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: 131 | Publication date: Apr 2009
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 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
OTC healthcare – a stagnating market
Much as in previous years, value sales of OTC healthcare continued to stagnate throughout 2008, increasing at about the rate of inflation. The unexpectedly strong overall growth in OTC healthcare in 2007 owed much to the unexpectedly strong growth of cough, cold and allergy (hay fever) remedies due to a flu epidemic in late 2007.
A noticeably underperforming category compared with previous years was vitamins and dietary supplements, sales of which were harmed by the increasing importance of fortified food, and notably vitamin-enhanced health drinks. The only noticeable exception to the decline in this category was sales of herbal dietary supplements such as ginkgo biloba, which increased considerably as a consequence of rising retail prices, and ginkgo biloba being de-listed over the review period by most German health insurance policies.
Smoking ban drives NRT sales
Since January 2008, most German federal states have instituted a general smoking ban in most in public places, following a non-binding agreement with the German Hotel and Restaurant Association (DEHOGA). The ban was generally accompanied by considerable debate, and several states have since limited the scope of the ban; however, the majority of federal states have since upheld the principle of a smoking ban.
Although there are few reliable figures regarding the actual volume of smoking cessation, industry sources clearly indicate the increased demand for NRT smoking cessation aids, which increased markedly throughout the review period, and is also predicted to increase in the forecast period. Notably, convenience-oriented categories such as NRT gum and NRT patches benefited from the overall growth of NRT sales.
Changing distribution system
The German OTC retail landscape has recently begun to see considerable changes. While historically dominated by small independent chemists/pharmacies, German and EU courts have partially legalised the establishment of certain forms of pharmacy chains and mail order pharmacies.
Although there are still considerable restrictions to the size and extent of pharmacy chains, several retailers, such as Doc Morris, easy pharmacy, Schlecker and DM have found various loopholes in the existing legislation, allowing them to effectively operate as pharmacy chains, and are currently waiting for the remaining restrictions on multiple and remote ownership to be removed, to allow them to enter and dominate the market directly.
Major brands gaining importance
While German OTC healthcare was historically dominated by numerous smaller manufacturers, the importance of major brands and manufacturers continued to increase throughout the review period. Driven by larger marketing budgets, brand recognition and several relatively high profile mergers and acquisitions over the review period, these leading brands continued to increase their market share against smaller competitors.
Mixed outlook for OTC healthcare
Euromonitor International is expecting the future constant value growth in OTC healthcare in Germany to remain below its past performance over the past five years. Generally depressed levels of consumer confidence, as well as a stagnating economy and the overall negative global economic outlook, will mean that many German consumers will prefer to tuck away their spare cash and tighten their belts, rather than spend their money on relatively expendable items such as OTC healthcare products for minor ailments.
Table of contents
OTC HEALTHCARE IN GERMANY : MARKET INSIGHT
EXECUTIVE SUMMARY
OTC healthcare – a stagnating market
Smoking ban drives NRT sales
Changing distribution system
Major brands gaining importance
Mixed outlook for OTC healthcare
KEY TRENDS AND DEVELOPMENTS
Economy stalls, no recovery expected over the medium term
The decline and ageing of Germany’s population continues
Germany’s changing OTC retail environment
Homeopathy gaining ground against herbal products
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
Summary 1 OTC Healthcare Switches 2005-2007
DEFINITIONS
Summary 2 Research Sources
LOCAL COMPANY PROFILES - GERMANY
BEIERSDORF AG - OTC HEALTHCARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Beiersdorf AG: Key Facts
Summary 4 Beiersdorf AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Beiersdorf AG: Competitive Position 2008
BAYER VITAL GMBH - OTC HEALTHCARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Bayer Vital AG: Key Facts
Summary 7 Bayer Vital AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Bayer Vital AG: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Bayer Vital AG: Competitive Position 2008
BOEHRINGER INGELHEIM PHARMA GMBH & CO KG - OTC HEALTHCARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Boehringer Ingelheim Pharma GmbH & Co KG: Key Facts
Summary 11 Boehringer Ingelheim Pharma GmbH & Co KG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Boehringer Ingelheim Pharma GmbH & Co KG: Competitive Position 2008
JOHNSON & JOHNSON GMBH - OTC HEALTHCARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Johnson & Johnson GmbH: Key Facts
Summary 14 Johnson & Johnson GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Johnson & Johnson GmbH: Competitive Position 2008
MCM KLOSTERFRAU VERTRIEBSGESELLSCHAFT MBH - OTC HEALTHCARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 16 MCM Klosterfrau Vertriebsgesellschaft mbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 MCM Klosterfrau Vertriebsgesellschaft mbH: Competitive Position 2008
NOVARTIS AG - OTC HEALTHCARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Table 12 Novartis Consumer Health GmbH: Key Facts
Summary 18 Novartis Consumer Health GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 19 Novartis Consumer Health GmbH: Competitive Position 2008
RATIOPHARM GMBH & CO - OTC HEALTHCARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 20 Ratiopharm GmbH & Co: Key Facts
Summary 21 Ratiopharm GmbH & Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 22 Ratiopharm GmbH & Co: Competitive Position 2008
STADA ARZNEIMITTEL AG - OTC HEALTHCARE - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 23 STADA Arzneimittel AG: Key Facts
Summary 24 STADA Arzneimittel AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 25 STADA Arzneimittel AG: Competitive Position 2008
ANALGESICS IN GERMANY
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 13 Sales of Analgesics by Subsector: Value 2003-2008
Table 14 Sales of Analgesics by Subsector: % Value Growth 2003-2008
Table 15 Herbal vs Standard Topical Analgesics 2003-2008
Table 16 Topical Analgesics by Format: % Value Breakdown 2004-2008
Table 17 Analgesics Company Shares by Value 2004-2008
Table 18 Analgesics Brand Shares by Value 2005-2008
Table 19 Forecast Sales of Analgesics by Subsector: Value 2008-2013
Table 20 Forecast Sales of Analgesics by Subsector: % Value Growth 2008-2013
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 21 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2003-2008
Table 22 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2003-2008
Table 23 Sales of Decongestants by Type: Value 2003-2008
Table 24 Sales of Decongestants by Type: % Value Growth 2003-2008
Table 25 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: Value 2003-2008
Table 26 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: % Value Growth 2003-2008
Table 27 Herbal vs Standard Cough, Cold and Allergy (Hay Fever) Remedies 2003-2008
Table 28 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2004-2008
Table 29 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2005-2008
Table 30 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2008-2013
Table 31 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2008-2013
DIGESTIVE REMEDIES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 32 Sales of Digestive Remedies by Subsector: Value 2003-2008
Table 33 Sales of Digestive Remedies by Subsector: % Value Growth 2003-2008
Table 34 Herbal vs Standard Digestive Remedies 2003-2008
Table 35 Digestive Remedies Company Shares by Value 2004-2008
Table 36 Digestive Remedies Brand Shares by Value 2005-2008
Table 37 Forecast Sales of Digestive Remedies by Subsector: Value 2008-2013
Table 38 Forecast Sales of Digestive Remedies by Subsector: % Value Growth 2008-2013
MEDICATED SKIN CARE IN GERMANY
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 Sales of Medicated Skin Care by Subsector: Value 2003-2008
Table 40 Sales of Medicated Skin Care by Subsector: % Value Growth 2003-2008
Table 41 Herbal vs Standard Medicated Skin Care 2003-2008
Table 42 Acne Treatments by Format: % Value Breakdown 2004-2008
Table 43 Medicated Skin Care Company Shares by Value 2004-2008
Table 44 Medicated Skin Care Brand Shares by Value 2005-2008
Table 45 Acne Treatments Brand Shares by Value 2005-2008
Table 46 Hair Loss Treatments Brand Shares by Value 2005-2008
Table 47 Forecast Sales of Medicated Skin Care by Subsector: Value 2008-2013
Table 48 Forecast Sales of Medicated Skin Care by Subsector: % Value Growth 2008-2013
VITAMINS AND DIETARY SUPPLEMENTS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Summary 26 Dietary Supplements: Brand Ranking by Positioning 2008
Table 49 Sales of Vitamins and Dietary Supplements by Subsector: Value 2003-2008
Table 50 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2003-2008
Table 51 Folic Acid v Other B Vitamins 2004-2008
Table 52 Dietary Supplements by Positioning 2006-2008
Table 53 Vitamins and Dietary Supplements Company Shares by Value 2004-2008
Table 54 Vitamins and Dietary Supplements Brand Shares by Value 2005-2008
Table 55 Vitamins Brand Shares by Value 2005-2008
Table 56 Dietary Supplements Brand Shares by Value 2005-2008
Table 57 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2008-2013
Table 58 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2008-2013
NRT SMOKING CESSATION AIDS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 59 Number of Smokers by Gender 2003-2008
SECTOR DATA
Table 60 Sales of Smoking Cessation Aids by Subsector: Value 2003-2008
Table 61 Sales of Smoking Cessation Aids by Subsector: % Value Growth 2003-2008
Table 62 NRT Gum Flavours: % Value Breakdown 2006-2008
Table 63 Smoking Cessation Aids Company Shares by Value 2004-2008
Table 64 Smoking Cessation Aids Brand Shares by Value 2005-2008
Table 65 Forecast Sales of Smoking Cessation Aids by Subsector: Value 2008-2013
Table 66 Forecast Sales of Smoking Cessation Aids by Subsector: % Value Growth 2008-2013
EYE CARE IN GERMANY
TRENDS
SECTOR DATA
Table 67 Sales of Eye Care by Subsector: Value 2003-2008
Table 68 Sales of Eye Care by Subsector: % Value Growth 2003-2008
Table 69 Standard Eye Care by Type: % Value Breakdown 2007-2008
Table 70 Eye Care Company Shares by Value 2004-2008
Table 71 Eye Care Brand Shares by Value 2005-2008
Table 72 Forecast Sales of Eye Care by Subsector: Value 2008-2013
Table 73 Forecast Sales of Eye Care by Subsector: % Value Growth 2008-2013
EAR CARE IN GERMANY
TRENDS
SECTOR DATA
Table 74 Sales of Ear Care: Value 2003-2008
Table 75 Sales of Ear Care: % Value Growth 2003-2008
Table 76 Ear Care Company Shares by Value 2004-2008
Table 77 Ear Care Brand Shares by Value 2005-2008
Table 78 Forecast Sales of Ear Care: Value 2008-2013
Table 79 Forecast Sales of Ear Care: % Value Growth 2008-2013
ADULT MOUTH CARE IN GERMANY
TRENDS
SECTOR DATA
Table 80 Sales of Adult Mouth Care: Value 2003-2008
Table 81 Sales of Adult Mouth Care: % Value Growth 2003-2008
Table 82 Adult Mouth Care Company Shares by Value 2004-2008
Table 83 Adult Mouth Care Brand Shares by Value 2005-2008
Table 84 Forecast Sales of Adult Mouth Care: Value 2008-2013
Table 85 Forecast Sales of Adult Mouth Care: % Value Growth 2008-2013
CALMING AND SLEEPING PRODUCTS IN GERMANY
TRENDS
SECTOR DATA
Table 86 Sales of Calming and Sleeping Products: Value 2003-2008
Table 87 Sales of Calming and Sleeping Products: % Value Growth 2003-2008
Table 88 Calming and Sleeping Products Company Shares by Value 2004-2008
Table 89 Calming and Sleeping Products Brand Shares by Value 2005-2008
Table 90 Forecast Sales of Calming and Sleeping Products: Value 2008-2013
Table 91 Forecast Sales of Calming and Sleeping Products: % Value Growth 2008-2013
WOUND TREATMENTS IN GERMANY
TRENDS
SECTOR DATA
Table 92 Sales of Wound Treatments by Subsector: Value 2003-2008
Table 93 Sales of Wound Treatments by Subsector: % Value Growth 2003-2008
Table 94 Wound Treatments Company Shares by Value 2004-2008
Table 95 Wound Treatments Brand Shares by Value 2005-2008
Table 96 Forecast Sales of Wound Treatments by Subsector: Value 2008-2013
Table 97 Forecast Sales of Wound Treatments by Subsector: % Value Growth 2008-2013
OTC OBESITY IN GERMANY
TRENDS
SECTOR DATA
Table 98 Forecast Sales of OTC Obesity: Value 2009-2013
Table 99 Forecast Sales of OTC Obesity: % Value Growth 2009-2013
OTC TRIPTANS IN GERMANY
TRENDS
SECTOR DATA
Table 100 Sales of OTC Triptans: Value 2006-2008
Table 101 Sales of OTC Triptans: % Value Growth 2006-2008
Table 102 OTC Triptans Company Shares by Value 2006-2008
Table 103 OTC Triptans Brand Shares by Value 2006-2008
Table 104 Forecast Sales of OTC Triptans: Value 2008-2013
Table 105 Forecast Sales of OTC Triptans: % Value Growth 2008-2013