Executive Summary

Oct 2019
PROSPECTS
Busy and unhealthy lifestyles lead to increasing consumption of analgesics

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.

Delivery bottlenecks limit volume growth of some categories

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.

Consumer attitudes towards analgesics expected to remain conservative

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.

COMPETITIVE LANDSCAPE
Austria Bayer maintains its lead despite supply issues

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.

Consumer loyalty supports stable brand shares, although players still carry out portfolio reviews

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.

A number of high barriers for new brands and players

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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Analgesics in Austria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Analgesics industry in Austria 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 Analgesics industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Analgesics in Austria 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 Analgesics in Austria?
  • What are the major brands in Austria?
  • Are combination products with acetaminophen still popular?

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.

Analgesics in Austria - Category analysis

HEADLINES

PROSPECTS

Busy and unhealthy lifestyles lead to increasing consumption of analgesics
Delivery bottlenecks limit volume growth of some categories
Consumer attitudes towards analgesics expected to remain conservative

COMPETITIVE LANDSCAPE

Austria Bayer maintains its lead despite supply issues
Consumer loyalty supports stable brand shares, although players still carry out portfolio reviews
A number of high barriers for new brands and players

CATEGORY DATA

Table 1 Sales of Analgesics by Category: Value 2014-2019
Table 2 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Analgesics: % Value 2015-2019
Table 4 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 5 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 6 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

Consumer Health in Austria - Industry Overview

EXECUTIVE SUMMARY

Another good overall performance from consumer health in 2019
The health and wellness trend and higher stress levels drive growth
International manufacturers lead sales, closely followed by domestic players
Chemists/pharmacies remains the leading distribution channel
Further, if more moderate growth, anticipated

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources