OTC Healthcare in Norway

Euromonitor International's OTC Healthcare in Norway 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.

Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes, company and brand shares, distribution and pricing data.

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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

OTC healthcare market characterised by preventative and simple remedies

In 2008 vitamins and dietary supplements accounted for half of value sales followed by analgesics. The importance of these two product groups reflects two dominant trends in Norwegian healthcare. Strong value sales of vitamins and dietary supplements are underpinned by a “back to basics” philosophy of healthcare, in which Norwegians are encouraged to be responsible for their own well-being through exercise and good nutrition. Norwegians consume vitamins and dietary supplements to help prevent illness. The popularity of analgesics underlines the simple approach of many Norwegians. Analgesics such as the bestselling are familiar, multifunctional products suitable for many age groups. In general, Norwegians prefer Paracet to a multitude of highly segmented remedies.

Marketing plays critical role in selling products

Brand dynamics are of increasing importance, as OTC healthcare products are more widely distributed through mass retail outlets due to the recent liberalisation of distribution laws. The three leading suppliers all offer well recognised brands, such as Pepcid Duo, Paracet, Pamol, Zymelin, Imodium, Nicorette, Lamisil and Nicotinell. A greater number of suppliers are investing in building brands in product areas that were previously anonymous, such as McNeil’s TV campaign for the Pepcid Duo H2 blocker.

Fragmentation characterises competitive environment

The competitive environment for OTC healthcare is characterised by many players holding small value shares. Three Norwegian companies, Nycomed Pharma AS, Axellus AS (Orkla) and Weifa AS, are the leading suppliers of OTC medicines and nutritionals in Norway. The major multinationals, including Novartis, Pfizer and McNeil, are present in OTC healthcare in Norway with smaller value shares. Many smaller Norwegian companies, including Vesterålens Naturprodukter and VitaePro, are competing in nutritionals. The fragmentation of suppliers is a direct contrast to the highly consolidated pharmacy and grocery channels through which the products are distributed.

Pharmacies develop loyal and satisfied customer base

Pharmacies in Norway have loyal and satisfied customers. In a customer satisfaction survey called Kundebarometer, Norwegians ranked all the pharmacy chains within the top 20% of Norwegian companies in terms of satisfaction and loyalty. The two leading chains – Alliance Apotek and Apotek 1 – rank among the top 10% of all Norwegian companies. Research indicates this confidence is a result of the expertise, customer service and information regarding medicines provided by the pharmacies. Since the reform in pharmacy retailing in 2001, pharmacy chains have upgraded their product assortment, locations and services to better address their customer needs, while retaining their competence as medical advisors. The deregulated retail environment continues to attract new entrants to Norway with Boots as the latest arrival. Boots opened it first outlet in February 2008 in Lillestrøm and plans to rollout an additional 130 outlets within five years. Boots intends to differentiate the new chain from rival pharmacy chains through offering a broad selection of well-being products while retaining a focus on Rx and OTC medicines.

Moderate growth predicted over forecast period

In general, growth in constant value terms is expected to be slightly lower over the forecast period than the review period. OTC healthcare prices declined further in 2008 as the share of grocery store distribution increased due to liberalisation. Overall, this trend had a negative impact on value growth. However, the ageing Norwegian population will continue to consume preventative remedies as well as OTC medications to help them remain active throughout their senior years.

Table of contents

OTC HEALTHCARE IN NORWAY : MARKET INSIGHT

EXECUTIVE SUMMARY

OTC healthcare market characterised by preventative and simple remedies

Marketing plays critical role in selling products

Fragmentation characterises competitive environment

Pharmacies develop loyal and satisfied customer base

Moderate growth predicted over forecast period

KEY TRENDS AND DEVELOPMENTS

Brand dynamics become more important

Pharmacies have loyal and satisfied customers

Debate continues regarding price sensitivity of OTC healthcare products

Norwegians more open to self-medication

Online shopping on the horizon

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

Table 8 Sales of OTC Healthcare by Sector and Distribution Format: % Analysis 2008

Table 9 Forecast Sales of OTC Healthcare by Sector: Value 2008-2013

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

APPENDIX

OTC Registration and Classification

De-listing or de-reimbursement

Advertising

Packaging and labelling

Distribution

Vitamins & Dietary Supplements Registration and Classification

Self-medication and Preventative Medicine

Generics

Switches

Summary 1 OTC Healthcare Switches 2006-2008

DEFINITIONS

Summary 2 Research Sources

LOCAL COMPANY PROFILES - NORWAY

AXELLUS AS - OTC HEALTHCARE - NORWAY

STRATEGIC DIRECTION

KEY FACTS

Summary 3 Axellus AS : Key Facts

Summary 4 Axellus AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 5 Axellus AS: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 6 Axellus AS: Competitive Position 2008

BRYNILD GRUPPEN AS - OTC HEALTHCARE - NORWAY

STRATEGIC DIRECTION

KEY FACTS

Summary 7 Brynild Gruppen AS: Key Facts

Summary 8 Brynild Gruppen AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 9 Brynild Gruppen AS : Competitive Position 2008

MIDELFART SONESSON AS - OTC HEALTHCARE - NORWAY

STRATEGIC DIRECTION

KEY FACTS

Summary 10 Midelfart Sonesson AS: Key Facts

Summary 11 Midelfart Sonesson AS: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 12 Midelfart Sonesson AS: Competitive Position 2008

NYCOMED PHARMA AS - OTC HEALTHCARE - NORWAY

STRATEGIC DIRECTION

KEY FACTS

Summary 13 Nycomed Pharma AS: Key Facts

Summary 14 Nycomed Pharma AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 15 Nycomed Pharma AS: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 16 Nycomed Pharma AS: Competitive Position 2008

WEIFA AS - OTC HEALTHCARE - NORWAY

STRATEGIC DIRECTION

KEY FACTS

Summary 17 Weifa AS: Key Facts

Summary 18 Weifa AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 19 Weifa AS: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 20 Weifa AS: Competitive Position 2008

ANALGESICS IN NORWAY

HEADLINES

TRENDS

SWITCHES

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 11 Sales of Analgesics by Subsector: Value 2003-2008

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

Table 13 Herbal vs Standard Topical Analgesics 2003-2008

Table 14 Topical Analgesics by Format: % Value Breakdown 2004-2008

Table 15 Analgesics Company Shares by Value 2004-2008

Table 16 Analgesics Brand Shares by Value 2005-2008

Table 17 Forecast Sales of Analgesics by Subsector: Value 2008-2013

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

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

HEADLINES

TRENDS

SWITCHES

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2003-2008

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

Table 21 Sales of Decongestants by Type: Value 2003-2008

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

Table 23 Herbal vs Standard Cough, Cold and Allergy (Hay Fever) Remedies 2003-2008

Table 24 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2004-2008

Table 25 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2005-2008

Table 26 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2008-2013

Table 27 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2008-2013

DIGESTIVE REMEDIES IN NORWAY

HEADLINES

TRENDS

SWITCHES

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 28 Sales of Digestive Remedies by Subsector: Value 2003-2008

Table 29 Sales of Digestive Remedies by Subsector: % Value Growth 2003-2008

Table 30 Herbal vs Standard Digestive Remedies 2003-2008

Table 31 Digestive Remedies Company Shares by Value 2004-2008

Table 32 Digestive Remedies Brand Shares by Value 2005-2008

Table 33 Forecast Sales of Digestive Remedies by Subsector: Value 2008-2013

Table 34 Forecast Sales of Digestive Remedies by Subsector: % Value Growth 2008-2013

MEDICATED SKIN CARE IN NORWAY

HEADLINES

TRENDS

SWITCHES

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 35 Sales of Medicated Skin Care by Subsector: Value 2003-2008

Table 36 Sales of Medicated Skin Care by Subsector: % Value Growth 2003-2008

Table 37 Acne Treatments by Format: % Value Breakdown 2004-2008

Table 38 Medicated Skin Care Company Shares by Value 2004-2008

Table 39 Medicated Skin Care Brand Shares by Value 2005-2008

Table 40 Acne Treatments Brand Shares by Value 2005-2008

Table 41 Hair Loss Treatments Brand Shares by Value 2005-2008

Table 42 Forecast Sales of Medicated Skin Care by Subsector: Value 2008-2013

Table 43 Forecast Sales of Medicated Skin Care by Subsector: % Value Growth 2008-2013

VITAMINS AND DIETARY SUPPLEMENTS IN NORWAY

HEADLINES

TRENDS

Table 44 Penetration of Vitamins (Pills and Liquid Formats), Cod Liver Oil and Natural Remedies for Total Population

Table 45 High Frequency Users (More Than Five Times Weekly) of Vitamins (Pills and Liquid Formats), Cod Liver Oil and Natural Remedies by Age Group abl

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 46 Dietary Supplements: Brand Ranking by Positioning

SECTOR DATA

Table 47 Sales of Vitamins and Dietary Supplements by Subsector: Value 2003-2008

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

Table 49 Folic Acid v Other B Vitamins 2004-2008

Table 50 Dietary Supplements by Positioning 2006-2008

Table 51 Vitamins and Dietary Supplements Company Shares by Value 2004-2008

Table 52 Vitamins and Dietary Supplements Brand Shares by Value 2005-2008

Table 53 Vitamins Brand Shares by Value 2005-2008

Table 54 Dietary Supplements Brand Shares by Value 2005-2008

Table 55 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2008-2013

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

NRT SMOKING CESSATION AIDS IN NORWAY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 57 Number of Smokers by Gender 2003-2008

SECTOR DATA

Table 58 Sales of Smoking Cessation Aids by Subsector: Value 2003-2008

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

Table 60 NRT Gum Flavours: % Value Breakdown 2006-2008

Table 61 Smoking Cessation Aids Company Shares by Value 2004-2008

Table 62 Smoking Cessation Aids Brand Shares by Value 2005-2008

Table 63 Forecast Sales of Smoking Cessation Aids by Subsector: Value 2008-2013

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

EYE CARE IN NORWAY

SECTOR DATA

Table 65 Sales of Eye Care by Subsector: Value 2003-2008

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

Table 67 Standard Eye Care by Type: % Value Breakdown 2007-2008

Table 68 Eye Care Company Shares by Value 2004-2008

Table 69 Eye Care Brand Shares by Value 2005-2008

Table 70 Forecast Sales of Eye Care by Subsector: Value 2008-2013

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

EAR CARE IN NORWAY

SECTOR DATA

Table 72 Sales of Ear Care: Value 2003-2008

Table 73 Sales of Ear Care: % Value Growth 2003-2008

Table 74 Ear Care Company Shares by Value 2004-2008

Table 75 Ear Care Brand Shares by Value 2005-2008

Table 76 Forecast Sales of Ear Care: Value 2008-2013

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

ADULT MOUTH CARE IN NORWAY

HEADLINES

SECTOR DATA

Table 78 Sales of Adult Mouth Care: Value 2003-2008

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

Table 80 Adult Mouth Care Company Shares by Value 2004-2008

Table 81 Adult Mouth Care Brand Shares by Value 2005-2008

Table 82 Forecast Sales of Adult Mouth Care: Value 2008-2013

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

CALMING AND SLEEPING PRODUCTS IN NORWAY

SECTOR DATA

Table 84 Sales of Calming and Sleeping Products: Value 2003-2008

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

Table 86 Calming and Sleeping Products Company Shares by Value 2004-2008

Table 87 Calming and Sleeping Products Brand Shares by Value 2005-2008

Table 88 Forecast Sales of Calming and Sleeping Products: Value 2008-2013

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

WOUND TREATMENTS IN NORWAY

SECTOR DATA

Table 90 Sales of Wound Treatments by Subsector: Value 2003-2008

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

Table 92 Wound Treatments Company Shares by Value 2004-2008

Table 93 Wound Treatments Brand Shares by Value 2005-2008

Table 94 Forecast Sales of Wound Treatments by Subsector: Value 2008-2013

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

EMERGENCY CONTRACEPTION IN NORWAY

SECTOR DATA

Table 96 Sales of Emergency Contraception: Value 2003-2008

Table 97 Sales of Emergency Contraception: % Value Growth 2003-2008

Table 98 Emergency Contraception Company Shares by Value 2004-2008

Table 99 Emergency Contraception Brand Shares by Value 2005-2008

Table 100 Forecast Sales of Emergency Contraception: Value 2008-2013

Table 101 Forecast Sales of Emergency Contraception: % Value Growth 2008-2013