Health and Wellness Healthcare in Sweden

Euromonitor International's Health and Wellness Healthcare in Sweden market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.

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Why buy this report

• Get insight into trends in market performance
• Pinpoint growth sectors and identify factors driving change
• Identify market and brand leaders and understand the competitive environment

Table of contents

1. EXECUTIVE SUMMARY

Decline in vitamins and dietary supplements in 2005

Herbal products remain dominated by medicated confectionery

Negative publicity dents slimming products

Pharmacy channel gains share due to increasing in-store promotions

Growth to resume, but growth will be slow

2. MARKET BACKGROUND

2.1 NATIONAL LEGISLATION

2.2 EU LEGISLATION

EU directive on food supplements

Narrow focus forces products off the shelves

Highly contested limits

Challenge to the Directive

EU herbal regulations

2.3 ADVERTISING

2.4 SELF-MEDICATION AND PREVENTATIVE MEDICINE

Self-medication encouraged by the Government

Strong interest in health products including preventative medicine

2.5 ALTERNATIVE THERAPY

Alternative therapies

Homeopathy considered a more mature therapy

2.6 DIET PROGRAMMES

Obesity – increasingly a national problem

Weight Watchers the most popular diet progamme

2.7 LOCAL PRODUCTS

2.8 RETAIL DISTRIBUTION

Grocery outlets lead sales thanks to medicated confectionery

Health food stores also have strong share

Sales of OTC products limited to state-owned monopoly pharmacies

3. VITAMINS AND DIETARY SUPPLEMENTS

3.1 SECTOR PERFORMANCE

2005 headlines

Sector declines in 2005 for the first time in the review period

Vitamins and dietary supplements have high penetration in 2005

Many other dietary supplements are available but sales remain low

Dietary supplements aimed at older people successful due to the ageing population

Child-specific vitamins and dietary supplements remains a niche in 2005

Sector remains fragmented in 2005

Grocery stores continue to gain share in 2005

Forecast performance

New EU regulations set to dampen growth in dietary supplements

Recently discovered herbal “bird flu remedy” to drive sales in 2006 and beyond?

Table 1 Sales of Vitamins and Dietary Supplements by Sector: Value 2002-2005

Table 2 Sales of Vitamins and Dietary Supplements by Sector: % Value Growth 2002-2005

Table 3 Forecast Sales of Vitamins and Dietary Supplements by Sector: Value 2005-2010

Table 4 Forecast Sales of Vitamins and Dietary Supplements by Sector: % Value Growth 2005-2010

3.2 VITAMINS PERFORMANCE

2005 headlines

Continuous growth but at a slower pace

Multivitamins continues to lose out to single vitamins

Vitamin B the most dynamic thanks to folic acid

Vitamin C the most popular but declines due to poor publicity in 2005

Brands available in pharmacies gained share in 2005

Table 5 Sales of Vitamins by Type: Value 2002-2005

Table 6 Sales of Vitamins by Type: % Value Growth 2002-2005

Table 7 Multivitamins Brand Rankings 2005

Table 8 Single Vitamins Brand Rankings 2005

3.3 DIETARY SUPPLEMENTS PERFORMANCE

2005 headlines

Sales down in 2005 as interest in herbal dieatry supplements wanes

Calcium supplements benefit from positive media coverage in 2005

Fish oils continues to grow in 2005

Echinacea continues to suffer from negative publicity

as do many other herbal dietary supplements

Glucosamine continues to decline

Other dietary supplements

Tonics and bottled nutritive drinks continues to grow but from a low level

Fragmented sales

Wilh Sonesson’s Friggs brand remains leader but loses share in 2005

Table 9 Sales of Dietary Supplements by Type: Value 2002-2005

Table 10 Sales of Dietary Supplements by Type: % Value Growth 2002-2005

Table 11 Calcium Supplements: Brand Rankings 2005

Table 12 Mineral Supplements: Brand Rankings 2005

Table 13 Cod Liver Oil: Brand Rankings 2005

Table 14 Other Fish Oils: Brand Rankings 2005

Table 15 Garlic: Brand Rankings 2005

Table 16 Ginseng: Brand Rankings 2005

Table 17 Ginkgo Biloba: Brand Rankings 2005

Table 18 Evening Primrose Oil: Brand Rankings 2005

Table 19 Echinacea: Brand Rankings 2005

Table 20 Probiotic Supplements: Brand Rankings 2005

Table 21 Glucosamine: Brand Rankings 2005

Table 22 Other Dietary Supplements: Brand Rankings 2005

Table 23 Tonics and Bottled Nutritive Drinks: Brand Rankings 2005

Table 24 Child-specific Vitamins and Dietary Supplements: Brand Rankings 2005

3.4 NEW PRODUCT DEVELOPMENTS

Summary 1 Vitamins and Dietary Supplements: New Product Launches 2004/2005

4. HERBAL/TRADITIONAL PRODUCTS

4.1 SECTOR PERFORMANCE

2005 headlines

Herbal/taditional products accounts for strong share of Swedish healthcare sales

Strong growth in Herbal digestive remedies

Sales of herbal remedies dominated by cough and cold products

Herbal products account for half of sales

Sales of herbal analgesics decline in 2005

Herbal skin care remains a niche

Calming and sleeping products

Forecast performance

Table 25 Sales of Herbal/Traditional Products by Sector: Value 2002-2005

Table 26 Sales of Herbal/Traditional Products by Sector: % Value Growth 2002-2005

Table 27 Forecast Sales of Herbal/Traditional Products: Value 2005-2010

Table 28 Forecast Sales of Herbal/Traditional Products: % Value Growth 2005-2010

4.2 COMPANY AND BRAND ANALYSIS

Fragemented market

Summary 2 Herbal/Traditional Products: Major Players 2004/2005

4.3 NEW PRODUCT DEVELOPMENTS

Summary 3 Herbal/Traditional Products: New Product Launches 2004/2005

5. SLIMMING PRODUCTS

5.1 SECTOR PERFORMANCE

2005 headlines

Slimming products suffers from negative publicity towards end of 2005

but records strong growth over the review period

Meal replacement products dominates sales

Apple vinegar dominates sales of slimming pills

Growth in slimming foods dampens demand for slimming products

Forecast performance

Growth in alternative products to weaken performance

Table 29 Sales of Slimming Products by Sector: Value 2002-2005

Table 30 Sales of Slimming Products by Sector: % Value Growth 2002-2005

Table 31 Forecast Sales of Slimming Products: Value 2005-2010

Table 32 Forecast Sales of Slimming Products: % Value Growth 2005-2010

Table 33 Meal Replacement Slimming Products % Breakdown by Type 2005

5.2 COMPANY AND BRAND ANALYSIS

Meal replacement brands dominate

Nutrilett benefits from narrow retail focus

Other players

Table 34 Slimming Tablets: Brand Rankings 2005

Table 35 Slimming Teas: Brand Rankings 2005

Table 36 Meal Replacement Slimming Products: Brand Rankings 2005

Table 37 Other Slimming Products: Brand Rankings 2005

5.3 NEW PRODUCT DEVELOPMENTS

Summary 4 Slimming Products: New Product Launches 2004/2005

6. DEFINITIONS

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