Consumer Health in Finland

Consumer Health in Finland

EXECUTIVE SUMMARY

The health and wellness trend and stressful lifestyles boost consumer health

Consumer health value sales are rebounding after some challenging years

Competition is tightening as more players enter

Consumer health channels are undergoing major changes in Finland

Demand for consumer health products will remain high, but competition will limit value growth

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 Penetration of Private Label in Consumer Health by Category: % Value 2012-2017
Table 8 Distribution of Consumer Health by Format: % Value 2012-2017
Table 9 Distribution of Consumer Health by Format and Category: % Value 2017
Table 10 Forecast Sales of Consumer Health by Category: Value 2017-2022
Table 11 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

Analgesics in Finland

HEADLINES

PROSPECTS

New entries revive mature analgesics temporarily in 2016-2017

Analgesics could be easier to buy in the future

Liberalisation could be on the agenda in topical analgesics

COMPETITIVE LANDSCAPE

Regardless of a higher number of economic options, brands from local player Orion still appeal

Penetration rates in generics in analgesics are at different levels

Branded products set to achieve better sales

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2012-2017
Table 13 Sales of Analgesics by Category: % Value Growth 2012-2017
Table 14 Sales of Topical Analgesics/Anaesthetic by Format: % Value 2012-2017
Table 15 NBO Company Shares of Analgesics: % Value 2013-2017
Table 16 LBN Brand Shares of Analgesics: % Value 2014-2017
Table 17 Forecast Sales of Analgesics by Category: Value 2017-2022
Table 18 Forecast Sales of Analgesics by Category: % Value Growth 2017-2022

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

HEADLINES

PROSPECTS

An increasing number of lower-price products restricts value growth

Grocery retailers will generate more sales

Innovative application formats offer opportunities in decongestants and allergy care

COMPETITIVE LANDSCAPE

Local player Orion leads the fragmented category

Polarisation is likely to take place in the forecast period

CATEGORY DATA

Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2012-2017
Table 20 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2012-2017
Table 21 Sales of Decongestants by Category: Value 2012-2017
Table 22 Sales of Decongestants by Category: % Value Growth 2012-2017
Table 23 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2013-2017
Table 24 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2014-2017
Table 25 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2017-2022
Table 26 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2017-2022

Dermatologicals in Finland

HEADLINES

PROSPECTS

Dermatological product sales are polarising in Finland

Competition from systemic variants in treating skin conditions restricts growth

COMPETITIVE LANDSCAPE

Local player Orion remains the leader in dermatologicals, but its lead is reduced

Orifarm’s portfolio in dermatologicals is extended strongly in 2016-2017

The outlook for generics is positive overall

CATEGORY DATA

Table 27 Sales of Dermatologicals by Category: Value 2012-2017
Table 28 Sales of Dermatologicals by Category: % Value Growth 2012-2017
Table 29 NBO Company Shares of Dermatologicals: % Value 2013-2017
Table 30 LBN Brand Shares of Dermatologicals: % Value 2014-2017
Table 31 LBN Brand Shares of Hair Loss Treatments: % Value 2014-2017
Table 32 Forecast Sales of Dermatologicals by Category: Value 2017-2022
Table 33 Forecast Sales of Dermatologicals by Category: % Value Growth 2017-2022

Dietary Supplements in Finland

HEADLINES

PROSPECTS

Mature categories suffer from saturation, while innovative launches still capture sales

A stronger economy will raise demand for value-added products

The beauty-from-inside boom continues as innovative products enter

COMPETITIVE LANDSCAPE

Private label has strengthened but is maturing

Dietary supplements is fractured

Trust in Finnish and other Scandinavian brands is high

CATEGORY DATA

Summary 3 Dietary Supplements: Brand Ranking by Positioning 2017
Table 34 Sales of Dietary Supplements by Category: Value 2012-2017
Table 35 Sales of Dietary Supplements by Category: % Value Growth 2012-2017
Table 36 Sales of Dietary Supplements by Positioning: % Value 2012-2017
Table 37 Sales of Fish Oils/Omega Fatty Acids by Type: % Value 2012-2017
Table 38 NBO Company Shares of Dietary Supplements: % Value 2013-2017
Table 39 LBN Brand Shares of Dietary Supplements: % Value 2014-2017
Table 40 Forecast Sales of Dietary Supplements by Category: Value 2017-2022
Table 41 Forecast Sales of Dietary Supplements by Category: % Value Growth 2017-2022

Digestive Remedies in Finland

HEADLINES

PROSPECTS

Stressful lifestyles and imbalanced diets boost demand for digestive remedies

Demand for the category will remain high, and more generics will appear

As the highest-growing category, digestive enzymes offers good opportunities in the forecast period

COMPETITIVE LANDSCAPE

Unlike in many other categories of consumer health, international brands lead sales in digestive remedies

More innovation is likely

Generics have a weak position in digestive remedies, but this will be changing slowly

CATEGORY DATA

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

Eye Care in Finland

HEADLINES

PROSPECTS

Standard eye care sales are boosted as more Finns are suffering from eye-related problems

Standard eye care to continue to outperform allergy eye care

Eye care sprays and ointments appeal to consumers

COMPETITIVE LANDSCAPE

International brands lead eye care while standard brands are challenged by innovative launches

Private label and generics have little impact in eye care

CATEGORY DATA

Table 48 Sales of Eye Care by Category: Value 2012-2017
Table 49 Sales of Eye Care by Category: % Value Growth 2012-2017
Table 50 Sales of Standard Eye Care by Format: % Value 2012-2017
Table 51 Sales of Standard Eye Care by Positioning: % Value 2012-2017
Table 52 NBO Company Shares of Eye Care: % Value 2013-2017
Table 53 LBN Brand Shares of Eye Care: % Value 2014-2017
Table 54 Forecast Sales of Eye Care by Category: Value 2017-2022
Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2017-2022

Herbal/Traditional Products in Finland

HEADLINES

PROSPECTS

The best-selling herbal/traditional categories are stagnant or declining, but smaller ones offer opportunities

Emerging herbal/traditional products such as certain dietary supplements can expect high growth rates

Combination products become trendy

COMPETITIVE LANDSCAPE

Medicated confectionery brands lead sales of fragmented herbal/traditional products

Local brands with broad portfolios improve their positions

Consumers favour well-established products

CATEGORY DATA

Table 56 Sales of Herbal/Traditional Products by Category: Value 2012-2017
Table 57 Sales of Herbal/Traditional Products by Category: % Value Growth 2012-2017
Table 58 NBO Company Shares of Herbal/Traditional Products: % Value 2013-2017
Table 59 LBN Brand Shares of Herbal/Traditional Products: % Value 2014-2017
Table 60 Forecast Sales of Herbal/Traditional Products by Category: Value 2017-2022
Table 61 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2017-2022

NRT Smoking Cessation Aids in Finland

HEADLINES

PROSPECTS

Negative attitudes towards smoking boost sales of NRT smoking cessation aids

Innovative products enter Finnish NRT smoking cessation aids

A mixed performance is anticipated over 2017-2022

COMPETITIVE LANDSCAPE

New competitors challenge the category leaders

Controversial new launch influences other producers

The chemists/pharmacies channel loses sales to grocery retailers

CATEGORY INDICATORS

Table 62 Number of Smokers by Gender 2012-2017

CATEGORY DATA

Table 63 Sales of NRT Smoking Cessation Aids by Category: Value 2012-2017
Table 64 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2012-2017
Table 65 Sales of NRT Gum by Flavour: % Value 2012-2017
Table 66 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2013-2017
Table 67 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2014-2017
Table 68 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2017-2022
Table 69 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2017-2022

Paediatric Consumer Health in Finland

HEADLINES

PROSPECTS

Demand for paediatric consumer health products increases in key categories

Both mature and immature categories will experience new product launches

Convenience and price are key to the category’s appeal

COMPETITIVE LANDSCAPE

A strong position in paediatric analgesics enables GSK Consumer Healthcare to lead overall sales

As the economy improves, competitors will be more invested in the category

The entry of more innovative products is necessary for brands to succeed

CATEGORY DATA

Table 70 Sales of Paediatric Consumer Health by Category: Value 2012-2017
Table 71 Sales of Paediatric Consumer Health by Category: % Value Growth 2012-2017
Table 72 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2014-2017
Table 73 NBO Company Shares of Paediatric Consumer Health: % Value 2013-2017
Table 74 LBN Brand Shares of Paediatric Consumer Health: % Value 2014-2017
Table 75 Forecast Sales of Paediatric Consumer Health by Category: Value 2017-2022
Table 76 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2017-2022

Sleep Aids in Finland

HEADLINES

PROSPECTS

New stronger-dose products made available thanks to regulation changes

Value sales to be boosted by higher prices

The selection of pack sizes and product types swells

COMPETITIVE LANDSCAPE

Leading valerian-based brands overtaken by melatonin-based ones

Private label ranges compete with brands

Grocery retailers is still gaining sales, but new OTC products boost chemists/pharmacies

CATEGORY DATA

Table 77 Sales of Sleep Aids: Value 2012-2017
Table 78 Sales of Sleep Aids: % Value Growth 2012-2017
Table 79 NBO Company Shares of Sleep Aids: % Value 2013-2017
Table 80 LBN Brand Shares of Sleep Aids: % Value 2014-2017
Table 81 Forecast Sales of Sleep Aids: Value 2017-2022
Table 82 Forecast Sales of Sleep Aids: % Value Growth 2017-2022

Sports Nutrition in Finland

HEADLINES

PROSPECTS

Sports nutrition has become mainstream, and is now saturating

Less mature categories will generate the most growth

Opportunities in sports protein powder

COMPETITIVE LANDSCAPE

Grocery retailers has become a key sales channel for sports nutrition

An opportunity for grocery retailers

Amid tight competition, sponsorships and engaging campaigns have become key

CATEGORY DATA

Table 83 Sales of Sports Nutrition by Category: Value 2012-2017
Table 84 Sales of Sports Nutrition by Category: % Value Growth 2012-2017
Table 85 NBO Company Shares of Sports Nutrition: % Value 2013-2017
Table 86 LBN Brand Shares of Sports Nutrition: % Value 2014-2017
Table 87 Forecast Sales of Sports Nutrition by Category: Value 2017-2022
Table 88 Forecast Sales of Sports Nutrition by Category: % Value Growth 2017-2022

Vitamins in Finland

HEADLINES

PROSPECTS

Mature multivitamins hampers overall value growth of vitamins

Innovation is only achieved through high-strength vitamin D products

Competition from combination dietary supplements is a threat to the growth of multivitamins

COMPETITIVE LANDSCAPE

Local player Orion leads thanks to multiple brands in both multivitamins and single vitamins

Multi-Tabs is the best-selling vitamin

Private label benefits from economic downturn

CATEGORY DATA

Summary 4 : Brand Ranking by Positioning 2017
Table 89 Sales of Vitamins by Category: Value 2012-2017
Table 90 Sales of Vitamins by Category: % Value Growth 2012-2017
Table 91 Sales of Multivitamins by Positioning: % Value 2012-2017
Table 92 NBO Company Shares of Vitamins: % Value 2013-2017
Table 93 LBN Brand Shares of Vitamins: % Value 2014-2017
Table 94 Forecast Sales of Vitamins by Category: Value 2017-2022
Table 95 Forecast Sales of Vitamins by Category: % Value Growth 2017-2022

Weight Management and Wellbeing in Finland

HEADLINES

PROSPECTS

The movement from weight management to sports nutrition has been strong

OTC obesity and weight loss supplements suffer from a limited selection and a lack of consumer trust

Innovation is needed to revitalise the category

COMPETITIVE LANDSCAPE

Regional players have strong positions as consumer trust in local brands is high

Scams discourage Finns from buying unfamiliar brands

High competition pushes manufacturers to renew portfolios

CATEGORY DATA

Table 96 Sales of Weight Management and Wellbeing by Category: Value 2012-2017
Table 97 Sales of Weight Management and Wellbeing by Category: % Value Growth 2012-2017
Table 98 NBO Company Shares of Weight Management and Wellbeing: % Value 2013-2017
Table 99 LBN Brand Shares of Weight Management and Wellbeing: % Value 2014-2017
Table 100 Forecast Sales of Weight Management and Wellbeing by Category: Value 2017-2022
Table 101 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2017-2022

Wound Care in Finland

HEADLINES

PROSPECTS

Wound care is affected by economic downturn, but is now recovering

Innovation levels rise

Prices may fall

COMPETITIVE LANDSCAPE

Big international brands dominate sales

Private label manufacturers benefit from the economic downturn

CATEGORY DATA

Table 102 Sales of Wound Care by Category: Value 2012-2017
Table 103 Sales of Wound Care by Category: % Value Growth 2012-2017
Table 104 NBO Company Shares of Wound Care: % Value 2013-2017
Table 105 LBN Brand Shares of Wound Care: % Value 2014-2017
Table 106 Forecast Sales of Wound Care by Category: Value 2017-2022
Table 107 Forecast Sales of Wound Care by Category: % Value Growth 2017-2022

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