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.
Samples (FAQs about samples):
Sample Consumer Health Market Research Report
Sample Consumer Health Data
Delivery: Files are delivered directly into your account within a few minutes of purchase.
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.