Consumer Health in Estonia

Consumer Health in Estonia

EXECUTIVE SUMMARY

Sales growth for health products continues

New regulation results in pharmacists recommending the cheapest OTC product

Stable environment turns companies to focus on marketing efforts and new products

Pharmacies transform themselves into walk-in stores

Future promises an increase in competition and a decline in population

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2012-2017
Table 2 Life Expectancy at Birth 2012-2017

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2012-2017
Table 4 Sales of Consumer Health by Category: % Value Growth 2012-2017
Table 5 NBO Company Shares of Consumer Health: % Value 2013-2017
Table 6 LBN Brand Shares of Consumer Health: % Value 2014-2017
Table 7 Distribution of Consumer Health by Format: % Value 2012-2017
Table 8 Distribution of Consumer Health by Format and Category: % Value 2017
Table 9 Forecast Sales of Consumer Health by Category: Value 2017-2022
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2017-2022

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

Summary 1 OTC: Switches 2016-2017

DEFINITIONS

SOURCES

Summary 2 Research Sources

Dietary Supplements in Estonia

HEADLINES

PROSPECTS

Multiple ingredients becoming more popular

Many new products available, as local producers increase activities

COMPETITIVE LANDSCAPE

Chemists/pharmacies remains the leading channel

Regulators warn consumers not to believe in miracles

Tonics have a few leading brands, but do not appeal to younger consumers

CATEGORY DATA

Summary 3 Dietary Supplements: Brand Ranking by Positioning 2017
Table 11 Sales of Dietary Supplements by Category: Value 2012-2017
Table 12 Sales of Dietary Supplements by Category: % Value Growth 2012-2017
Table 13 Sales of Dietary Supplements by Positioning: % Value 2012-2017
Table 14 Sales of Fish Oils/Omega Fatty Acids by Type: % Value 2012-2017
Table 15 NBO Company Shares of Dietary Supplements: % Value 2013-2017
Table 16 LBN Brand Shares of Dietary Supplements: % Value 2014-2017
Table 17 Forecast Sales of Dietary Supplements by Category: Value 2017-2022
Table 18 Forecast Sales of Dietary Supplements by Category: % Value Growth 2017-2022

Digestive Remedies in Estonia

HEADLINES

PROSPECTS

Increasing wages and modern lifestyles provide growth opportunities

High alcohol consumption supports digestive remedies

Stable sales could eventually be impacted by healthier living

COMPETITIVE LANDSCAPE

Leading companies hold a strong stable position

Seasonal marketing helps leading brands

Local producers continue to hold a minor market share

CATEGORY DATA

Table 19 Sales of Digestive Remedies by Category: Value 2012-2017
Table 20 Sales of Digestive Remedies by Category: % Value Growth 2012-2017
Table 21 NBO Company Shares of Digestive Remedies: % Value 2013-2017
Table 22 LBN Brand Shares of Digestive Remedies: % Value 2014-2017
Table 23 Forecast Sales of Digestive Remedies by Category: Value 2017-2022
Table 24 Forecast Sales of Digestive Remedies by Category: % Value Growth 2017-2022

Herbal/Traditional Products in Estonia

HEADLINES

PROSPECTS

Herbal products are associated with a healthy lifestyle

Paediatric dietary supplements shows potential as parents become more informed

Natural origins and herbal ingredients will continue to appeal

COMPETITIVE LANDSCAPE

Herbal products classified as OTC are seen as more effective

Traditional Estonian medicine still has its place

CATEGORY DATA

Table 25 Sales of Herbal/Traditional Products: Value 2012-2017
Table 26 Sales of Herbal/Traditional Products: % Value Growth 2012-2017
Table 27 NBO Company Shares of Herbal/Traditional Products: % Value 2013-2017
Table 28 LBN Brand Shares of Herbal/Traditional Products: % Value 2014-2017
Table 29 Forecast Sales of Herbal/Traditional Products: Value 2017-2022
Table 30 Forecast Sales of Herbal/Traditional Products: % Value Growth 2017-2022

Paediatric Consumer Health in Estonia

HEADLINES

PROSPECTS

New flavours help to increase market share

Parents make decisions without consulting a doctor

Preference for brick and mortar retailing when it comes to paediatric consumer health

COMPETITIVE LANDSCAPE

Fragmented competitive market in a declining environment

Birth rate expected to fall towards 2022, slowing sales

CATEGORY DATA

Table 31 Sales of Paediatric Consumer Health by Category: Value 2012-2017
Table 32 Sales of Paediatric Consumer Health by Category: % Value Growth 2012-2017
Table 33 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2014-2017
Table 34 Forecast Sales of Paediatric Consumer Health by Category: Value 2017-2022
Table 35 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2017-2022

Sports Nutrition in Estonia

HEADLINES

PROSPECTS

Sports nutrition reaches the mainstream consumer

Word of mouth recommendations support sales to amateur sports people

Something for everyone

COMPETITIVE LANDSCAPE

Experienced leading company has consumers’ confidence

Multiple smaller retailers with a varied offer

CATEGORY DATA

Table 36 Sales of Sports Nutrition by Category: Value 2012-2017
Table 37 Sales of Sports Nutrition by Category: % Value Growth 2012-2017
Table 38 NBO Company Shares of Sports Nutrition: % Value 2013-2017
Table 39 LBN Brand Shares of Sports Nutrition: % Value 2014-2017
Table 40 Forecast Sales of Sports Nutrition by Category: Value 2017-2022
Table 41 Forecast Sales of Sports Nutrition by Category: % Value Growth 2017-2022

Weight Management and Wellbeing in Estonia

HEADLINES

PROSPECTS

Estonians’ interest in health and well-being will continue

Seasonal marketing supports year-round sales

Articles on the internet help to make the right choice

COMPETITIVE LANDSCAPE

Fragmented category dominated by international companies

CATEGORY DATA

Table 42 Sales of Weight Management and Wellbeing by Category: Value 2012-2017
Table 43 Sales of Weight Management and Wellbeing by Category: % Value Growth 2012-2017
Table 44 NBO Company Shares of Weight Management and Wellbeing: % Value 2013-2017
Table 45 LBN Brand Shares of Weight Management and Wellbeing: % Value 2014-2017
Table 46 Forecast Sales of Weight Management and Wellbeing by Category: Value 2017-2022
Table 47 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2017-2022

Wound Care in Estonia

HEADLINES

PROSPECTS

Growing consumer awareness and car-based first aid kits to support sales

Mature category remains stable with minor innovations in terms of package sizes

Internet sales not economical

COMPETITIVE LANDSCAPE

Well-established brands hold most of the market

Companies branching out to other areas

CATEGORY DATA

Table 48 Sales of Wound Care by Category: Value 2012-2017
Table 49 Sales of Wound Care by Category: % Value Growth 2012-2017
Table 50 NBO Company Shares of Wound Care: % Value 2013-2017
Table 51 LBN Brand Shares of Wound Care: % Value 2014-2017
Table 52 Forecast Sales of Wound Care by Category: Value 2017-2022
Table 53 Forecast Sales of Wound Care by Category: % Value Growth 2017-2022

Dermatologicals in Estonia

HEADLINES

PROSPECTS

Anonymity of the internet prompts discussion without awkwardness

Growth lies in targeted internet marketing

COMPETITIVE LANDSCAPE

Room for competition with specific active ingredients

Domestic origin not an important factor for the customer

Lack of innovation is no threat to sales

CATEGORY DATA

Table 54 Sales of Dermatologicals by Category: Value 2012-2017
Table 55 Sales of Dermatologicals by Category: % Value Growth 2012-2017
Table 56 NBO Company Shares of Dermatologicals: % Value 2013-2017
Table 57 LBN Brand Shares of Dermatologicals: % Value 2014-2017
Table 58 Forecast Sales of Dermatologicals by Category: Value 2017-2022
Table 59 Forecast Sales of Dermatologicals by Category: % Value Growth 2017-2022

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

HEADLINES

PROSPECTS

Marketing during media coverage of flu season can affect sales growth

Pharmacists play an increasingly important role in consumer choice

Change in purchasing patterns possible due to new law

COMPETITIVE LANDSCAPE

Products with a long history prevail over the competition

Consumers trust international brands

CATEGORY DATA

Table 60 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2012-2017
Table 61 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2012-2017
Table 62 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2013-2017
Table 63 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2014-2017
Table 64 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2017-2022
Table 65 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2017-2022

Analgesics in Estonia

HEADLINES

PROSPECTS

Modern working environments increase usage of analgesics

Use of acetaminophen growing as considered a safe remedy during flu season

Consumers choose the product formats they are familiar with

COMPETITIVE LANDSCAPE

Dominant brands have strong marketing support in Estonia

Shelf-presence pays off

Competition to increase in topical analgesics

CATEGORY DATA

Table 66 Sales of Analgesics by Category: Value 2012-2017
Table 67 Sales of Analgesics by Category: % Value Growth 2012-2017
Table 68 Sales of Topical Analgesics/Anaesthetic by Format: % Value 2012-2017
Table 69 NBO Company Shares of Analgesics: % Value 2013-2017
Table 70 LBN Brand Shares of Analgesics: % Value 2014-2017
Table 71 Forecast Sales of Analgesics by Category: Value 2017-2022
Table 72 Forecast Sales of Analgesics by Category: % Value Growth 2017-2022

Vitamins in Estonia

HEADLINES

PROSPECTS

Lack of sunlight gives marketing an edge

Consumers can afford higher quality

Advertising in print media to remain effective

COMPETITIVE LANDSCAPE

New products highlight market trends

Niche products can be sold for higher prices

CATEGORY DATA

Summary 4 : Brand Ranking by Positioning 2017
Table 73 Sales of Vitamins by Category: Value 2012-2017
Table 74 Sales of Vitamins by Category: % Value Growth 2012-2017
Table 75 Sales of Multivitamins by Positioning: % Value 2012-2017
Table 76 NBO Company Shares of Vitamins: % Value 2013-2017
Table 77 LBN Brand Shares of Vitamins: % Value 2014-2017
Table 78 Forecast Sales of Vitamins by Category: Value 2017-2022
Table 79 Forecast Sales of Vitamins by Category: % Value Growth 2017-2022

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