: Value 2013-2018

Table 75 Sales of Dietary Supplements by Category: % Value Growth 2013-2018

Table 76 Sales of Dietary Supplements by Positioning: % Value 2013-2018

Table 77 Sales of Fish Oils/Omega Fatty Acids by Type: % Value 2013-2018

Table 78 NBO Company Shares of Dietary Supplements: % Value 2014-2018

Table 79 LBN Brand Shares of Dietary Supplements: % Value 2015-2018

Table 80 Forecast Sales of Dietary Supplements by Category: Value 2018-2023

Table 81 Forecast Sales of Dietary Supplements by Category: % Value Growth 2018-2023

Headlines

Prospects

Modest Value Growth As Budget Brands and Private Label Erode Prices

the Ageing Population Is Expected To Keep Driving Sales of Vitamin D

A Gradual Shift From Reactive Towards Preventive Use

Competitive Landscape

Omega Pharma Nederland Leads Thanks To Its Davitamon Brand

Pgt Healthcare Gains Share Due To the Popularity of Its Swisse Brand

Dosage Is An Important Distinguishing Feature for Brands

Category Data

Table 82 Sales of Vitamins by Category: Value 2013-2018

Table 83 Sales of Vitamins by Category: % Value Growth 2013-2018

Table 84 Sales of Multivitamins by Positioning: % Value 2013-2018

Table 85 NBO Company Shares of Vitamins: % Value 2014-2018

Table 86 LBN Brand Shares of Vitamins: % Value 2015-2018

Table 87 Forecast Sales of Vitamins by Category: Value 2018-2023

Table 88 Forecast Sales of Vitamins by Category: % Value Growth 2018-2023

Headlines

Prospects

Above-average Meal Replacement Growth Is Driven by the Emergence of New Meal Shakes Brands

Young, Urban, Affluent Consumers Are Key in Meal Replacement

Young Professionals Drive the Demand for Meal Shakes for Wellbeing

Competitive Landscape

Nutrition & Santé Benelux and Herbalife International Netherlands Lead

Successful Local Start-ups in Meal Shakes

Illegal Trade in Weight Loss Drugs and Slimming Teas

Category Data

Table 89 Sales of Weight Management and Wellbeing by Category: Value 2013-2018

Table 90 Sales of Weight Management and Wellbeing by Category: % Value Growth 2013-2018

Table 91 NBO Company Shares of Weight Management and Wellbeing: % Value 2014-2018

Table 92 LBN Brand Shares of Weight Management and Wellbeing: % Value 2015-2018

Table 93 Forecast Sales of Weight Management and Wellbeing by Category: Value 2018-2023

Table 94 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023

Headlines

Prospects

Healthy Growth As Consumers Seek More Natural Options

Reliance on Cough and Cold Remedies and Dietary Supplements

Blurring Boundaries and Regulatory Changes Are Potential Threats To Growth

Competitive Landscape

Lofthouse of Fleetwood Remains the Leader, Thanks To Its Fisherman's Friend Brand

Herbal/traditional Products Remains Highly Fragmented

Private Label Remains Strong

Category Data

Table 95 Sales of Herbal/Traditional Products by Category: Value 2013-2018

Table 96 Sales of Herbal/Traditional Products by Category: % Value Growth 2013-2018

Table 97 NBO Company Shares of Herbal/Traditional Products: % Value 2014-2018

Table 98 LBN Brand Shares of Herbal/Traditional Products: % Value 2015-2018

Table 99 Forecast Sales of Herbal/Traditional Products by Category: Value 2018-2023

Table 100 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2018-2023

Headlines

Prospects

Healthy Value Growth Thanks To Paediatric Vitamins and Dietary Supplements

Greater Product Segmentation Will Boost the Roll-out of Paediatric Lines

Stricter EU Regulation on Paediatric Medicines in Place

Competitive Landscape

Omega Pharma Nederland Leads, Ahead of Vemedia

More Paediatric Lines in Cough, Cold and Allergy (hay Fever) Remedies

Packaging Displays Appeal To Children in Wound Care

Category Data

Table 101 Sales of Paediatric Consumer Health by Category: Value 2013-2018

Table 102 Sales of Paediatric Consumer Health by Category: % Value Growth 2013-2018

Table 103 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2018

Table 104 NBO Company Shares of Paediatric Consumer Health: % Value 2014-2018

Table 105 LBN Brand Shares of Paediatric Consumer Health: % Value 2015-2018

Table 106 Forecast Sales of Paediatric Consumer Health by Category: Value 2018-2023

Table 107 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023