Consumer Health in Estonia

Consumer Health in Estonia

EXECUTIVE SUMMARY

Estonians’ interest in consumer health increases

Price-competition strengthens, while consumers’ rising health knowledge benefits smaller categories

Competitive landscape trends in 2019 are consumer-fuelled

Channels for non-OTC products are the more dynamic

A more moderate performance is predicted as maturity sets in

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 2 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2014-2019
Table 4 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 6 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 7 Distribution of Consumer Health by Format: % Value 2014-2019
Table 8 Distribution of Consumer Health by Format and Category: % Value 2019
Table 9 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 10 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

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in Estonia

HEADLINES

PROSPECTS

Increasing lifestyle stress sustains demand for analgesics

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

New formats may face consumer resistance, while online pharmacies offer a healthy source of growth

COMPETITIVE LANDSCAPE

Nycomed leads a stable category

Perskindol is boosted by the preference for natural, while Nurofen gives the category something to chew on

Strong brand loyalty prevails

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2014-2019
Table 12 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Analgesics: % Value 2015-2019
Table 14 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 15 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

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

HEADLINES

PROSPECTS

Value sales growth is achieved despite a milder flu season in 2019

Price rises are mild thanks to regulations

Consumers increasingly seek natural cough remedies

COMPETITIVE LANDSCAPE

Foreign companies have the go-to brands

Tried-and-tested names can weather the unpredictability of flu seasons

New formats provide a USP amid high competition

CATEGORY DATA

Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Dermatologicals in Estonia

HEADLINES

PROSPECTS

Self-medication prevails as stigmatisation lingers

Rising health-awareness allows consumers to cut down on dermatologicals

Internet consultation and sales can overcome the stigma of buying dermatologicals

COMPETITIVE LANDSCAPE

Bayer leads the way

A solid reputation for quality is key for brands

Switches to OTC and online information investment could offer sales potential

CATEGORY DATA

Table 23 Sales of Dermatologicals by Category: Value 2014-2019
Table 24 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 25 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 26 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 27 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 28 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Dietary Supplements in Estonia

HEADLINES

PROSPECTS

Growth remains solid thanks to increasingly health-conscious Estonians

Widening product access encourages a stronger consumer base

Establishing a regular presence with a strong brand will be key

COMPETITIVE LANDSCAPE

Orkla leads, anchored in the chemists/pharmacies channel

Private label is finding its consumer base thanks to distribution advantage

A raft of new launches caters to everyone

CATEGORY DATA

Table 29 Sales of Dietary Supplements by Category: Value 2014-2019
Table 30 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 31 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 32 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 33 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 34 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 35 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Digestive Remedies in Estonia

HEADLINES

PROSPECTS

Less healthy lifestyles and an improving economy boost digestive remedies

A switch has made all the difference for proton pump inhibitors

Performance factors vary across digestive remedies

COMPETITIVE LANDSCAPE

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

International names dominate, but the natural trend favours local players

Opportunities exist in untapped and niche categories

CATEGORY DATA

Table 36 Sales of Digestive Remedies by Category: Value 2014-2019
Table 37 Sales of Digestive Remedies by Category: % Value Growth 2014-2019
Table 38 NBO Company Shares of Digestive Remedies: % Value 2015-2019
Table 39 LBN Brand Shares of Digestive Remedies: % Value 2016-2019
Table 40 Forecast Sales of Digestive Remedies by Category: Value 2019-2024
Table 41 Forecast Sales of Digestive Remedies by Category: % Value Growth 2019-2024

Herbal/Traditional Products in Estonia

HEADLINES

PROSPECTS

More consumers choose the natural path to health

More ways to reach consumers thanks to less red tape

Producers strive to unlock potential of these categories

COMPETITIVE LANDSCAPE

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

More convenient formats are launched

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

CATEGORY DATA

Table 42 Sales of Herbal/Traditional Products: Value 2014-2019
Table 43 Sales of Herbal/Traditional Products: % Value Growth 2014-2019
Table 44 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 45 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 46 Forecast Sales of Herbal/Traditional Products: Value 2019-2024
Table 47 Forecast Sales of Herbal/Traditional Products: % Value Growth 2019-2024

Paediatric Consumer Health in Estonia

HEADLINES

PROSPECTS

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

OTC red tape will anchor sales to chemists/pharmacies

Paediatric ibuprofen begins to realise its potential

COMPETITIVE LANDSCAPE

Solid distribution is pivotal in achieving category success

Paediatric vitamins and dietary supplements offers key operating advantages

Innovation leans on new product formats and flavours

CATEGORY DATA

Table 48 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 49 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 50 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 51 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 52 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Sports Nutrition in Estonia

HEADLINES

PROSPECTS

A more active population discovers sports nutrition

Sports protein powder benefits from premiumisation

Distribution widens as more consumers embrace the offering

COMPETITIVE LANDSCAPE

Robocop is still box office for sports nutrition

International names dominate a category that is tough to crack

Standard varieties having more staying power among consumers

CATEGORY DATA

Table 53 Sales of Sports Nutrition by Category: Value 2014-2019
Table 54 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 55 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 56 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 57 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 58 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Vitamins in Estonia

HEADLINES

PROSPECTS

The health trend and favourable market conditions attract more producers

Price-competition is high, but premiumisation is rising too

Wider distribution options benefit non-OTC vitamins

COMPETITIVE LANDSCAPE

GSK and Nycomed lead a fragmented category

Products become more advanced

Private label is on the rise

CATEGORY DATA

Table 59 Sales of Vitamins by Category: Value 2014-2019
Table 60 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 61 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 62 NBO Company Shares of Vitamins: % Value 2015-2019
Table 63 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 64 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 65 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Weight Management and Wellbeing in Estonia

HEADLINES

PROSPECTS

Increasing health-awareness makes Estonians more selective in product choice

Meal replacement benefits from consumer emphasis on dieting

Healthy competition is set to stimulate weight loss supplements

COMPETITIVE LANDSCAPE

Herbalife still tips the scales in weight management and wellbeing

Domestic production is slim, but set to bulk up

Consumer behaviour is strongly dictating channel trends

CATEGORY DATA

Table 66 Sales of Weight Management and Wellbeing by Category: Value 2014-2019
Table 67 Sales of Weight Management and Wellbeing by Category: % Value Growth 2014-2019
Table 68 NBO Company Shares of Weight Management and Wellbeing: % Value 2015-2019
Table 69 LBN Brand Shares of Weight Management and Wellbeing: % Value 2016-2019
Table 70 Forecast Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 71 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024

Wound Care in Estonia

HEADLINES

PROSPECTS

Higher consumer spending favours added-value wound care

Sticking plasters/adhesive bandages cover the most demand

Distribution channels vary by category, with sticking plasters the most omnipresent

COMPETITIVE LANDSCAPE

Most players cannot graze the top three producers

Smaller wound care producers struggle with low-end positioning

Improving economy to foster innovation development

CATEGORY DATA

Table 72 Sales of Wound Care by Category: Value 2014-2019
Table 73 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 74 NBO Company Shares of Wound Care: % Value 2015-2019
Table 75 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 76 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 77 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024

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