OTC Healthcare in Austria

Euromonitor International's OTC Healthcare in Austria 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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• Get insight into trends in market performance
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Product coverage

Adult mouth care; Allergy care; Analgesics; Calming and sleeping products; Child-specific OTC healthcare; Cough; cold and allergy (hay fever) remedies; Digestive remedies; Ear care; Emergency contraception; Eye care; Medicated skin care; NRT Smoking cessation aids; OTC obesity; OTC statins; OTC triptans; Vitamins and dietary supplements; Wound treatments

Executive summary

Increase in Government support for generics

In an attempt to decrease costs in the healthcare system, doctors are being increasingly encouraged to prescribe generics when possible and available. The government is supporting this initiative and also pharmacies underline the importance of generics. Furthermore, it is becoming increasingly preferred that doctors indicate the active substance and dose rather than prescribe a specific generic. This trend in prescription pharmaceuticals affects also sales of OTC products as Austrians, who were rather reluctant to use generics (due to the perceived lack of effectiveness), are now more willingly opting for these products and are increasingly aware of the considerably lower unit costs compared to branded products. Furthermore, the Austrian government reduced the tax on OTC products from 20% to 10%, starting from January 2009.

Mild winter in 2008 has had a negative impact on OTC Healthcare

The 2008 winter in Austria was relatively mild with very little snow in comparison to other years. This changed towards the beginning of 2009, where the winter became stronger and the flu became widespread. Nevertheless, the overall rather mild temperatures in 2008, did have a negative effect on the demand for OTC healthcare products, particularity for cough, cold and allergy (hay fever) remedies. This inevitably also lessened the demand for vitamin products, as there was less necessity to fend of a cold.

Pharmacies still dominate retail despite lobbying for opening retail channels

Laws concerning pharmacies as well as the products that have to be sold in pharmacy outlets in Austria remain particularly rigorous. However, health authorities have relaxed the regulation of OTC Healthcare products distribution in order to lessen the strain on the Austrian health care system. The healthcare system faces increased costs, partly due to the ageing population and partly due to increasing numbers of available therapies, forcing doctors to prescribe generics when available. Drugstores such as DM- Drogeriemarkt have been lobbying with some success for more products to be sold in other channels. Over the past years, the regulatory bodies have approved few switches and new registrations for OTC Healthcare products to be sold in drugstores.

Health & wellness trend continues to play an important role in OTC market

Health consciousness among Austrian consumers continues to increase and there is a growing interest of wanting to stay healthy and to prevent future illnesses. Also, the Austrian consumer has become more knowledgeable of what constitutes healthy and safe food/substances. This is due to the great exposure that the Austrian consumer has to various media channels such as TV or magazines, which are continuously conveying this message to consumers. As a result, this has had a positive influence on sales of health and wellness products, as well as OTC healthcare products.

OTC Growth factors in Austria outweigh recession impact in 2008

It appears that the consumption of OTC products in Austria has not been significantly affected by the economic downturn in Austria. Although, Austrians had less disposable income in 2008 and were also more cautious about spending their money, this was not enough to offset the growth factors of the health and wellness trend, the advantage that they are more readily available and increasingly encouraged by the government as a viable alternative. On the contrary, lower priced generics have benefited from the current economic downturn as they are slightly cheaper than the branded alternatives.

Ageing population has positive impact on OTC sales

According to Statistik Austria, the demographic trends in Austria can be perceived as a decrease in fertility and an increase in life expectancy. Life expectancy at birth has risen since 1981 by 6.5 years for females and 8.1 years for males and is now 82.9 years for females and 77.3 years for males. Furthermore, an increasing health awareness among the older population and the obsession with eternal youth by “best agers” is leading to an increased demand for OTC products and this trend is expected to gain more momentum over the forecast period.

Table of contents

OTC HEALTHCARE IN AUSTRIA : MARKET INSIGHT

EXECUTIVE SUMMARY

Increase in Government support for generics

Mild winter in 2008 has had a negative impact on OTC Healthcare

Pharmacies still dominate retail despite lobbying for opening retail channels

Health & wellness trend continues to play an important role in OTC market

OTC Growth factors in Austria outweigh recession impact in 2008

Ageing population has positive impact on OTC sales

KEY TRENDS AND DEVELOPMENTS

Health and wellness increasingly widespread

Innovation aimed at improving ones appearance

Ageing population increases demand for OTC products

Drugstores increase pressure for market liberalisation

Healthcare system under financial pressure

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services 2003-2008

Table 2 Life Expectancy at Birth 2003-2008

MARKET DATA

Table 3 Sales of OTC Healthcare by Sector: Value 2003-2008

Table 4 Sales of OTC Healthcare by Sector: % Value Growth 2003-2008

Table 5 OTC Healthcare Company Shares by Value 2004-2008

Table 6 OTC Healthcare Brand Shares by Value 2005-2008

Table 7 Penetration of Private Label by Sector 2003-2008

Table 8 Sales of OTC Healthcare by Distribution Format: % Analysis 2003-2008

Table 9 Sales of OTC Healthcare by Sector and Distribution Format: % Analysis 2008

Table 10 Forecast Sales of OTC Healthcare by Sector: Value 2008-2013

Table 11 Forecast Sales of OTC Healthcare by Sector: % Value Growth 2008-2013

APPENDIX

OTC Registration and Classification

Vitamins & Dietary Supplements Registration and Classification

EU Legislation

Self-medication and Preventative Medicine

Generics

DEFINITIONS

Summary 1 Research Sources

LOCAL COMPANY PROFILES - AUSTRIA

APOMEDICA GMBH & CO KG - OTC HEALTHCARE - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Apomedica GmbH & Co KG: Key Facts

COMPANY BACKGROUND

PRODUCTION

Summary 3 Apomedica GmbH & Co KG: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 4 Apomedica GmbH & Co KG: Competitive Position 2008

KWIZDA F JOH GMBH - OTC HEALTHCARE - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Kwizda F Joh GmbH: Key Facts

Summary 6 Kwizda F Joh GmbH: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 7 Kwizda F Joh GmbH: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 8 Kwizda F Joh GmbH: Competitive Position 2008

NYCOMED AUSTRIA GMBH - OTC HEALTHCARE - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 9 Nycomed Austria GmbH: Key Facts

Summary 10 Nycomed Austria GmbH: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 11 Nycomed Austria GmbH: Competitive Position 2008

RATIOPHARM GMBH & CO - OTC HEALTHCARE - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 12 Ratiopharm GmbH & Co: Key Facts

Summary 13 Ratiopharm GmbH & Co: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 14 Ratiopharm GmbH & Co: Competitive Position 2008

SANOVA PHARMA GESMBH - OTC HEALTHCARE - AUSTRIA

STRATEGIC DIRECTION

KEY FACTS

Summary 15 Sanova Pharma GesmbH: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 16 Sanova Pharma GesmbH: Competitive Position 2008

ANALGESICS IN AUSTRIA

HEADLINES

TRENDS

SWITCHES

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 12 Sales of Analgesics by Subsector: Value 2003-2008

Table 13 Sales of Analgesics by Subsector: % Value Growth 2003-2008

Table 14 Herbal vs Standard Topical Analgesics 2003-2008

Table 15 Topical Analgesics by Format: % Value Breakdown 2004-2008

Table 16 Analgesics Company Shares by Value 2004-2008

Table 17 Analgesics Brand Shares by Value 2005-2008

Table 18 Forecast Sales of Analgesics by Subsector: Value 2008-2013

Table 19 Forecast Sales of Analgesics by Subsector: % Value Growth 2008-2013

COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN AUSTRIA

HEADLINES

TRENDS

SWITCHES

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 20 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2003-2008

Table 21 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2003-2008

Table 22 Sales of Decongestants by Type: Value 2003-2008

Table 23 Sales of Decongestants by Type: % Value Growth 2003-2008

Table 24 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: Value 2003-2008

Table 25 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: % Value Growth 2003-2008

Table 26 Herbal vs Standard Cough, Cold and Allergy (Hay Fever) Remedies 2003-2008

Table 27 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2004-2008

Table 28 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2005-2008

Table 29 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2008-2013

Table 30 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2008-2013

DIGESTIVE REMEDIES IN AUSTRIA

HEADLINES

TRENDS

SWITCHES

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 31 Sales of Digestive Remedies by Subsector: Value 2003-2008

Table 32 Sales of Digestive Remedies by Subsector: % Value Growth 2003-2008

Table 33 Herbal vs Standard Digestive Remedies 2003-2008

Table 34 Digestive Remedies Company Shares by Value 2004-2008

Table 35 Digestive Remedies Brand Shares by Value 2005-2008

Table 36 Forecast Sales of Digestive Remedies by Subsector: Value 2008-2013

Table 37 Forecast Sales of Digestive Remedies by Subsector: % Value Growth 2008-2013

MEDICATED SKIN CARE IN AUSTRIA

HEADLINES

TRENDS

SWITCHES

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 38 Sales of Medicated Skin Care by Subsector: Value 2003-2008

Table 39 Sales of Medicated Skin Care by Subsector: % Value Growth 2003-2008

Table 40 Herbal vs Standard Medicated Skin Care 2003-2008

Table 41 Acne Treatments by Format: % Value Breakdown 2004-2008

Table 42 Medicated Skin Care Company Shares by Value 2004-2008

Table 43 Medicated Skin Care Brand Shares by Value 2005-2008

Table 44 Acne Treatments Brand Shares by Value 2005-2008

Table 45 Hair Loss Treatments Brand Shares by Value 2005-2008

Table 46 Forecast Sales of Medicated Skin Care by Subsector: Value 2008-2013

Table 47 Forecast Sales of Medicated Skin Care by Subsector: % Value Growth 2008-2013

VITAMINS AND DIETARY SUPPLEMENTS IN AUSTRIA

HEADLINES

TRENDS - VITAMINS

TRENDS – DIETARY SUPPLEMENTS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Summary 17 Dietary Supplements: Brand Ranking by Positioning 2008

SECTOR DATA

Table 48 Sales of Vitamins and Dietary Supplements by Subsector: Value 2003-2008

Table 49 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2003-2008

Table 50 Folic Acid v Other B Vitamins 2004-2008

Table 51 Dietary Supplements by Positioning 2006-2008

Table 52 Vitamins and Dietary Supplements Company Shares by Value 2004-2008

Table 53 Vitamins and Dietary Supplements Brand Shares by Value 2005-2008

Table 54 Vitamins Brand Shares by Value 2005-2008

Table 55 Dietary Supplements Brand Shares by Value 2005-2008

Table 56 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2008-2013

Table 57 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2008-2013

NRT SMOKING CESSATION AIDS IN AUSTRIA

HEADLINES

TRENDS

SWITCHES

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 58 Number of Smokers by Gender 2003-2008

Table 59 Sales of Smoking Cessation Aids by Subsector: Value 2003-2008

Table 60 Sales of Smoking Cessation Aids by Subsector: % Value Growth 2003-2008

Table 61 NRT Gum Flavours: % Value Breakdown 2006-2008

Table 62 Smoking Cessation Aids Company Shares by Value 2004-2008

Table 63 Smoking Cessation Aids Brand Shares by Value 2005-2008

Table 64 Forecast Sales of Smoking Cessation Aids by Subsector: Value 2008-2013

Table 65 Forecast Sales of Smoking Cessation Aids by Subsector: % Value Growth 2008-2013

EYE CARE IN AUSTRIA

SECTOR DATA

Table 66 Sales of Eye Care by Subsector: Value 2003-2008

Table 67 Sales of Eye Care by Subsector: % Value Growth 2003-2008

Table 68 Standard Eye Care by Type: % Value Breakdown 2007-2008

Table 69 Eye Care Company Shares by Value 2004-2008

Table 70 Eye Care Brand Shares by Value 2005-2008

Table 71 Forecast Sales of Eye Care by Subsector: Value 2008-2013

Table 72 Forecast Sales of Eye Care by Subsector: % Value Growth 2008-2013

EAR CARE IN AUSTRIA

SECTOR DATA

Table 73 Sales of Ear Care: Value 2003-2008

Table 74 Sales of Ear Care: % Value Growth 2003-2008

Table 75 Ear Care Company Shares by Value 2004-2008

Table 76 Ear Care Brand Shares by Value 2005-2008

Table 77 Forecast Sales of Ear Care: Value 2008-2013

Table 78 Forecast Sales of Ear Care: % Value Growth 2008-2013

ADULT MOUTH CARE IN AUSTRIA

HEADLINES

SECTOR DATA

Table 79 Sales of Adult Mouth Care: Value 2003-2008

Table 80 Sales of Adult Mouth Care: % Value Growth 2003-2008

Table 81 Adult Mouth Care Company Shares by Value 2004-2008

Table 82 Adult Mouth Care Brand Shares by Value 2005-2008

Table 83 Forecast Sales of Adult Mouth Care: Value 2008-2013

Table 84 Forecast Sales of Adult Mouth Care: % Value Growth 2008-2013

CALMING AND SLEEPING PRODUCTS IN AUSTRIA

SECTOR DATA

Table 85 Sales of Calming and Sleeping Products: Value 2003-2008

Table 86 Sales of Calming and Sleeping Products: % Value Growth 2003-2008

Table 87 Calming and Sleeping Products Company Shares by Value 2004-2008

Table 88 Calming and Sleeping Products Brand Shares by Value 2005-2008

Table 89 Forecast Sales of Calming and Sleeping Products: Value 2008-2013

Table 90 Forecast Sales of Calming and Sleeping Products: % Value Growth 2008-2013

WOUND TREATMENTS IN AUSTRIA

SECTOR DATA

Table 91 Sales of Wound Treatments by Subsector: Value 2003-2008

Table 92 Sales of Wound Treatments by Subsector: % Value Growth 2003-2008

Table 93 Wound Treatments Company Shares by Value 2004-2008

Table 94 Wound Treatments Brand Shares by Value 2005-2008

Table 95 Forecast Sales of Wound Treatments by Subsector: Value 2008-2013

Table 96 Forecast Sales of Wound Treatments by Subsector: % Value Growth 2008-2013