OTC Healthcare in Germany
Euromonitor International's OTC Healthcare in Germany 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: 106 | Publication date: Aug 2007
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
Product coverage
Adult mouthcare; 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
Stagnating sales in 2006
Value sales of OTC healthcare products stagnated in 2006. The relatively poor growth was mainly due to a decline in sales of cough, cold and allergy (hay fever) remedies, which account for almost one quarter of total OTC sales. The sector suffered from a mild winter and therefore a mild cold and flu season in 2006.
The main drivers of growth in 2006 once again were vitamins and dietary supplements, which constitute the largest OTC sector. However, once again, many products came under fire from the German press, which cast doubt over the efficacy of taking vitamins in tablet form. Even more damaging for the industry were claims that some products were not just ineffective, but downright dangerous. A downturn in sales of vitamins was offset by growth in sales of dietary supplements. In contrast to the furore surrounding vitamins, many of these products have enjoyed good reports, and sales have grown as a result.
Ageing population requires more medical care
Demographic issues are a key market driver for OTC healthcare. On the one hand, an ageing population will require increasing medical care. With age, the likelihood of health-related problems increases, thus demand for OTC products is expected to see continued growth in the future.
On the other hand, the declining number of children in Germany will have a negative effect on child-specific products. Although almost all parents are not willing to make any compromises and will buy whatever they think to be necessary when the health and well-being of their children is at stake, the demand for child-specific OTC products is expected to decline further, as there are fewer and fewer children in Germany.
Distribution system under fire
The German legislation regarding the distribution of medicinal products may see substantial changes in the near future, as the current regulations have come under fire from retailers and the European Commission. An important issue is the DocMorris case. The Dutch Internet pharmacy has found a loophole to get around German law and has started to implement a pharmacy franchise system. A German court has now decided to ask Europe’s top court to rule on the case. A court ruling in favour of DocMorris could lead to considerably lower prices for OTC medicines in Germany. According to DocMorris, pharmacies that choose to join the franchise system would be able to offer OTC medication up to 30% cheaper than other pharmacies.
Germany has also come into conflict with the EU with respect to food supplements. A ruling of the European Court of Justice against the German classification of garlic preparations as medicines may have far-reaching consequences for herbal products in Germany. If herbal extracts in general are classified as foodstuffs in the future, market entry for foreign manufacturers would be much easier, as would be the general distribution by supermarkets.
Market concentration continues
The trend towards mergers and acquisitions in the OTC market is anticipated to continue in the short to medium term. Health and wellness products are regarded as a key future market in Germany. Pharmaceutical companies and food manufacturers that have a weak position in the health market will also try to strengthen their portfolio by acquisitions of smaller manufacturers. The concentration of the OTC market is not expected to have any negative consequences for consumers, as there will in any case remain a high level of competition.
Table of contents
OTC HEALTHCARE IN GERMANY : MARKET INSIGHT
EXECUTIVE SUMMARY
Stagnating sales in 2006
Ageing population requires more medical care
Distribution system under fire
Market concentration continues
KEY TRENDS AND DEVELOPMENTS
Demographics: Increasing life expectancy creates additional demand
Increasing health awareness of German consumers
German distribution system under fire
Switching activity
Market concentration continues
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services 2001-2006
Table 2 Life Expectancy at Birth 2001-2006
MARKET DATA
Table 3 Sales of OTC Healthcare by Sector: Value 2001-2006
Table 4 Sales of OTC Healthcare by Sector: % Value Growth 2001-2006
Table 5 OTC Healthcare Company Shares by Retail Value 2002-2006
Table 6 OTC Healthcare Brand Shares by Retail Value 2003-2006
Table 7 Penetration of Private Label by Sector 2002-2006
Table 8 Sales of OTC Healthcare by Distribution Format: % Analysis 2001/2006
Table 9 Sales of OTC Healthcare by Sector and Distribution Format: % Analysis 2006
Table 10 Forecast Sales of OTC Healthcare by Sector: Value 2006-2011
Table 11 Forecast Sales of OTC Healthcare by Sector: % Value Growth 2006-2011
APPENDIX
OTC Registration and Classification
Vitamins and dietary supplements registration and classification
Generics
Consumer expenditure on health goods and medical services
Table 12 Consumer Expenditure on Health Goods and Medical Services 2001-2006
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - GERMANY
BAYER AG - OTC HEALTHCARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bayer HealthCare AG: Key Facts
Summary 3 Bayer HealthCare: Operational Indicators (Global)
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Bayer AG: Competitive Position 2006
BEIERSDORF AG - OTC HEALTHCARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Beiersdorf AG: Key Facts
Summary 6 Beiersdorf AG: Operational Indicators (Global)
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Beiersdorf AG: Competitive Position 2006
BOEHRINGER SOHN, CH - OTC HEALTHCARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Boehringer Ingelheim Pharma GmbH & Co KG: Key Facts
Summary 9 Boehringer Sohn CH: Operational Indicators (Global)
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Boehringer Sohn CH: Competitive Position 2006
GLAXOSMITHKLINE PLC - OTC HEALTHCARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 GlaxoSmithKline GmbH & Co KG: Key Facts
Summary 12 GlaxoSmithKline Plc: Operational Indicators (Global)
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 GlaxoSmithKline Plc: Competitive Position 2006
JOHNSON & JOHNSON INC - OTC HEALTHCARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Johnson & Johnson GmbH: Key Facts
Summary 15 Johnson & Johnson Inc: Operational Indicators (Global)
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Johnson & Johnson Inc: Competitive Position 2006
MCM KLOSTERFRAU VERTRIEBSGESELLSCHAFT MBH - OTC HEALTHCARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 17 MCM Klosterfrau Vertriebsgesellschaft mbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 18 MCM Klosterfrau Vertriebsgesellschaft mbH: Competitive Position 2006
NOVARTIS AG - OTC HEALTHCARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Novartis Deutschland GmbH: Key Facts
Summary 20 Novartis AG: Operational Indicators (Global)
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 21 Novartis AG: Competitive Position 2006
RATIOPHARM GMBH & CO - OTC HEALTHCARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 22 Ratiopharm GmbH & Co: Key Facts
Summary 23 Ratiopharm GmbH & Co: Operational Indicators (Global)
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 24 Ratiopharm GmbH & Co: Competitive Position 2006
STADA ARZNEIMITTEL AG - OTC HEALTHCARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 25 Stada Arzneimittel AG: Key Facts
Summary 26 Stada Arzneimittel AG: Operational Indicators (Global)
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 27 Stada Arzneimittel AG: Competitive Position 2006
ANALGESICS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 13 Sales of Analgesics by Subsector: Value 2001-2006
Table 14 Sales of Analgesics by Subsector: % Value Growth 2001-2006
Table 15 Herbal vs Standard Topical Analgesics 2001/2006
Table 16 Analgesics Company Shares by Retail Value 2002-2006
Table 17 Analgesics Brand Shares by Retail Value 2003-2006
Table 18 Forecast Sales of Analgesics by Subsector: Value 2006-2011
Table 19 Forecast Sales of Analgesics by Subsector: % Value Growth 2006-2011
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 20 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2001-2006
Table 21 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2001-2006
Table 22 Sales of Decongestants by Type: Value 2001-2006
Table 23 Sales of Decongestants by Type: % Value Growth 2001-2006
Table 24 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: Value 2001-2006
Table 25 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: % Value Growth 2001-2006
Table 26 Herbal vs Standard Cough, Cold and Allergy (Hay Fever) Remedies 2001/2006
Table 27 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Retail Value 2002-2006
Table 28 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Retail Value 2003-2006
Table 29 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2006-2011
Table 30 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2006-2011
DIGESTIVE REMEDIES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 31 Sales of Digestive Remedies by Subsector: Value 2001-2006
Table 32 Sales of Digestive Remedies by Subsector: % Value Growth 2001-2006
Table 33 Herbal vs Standard Digestive Remedies 2001/2006
Table 34 Digestive Remedies Company Shares by Retail Value 2002-2006
Table 35 Digestive Remedies Brand Shares by Retail Value 2003-2006
Table 36 Forecast Sales of Digestive Remedies by Subsector: Value 2006-2011
Table 37 Forecast Sales of Digestive Remedies by Subsector: % Value Growth 2006-2011
MEDICATED SKIN CARE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 38 Sales of Medicated Skin Care by Subsector: Value 2001-2006
Table 39 Sales of Medicated Skin Care by Subsector: % Value Growth 2001-2006
Table 40 Herbal vs Standard Medicated Skin Care 2001/2006
Table 41 Medicated Skin Care Company Shares by Retail Value 2002-2006
Table 42 Medicated Skin Care Brand Shares by Retail Value 2003-2006
Table 43 Acne Treatments Brand Shares by Retail Value 2003-2006
Table 44 Forecast Sales of Medicated Skin Care by Subsector: Value 2006-2011
Table 45 Forecast Sales of Medicated Skin Care by Subsector: % Value Growth 2006-2011
VITAMINS AND DIETARY SUPPLEMENTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Vitamins and Dietary Supplements by Subsector: Value 2001-2006
Table 47 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2001-2006
Table 48 Sales of Vitamins by Type: Value 2001-2006
Table 49 Sales of Vitamins by Type: % Value Growth 2001-2006
Table 50 Vitamins and Dietary Supplements Company Shares by Retail Value 2002-2006
Table 51 Vitamins and Dietary Supplements Brand Shares by Retail Value 2003-2006
Table 52 Vitamins Brand Shares by Retail Value 2003-2006
Table 53 Sales of Dietary Supplements by Type: Value 2001-2006
Table 54 Sales of Dietary Supplements by Type: % Value Growth 2001-2006
Table 55 Dietary Supplements Brand Shares by Retail Value 2003-2006
Table 56 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2006-2011
Table 57 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2006-2011
NRT SMOKING CESSATION AIDS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 58 Number of Smokers by Gender 2001-2006
SECTOR DATA
Table 59 Sales of Smoking Cessation Aids by Subsector: Value 2001-2006
Table 60 Sales of Smoking Cessation Aids by Subsector: % Value Growth 2001-2006
Table 61 Smoking Cessation Aids Company Shares by Retail Value 2002-2006
Table 62 Smoking Cessation Aids Brand Shares by Retail Value 2003-2006
Table 63 Forecast Sales of Smoking Cessation Aids by Subsector: Value 2006-2011
Table 64 Forecast Sales of Smoking Cessation Aids by Subsector: % Value Growth 2006-2011
EYE CARE IN GERMANY
TRENDS
SECTOR DATA
Table 65 Sales of Eye Care by Subsector: Value 2001-2006
Table 66 Sales of Eye Care by Subsector: % Value Growth 2001-2006
Table 67 Eye Care Company Shares by Retail Value 2002-2006
Table 68 Eye Care Brand Shares by Retail Value 2003-2006
Table 69 Forecast Sales of Eye Care by Subsector: Value 2006-2011
Table 70 Forecast Sales of Eye Care by Subsector: % Value Growth 2006-2011
EAR CARE IN GERMANY
TRENDS
ADULT MOUTHCARE IN GERMANY
TRENDS
CALMING AND SLEEPING PRODUCTS IN GERMANY
TRENDS
WOUND TREATMENTS IN GERMANY
TRENDS
SECTOR DATA
Table 71 Sales of Wound Treatments by Subsector: Value 2001-2006
Table 72 Sales of Wound Treatments by Subsector: % Value Growth 2001-2006
Table 73 Wound Treatments Company Shares by Retail Value 2002-2006
Table 74 Wound Treatments Brand Shares by Retail Value 2003-2006
Table 75 Forecast Sales of Wound Treatments by Subsector: Value 2006-2011
Table 76 Forecast Sales of Wound Treatments by Subsector: % Value Growth 2006-2011
EMERGENCY CONTRACEPTION IN GERMANY
TRENDS
OTC TRIPTANS IN GERMANY
TRENDS
Table 77 Sales of OTC Triptans by Subsector: Value 2006
Table 78 Forecast Sales of OTC Triptans by Subsector: Value 2006-2011
Table 79 Forecast Sales of OTC Triptans by Subsector: % Value Growth 2006-2011