Analgesics in the Netherlands

PROSPECTS

Further healthy growth against a bright macroeconomic backdrop

Sales of analgesics grew at a healthy pace in 2018, benefiting from the strong overall performance of the Dutch economy, which improved household finances and thus stimulated higher consumer spending. This made 2018 the third consecutive year with solid growth since 2015.

The culture of restraint in drug use poses a structural obstacle

Despite the growth spurt seen since 2015, analgesics continues to face considerable long-term structural constraints in the Netherlands. The most important factor is a well-established culture of restraint regarding the use of drugs – per capita expenditure on prescription drugs remains low compared with other European countries of comparable economic wealth; per capita use of antibiotics likewise remains amongst the lowest in OECD countries.

Product differentiation is crucial to future growth potential

Product differentiation by type of pain will be one of the key areas of focus for driving value sales in analgesics over the forecast period. Whilst general analgesics continued to account for the bulk of sales, in recent years growth was primarily achieved by the rising demand for products for menstruation pain and muscle pain.

COMPETITIVE LANDSCAPE

Sales are migrating to modern grocery retailers

As in most other OTC categories, drugstores/parapharmacies remained the dominant distribution channel for analgesics in the Netherlands in 2018. With this channel increasingly concentrated in the hands of a few major chains, such as Kruidvat and Etos, this will further strengthen the position of drugstores’ private label lines.

Bayer Consumer Care maintains its lead

Bayer Consumer Care remained the leading player in analgesics in 2018, thanks to its presence with several strongly performing brands across most analgesics categories. Whilst the company’s Aspirine brand continues to be widely recognised, declining demand for adult aspirin has shifted the focus towards other brands.

GlaxoSmithKline remains the main challenger

Like its rival, GlaxoSmithKline owes its strong position in analgesics in the Netherlands to the broad presence of several well-known brands across most important analgesics categories. In GBO terms the company is present in adult acetaminophen with the Panadol brand, whilst another popular brand is Exedrin (adult combination analgesics).

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