Consumer Health in Estonia

Consumer Health in Estonia

EXECUTIVE SUMMARY

COVID-19 impact on consumer health

COVID-19 country impact

Company response

Retailing shift

What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-2020
Table 2 Life Expectancy at Birth 2015-2020

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2015-2020
Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020
Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020
Table 7 Distribution of Consumer Health by Format: % Value 2015-2020
Table 8 Distribution of Consumer Health by Format and Category: % Value 2020
Table 9 Forecast Sales of Consumer Health by Category: Value 2020-2025
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

Summary 1 OTC: Switches 2019-2020

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 2 Research Sources

Analgesics in Estonia

KEY DATA FINDINGS

2020 IMPACT

Sales of adult naproxen and topical analgesics grow as major brands dominate

Higher-priced adult acetaminophen posts healthy growth, while paediatric products increasingly appeal

GSK Consumer Healthcare leads a stable category

RECOVERY AND OPPORTUNITIES

Increasing lifestyle stress expected to sustain demand for analgesics

E-commerce set to offer a healthy source of distribution growth

New formats may face consumer resistance due to traditional usage

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2015-2020
Table 12 Sales of Analgesics by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Analgesics: % Value 2016-2020
Table 14 LBN Brand Shares of Analgesics: % Value 2017-2020
Table 15 Forecast Sales of Analgesics by Category: Value 2020-2025
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025

Cough, Cold and Allergy (Hay Fever) Remedies in Estonia

KEY DATA FINDINGS

2020 IMPACT

Cough, cold and allergy (hay fever) remedies benefits from self-medication trend

New formats provide differentiation amid high competition

Foreign companies have the go-to brands

RECOVERY AND OPPORTUNITIES

Consistent growth expected as flu vaccines combat illnesses due to busy lifestyle

Consumers to increasingly seek natural cough remedies from local brands

Manufacturers expected to focus on well-known existing brands

CATEGORY DATA

Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025

Digestive Remedies in Estonia

KEY DATA FINDINGS

2020 IMPACT

Digestive remedies sees growth as unhealthy consumer lifestyles persist

A switch has made all the difference for proton pump inhibitors

Berlin and Sanofi products are still the go-to digestive remedies

RECOVERY AND OPPORTUNITIES

Less healthy lifestyles and improving economy set to boost digestive remedies

Performance factors expected to vary across digestive remedies

Opportunities exist in untapped and niche categories

CATEGORY DATA

Table 23 Sales of Digestive Remedies by Category: Value 2015-2020
Table 24 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
Table 25 NBO Company Shares of Digestive Remedies: % Value 2016-2020
Table 26 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
Table 27 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
Table 28 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025

Dermatologicals in Estonia

KEY DATA FINDINGS

2020 IMPACT

Self-medication prevails and e-commerce channels grow as stigmatisation lingers

Vaginal antifungals experiencing growth with increasing OTC options available

GSK Consumer Healthcare leads the way

RECOVERY AND OPPORTUNITIES

Limited changes expected in dermatologicals competitive landscape

Branding likely to compete with price for consumers’ attention

Rising health-awareness allows consumers to cut down on dermatologicals

CATEGORY DATA

Table 29 Sales of Dermatologicals by Category: Value 2015-2020
Table 30 Sales of Dermatologicals by Category: % Value Growth 2015-2020
Table 31 NBO Company Shares of Dermatologicals: % Value 2016-2020
Table 32 LBN Brand Shares of Dermatologicals: % Value 2017-2020
Table 33 Forecast Sales of Dermatologicals by Category: Value 2020-2025
Table 34 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025

Wound Care in Estonia

KEY DATA FINDINGS

2020 IMPACT

Higher consumer spending favours added-value wound care

Sticking plasters/adhesive bandages cover the most demand

International players retain top positions

RECOVERY AND OPPORTUNITIES

Wound care growth set to be limited due to stagnating demographic

Improving economy likely to foster innovation development

Lack of interest in first aid kits expected to continue

CATEGORY DATA

Table 35 Sales of Wound Care by Category: Value 2015-2020
Table 36 Sales of Wound Care by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Wound Care: % Value 2016-2020
Table 38 LBN Brand Shares of Wound Care: % Value 2017-2020
Table 39 Forecast Sales of Wound Care by Category: Value 2020-2025
Table 40 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025

Vitamins in Estonia

KEY DATA FINDINGS

2020 IMPACT

Health trend and fear of COVID-19 boost vitamins sales

Products become more advanced as domestic players strive to compete

GSK Consumer Healthcare leads an increasingly fragmented category

RECOVERY AND OPPORTUNITIES

Vitamins faces competition from dietary supplements

Price-competition is high, but premiumisation is rising too

Competitive landscape unlikely to experience dynamic change

CATEGORY DATA

Table 41 Sales of Vitamins by Category: Value 2015-2020
Table 42 Sales of Vitamins by Category: % Value Growth 2015-2020
Table 43 Sales of Multivitamins by Positioning: % Value 2015-2020
Table 44 NBO Company Shares of Vitamins: % Value 2016-2020
Table 45 LBN Brand Shares of Vitamins: % Value 2017-2020
Table 46 Forecast Sales of Vitamins by Category: Value 2020-2025
Table 47 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025

Dietary Supplements in Estonia

KEY DATA FINDINGS

2020 IMPACT

Growth remains solid thanks to increasingly health-conscious Estonians and fear of COVID-19

Increasing number of new product launches from domestic companies

Orkla Health leads, anchored in the chemists/pharmacies channel

RECOVERY AND OPPORTUNITIES

Sales of dietary supplements will remain flat as consumers become sceptical

Establishing a regular presence with a strong brand will be key

Innovation and private label expected to fare well

CATEGORY DATA

Table 48 Sales of Dietary Supplements by Category: Value 2015-2020
Table 49 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
Table 50 Sales of Dietary Supplements by Positioning: % Value 2015-2020
Table 51 NBO Company Shares of Dietary Supplements: % Value 2016-2020
Table 52 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
Table 53 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
Table 54 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025

Weight Management and Wellbeing in Estonia

KEY DATA FINDINGS

2020 IMPACT

Increasing health-awareness makes Estonians more selective in product choice

Meal replacement benefits from consumer emphasis on dieting

Herbalife remains top player in weight management and wellbeing

RECOVERY AND OPPORTUNITIES

Consumers expected to look elsewhere to combat weight and wellbeing issues

Expanding assortments expected to benefit domestic players

Healthy competition is set to stimulate weight loss supplements

CATEGORY DATA

Table 55 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
Table 56 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
Table 58 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
Table 59 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 60 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025

Herbal/Traditional Products in Estonia

KEY DATA FINDINGS

2020 IMPACT

More consumers choose the natural path to health

More ways to reach consumers thanks to less red tape

Anchored in chemists/pharmacies, the leading players maintain their rankings

RECOVERY AND OPPORTUNITIES

Health trend expected to boost herbal/traditional products sales

Producers set to unlock potential of the most popular categories

Players need to ensure they stand out amid an increasingly crowded category

CATEGORY DATA

Table 61 Sales of Herbal/Traditional Products: Value 2015-2020
Table 62 Sales of Herbal/Traditional Products: % Value Growth 2015-2020
Table 63 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
Table 64 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
Table 65 Forecast Sales of Herbal/Traditional Products: Value 2020-2025
Table 66 Forecast Sales of Herbal/Traditional Products: % Value Growth 2020-2025

Paediatric Consumer Health in Estonia

KEY DATA FINDINGS

2020 IMPACT

Higher standards of living lead more parents to give their children paediatric-specific medicine

Wider distribution the key to boosting sales of paediatric products

International players dominate through wide distribution and trusted brand presence

RECOVERY AND OPPORTUNITIES

Preventative medicine trend set to boost sales of paediatric vitamins and dietary supplements

OTC red tape will anchor sales to chemists/pharmacies

Paediatric ibuprofen set to realise its potential

CATEGORY DATA

Table 67 Sales of Paediatric Consumer Health by Category: Value 2015-2020
Table 68 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
Table 69 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
Table 70 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 71 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025

Sports Nutrition in Estonia

KEY DATA FINDINGS

2020 IMPACT

Closure of gyms reverses impact of wider interest in sports nutrition

Sports protein powder benefits from premiumisation

Robocop remains top player for sports nutrition

RECOVERY AND OPPORTUNITIES

Moderate growth expected for sports nutrition as health and wellness trend continues

Increased fragmentation with new entrants focusing on e-commerce channels

Standard varieties having more staying power among consumers

CATEGORY DATA

Table 72 Sales of Sports Nutrition by Category: Value 2015-2020
Table 73 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
Table 74 NBO Company Shares of Sports Nutrition: % Value 2016-2020
Table 75 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
Table 76 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
Table 77 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025

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