Consumer Health in Finland

Consumer Health in Finland

EXECUTIVE SUMMARY

Health and wellness trend and stressful lifestyles drive consumer health sales

The improving economy boosts 2018 value sales as innovative products emerge, while counterbalanced by intensifying competition

Consumer health remains fragmented and players present across all categories are rare

Consumer health products are sold increasingly online and in the grocery channel

Growth rates will remain positive, but slowed down by competition and the maturity of some large categories

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

Summary 1 OTC: Switches

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 Penetration of Private Label in Consumer Health by Category: % Value 2013-2018
Table 8 Distribution of Consumer Health by Format: % Value 2013-2018
Table 9 Distribution of Consumer Health by Format and Category: % Value 2018
Table 10 Forecast Sales of Consumer Health by Category: Value 2018-2023
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2018-2023

SOURCES

Summary 2 Research Sources

Analgesics in Finland

HEADLINES

PROSPECTS

Discussion of liberalising analgesics to new channels continues

Added-value formats and features counterbalance the lowering effect of generics

Switched naproxen and triptans likely to remain niche categories

COMPETITIVE LANDSCAPE

Local Orion maintains its lead amid intensifying competition

GSK Consumer Healthcare increases its share by extending its portfolio

Lower-cost Vitabalans Oy actively develops its portfolio

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2013-2018
Table 13 Sales of Analgesics by Category: % Value Growth 2013-2018
Table 14 Sales of Topical Analgesics/Anaesthetic by Format: % Value 2013-2018
Table 15 NBO Company Shares of Analgesics: % Value 2014-2018
Table 16 LBN Brand Shares of Analgesics: % Value 2015-2018
Table 17 Forecast Sales of Analgesics by Category: Value 2018-2023
Table 18 Forecast Sales of Analgesics by Category: % Value Growth 2018-2023

Dermatologicals in Finland

HEADLINES

PROSPECTS

Innovative launches in antifungals keep lifting value

Growth of other dermatologicals is limited by the increased number of generics

Systemic variants pose a threat to the growth of cold sore treatments

COMPETITIVE LANDSCAPE

Orion leads dermatologicals, but with a reduced share

Third-placed Bayer doubles its value share over the review period

Generics manufacturers Orifarm and Paranova set to gain share

CATEGORY DATA

Table 19 Sales of Dermatologicals by Category: Value 2013-2018
Table 20 Sales of Dermatologicals by Category: % Value Growth 2013-2018
Table 21 NBO Company Shares of Dermatologicals: % Value 2014-2018
Table 22 LBN Brand Shares of Dermatologicals: % Value 2015-2018
Table 23 LBN Brand Shares of Hair Loss Treatments: % Value 2015-2018
Table 24 Forecast Sales of Dermatologicals by Category: Value 2018-2023
Table 25 Forecast Sales of Dermatologicals by Category: % Value Growth 2018-2023

Digestive Remedies in Finland

HEADLINES

PROSPECTS

Hectic lifestyles and imbalanced diets increase demand for digestive remedies

Digestive enzymes benefits from broad channel presence

Laxatives and diarrhoeal remedies remain the largest sales generators

COMPETITIVE LANDSCAPE

Takeda and Janssen-Cilag lead digestive remedies thanks to extensive portfolios

PGT Healthcare and Bayer have strong positions in indigestion and heartburn remedies

Generics and private label slowly emerge

CATEGORY DATA

Table 26 Sales of Digestive Remedies by Category: Value 2013-2018
Table 27 Sales of Digestive Remedies by Category: % Value Growth 2013-2018
Table 28 NBO Company Shares of Digestive Remedies: % Value 2014-2018
Table 29 LBN Brand Shares of Digestive Remedies: % Value 2015-2018
Table 30 Forecast Sales of Digestive Remedies by Category: Value 2018-2023
Table 31 Forecast Sales of Digestive Remedies by Category: % Value Growth 2018-2023

Eye Care in Finland

HEADLINES

PROSPECTS

Standard eye care sales remain positive as Finns spend more time in front of screens

Cross-category brands likely to become more common

Ointments and other standard eye care increase their share of formats

COMPETITIVE LANDSCAPE

Thanks to a broad product portfolio Santen leads eye care sales

Orion and Bayer increase their value shares

Eye care is little affected by generics or private label

CATEGORY DATA

Table 32 Sales of Eye Care by Category: Value 2013-2018
Table 33 Sales of Eye Care by Category: % Value Growth 2013-2018
Table 34 Sales of Standard Eye Care by Format: % Value 2013-2018
Table 35 Sales of Standard Eye Care by Positioning: % Value 2013-2018
Table 36 NBO Company Shares of Eye Care: % Value 2014-2018
Table 37 LBN Brand Shares of Eye Care: % Value 2015-2018
Table 38 Forecast Sales of Eye Care by Category: Value 2018-2023
Table 39 Forecast Sales of Eye Care by Category: % Value Growth 2018-2023

Herbal/Traditional Products in Finland

HEADLINES

PROSPECTS

Cleaner and more natural alternatives are in demand but need careful positioning

Fashionable superfoods and biohacking are emerging trends that may take off in the forecast period

Herbal tonics set to be among the best-performing categories in the forecast period

COMPETITIVE LANDSCAPE

Two of the top three brands are medicated confectionery

Finnish Valioravinto and Hankintatukku Arno Latvus have strong and stable positions

Well-branded new ranges slowly increase their sales and have potential in the forecast period

CATEGORY DATA

Table 40 Sales of Herbal/Traditional Products by Category: Value 2013-2018
Table 41 Sales of Herbal/Traditional Products by Category: % Value Growth 2013-2018
Table 42 NBO Company Shares of Herbal/Traditional Products: % Value 2014-2018
Table 43 LBN Brand Shares of Herbal/Traditional Products: % Value 2015-2018
Table 44 Forecast Sales of Herbal/Traditional Products by Category: Value 2018-2023
Table 45 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2018-2023

NRT Smoking Cessation Aids in Finland

HEADLINES

PROSPECTS

NRT smoking cessation aids remain high in demand as negative sentiment towards smoking strengthens

The selection of NRT smoking cessation aids continues to swell

The sales role of the pharmacy channel shrinks further

COMPETITIVE LANDSCAPE

Nicorette and Nicotinell continue to dominate, but with reduced shares

New company entries challenge the leading players

Increased competition may affect unit prices negatively

CATEGORY INDICATORS

Table 46 Number of Smokers by Gender 2013-2018

CATEGORY DATA

Table 47 Sales of NRT Smoking Cessation Aids by Category: Value 2013-2018
Table 48 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2013-2018
Table 49 Sales of NRT Gum by Flavour: % Value 2013-2018
Table 50 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2014-2018
Table 51 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2015-2018
Table 52 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2018-2023
Table 53 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2018-2023

Paediatric Consumer Health in Finland

HEADLINES

PROSPECTS

Paediatric analgesics set to see healthy growth in the forecast period thanks to paediatric ibuprofen launches

Paediatric vitamins and dietary supplements needs more targeted launches

Convenience and easy-to-use features are highly important in paediatric consumer health

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare leads thanks to its strong position in paediatric analgesics

Second-placed Orion has an extended product portfolio

Local Verman and Vitabalans improve their rankings

CATEGORY DATA

Table 54 Sales of Paediatric Consumer Health by Category: Value 2013-2018
Table 55 Sales of Paediatric Consumer Health by Category: % Value Growth 2013-2018
Table 56 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2018
Table 57 NBO Company Shares of Paediatric Consumer Health: % Value 2014-2018
Table 58 LBN Brand Shares of Paediatric Consumer Health: % Value 2015-2018
Table 59 Forecast Sales of Paediatric Consumer Health by Category: Value 2018-2023
Table 60 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023

Sports Nutrition in Finland

HEADLINES

PROSPECTS

Sports protein bars reaches its peak and starts declining

Sports protein RTD remains a growth area

Sports non-protein products expected to achieve the best growth rates

COMPETITIVE LANDSCAPE

Local Func Food Finland and Leader Foods remain in the lead

Local dairy manufacturers expand their portfolios into sports nutrition

More manufacturers expand their sports protein products to packaged food protein offerings

CATEGORY DATA

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

Vitamins in Finland

HEADLINES

PROSPECTS

Regardless of some innovative launches, multivitamins suffers from maturity and high competition

Single vitamins sees healthier growth rates compared to multivitamins

Innovative formats expected to enter

COMPETITIVE LANDSCAPE

Thanks to its extensive portfolio, local Orion maintains the lead in vitamins

Pfizer and Verman improve their value shares

Private label’s position strengthens

CATEGORY DATA

Table 67 Sales of Vitamins by Category: Value 2013-2018
Table 68 Sales of Vitamins by Category: % Value Growth 2013-2018
Table 69 Sales of Multivitamins by Positioning: % Value 2013-2018
Table 70 NBO Company Shares of Vitamins: % Value 2014-2018
Table 71 LBN Brand Shares of Vitamins: % Value 2015-2018
Table 72 Forecast Sales of Vitamins by Category: Value 2018-2023
Table 73 Forecast Sales of Vitamins by Category: % Value Growth 2018-2023

Weight Management and Wellbeing in Finland

HEADLINES

PROSPECTS

The value of weight management products continues to erode

Could new types of products save meal replacement?

Fat binders remain one of the few growth areas in weight loss supplements

COMPETITIVE LANDSCAPE

Regional brands lead sales of weight management and wellbeing

Sales of fat binder brand XL-S increase in the review period

Ambronite enters meal replacement

CATEGORY DATA

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

Wound Care in Finland

HEADLINES

PROSPECTS

Value growth improves as manufacturers become active after several quiet years

Innovative brands have opportunities, although price remains an issue

Blister prevention plasters remains a strong growth area

COMPETITIVE LANDSCAPE

International brands remain in the lead

Private label’s position improves thanks to better portfolios

Opportunities for innovative speciality brands mean sales are likely to grow

CATEGORY DATA

Table 80 Sales of Wound Care by Category: Value 2013-2018
Table 81 Sales of Wound Care by Category: % Value Growth 2013-2018
Table 82 NBO Company Shares of Wound Care: % Value 2014-2018
Table 83 LBN Brand Shares of Wound Care: % Value 2015-2018
Table 84 Forecast Sales of Wound Care by Category: Value 2018-2023
Table 85 Forecast Sales of Wound Care by Category: % Value Growth 2018-2023

Dietary Supplements in Finland

HEADLINES

PROSPECTS

Minerals and fish oils suffer from maturity, but value can still be added

Well-positioned targeting of combination supplements is vital

Natural/herbal supplements expected to do well

COMPETITIVE LANDSCAPE

Brand strategy is important in fractured dietary supplements

All top players in dietary supplements are local

Increased sales in grocery retailing lift the share of private label and lower-priced brands

CATEGORY DATA

Table 86 Sales of Dietary Supplements by Category: Value 2013-2018
Table 87 Sales of Dietary Supplements by Category: % Value Growth 2013-2018
Table 88 Sales of Dietary Supplements by Positioning: % Value 2013-2018
Table 89 Sales of Fish Oils/Omega Fatty Acids by Type: % Value 2013-2018
Table 90 NBO Company Shares of Dietary Supplements: % Value 2014-2018
Table 91 LBN Brand Shares of Dietary Supplements: % Value 2015-2018
Table 92 Forecast Sales of Dietary Supplements by Category: Value 2018-2023
Table 93 Forecast Sales of Dietary Supplements by Category: % Value Growth 2018-2023

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

HEADLINES

PROSPECTS

Convenience supports sales of nasal sprays, the highest growth area

Grocery channel takes a large share of sales

Several areas offer opportunities for innovative products

COMPETITIVE LANDSCAPE

Orion leads fragmented cough, cold and allergy (hay fever) remedies

PGT Healthcare’s position improves

Medicated confectionery brands lead

CATEGORY DATA

Table 94 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2013-2018
Table 95 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2013-2018
Table 96 Sales of Decongestants by Category: Value 2013-2018
Table 97 Sales of Decongestants by Category: % Value Growth 2013-2018
Table 98 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2014-2018
Table 99 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2018
Table 100 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023
Table 101 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023

NRT Smoking Cessation Aids in Finland

HEADLINES

PROSPECTS

Demand for stronger melatonin products has a positive impact on value

Better availability in grocery retailing increases sales of sleep aids

More sophisticated products expected to be launched

COMPETITIVE LANDSCAPE

A complete reshuffle of brand rankings seen in the review period

Leading brands offer a melatonin portfolio with several products

Private label emerges in the pharmacy channel and could be launched in grocery retailing

CATEGORY DATA

Table 102 Sales of Sleep Aids: Value 2013-2018
Table 103 Sales of Sleep Aids: % Value Growth 2013-2018
Table 104 NBO Company Shares of Sleep Aids: % Value 2014-2018
Table 105 LBN Brand Shares of Sleep Aids: % Value 2015-2018
Table 106 Forecast Sales of Sleep Aids: Value 2018-2023
Table 107 Forecast Sales of Sleep Aids: % Value Growth 2018-2023

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