OTC Healthcare in Finland
Euromonitor International's OTC Healthcare in Finland 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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Tables: 122 | Publication date: Sep 2009
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- 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
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
Maturity resulted in small value growth in 2008
Maturity and increasing price competition from generic products prevented sales in the Finnish OTC healthcare market from growing more strongly in 2008. However, some subsectors are still underdeveloped and therefore dynamic. Topical analgesics, child-specific OTC medicines and certain dietary supplements categories, for example, are doing well adding value to the overall OTC market. The Finnish population is also ageing, which boosted volume sales as the elderly are heavier consumers of such products compared to young people.
Growing price competition from cheaper brands
The OTC healthcare market in Finland has seen an influx of cheaper generic and parallel-imported products in recent years. Although the number of new generic products introduced in Finland was down in 2008 as compared to 2006 and 2007, when new launches peaked, the development is putting pressure on price levels. Private label products are also developing their presence, mainly in vitamins and dietary supplements. All in all, this trend has contributed to growing price competition in the marketplace, which prevented sales from seeing stronger growth rates in 2008.
OTC healthcare market headed by domestic Orion Oyj
Domestic Orion Oyj was the clear leader of the Finnish OTC healthcare market taking around a quarter of retail value sales in 2008. Over the review period, Orion Oyj’s share remained largely stable with only small fluctuations from year to year. This is noteworthy as competition from generics and parallel-imported OTC products increased markedly during the review period. However, Orion Oyj’s strength and its ability to fight the growing competition are attributed to its long-standing presence on the Finnish market and its well-known brands, such as Burana, which is the most popular OTC healthcare brand. Orion Oyj has a firm and loyal base of customers who trust its brands. The company not only has a wide brand portfolio, being present in most OTC categories, but also strong brands that lead sales in the categories in which they are present.
Grocery retailers capture sales following liberalisation
Due to relaxed distribution grocery retailers have taken an increasingly large portion of OTC healthcare sales. Indeed grocery retailers have seen sales increase strongly since 2006 when NRT smoking cessation aids became available in supermarkets/hypermarkets, kiosks and forecourt retailers. However, grocery retailers are also responsible for growing sales of vitamins and dietary supplements, which have been liberalised for decades. Although the most important retail channel for OTC healthcare products is still chemists/pharmacies, the channel’s share of sales decreased rapidly during the review period, down by over five percentage points between 2003 and 2008 as a result of this trend. Chemists/pharmacies also suffered increasing competition from healthfood shops as the number of such outlets expanded rapidly during the review period.
Growth rates will settle down
Sales of OTC healthcare products will continue to grow over the forecast period in constant value terms, but growth rates will be far slower compared to those between 2003 and 2008. Maturity and increasing price competition are the main reasons for the slower growth rates. The poor economic forecast for the Finnish economy is also predicted to hinder sales of more premium products and promote sales of generics, parallel-imported products as well as private label products. However, an ageing population as well as lifestyle-related problems such as stress, poor eating habits and less physical activity will generate growing demand for OTC medicines in Finland. Opportunities will be most evident in NRT smoking cessation aids and digestive remedies.
Table of contents
OTC HEALTHCARE IN FINLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Maturity resulted in small value growth in 2008
Growing price competition from cheaper brands
OTC healthcare market headed by domestic Orion Oyj
Grocery retailers capture sales following liberalisation
Growth rates will settle down
KEY TRENDS AND DEVELOPMENTS
Economic outlook for Finland has rapidly deteriorated
Finland undergoing demographic change
Obesity – a growing problem in Finland
Table 1 Percentage of Overweight Boys 1977/2003
Table 2 Percentage of Overweight Girls 1977/2003
Product development – the only way to survive in a mature market
Growing self-medication trend
Internet retailing growing
MARKET INDICATORS
Table 3 Consumer Expenditure on Health Goods and Medical Services 2003-2008
Table 4 Life Expectancy at Birth 2003-2008
MARKET DATA
Table 5 Sales of OTC Healthcare by Sector: Value 2003-2008
Table 6 Sales of OTC Healthcare by Sector: % Value Growth 2003-2008
Table 7 OTC Healthcare Company Shares by Value 2004-2008
Table 8 OTC Healthcare Brand Shares by Value 2005-2008
Table 9 Penetration of Private Label by Sector 2003-2008
Table 10 Sales of OTC Healthcare by Distribution Format: % Analysis 2003-2008
Table 11 Sales of OTC Healthcare by Sector and Distribution Format: % Analysis 2008
Table 12 Forecast Sales of OTC Healthcare by Sector: Value 2008-2013
Table 13 Forecast Sales of OTC Healthcare by Sector: % Value Growth 2008-2013
APPENDIX
OTC Registration and Classification
Vitamins and Dietary Supplements Registration and Classification
EU Legislation
Self-medication and Preventive Medicine
Generics
Switches
Summary 1 OTC Healthcare Switches 2005-2008
DEFINITIONS
Summary 2 Research Sources
LOCAL COMPANY PROFILES - FINLAND
LEIRAS FINLAND OY AB - OTC HEALTHCARE - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Leiras Finland Oy Ab: Key Facts
Summary 4 Leiras Finland Oy Ab: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 5 Leiras Finland Oy Ab: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 6 Leiras Finland Oy Ab: Competitive Position 2008
ORION OYJ - OTC HEALTHCARE - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Orion Oyj: Key Facts
Summary 8 Orion Oyj: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Orion Oyj: Competitive Position 2008
RATIOPHARM OY - OTC HEALTHCARE - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Ratiopharm Oy: Key Facts
Summary 11 Ratiopharm Oy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Ratiopharm Oy: Competitive Position 2008
SUOMEN BIOTEEKKI OY - OTC HEALTHCARE - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Suomen Bioteekki Oy: Key Facts
Summary 14 Suomen Bioteekki Oy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Suomen Bioteekki Oy: Competitive Position 2008
VALIORAVINTO OY AB - OTC HEALTHCARE - FINLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Valioravinto Oy Ab: Key Facts
Summary 17 Valioravinto Oy Ab: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 18 Valioravinto Oy Ab: Competitive Position 2008
ANALGESICS IN FINLAND
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 14 Sales of Analgesics by Subsector: Value 2003-2008
Table 15 Sales of Analgesics by Subsector: % Value Growth 2003-2008
Table 16 Herbal vs Standard Topical Analgesics 2003-2008
Table 17 Topical Analgesics by Format: % Value Breakdown 2004-2008
Table 18 Analgesics Company Shares by Value 2004-2008
Table 19 Analgesics Brand Shares by Value 2005-2008
Table 20 Forecast Sales of Analgesics by Subsector: Value 2008-2013
Table 21 Forecast Sales of Analgesics by Subsector: % Value Growth 2008-2013
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN FINLAND
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 22 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2003-2008
Table 23 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2003-2008
Table 24 Sales of Decongestants by Type: Value 2003-2008
Table 25 Sales of Decongestants 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 FINLAND
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 FINLAND
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 Acne Treatments by Format: % Value Breakdown 2004-2008
Table 41 Medicated Skin Care Company Shares by Value 2004-2008
Table 42 Medicated Skin Care Brand Shares by Value 2005-2008
Table 43 Acne Treatments Brand Shares by Value 2005-2008
Table 44 Hair Loss Treatments Brand Shares by Value 2005-2008
Table 45 Forecast Sales of Medicated Skin Care by Subsector: Value 2008-2013
Table 46 Forecast Sales of Medicated Skin Care by Subsector: % Value Growth 2008-2013
VITAMINS AND DIETARY SUPPLEMENTS IN FINLAND
HEADLINES
TRENDS - VITAMINS
TRENDS – DIETARY SUPPLEMENTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 47 Dietary Supplements: Brand Ranking by Positioning 2008
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 FINLAND
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 58 Number of Smokers by Gender 2003-2008
SECTOR DATA
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 FINLAND
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 FINLAND
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 FINLAND
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 FINLAND
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 FINLAND
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
OTC OBESITY IN FINLAND
SECTOR DATA
Table 97 Forecast Sales of OTC Obesity: Value 2009-2013
Table 98 Forecast Sales of OTC Obesity: % Value Growth 2009-2013
EMERGENCY CONTRACEPTION IN FINLAND
SECTOR DATA
Table 99 Sales of Emergency Contraception: Value 2003-2008
Table 100 Sales of Emergency Contraception: % Value Growth 2003-2008
Table 101 Emergency Contraception Company Shares by Value 2004-2008
Table 102 Emergency Contraception Brand Shares by Value 2005-2008
Table 103 Forecast Sales of Emergency Contraception: Value 2008-2013
Table 104 Forecast Sales of Emergency Contraception: % Value Growth 2008-2013
OTC TRIPTANS IN FINLAND