Consumer Health in Finland

Consumer Health in Finland

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 Penetration of Private Label in Consumer Health by Category: % Value 2015-2020
Table 8 Distribution of Consumer Health by Format: % Value 2015-2020
Table 9 Distribution of Consumer Health by Format and Category: % Value 2020
Table 10 Forecast Sales of Consumer Health by Category: Value 2020-2025
Table 11 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

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in Finland

KEY DATA FINDINGS

2020 IMPACT

Adult acetaminophen used as remedy for COVID-19

Paediatric ibuprofen expands its range

Orion leads the way

RECOVERY AND OPPORTUNITIES

Sales to normalise from COVID-19 influences by 2022

Innovations likely to drive value sales growth

GSK could close gap further on leader Orion

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2015-2020
Table 13 Sales of Analgesics by Category: % Value Growth 2015-2020
Table 14 NBO Company Shares of Analgesics: % Value 2016-2020
Table 15 LBN Brand Shares of Analgesics: % Value 2017-2020
Table 16 Forecast Sales of Analgesics by Category: Value 2020-2025
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025

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

KEY DATA FINDINGS

2020 IMPACT

Consumers stock up, while nasal sprays and combination products lead growth

More products feature trendy ingredients

Consumers reach for the biggest names as they stock up in 2020

RECOVERY AND OPPORTUNITIES

Sales ripples caused by stockpiling to even out by 2022

Leading channel chemists/pharmacies to see competition strengthen

Private label could make stronger inroads as recession hits Finland

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025

Digestive Remedies in Finland

KEY DATA FINDINGS

2020 IMPACT

Less call for digestive remedies in 2020 as the pandemic creates a standstill

Sales of H2 blockers plummet, while antacids and digestive enzymes are supported by modern lifestyle stresses

Leaders’ shares steadier than previously, amid general fall in demand

RECOVERY AND OPPORTUNITIES

Quick return to normal predicted, with digestive enzymes to lead growth

Competition to strengthen within leading category laxatives

Paediatric laxatives niche shows potential

CATEGORY DATA

Table 24 Sales of Digestive Remedies by Category: Value 2015-2020
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
Table 26 NBO Company Shares of Digestive Remedies: % Value 2016-2020
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025

Dermatologicals in Finland

KEY DATA FINDINGS

2020 IMPACT

Home isolation reduces need for several dermatological products

Self-care trend for vaginal antifungals strengthens amid pandemic

Leading companies show stability in the face of COVID-19

RECOVERY AND OPPORTUNITIES

Innovation increasingly key in uncertain aftermath of 2020

Price spectrum is widening in cold sore treatments

Ratiopharm to intensify competition in vaginal antifungals

CATEGORY DATA

Table 30 Sales of Dermatologicals by Category: Value 2015-2020
Table 31 Sales of Dermatologicals by Category: % Value Growth 2015-2020
Table 32 NBO Company Shares of Dermatologicals: % Value 2016-2020
Table 33 LBN Brand Shares of Dermatologicals: % Value 2017-2020
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2017-2020
Table 35 Forecast Sales of Dermatologicals by Category: Value 2020-2025
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025

NRT Smoking Cessation Aids in Finland

KEY DATA FINDINGS

2020 IMPACT

Intensifying health fears and shortage of snus elevate NRT smoking cessation aids in 2020

Products are readily accessible, but e-commerce is boosted the most in 2020

Sales highly concentrated and more innovation needed

RECOVERY AND OPPORTUNITIES

COVID-19’s impacts on health-awareness and finances favour sales, but long-term growth prospects limited by shrinking smoking prevalence

Tobacco-free snuss trend to keep other NRT the growth leader

Competition may arise from heated tobacco, with consumers prizing innovation

CATEGORY INDICATORS

Table 37 Number of Smokers by Gender 2015-2020

CATEGORY DATA

Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2015-2020
Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2016-2020
Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2017-2020
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025

Sleep Aids in Finland

KEY DATA FINDINGS

2020 IMPACT

COVID-19 adds to reasons for restlessness, promoting further need for sleep aids

New innovations arise from melatonin wave

Consumer loyalty is lower in sleep aids

RECOVERY AND OPPORTUNITIES

Economic uncertainty to support sales, while melatonin’s influence is set to grow

Value sales growth to be boosted by new formats that grab attention

Modern grocery retailers to awaken more Finns to sleep aids, while e-commerce is also set to strengthen

CATEGORY DATA

Table 44 Sales of Sleep Aids: Value 2015-2020
Table 45 Sales of Sleep Aids: % Value Growth 2015-2020
Table 46 NBO Company Shares of Sleep Aids: % Value 2016-2020
Table 47 LBN Brand Shares of Sleep Aids: % Value 2017-2020
Table 48 Forecast Sales of Sleep Aids: Value 2020-2025
Table 49 Forecast Sales of Sleep Aids: % Value Growth 2020-2025

Eye Care in Finland

KEY DATA FINDINGS

2020 IMPACT

Momentum in standard eye care stalled by pandemic as consumer priorities shift

Competition heating up in standard eye care

Brands present in other categories show successful crossover into eye care

RECOVERY AND OPPORTUNITIES

Eye care poised for quick return to volume growth

Players set to add value through supplements

Private label has stronger potential as consumers economise

CATEGORY DATA

Table 50 Sales of Eye Care by Category: Value 2015-2020
Table 51 Sales of Eye Care by Category: % Value Growth 2015-2020
Table 52 NBO Company Shares of Eye Care: % Value 2016-2020
Table 53 LBN Brand Shares of Eye Care: % Value 2017-2020
Table 54 Forecast Sales of Eye Care by Category: Value 2020-2025
Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2020-2025

Wound Care in Finland

KEY DATA FINDINGS

2020 IMPACT

Social isolation curbing demand for wound care

More sophisticated products are being seen

Leaders’ brands are well anchored for pandemic headwinds

RECOVERY AND OPPORTUNITIES

Quick bounce back expected, with rising sophistication set to influence future sales

Growth potential exists in complete care solutions and artistic designs

Economic contraction could see private label accelerate

CATEGORY DATA

Table 56 Sales of Wound Care by Category: Value 2015-2020
Table 57 Sales of Wound Care by Category: % Value Growth 2015-2020
Table 58 NBO Company Shares of Wound Care: % Value 2016-2020
Table 59 LBN Brand Shares of Wound Care: % Value 2017-2020
Table 60 Forecast Sales of Wound Care by Category: Value 2020-2025
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025

Vitamins in Finland

KEY DATA FINDINGS

2020 IMPACT

Consumers intensify efforts to build up their immunity and bolster general health levels, jolted by COVID-19 arrival

Stronger vitamin products are seen

Challenges for leader Orion in a crowded category

RECOVERY AND OPPORTUNITIES

Sales set to normalise from 2022, while format and flavour development will deepen

Specific positioning key to growth

Streamlining needed frequently to stay in growth territory

CATEGORY DATA

Table 62 Sales of Vitamins by Category: Value 2015-2020
Table 63 Sales of Vitamins by Category: % Value Growth 2015-2020
Table 64 Sales of Multivitamins by Positioning: % Value 2015-2020
Table 65 NBO Company Shares of Vitamins: % Value 2016-2020
Table 66 LBN Brand Shares of Vitamins: % Value 2017-2020
Table 67 Forecast Sales of Vitamins by Category: Value 2020-2025
Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025

Dietary Supplements in Finland

KEY DATA FINDINGS

2020 IMPACT

COVID-19 raises consumers’ awareness of need to strengthen immune system and mineral intake

Consumers now also look to dietary supplements for beautification

Verman is active in responding to current trends in crowded category

RECOVERY AND OPPORTUNITIES

Sales growth is here to stay as consumers cultivate stronger self-care habits

Herbal/traditional products to take share from standard types

Fine margins between leading sales channels influenced differently by pandemic

CATEGORY DATA

Table 69 Sales of Dietary Supplements by Category: Value 2015-2020
Table 70 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
Table 71 Sales of Dietary Supplements by Positioning: % Value 2015-2020
Table 72 NBO Company Shares of Dietary Supplements: % Value 2016-2020
Table 73 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
Table 74 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025

Weight Management and Wellbeing in Finland

KEY DATA FINDINGS

2020 IMPACT

Home seclusion decreases demand for category further, with Finns still unconvinced about weight management and wellbeing products

The wellbeing niche is the only growth area

Orkla and Midsona remain at the top, but others are beginning to challenge

RECOVERY AND OPPORTUNITIES

Normalisation expected from 2021, but overall demand set to shrink further

Shift from weight management to wellbeing will continue

Slimming teas to be boosted by the natural trend

CATEGORY DATA

Table 76 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025

Sports Nutrition in Finland

KEY DATA FINDINGS

2020 IMPACT

Gym closures eat into demand for on-the-go sports nutrition

Convenience and flavour driving sports protein RTD

Long-time leaders in danger of being overtaken by competitors

RECOVERY AND OPPORTUNITIES

Mixed performances anticipated over forecast period as gym-going resumes

Protein/energy bars to be more influenced by the natural trend

Active social media presence and e-commerce platforms are increasingly key

CATEGORY DATA

Table 82 Sales of Sports Nutrition by Category: Value 2015-2020
Table 83 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
Table 84 NBO Company Shares of Sports Nutrition: % Value 2016-2020
Table 85 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
Table 86 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025

Herbal/Traditional Products in Finland

KEY DATA FINDINGS

2020 IMPACT

Sales accelerate as consumers invest in greater self-care amid COVID-19 outbreak

Pandemic could expose herbal/traditional products to wider consumer base

Crowded category headed by Cloetta Suomi Oy

RECOVERY AND OPPORTUNITIES

Convenient products with natural ingredients will be just the tonic for health-vigilant Finns in the wake of COVID-19

Unique local ingredients in Finland represent a natural opportunity

Consumers looking to restore emotional balance following pandemic chaos

CATEGORY DATA

Table 88 Sales of Herbal/Traditional Products by Category: Value 2015-2020
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2015-2020
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2020-2025
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025

Paediatric Consumer Health in Finland

KEY DATA FINDINGS

2020 IMPACT

Vitamins and dietary supplements accelerates

Acetaminophen demand surges the most, but ibuprofen looks here to stay

GSK and Orion maintain the leading ranks, boosted by consumers now relying more on the big names

RECOVERY AND OPPORTUNITIES

Sales predicted to normalise from 2022

Players face maturity challenges over the longer term

Convenience and attractive aesthetics important for keeping customers

CATEGORY DATA

Table 94 Sales of Paediatric Consumer Health by Category: Value 2015-2020
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
Table 96 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
Table 97 NBO Company Shares of Paediatric Consumer Health: % Value 2016-2020
Table 98 LBN Brand Shares of Paediatric Consumer Health: % Value 2017-2020
Table 99 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 100 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025

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