OTC Healthcare in Sweden
Euromonitor International's OTC Healthcare in Sweden 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: 125 | Publication date: May 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
Sales remain dynamic in 2008
OTC healthcare continued to show healthy growth in 2008 thanks to new product launches, company marketing activities and a continuous growth in health awareness. In terms of new product developments, the most important development was the launch of OTC triptans, following an Rx to OTC switch during the year. Diclofenac and naproxen, switched in 2006 and 2007 respectively, also contributed to continuous growth in 2008. Manufacturers also continued to step up advertising activities in 2008, with these evolving from conveying simple product information to lifestyle advertising. Increasing disposable incomes continued to drive growth during the first half of 2008 but this changed rapidly during the second half of the year as the global financial crisis led to decreasing disposable incomes.
Calming and sleeping products most dynamic in 2008
A number of product areas were more successful than other in 2008, often due to increasing marketing activities and/or growing demand. Analgesics remained dynamic thanks to the continuous growth of diclofenac and naproxen, which switched from Rx to OTC status towards the end of the review period, as well as healthy growth in acetaminophen. Digestive remedies was meanwhile successful thanks to the abolishment of a subsidised system for many products, meaning consumers had to purchase these products rather than obtaining many for free. Calming and sleeping products however remained the most dynamic product area within OTC healthcare in 2008, with sales being spurred by consumers’ increasingly hectic lifestyles.
Multinationals dominate
Swedish OTC healthcare continued to be dominated by multinationals towards the end of the review period, such as Johnson & Johnson’s McNeil Sweden AB, AstraZeneca and Procter & Gamble. McNeil Sweden AB (formerly Pfizer, formerly domestic company Pharmacia) and AstraZeneca, formerly domestic company Astra, traditionally had very strong connections to the state-owned monopoly pharmacy chain, supporting their strong position. These companies continued to lose share in 2008, however, as they were challenged by other producers. Competition came mainly from producers of generics but also from branded products, often offered by foreign multinationals trying to establish a stronger grip in Sweden.
Deregulation of OTC healthcare retail expected in 2009
Sales of most OTC healthcare in Sweden, with the exception of vitamins and dietary supplements, were traditionally been limited to state-owned pharmacy monopoly chain Apoteket. A deregulation of this monopoly is however expected to take place on 1 June 2009. This deregulation will spur sales growth, as products become more widely available and volume consumption increases. The deregulation will also lead to the entry of a large number of new players and brands. Pharmacy outlets are expected to be increasingly operated privately by pharmacists, while larger foreign pharmacy chains are also likely to enter.
Deregulation to support growth
Sales of OTC healthcare are expected to increase steadily in constant value terms over the forecast period. The increasing availability of products due to the deregulation of the state-owned pharmacy’s distribution monopoly will be the main driving factor behind growth. At the same time, a period of poor economic growth in 2009 and 2010 is expected to dampen demand, as decreasing disposable incomes make OTC healthcare less affordable. OTC triptans is expected to be the most dynamic product area, albeit from a low level. Meanwhile analgesics, NRT smoking cessation aids and allergy care will contribute most to growth.
Table of contents
OTC HEALTHCARE IN SWEDEN : MARKET INSIGHT
EXECUTIVE SUMMARY
Sales remain dynamic in 2008
Calming and sleeping products most dynamic in 2008
Multinationals dominate
Deregulation of OTC healthcare retail expected in 2009
Deregulation to support growth
KEY TRENDS AND DEVELOPMENTS
Deregulation of OTC retailing expected in 2009
Economic stagnation impacts sales in 2008
More competitive environment as brands are challenged by generics
Ageing population has an impact on demand
Multinationals continue to dominate
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
Advertising
Standardised packaging requirements
OTC healthcare to see distribution deregulation in 2009
Vitamins & Dietary Supplements Registration and Classification
EU Legislation
Self-medication and Preventative Medicine
Generics
Switches
Summary 1 OTC Healthcare Switches 2007-2008
DEFINITIONS
Summary 2 Research Sources
LOCAL COMPANY PROFILES - SWEDEN
ABIGO MEDICAL AB - OTC HEALTHCARE - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Abigo Medical AB: Key Facts
Summary 4 Abigo Medical AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Abigo Medical AB: Competitive Position 2008
ANTULA HEALTHCARE AB - OTC HEALTHCARE - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Antula Healthcare AB: Key Facts
Summary 7 Antula Healthcare AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Antula Healthcare AB: Competitive Position 2008
BIOPHAUSIA AB - OTC HEALTHCARE - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Biophausia AB: Key Facts
Summary 10 Biophausia AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Biophausia AB: Competitive Position 2008
CLEAN CHEMICAL SWEDEN AB - OTC HEALTHCARE - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Clean Chemical Sweden AB: Key Facts
Summary 13 Clean Chemical Sweden AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Clean Chemical Sweden AB: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 15 Clean Chemical Sweden AB: Competitive Position 2008
MEDA AB - OTC HEALTHCARE - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Meda AB: Key Facts
Summary 17 Meda AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 18 Meda AB: Competitive Position 2008
ANALGESICS IN SWEDEN
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 SWEDEN
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 Herbal vs Standard Cough, Cold and Allergy (Hay Fever) Remedies 2003-2008
Table 25 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2004-2008
Table 26 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2005-2008
Table 27 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2008-2013
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2008-2013
DIGESTIVE REMEDIES IN SWEDEN
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 29 Sales of Digestive Remedies by Subsector: Value 2003-2008
Table 30 Sales of Digestive Remedies by Subsector: % Value Growth 2003-2008
Table 31 Herbal vs Standard Digestive Remedies 2003-2008
Table 32 Digestive Remedies Company Shares by Value 2004-2008
Table 33 Digestive Remedies Brand Shares by Value 2005-2008
Table 34 Forecast Sales of Digestive Remedies by Subsector: Value 2008-2013
Table 35 Forecast Sales of Digestive Remedies by Subsector: % Value Growth 2008-2013
MEDICATED SKIN CARE IN SWEDEN
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 36 Sales of Medicated Skin Care by Subsector: Value 2003-2008
Table 37 Sales of Medicated Skin Care by Subsector: % Value Growth 2003-2008
Table 38 Acne Treatments by Format: % Value Breakdown 2004-2008
Table 39 Medicated Skin Care Company Shares by Value 2004-2008
Table 40 Medicated Skin Care Brand Shares by Value 2005-2008
Table 41 Acne Treatments Brand Shares by Value 2005-2008
Table 42 Hair Loss Treatments Brand Shares by Value 2005-2008
Table 43 Forecast Sales of Medicated Skin Care by Subsector: Value 2008-2013
Table 44 Forecast Sales of Medicated Skin Care by Subsector: % Value Growth 2008-2013
VITAMINS AND DIETARY SUPPLEMENTS IN SWEDEN
HEADLINES
TRENDS - VITAMINS
TRENDS – DIETARY SUPPLEMENTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Dietary Supplements: Brand Ranking by Positioning 2008
Table 46 Sales of Vitamins and Dietary Supplements by Subsector: Value 2003-2008
Table 47 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2003-2008
Table 48 Folic Acid v Other B Vitamins 2004-2008
Table 49 Dietary Supplements by Positioning 2006-2008
Table 50 Vitamins and Dietary Supplements Company Shares by Value 2004-2008
Table 51 Vitamins and Dietary Supplements Brand Shares by Value 2005-2008
Table 52 Vitamins Brand Shares by Value 2005-2008
Table 53 Dietary Supplements Brand Shares by Value 2005-2008
Table 54 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2008-2013
Table 55 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2008-2013
NRT SMOKING CESSATION AIDS IN SWEDEN
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 56 Number of Smokers by Gender 2003-2008
SECTOR DATA
Table 57 Sales of Smoking Cessation Aids by Subsector: Value 2003-2008
Table 58 Sales of Smoking Cessation Aids by Subsector: % Value Growth 2003-2008
Table 59 NRT Gum Flavours: % Value Breakdown 2006-2008
Table 60 Smoking Cessation Aids Company Shares by Value 2004-2008
Table 61 Smoking Cessation Aids Brand Shares by Value 2005-2008
Table 62 Forecast Sales of Smoking Cessation Aids by Subsector: Value 2008-2013
Table 63 Forecast Sales of Smoking Cessation Aids by Subsector: % Value Growth 2008-2013
EYE CARE IN SWEDEN
HEADLINES
SECTOR DATA
Table 64 Sales of Eye Care by Subsector: Value 2003-2008
Table 65 Sales of Eye Care by Subsector: % Value Growth 2003-2008
Table 66 Standard Eye Care by Type: % Value Breakdown 2007-2008
Table 67 Eye Care Company Shares by Value 2004-2008
Table 68 Eye Care Brand Shares by Value 2005-2008
Table 69 Forecast Sales of Eye Care by Subsector: Value 2008-2013
Table 70 Forecast Sales of Eye Care by Subsector: % Value Growth 2008-2013
EAR CARE IN SWEDEN
HEADLINES
SECTOR DATA
Table 71 Sales of Ear Care: Value 2003-2008
Table 72 Sales of Ear Care: % Value Growth 2003-2008
Table 73 Ear Care Company Shares by Value 2004-2008
Table 74 Ear Care Brand Shares by Value 2005-2008
Table 75 Forecast Sales of Ear Care: Value 2008-2013
Table 76 Forecast Sales of Ear Care: % Value Growth 2008-2013
ADULT MOUTH CARE IN SWEDEN
HEADLINES
SECTOR DATA
Table 77 Sales of Adult Mouth Care: Value 2003-2008
Table 78 Sales of Adult Mouth Care: % Value Growth 2003-2008
Table 79 Adult Mouth Care Company Shares by Value 2004-2008
Table 80 Adult Mouth Care Brand Shares by Value 2005-2008
Table 81 Forecast Sales of Adult Mouth Care: Value 2008-2013
Table 82 Forecast Sales of Adult Mouth Care: % Value Growth 2008-2013
CALMING AND SLEEPING PRODUCTS IN SWEDEN
HEADLINES
SECTOR DATA
Table 83 Sales of Calming and Sleeping Products: Value 2003-2008
Table 84 Sales of Calming and Sleeping Products: % Value Growth 2003-2008
Table 85 Calming and Sleeping Products Company Shares by Value 2004-2008
Table 86 Calming and Sleeping Products Brand Shares by Value 2005-2008
Table 87 Forecast Sales of Calming and Sleeping Products: Value 2008-2013
Table 88 Forecast Sales of Calming and Sleeping Products: % Value Growth 2008-2013
WOUND TREATMENTS IN SWEDEN
HEADLINES
SECTOR DATA
Table 89 Sales of Wound Treatments by Subsector: Value 2003-2008
Table 90 Sales of Wound Treatments by Subsector: % Value Growth 2003-2008
Table 91 Wound Treatments Company Shares by Value 2004-2008
Table 92 Wound Treatments Brand Shares by Value 2005-2008
Table 93 Forecast Sales of Wound Treatments by Subsector: Value 2008-2013
Table 94 Forecast Sales of Wound Treatments by Subsector: % Value Growth 2008-2013
OTC OBESITY IN SWEDEN
HEADLINES
SECTOR DATA
Table 95 Forecast Sales of OTC Obesity: Value 2009-2013
Table 96 Forecast Sales of OTC Obesity: % Value Growth 2009-2013
EMERGENCY CONTRACEPTION IN SWEDEN
HEADLINES
SECTOR DATA
Table 97 Sales of Emergency Contraception: Value 2003-2008
Table 98 Sales of Emergency Contraception: % Value Growth 2003-2008
Table 99 Emergency Contraception Company Shares by Value 2004-2008
Table 100 Emergency Contraception Brand Shares by Value 2005-2008
Table 101 Forecast Sales of Emergency Contraception: Value 2008-2013
Table 102 Forecast Sales of Emergency Contraception: % Value Growth 2008-2013
OTC TRIPTANS IN SWEDEN
HEADLINES
SECTOR DATA
Table 103 Sales of OTC Triptans: Value 2008
Table 104 OTC Triptans Company Shares by Value 2008
Table 105 OTC Triptans Brand Shares by Value 2008
Table 106 Forecast Sales of OTC Triptans: Value 2008-2013
Table 107 Forecast Sales of OTC Triptans: % Value Growth 2008-2013