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Country Report

Sweden Flag Consumer Health in Sweden

| Pages: 103

Price: US$2,400

About this Report

EXECUTIVE SUMMARY

Continued positive growth for consumer health

In 2013 consumer health value sales grew by 3%, which was lower than the CAGR for the review period. There were several reasons for this more suppressed development, such as the rise in generic products in OTC. As these products are sold at lower unit prices, their growing popularity had a negative impact on overall market value growth. Furthermore, the European Food Safety Association’s (EFSA) regulations created uncertainty about the messages that can be conveyed in the marketing claims for vitamins and dietary supplements. This uncertainty negatively affected investment in new product developments, which is normally a strong growth driver for companies.

Focus on health and wellness packaged food poses a threat

Major packaged food manufacturers, such as the dairy giant Arla Foods, invested heavily in both marketing and new product development of health and wellness packaged food products. The positioning of the products became similar to consumer health products. One example was Arla’s Wellness range, where the company clearly states the products’ high vitamin content and how it benefits the immune system and digestive health. With lines becoming blurred between packaged food and consumer health products, the competition from substitute products is set to become fiercer.

Multinationals maintain their leading positions

All top three players in 2013 are owned by multinationals with Novartis, GlaxoSmithKline and McNeil accounting for 25% of overall consumer health value sales. Their wide experience combined with their large scale in addition to their knowledge and resources help them to offer strong brands. Moreover, by being present in a wide variety of categories, they can leverage on these competitive advantages and apply these to new growth opportunities. Midsona is the leading domestic challenger thanks to its strong position in vitamins and dietary supplements, in which the company has a broad product portfolio.

Pharmacies loses share to modern grocery retailers and internet retailers

Pharmacies as well as beauty and healthcare specialists continued to dominate the distribution landscape in 2013. However, the two channels lost share to more dynamic options, such as modern grocery retailers and internet retailing. The main driver behind this development is still the relatively newly liberalised OTC category, with its increasing demand for convenient shopping. Consumers prioritise availability which is driving the positive growth in channels outside pharmacies. Internet retailing sustained its strong trend and is especially vibrant in sports nutrition or vitamins and dietary supplements where several strong internet retailers operate.

Consumer health expected to show positive if somewhat lower growth

Consumer health is projected to experience strong growth over the forecast period, although it will be more modest than during the review period. The ageing population, rising consumer awareness and a continuous focus on health are expected to be the foundations for positive development. However, uncertainty concerning EFSA’s regulations regarding health claims and the increased competition from health and wellness packaged food will have an impact on growth over the forecast period.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Health industry in Sweden with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Consumer Health industry in Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Sweden for free:

The Consumer Health in Sweden market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Consumer Health in Sweden?
  • What are the major brands in Sweden?
  • What are the main trends in OTC Healthcare?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Table of Contents

Consumer Health in Sweden - Industry Overview

EXECUTIVE SUMMARY

Continued positive growth for consumer health

Focus on health and wellness packaged food poses a threat

Multinationals maintain their leading positions

Pharmacies loses share to modern grocery retailers and internet retailers

Consumer health expected to show positive if somewhat lower growth

KEY TRENDS AND DEVELOPMENTS

Private label and generic products strengthen their positions

Focus on widening availability of OTC products and commercialism of pharmacies

Health awareness turns into a health movement

Packaged food products pose increasing threat to consumer health market

MARKET INDICATORS

  • Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2008-2013
  • Table 2 Life Expectancy at Birth 2008-2013

MARKET DATA

  • Table 3 Sales of Consumer Health by Category: Value 2008-2013
  • Table 4 Sales of Consumer Health by Category: % Value Growth 2008-2013
  • Table 5 NBO Company Shares of Consumer Health: % Value 2009-2013
  • Table 6 LBN Brand Shares of Consumer Health: % Value 2010-2013
  • Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2008-2013
  • Table 8 Distribution of Consumer Health by Format: % Value 2008-2013
  • Table 9 Distribution of Consumer Health by Format and Category: % Value 2013
  • Table 10 Forecast Sales of Consumer Health by Category: Value 2013-2018
  • Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2013-2018

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Regulation of vitamins and dietary supplements

Distribution and marketing

Self-medication/self-care and preventative medicine

Switches

  • Summary 1 OTC: Switches 2011-2013

DEFINITIONS

SOURCES

  • Summary 2 Research Sources

Consumer Health in Sweden - Company Profiles

Apoteket AB in Consumer Health (Sweden)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 Apoteket AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 4 Summary Apoteket AB: Competitive Position 2013

Axellus AB in Consumer Health (Sweden)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Axellus AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 6 Axellus AB: Competitive Position 2013

Cloetta AB in Consumer Health (Sweden)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 Cloetta AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 8 Cloetta AB: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 9 Cloetta AB: Competitive Position 2013

McNeil Sweden AB in Consumer Health (Sweden)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 McNeil Sweden AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 11 McNeil Sweden AB: Competitive Position 2013

Midsona Sverige AB in Consumer Health (Sweden)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 12 Midsona Sverige AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 13 Midsona Sverige AB: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 14 Midsona Sverige AB: Competitive Position 2013

Adult Mouth Care in Sweden - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 12 Sales of Adult Mouth Care: Value 2008-2013
  • Table 13 Sales of Adult Mouth Care: % Value Growth 2008-2013
  • Table 14 NBO Company Shares of Adult Mouth Care: % Value 2009-2013
  • Table 15 LBN Brand Shares of Adult Mouth Care: % Value 2010-2013
  • Table 16 Forecast Sales of Adult Mouth Care: Value 2013-2018
  • Table 17 Forecast Sales of Adult Mouth Care: % Value Growth 2013-2018

Analgesics in Sweden - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 18 Sales of Analgesics by Category: Value 2008-2013
  • Table 19 Sales of Analgesics by Category: % Value Growth 2008-2013
  • Table 20 Sales of Topical Analgesics/Anaesthetic by Format: % Value Breakdown 2008-2013
  • Table 21 NBO Company Shares of Analgesics: % Value 2009-2013
  • Table 22 LBN Brand Shares of Analgesics: % Value 2010-2013
  • Table 23 Forecast Sales of Analgesics by Category: Value 2013-2018
  • Table 24 Forecast Sales of Analgesics by Category: % Value Growth 2013-2018

Calming and Sleeping in Sweden - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 25 Sales of Calming and Sleeping: Value 2008-2013
  • Table 26 Sales of Calming and Sleeping: % Value Growth 2008-2013
  • Table 27 NBO Company Shares of Calming and Sleeping: % Value 2009-2013
  • Table 28 LBN Brand Shares of Calming and Sleeping: % Value 2010-2013
  • Table 29 Forecast Sales of Calming and Sleeping: Value 2013-2018
  • Table 30 Forecast Sales of Calming and Sleeping: % Value Growth 2013-2018

Cough, Cold and Allergy (Hay Fever) Remedies in Sweden - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 31 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2008-2013
  • Table 32 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2008-2013
  • Table 33 Sales of Decongestants by Category: Value 2008-2013
  • Table 34 Sales of Decongestants by Category: % Value Growth 2008-2013
  • Table 35 Sales of Paediatric Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2008-2013
  • Table 36 Sales of Paediatric Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2008-2013
  • Table 37 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2009-2013
  • Table 38 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2010-2013
  • Table 39 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2013-2018
  • Table 40 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2013-2018

Dermatologicals in Sweden - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 41 Sales of Dermatologicals by Category: Value 2008-2013
  • Table 42 Sales of Dermatologicals by Category: % Value Growth 2008-2013
  • Table 43 NBO Company Shares of Dermatologicals: % Value 2009-2013
  • Table 44 LBN Brand Shares of Dermatologicals: % Value 2010-2013
  • Table 45 LBN Brand Shares of Hair Loss Treatments: % Value 2010-2013
  • Table 46 Forecast Sales of Dermatologicals by Category: Value 2013-2018
  • Table 47 Forecast Sales of Dermatologicals by Category: % Value Growth 2013-2018

Digestive Remedies in Sweden - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 48 Sales of Digestive Remedies by Category: Value 2008-2013
  • Table 49 Sales of Digestive Remedies by Category: % Value Growth 2008-2013
  • Table 50 NBO Company Shares of Digestive Remedies: % Value 2009-2013
  • Table 51 LBN Brand Shares of Digestive Remedies: % Value 2010-2013
  • Table 52 Forecast Sales of Digestive Remedies by Category: Value 2013-2018
  • Table 53 Forecast Sales of Digestive Remedies by Category: % Value Growth 2013-2018

Herbal/Traditional Products in Sweden - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 54 Sales of Herbal/Traditional Products by Category: Value 2008-2013
  • Table 55 Sales of Herbal/Traditional Products by Category: % Value Growth 2008-2013
  • Table 56 NBO Company Shares of Herbal/Traditional Products: % Value 2009-2013
  • Table 57 LBN Brand Shares of Herbal/Traditional Products: % Value 2010-2013
  • Table 58 Forecast Sales of Herbal/Traditional Products by Category: Value 2013-2018
  • Table 59 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2013-2018

NRT Smoking Cessation Aids in Sweden - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 60 Number of Smokers by Gender 2008-2013

CATEGORY DATA

  • Table 61 Sales of NRT Smoking Cessation Aids by Category: Value 2008-2013
  • Table 62 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2008-2013
  • Table 63 Sales of NRT Gum by Flavour: % Value Breakdown 2008-2013
  • Table 64 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2009-2013
  • Table 65 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2010-2013
  • Table 66 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2013-2018
  • Table 67 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2013-2018

Sports Nutrition in Sweden - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 68 Sales of Sports Nutrition by Category: Value 2008-2013
  • Table 69 Sales of Sports Nutrition by Category: % Value Growth 2008-2013
  • Table 70 NBO Company Shares of Sports Nutrition: % Value 2009-2013
  • Table 71 LBN Brand Shares of Sports Nutrition: % Value 2010-2013
  • Table 72 Forecast Sales of Sports Nutrition by Category: Value 2013-2018
  • Table 73 Forecast Sales of Sports Nutrition by Category: % Value Growth 2013-2018

Vitamins and Dietary Supplements in Sweden - Category Analysis

HEADLINES

TRENDS

VITAMINS

DIETARY SUPPLEMENTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Summary 15 Dietary Supplements: Brand Ranking by Positioning 2013
  • Summary 16 Multivitamins: Brand Ranking by Positioning 2013
  • Table 74 Sales of Vitamins and Dietary Supplements by Category: Value 2008-2013
  • Table 75 Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2008-2013
  • Table 76 Sales of Multivitamins by Positioning: % Value 2008-2013
  • Table 77 Sales of Dietary Supplements by Positioning: % Value 2008-2013
  • Table 78 NBO Company Shares of Vitamins and Dietary Supplements: % Value 2009-2013
  • Table 79 LBN Brand Shares of Vitamins and Dietary Supplements: % Value 2010-2013
  • Table 80 LBN Brand Shares of Vitamins: % Value 2010-2013
  • Table 81 LBN Brand Shares of Dietary Supplements: % Value 2010-2013
  • Table 82 Forecast Sales of Vitamins and Dietary Supplements by Category: Value 2013-2018
  • Table 83 Forecast Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2013-2018

Weight Management in Sweden - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 84 Sales of Weight Management by Category: Value 2008-2013
  • Table 85 Sales of Weight Management by Category: % Value Growth 2008-2013
  • Table 86 NBO Company Shares of Weight Management: % Value 2009-2013
  • Table 87 LBN Brand Shares of Weight Management: % Value 2010-2013
  • Table 88 Forecast Sales of Weight Management by Category: Value 2013-2018
  • Table 89 Forecast Sales of Weight Management by Category: % Value Growth 2013-2018

Wound Care in Sweden - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 90 Sales of Wound Care by Category: Value 2008-2013
  • Table 91 Sales of Wound Care by Category: % Value Growth 2008-2013
  • Table 92 NBO Company Shares of Wound Care: % Value 2009-2013
  • Table 93 LBN Brand Shares of Wound Care: % Value 2010-2013
  • Table 94 Forecast Sales of Wound Care by Category: Value 2013-2018
  • Table 95 Forecast Sales of Wound Care by Category: % Value Growth 2013-2018

Segmentation

This market research report includes the following:

  • Consumer Health
    • OTC
      • Adult Mouth Care
      • Analgesics
        • Systemic Analgesics
          • Adult Analgesics
            • Acetaminophen
            • Aspirin
            • Combination Products - Analgesics
            • Diclofenac
            • Dipyrone
            • Ibuprofen
            • Ketoprofen
            • Naproxen
          • Paediatric Analgesics
            • Paediatric Acetaminophen
            • Paediatric Aspirin
            • Paediatric Combination Products - Analgesics
            • Paediatric Diclofenac
            • Paediatric Dipyrone
            • Paediatric Ibuprofen
            • Paediatric Ketoprofen
            • Paediatric Naproxen
        • Topical Analgesics/Anaesthetic
      • Calming and Sleeping
      • Cough, Cold and Allergy (Hay Fever) Remedies
        • Antihistamines/Allergy Remedies (Systemic)
        • Paediatric Cough, Cold and Allergy Remedies
          • Paediatric Allergy Remedies
          • Paediatric Cough/Cold Remedies
        • Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
        • Cough Remedies
        • Decongestants
          • Nasal Sprays
          • Oral Decongestants
          • Inhalant Decongestants
          • Decongestant Rubs
          • Nasal Decongestant Drops
          • Nasal Decongestant Plasters
        • Medicated Confectionery
        • Pharyngeal Preparations
      • Digestive Remedies
        • Paediatric Digestive Remedies
          • Paediatric Diarrhoeal Remedies
          • Paediatric Indigestion and Heartburn Remedies
          • Paediatric Laxatives
          • Paediatric Motion Sickness Remedies
        • Diarrhoeal Remedies
        • IBS Treatments
        • Indigestion and Heartburn Remedies
          • Antacids
          • Antiflatulents
          • Digestive Enzymes
          • H2 Blockers
          • Proton Pump Inhibitors
        • Laxatives
        • Motion Sickness Remedies
      • Ear Care
      • Emergency Contraception
      • Eye Care
        • Allergy Eye Care
        • Standard Eye Care
      • Dermatologicals
        • Medicated Shampoos
        • Topical Antifungals
        • Vaginal Antifungals
        • Hair Loss Treatments
        • Nappy (Diaper) Rash Treatments
        • Antiparasitics/Lice (Head and Body) Treatments
        • Antipruritics
        • Paediatric Dermatologicals
        • Cold Sore Treatments
        • Haemorrhoid Treatments
        • Topical Allergy Remedies/Antihistamines
        • Topical Germicidals/Antiseptics
      • NRT Smoking Cessation Aids
        • NRT Gum
        • NRT Inhalators
        • NRT Lozenges
        • NRT Patches
        • Other NRT
      • OTC Triptans
      • Wound Care
        • First Aid Kits
        • Sticking Plasters/Adhesive Bandages
        • Gauze, Tape and Other Wound Care
    • Sports Nutrition
      • Protein Products
        • Protein Bars
        • Powder
        • RTD
        • Other Protein
      • Non-Protein Products
    • Vitamins and Dietary Supplements
      • Paediatric Vitamins and Dietary Supplements
      • Dietary Supplements
        • Combination Dietary Supplements
        • Herbal/Traditional Dietary Supplements
          • Combination Herbal/Traditional Dietary Supplements
          • Echinacea
          • Evening Primrose Oil
          • Garlic
          • Ginkgo Biloba
          • Ginseng
          • St John's Wort
          • Other Herbal/Traditional Dietary Supplements
            • Guarana
            • Rosehip
            • Roseroot
            • Other Other Herbal/Traditional Dietary Supplements
        • Non-Herbal/Traditional Dietary Supplements
          • Co-Enzyme Q10
          • Combination Non-Herbal/Traditional Dietary Supplements
          • Eye Health Supplements
          • Fish Oils/Omega Fatty Acids
            • Fish Oils
              • Cod Liver Oil
              • Other Fish Oils
            • Omega-3-6-9 (Fish and Non-Fish)
          • Glucosamine
          • Minerals
            • Calcium Supplements
            • Mineral Supplements
          • Probiotic Supplements
          • Protein Supplements
          • Royal Jelly
          • Sam-E
          • Other Non-Herbal/Traditional Dietary Supplements
            • Yeast
      • Tonics and Bottled Nutritive Drinks
      • Vitamins
        • Multivitamins
        • Single Vitamins
          • Vitamin A
          • Vitamin B
          • Vitamin C
          • Vitamin D
          • Vitamin E
          • Other Single Vitamins
    • Weight Management
      • Meal Replacement Slimming
      • OTC Obesity
      • Slimming Teas
      • Weight Loss Supplements
      • Other Slimming Products
    • Herbal/Traditional Products
      • Herbal/Traditional Topical Analgesics
      • Herbal/Traditional Calming and Sleeping Products
      • Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
      • Herbal/Traditional Digestive Remedies
      • Herbal/Traditional Dermatologicals
      • Herbal/Traditional Medicinal Teas
      • Herbal/Traditional Smoking Cessation Aids
      • Herbal/Traditional Paediatric Dietary Supplements
      • Herbal/Traditional Dietary Supplements
      • Herbal/Traditional Tonics and Bottled Nutritive Drinks
    • Allergy Care
      • Allergy Eye Care
      • Antihistamines/Allergy Remedies (Systemic)
      • Paediatric Allergy Remedies
      • Topical Allergy Remedies/Antihistamines
    • Paediatric Consumer Health
      • Paediatric Analgesics
        • Paediatric Acetaminophen
        • Paediatric Aspirin
        • Paediatric Combination Products - Analgesics
        • Paediatric Diclofenac
        • Paediatric Dipyrone
        • Paediatric Ibuprofen
        • Paediatric Ketoprofen
        • Paediatric Naproxen
      • Paediatric Cough, Cold and Allergy Remedies
        • Paediatric Allergy Remedies
        • Paediatric Cough/Cold Remedies
      • Paediatric Digestive Remedies
        • Paediatric Diarrhoeal Remedies
        • Paediatric Indigestion and Heartburn Remedies
        • Paediatric Laxatives
        • Paediatric Motion Sickness Remedies
      • Paediatric Dermatologicals
      • Nappy (Diaper) Rash Treatments
      • Paediatric Vitamins and Dietary Supplements

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Analysis by Format
  • Analysis by Positioning
  • Analysis by Type
  • Herbal/Traditional vs Standard
  • Smoking population - number of adult smokers
  • Smoking prevalence - % of adult population

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY

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