With ever busier lifestyles and long working hours, which are only expected to increase in Austria over the forecast period, more consumers are being affected by various types of pain caused by increasing amounts of stress due to mounting responsibilities both at work and at home. This is being exacerbated by sedentary lifestyles, with many taking only limited exercise, which leads to headaches or even migraines, and muscle/joint pain.
Some categories, including adult aspirin and adult combination products – analgesics, again witnessed supply bottlenecks in 2019, leading to declines in retail volume sales over the course of the year. The shortages in supply meant that consumers were sometimes unable to purchase these products, with many switching to adult ibuprofen as a result.
While there are consumers in Austria who are willing to take analgesics, many Austrians are nevertheless expected to remain rather conservative towards these products. Even though special/specific product types and formats are available such as adult naproxen, if they must take an analgesic for a headache or stomach ache, they will often opt for adult ibuprofen, which is perceived as being the least harmful and gentle on the stomach.
After steady growth in its retail value share over the majority of the review period, Bayer Austria lost slight shares in 2018 and 2019. The company experienced shortages and delivery problems in both years due to issues in its manufacturing plants in France and Germany.
With the instinctive conservatism of Austrian consumers towards analgesics, they are often loyal to tried and tested brands and products, and shifts in manufacturer rankings are therefore rare and usually due to mergers and acquisitions or product discontinuations. Having said that, given the large number of strong manufacturers present in analgesics, competition is intense.
Conservative consumer behaviour and strict regulations also limit the possibilities for new product launches, let alone market entrants, in Austria. The overall competitive landscape therefore remains fairly steady, with large multinationals maintaining their strong leading positions over the review period.
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This industry report originates from Passport, our Consumer Health market research database.