Consumer Health in Estonia

Consumer Health in Estonia

EXECUTIVE SUMMARY

Consumer health grows despite fewer changes in trends and regulations

Development starts to slow as some categories approach maturity

Although leading players maintain positions, market becomes more fragmented

Chemists/pharmacies remains the main distribution channel

Declining consumer base and increasing competition is expected

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2013-2018
Table 2 Life Expectancy at Birth 2013-2018

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2013-2018
Table 4 Sales of Consumer Health by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Consumer Health: % Value 2014-2018
Table 6 LBN Brand Shares of Consumer Health: % Value 2015-2018
Table 7 Distribution of Consumer Health by Format: % Value 2013-2018
Table 8 Distribution of Consumer Health by Format and Category: % Value 2018
Table 9 Forecast Sales of Consumer Health by Category: Value 2018-2023
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2018-2023

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

Summary 1 OTC: Switches

DEFINITIONS

SOURCES

Summary 2 Research Sources

Analgesics in Estonia

HEADLINES

PROSPECTS

Consumer base expands due to changing lifestyles

Newer OTC products witness better growth in 2018

Consumers are used to existing formats and innovation is not always accepted well

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare leads analgesics sales

UAB Norameda Eesti attains fastest growth by offering a natural topical analgesic

Brand loyalty remains high in analgesics

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2013-2018
Table 12 Sales of Analgesics by Category: % Value Growth 2013-2018
Table 13 Sales of Topical Analgesics/Anaesthetic by Format: % Value 2013-2018
Table 14 NBO Company Shares of Analgesics: % Value 2014-2018
Table 15 LBN Brand Shares of Analgesics: % Value 2015-2018
Table 16 Forecast Sales of Analgesics by Category: Value 2018-2023
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2018-2023

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

HEADLINES

PROSPECTS

Cough, cold and allergy (hay fever) remedies remains a seasonal product

Unit price stability is a key factor in value performance

Flu season and new product developments influence growth

COMPETITIVE LANDSCAPE

Established brands lead sales

Competition pushes producers to look for new options

International players dominate cough, cold and allergy (hay fever) remedies

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2013-2018
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2013-2018
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2014-2018
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2018
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023

Dermatologicals in Estonia

HEADLINES

PROSPECTS

Dermatologicals remains a stigmatised category

Dermatologicals shows signs of maturity

Online pharmacies helps overcome stigma

COMPETITIVE LANDSCAPE

Competitive landscape sees fewer changes

Brand awareness tends to define success of international players’ products

Companies may use stigma to their advantage

CATEGORY DATA

Table 24 Sales of Dermatologicals by Category: Value 2013-2018
Table 25 Sales of Dermatologicals by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of Dermatologicals: % Value 2014-2018
Table 27 LBN Brand Shares of Dermatologicals: % Value 2015-2018
Table 28 Forecast Sales of Dermatologicals by Category: Value 2018-2023
Table 29 Forecast Sales of Dermatologicals by Category: % Value Growth 2018-2023

Dietary Supplements in Estonia

HEADLINES

PROSPECTS

Dietary supplements becomes more fragmented

Growing consumer base benefits consumers in multiple ways

Competition is set to become even stronger

COMPETITIVE LANDSCAPE

Despite increasing competition leadership remains unchanged

International players dominate despite significant rise of domestic players

Producers choose very diverse strategies to succeed in dietary supplements

CATEGORY DATA

Table 30 Sales of Dietary Supplements by Category: Value 2013-2018
Table 31 Sales of Dietary Supplements by Category: % Value Growth 2013-2018
Table 32 Sales of Dietary Supplements by Positioning: % Value 2013-2018
Table 33 Sales of Fish Oils/Omega Fatty Acids by Type: % Value 2013-2018
Table 34 NBO Company Shares of Dietary Supplements: % Value 2014-2018
Table 35 LBN Brand Shares of Dietary Supplements: % Value 2015-2018
Table 36 Forecast Sales of Dietary Supplements by Category: Value 2018-2023
Table 37 Forecast Sales of Dietary Supplements by Category: % Value Growth 2018-2023

Digestive Remedies in Estonia

HEADLINES

PROSPECTS

Growth opportunities derive from lifestyle changes

Self-medication and OTC status benefit proton pump inhibitors

Different factors drive digestive remedies

COMPETITIVE LANDSCAPE

Fewer changes among leading players in 2018

International players outperform domestic producers

Despite obstacles to entry, options for new developments still exist

CATEGORY DATA

Table 38 Sales of Digestive Remedies by Category: Value 2013-2018
Table 39 Sales of Digestive Remedies by Category: % Value Growth 2013-2018
Table 40 NBO Company Shares of Digestive Remedies: % Value 2014-2018
Table 41 LBN Brand Shares of Digestive Remedies: % Value 2015-2018
Table 42 Forecast Sales of Digestive Remedies by Category: Value 2018-2023
Table 43 Forecast Sales of Digestive Remedies by Category: % Value Growth 2018-2023

Herbal/Traditional Products in Estonia

HEADLINES

PROSPECTS

Herbal/traditional products observes positive development

Herbal/traditional paediatric dietary supplements has greatest potential for growth

Status of dietary supplements benefits herbal/traditional products

COMPETITIVE LANDSCAPE

Bionorica remains the leading producer in Estonia

International players lead sales

Distribution and brand awareness are expected to remain key

CATEGORY DATA

Table 44 Sales of Herbal/Traditional Products: Value 2013-2018
Table 45 Sales of Herbal/Traditional Products: % Value Growth 2013-2018
Table 46 NBO Company Shares of Herbal/Traditional Products: % Value 2014-2018
Table 47 LBN Brand Shares of Herbal/Traditional Products: % Value 2015-2018
Table 48 Forecast Sales of Herbal/Traditional Products: Value 2018-2023
Table 49 Forecast Sales of Herbal/Traditional Products: % Value Growth 2018-2023

Paediatric Consumer Health in Estonia

HEADLINES

PROSPECTS

Changing consumer attitudes benefit the category

Paediatric ibuprofen has greatest potential for growth

Dominance of OTC products defines distribution channels

COMPETITIVE LANDSCAPE

Reckitt Benckiser Poland secures a leading position in 2018

Paediatric vitamins and dietary supplements is expected to drive innovation

Producers are expected to focus on brand awareness

CATEGORY DATA

Table 50 Sales of Paediatric Consumer Health by Category: Value 2013-2018
Table 51 Sales of Paediatric Consumer Health by Category: % Value Growth 2013-2018
Table 52 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2018
Table 53 Forecast Sales of Paediatric Consumer Health by Category: Value 2018-2023
Table 54 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023

Sports Nutrition in Estonia

HEADLINES

PROSPECTS

Sports nutrition remains a developing category, but starts to stabilise

Shift towards higher quality and expensive products defines best performing category

Internet retailing is a prominent channel in sports nutrition

COMPETITIVE LANDSCAPE

Robocop maintains it leadership due to active support for its products

Sports nutrition observes high rotation of players

Estonians tend to focus on standard products more and less on innovation

CATEGORY DATA

Table 55 Sales of Sports Nutrition by Category: Value 2013-2018
Table 56 Sales of Sports Nutrition by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Sports Nutrition: % Value 2014-2018
Table 58 LBN Brand Shares of Sports Nutrition: % Value 2015-2018
Table 59 Forecast Sales of Sports Nutrition by Category: Value 2018-2023
Table 60 Forecast Sales of Sports Nutrition by Category: % Value Growth 2018-2023

Vitamins in Estonia

HEADLINES

PROSPECTS

Legislation on OTC products impacts vitamins

Vitamins is a developing category

Established brands and new players tend to use different channels

COMPETITIVE LANDSCAPE

Leaders maintain dominance in vitamins

Domestic producers continue active development

Private label enters the category

CATEGORY DATA

Table 61 Sales of Vitamins by Category: Value 2013-2018
Table 62 Sales of Vitamins by Category: % Value Growth 2013-2018
Table 63 Sales of Multivitamins by Positioning: % Value 2013-2018
Table 64 NBO Company Shares of Vitamins: % Value 2014-2018
Table 65 LBN Brand Shares of Vitamins: % Value 2015-2018
Table 66 Forecast Sales of Vitamins by Category: Value 2018-2023
Table 67 Forecast Sales of Vitamins by Category: % Value Growth 2018-2023

Weight Management and Wellbeing in Estonia

HEADLINES

PROSPECTS

Government efforts to promote healthy living influence weight management

Price competition prevents meal replacement observing fastest growth

Developments in dietary supplements also impact weight management

COMPETITIVE LANDSCAPE

Leader remains the same despite weakening position

International players dominate weight management

Distribution commonly defines success of weight management products

CATEGORY DATA

Table 68 Sales of Weight Management and Wellbeing by Category: Value 2013-2018
Table 69 Sales of Weight Management and Wellbeing by Category: % Value Growth 2013-2018
Table 70 NBO Company Shares of Weight Management and Wellbeing: % Value 2014-2018
Table 71 LBN Brand Shares of Weight Management and Wellbeing: % Value 2015-2018
Table 72 Forecast Sales of Weight Management and Wellbeing by Category: Value 2018-2023
Table 73 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023

Wound Care in Estonia

HEADLINES

PROSPECTS

Sticking plasters/adhesive bandages largely defines performance of wound care

Improving purchasing power is major driving force in value sales

Distribution varies for all wound care categories

COMPETITIVE LANDSCAPE

Large international players dominate wound care

Brand loyalty and fast brand rotation are observed simultaneously

Focus shifts towards new formats and value-added products

CATEGORY DATA

Table 74 Sales of Wound Care by Category: Value 2013-2018
Table 75 Sales of Wound Care by Category: % Value Growth 2013-2018
Table 76 NBO Company Shares of Wound Care: % Value 2014-2018
Table 77 LBN Brand Shares of Wound Care: % Value 2015-2018
Table 78 Forecast Sales of Wound Care by Category: Value 2018-2023
Table 79 Forecast Sales of Wound Care by Category: % Value Growth 2018-2023

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