OTC Healthcare in the Netherlands
Euromonitor International's OTC Healthcare in the Netherlands 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: 119 | Publication date: May 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
Prevention and innovation trends drive demand in 2008
OTC healthcare in the Netherlands registered healthy growth in 2008 that was better than that seen the previous year. While the market is still considered underdeveloped due to a traditionally strictly regulated environment and a conservative attitude among Dutch consumers towards self-medication, sales increased thanks to the ongoing heath trend and a higher commitment towards prevention among the population. This trend shifted demand towards more expensive and sophisticated products, including offerings in smaller or less developed niches, such as the analgesics diclofenac and naproxen.
Moderate impact of more open distribution through supermarkets
The path for self-selection, represented by the possibility for consumers to buy OTC drugs from open shelves, evolved further in 2008 as new legislation allowed these products to be sold via self-selection in supermarkets. Supermarkets still did not fully profit from the change, with many smaller and medium-sized supermarkets opting not to stock a large number of OTC products on open shelves. Nonetheless, more Dutch consumers were directly exposed to OTC healthcare products, triggering greater investment in advertising and promotion, and encouraging manufacturers to revamp their packaging in order to better compete and communicate their products’ functional attributes to potential consumers.
Continuing concentration trend among larger manufacturers
The Dutch OTC healthcare market in the Netherlands shows a fair degree of concentration, with the main companies, such as Bayer, Wyeth, Chefaro, GlaxoSmithKline and Vemedia, taking the majority share thanks to a long-established presence with top brands. Smaller manufacturers were able to maintain or grow shares by becoming established in niches. Increased concentration among multinationals continued in 2008, placing greater pressure on smaller or mid-size manufacturers to join forces or be acquired, due to their lesser ability to compete and invest in research, product developments and promotional activities. Merger activity continued in 2008. For example, traditional firm Bional was acquired by Canadian group Atrium Communications.
Online sales gradually increasing
Distribution of OTC healthcare products remains concentrated among traditional channels such as drugstores and specialists, with supermarkets still not fully profiting from more flexible legislation that since 2007 has permitted open distribution via store shelves, rather than requiring OTC healthcare products to be placed behind a counter. Internet sales of vitamins and dietary supplements remained low in 2008, but nonetheless enjoyed greater popularity among Dutch consumers. The role of the Internet in relation to the OTC healthcare market was until 2008 limited to promoting companies and brands and providing consumers with product information.
Dutch quest for prevention to drive future demand
The Dutch OTC healthcare market is expected to register a positive performance over the forecast period, albeit at lower rates than experienced over the review period as a result of market development. However, growth will remain healthy as changes in government policies to promoting health, distribution and consumer education are expected to positively influence market development. The culture towards self-medication is expected to continue growing among Dutch consumers, as manufacturers are committed to investing in new product developments and advertising, encouraging people to shift towards more sophisticated products. Dutch consumers are highly committed to improving their health and well being, which is boosting demand for products that help prevent disease and contribute to maintenance of vitality.
Table of contents
OTC HEALTHCARE IN THE NETHERLANDS : MARKET INSIGHT
EXECUTIVE SUMMARY
Prevention and innovation trends drive demand in 2008
Moderate impact of more open distribution through supermarkets
Continuing concentration trend among larger manufacturers
Online sales gradually increasing
Dutch quest for prevention to drive future demand
KEY TRENDS AND DEVELOPMENTS
Lower economic expansion envisaged
Health and prevention trends strongly influence OTC healthcare performance
Increasing ageing population influenced by quest for longevity
Dutch consumers become more interested in fitness and sports
Legislative changes allow wider distribution
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
Labelling and patient information
Advertising
Distribution
Vitamins & Dietary Supplements Registration and Classification
EU Legislation
Self-medication and Preventative Medicine
Generics
Switches
Summary 1 OTC Healthcare Switches 2005-2008
DEFINITIONS
Summary 2 Research Sources
LOCAL COMPANY PROFILES - NETHERLANDS
BIONAL PHARMA BV - OTC HEALTHCARE - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Bional Pharma BV: Key Facts
Summary 4 Bional Pharma BV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Bional Pharma BV: Competitive Position 2008
CARESSE COSMETICS BV - OTC HEALTHCARE - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Caresse Cosmetics BV: Key Facts
Summary 7 Caresse Cosmetics BV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
DISTRIBUTIE CARE BV - OTC HEALTHCARE - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Distributie Care BV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Distributie Care BV: Competitive Position 2008
INGROMA BV - OTC HEALTHCARE - NETHERLANDS
STRATEGIC DIRECTION
Summary 10 Ingroma BV: Key Facts
Summary 11 Ingroma BV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
VEMEDIA BV - OTC HEALTHCARE - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Vemedia BV: Key Facts
Summary 13 Vemedia BV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Vemedia BV: Competitive Position 2008
ANALGESICS IN THE NETHERLANDS
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 THE NETHERLANDS
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 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: Value 2003-2008
Table 25 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: % Value Growth 2003-2008
Table 26 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: Value 2003-2008
Table 27 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: % Value Growth 2003-2008
Table 28 Herbal vs Standard Cough, Cold and Allergy (Hay Fever) Remedies 2003-2008
Table 29 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2004-2008
Table 30 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2005-2008
Table 31 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2008-2013
Table 32 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2008-2013
DIGESTIVE REMEDIES IN THE NETHERLANDS
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Digestive Remedies by Subsector: Value 2003-2008
Table 34 Sales of Digestive Remedies by Subsector: % Value Growth 2003-2008
Table 35 Herbal vs Standard Digestive Remedies 2003-2008
Table 36 Digestive Remedies Company Shares by Value 2004-2008
Table 37 Digestive Remedies Brand Shares by Value 2005-2008
Table 38 Forecast Sales of Digestive Remedies by Subsector: Value 2008-2013
Table 39 Forecast Sales of Digestive Remedies by Subsector: % Value Growth 2008-2013
MEDICATED SKIN CARE IN THE NETHERLANDS
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Sales of Medicated Skin Care by Subsector: Value 2003-2008
Table 41 Sales of Medicated Skin Care by Subsector: % Value Growth 2003-2008
Table 42 Herbal vs Standard Medicated Skin Care 2003-2008
Table 43 Acne Treatments by Format: % Value Breakdown 2004-2008
Table 44 Medicated Skin Care Company Shares by Value 2004-2008
Table 45 Medicated Skin Care Brand Shares by Value 2005-2008
Table 46 Acne Treatments Brand Shares by Value 2005-2008
Table 47 Hair Loss Treatments Brand Shares by Value 2005-2008
Table 48 Forecast Sales of Medicated Skin Care by Subsector: Value 2008-2013
Table 49 Forecast Sales of Medicated Skin Care by Subsector: % Value Growth 2008-2013
VITAMINS AND DIETARY SUPPLEMENTS IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Dietary Supplements: Brand Ranking by Positioning 2008
SECTOR DATA
Table 51 Sales of Vitamins and Dietary Supplements by Subsector: Value 2003-2008
Table 52 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2003-2008
Table 53 Folic Acid v Other B Vitamins 2004-2008
Table 54 Dietary Supplements by Positioning 2006-2008
Table 55 Vitamins and Dietary Supplements Company Shares by Value 2004-2008
Table 56 Vitamins and Dietary Supplements Brand Shares by Value 2005-2008
Table 57 Vitamins Brand Shares by Value 2005-2008
Table 58 Dietary Supplements Brand Shares by Value 2005-2008
Table 59 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2008-2013
Table 60 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2008-2013
NRT SMOKING CESSATION AIDS IN THE NETHERLANDS
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 61 Number of Smokers by Gender 2003-2008
SECTOR DATA
Table 62 Sales of Smoking Cessation Aids by Subsector: Value 2003-2008
Table 63 Sales of Smoking Cessation Aids by Subsector: % Value Growth 2003-2008
Table 64 NRT Gum Flavours: % Value Breakdown 2006-2008
Table 65 Smoking Cessation Aids Company Shares by Value 2004-2008
Table 66 Smoking Cessation Aids Brand Shares by Value 2005-2008
Table 67 Forecast Sales of Smoking Cessation Aids by Subsector: Value 2008-2013
Table 68 Forecast Sales of Smoking Cessation Aids by Subsector: % Value Growth 2008-2013
EYE CARE IN THE NETHERLANDS
SECTOR DATA
Table 69 Sales of Eye Care by Subsector: Value 2003-2008
Table 70 Sales of Eye Care by Subsector: % Value Growth 2003-2008
Table 71 Standard Eye Care by Type: % Value Breakdown 2007-2008
Table 72 Eye Care Company Shares by Value 2004-2008
Table 73 Eye Care Brand Shares by Value 2005-2008
Table 74 Forecast Sales of Eye Care by Subsector: Value 2008-2013
Table 75 Forecast Sales of Eye Care by Subsector: % Value Growth 2008-2013
EAR CARE IN THE NETHERLANDS
SECTOR DATA
Table 76 Sales of Ear Care: Value 2003-2008
Table 77 Sales of Ear Care: % Value Growth 2003-2008
Table 78 Ear Care Company Shares by Value 2004-2008
Table 79 Ear Care Brand Shares by Value 2005-2008
Table 80 Forecast Sales of Ear Care: Value 2008-2013
Table 81 Forecast Sales of Ear Care: % Value Growth 2008-2013
ADULT MOUTH CARE IN THE NETHERLANDS
HEADLINES
SECTOR DATA
Table 82 Sales of Adult Mouth Care: Value 2003-2008
Table 83 Sales of Adult Mouth Care: % Value Growth 2003-2008
Table 84 Adult Mouth Care Company Shares by Value 2004-2008
Table 85 Adult Mouth Care Brand Shares by Value 2005-2008
Table 86 Forecast Sales of Adult Mouth Care: Value 2008-2013
Table 87 Forecast Sales of Adult Mouth Care: % Value Growth 2008-2013
CALMING AND SLEEPING PRODUCTS IN THE NETHERLANDS
SECTOR DATA
Table 88 Sales of Calming and Sleeping Products: Value 2003-2008
Table 89 Sales of Calming and Sleeping Products: % Value Growth 2003-2008
Table 90 Calming and Sleeping Products Company Shares by Value 2004-2008
Table 91 Calming and Sleeping Products Brand Shares by Value 2005-2008
Table 92 Forecast Sales of Calming and Sleeping Products: Value 2008-2013
Table 93 Forecast Sales of Calming and Sleeping Products: % Value Growth 2008-2013
WOUND TREATMENTS IN THE NETHERLANDS
SECTOR DATA
Table 94 Sales of Wound Treatments by Subsector: Value 2003-2008
Table 95 Sales of Wound Treatments by Subsector: % Value Growth 2003-2008
Table 96 Wound Treatments Company Shares by Value 2004-2008
Table 97 Wound Treatments Brand Shares by Value 2005-2008
Table 98 Forecast Sales of Wound Treatments by Subsector: Value 2008-2013
Table 99 Forecast Sales of Wound Treatments by Subsector: % Value Growth 2008-2013
EMERGENCY CONTRACEPTION IN THE NETHERLANDS
SECTOR DATA
Table 100 Sales of Emergency Contraception: Value 2005-2008
Table 101 Sales of Emergency Contraception: % Value Growth 2005-2008
Table 102 Emergency Contraception Company Shares by Value 2005-2008
Table 103 Emergency Contraception Brand Shares by Value 2005-2008
Table 104 Forecast Sales of Emergency Contraception: Value 2008-2013
Table 105 Forecast Sales of Emergency Contraception: % Value Growth 2008-2013