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Consumer Health in
Finland

Country Report

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Executive Summary

Oct 2019
Stable demand for consumer health as consumers increasingly look to self-care and prevention

Consumer health in Finland recorded stable current value growth in 2019, driven by the positive performances of larger categories (in value terms) of vitamins and dietary supplements and sports nutrition. An increasing interest in health and wellness with a focus on prevention, has been supported by positive consumer sentiment despite the Finnish economy slowing in 2019.

Ongoing debate over restrictive OTC environment could lead to opening up of distribution

Finland has the strictest OTC regulation amongst Nordic countries with approximately one tenth of all drugs sold in Finland being classified as OTC. Many of these products can only be sold through chemists/pharmacies.

Orion holds fragile lead over fragmented consumer health, while GSK Consumer Healthcare vastly improves share through Pfizer deal

Consumer health in Finland remained highly fragmented in 2019 led by local player Orion Oyj which offers a wide portfolio in both OTC and non-OTC categories and was the only player apart from the second-ranked GSK Consumer Healthcare to hold double-digit value share. However, the leader continued to lose ground to increasing competition within the market in the form of smaller players which continued to enter consumer health towards the end of the review period.

Modern grocery retailers and internet retailing continue to gain share from leading distribution channel chemists/pharmacies

While chemists/pharmacies continued to be the leading distribution channel of overall consumer health in 2019, due to its dominance of OTC and the restrictive legislation attached to certain OTC status products, there was a notable shift towards modern grocery retailers and internet retailing in other strongly performing categories including vitamins and dietary supplements, sports nutrition, and NRT smoking cessation aids. Modern grocery retailers offer consumers convenience when doing their weekly shopping, while the growing popularity of internet retailing is supported by its ability to offer a wide range of products that may not be available across all store-based retailers and greater affordability.

Positive performance for consumer health despite a not so optimistic economic outlook

Although the local economy is not predicted to be as positive from 2020 as it was towards the end of the review period, the outlook for consumer health remains positive. Improving performances are predicted for a number of categories including analgesics, cough, cold and allergy (hay fever) remedies, and wound care, while sports nutrition and vitamins and dietary supplements are predicted to remain popular, driven by the health and wellness trend and the increasing popularity of self-care.

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Consumer Health in Finland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Health industry in Finland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Consumer Health industry in Finland, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Finland for free:

The Consumer Health in Finland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Consumer Health in Finland?
  • What are the major brands in Finland?
  • What are the main trends in OTC Healthcare?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Consumer Health in Finland

EXECUTIVE SUMMARY

Stable demand for consumer health as consumers increasingly look to self-care and prevention
Ongoing debate over restrictive OTC environment could lead to opening up of distribution
Orion holds fragile lead over fragmented consumer health, while GSK Consumer Healthcare vastly improves share through Pfizer deal
Modern grocery retailers and internet retailing continue to gain share from leading distribution channel chemists/pharmacies
Positive performance for consumer health despite a not so optimistic economic outlook

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 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 8 Distribution of Consumer Health by Format: % Value 2014-2019
Table 9 Distribution of Consumer Health by Format and Category: % Value 2019
Table 10 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 11 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 Finland

HEADLINES

PROSPECTS

Adult analgesics experiences declining demand although niche of OTC triptans is strongest performer
Paediatric ibuprofen continues to perform well supported by innovation in formats and flavours
Higher current value growth for analgesics driven by product innovation and rising unit prices

COMPETITIVE LANDSCAPE

Orion Oyj retains leadership of analgesics with wide product portfolio
GSK Consumer Healthcare takes over national distribution of Orifarm’s topical analgesics/anaesthetic brands leading to strong share gain
Mixed performance for Vitabalans with Paramax offering stronger growth

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2014-2019
Table 13 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 14 NBO Company Shares of Analgesics: % Value 2015-2019
Table 15 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 16 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

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

HEADLINES

PROSPECTS

Finns continued to appreciate convenient formats of medicated confectionery and nasal sprays
Addition of natural ingredients is increasingly popular strategy with players
Medicated confectionery has strong presence in grocery retailers

COMPETITIVE LANDSCAPE

Cloetta Suomi takes over leadership from Orion Oyj
Greater consolidation within medicated confectionery
Fennogate continues to expand with new private label line of cough remedies

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Dermatologicals in Finland

HEADLINES

PROSPECTS

Stable but undynamic performance for dermatologicals
Tentative recovery for vaginal antifungals with
Increasing presence of private label in cold sore treatments may restrain stronger value growth recovery

COMPETITIVE LANDSCAPE

Leading players continue to lose share to generics
Ratiopharm launches new vaginal antifungals line

CATEGORY DATA

Table 24 Sales of Dermatologicals by Category: Value 2014-2019
Table 25 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 27 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 28 LBN Brand Shares of Hair Loss Treatments: % Value 2016-2019
Table 29 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 30 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Dietary Supplements in Finland

HEADLINES

PROSPECTS

Maturity of larger categories offset by increasing demand for niche supplements
Beauty from within supports demand for niche of co-enzyme Q10
Herbal/traditional dietary supplements continues to slowly gain share

COMPETITIVE LANDSCAPE

Highly fragmented landscape dominated by local and regional producers
Two distribution channels continue to gain notable share
Minisun continues to perform well with wide portfolio

CATEGORY DATA

Table 31 Sales of Dietary Supplements by Category: Value 2014-2019
Table 32 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 33 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 34 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 35 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 36 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 37 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Digestive Remedies in Finland

HEADLINES

PROSPECTS

Stable demand for digestive remedies supported by Finns’ busy stressful lifestyles
Laxatives and diarrheal remedies benefit from consumer trust in branded products
Positive performance for digestive enzymes supported by wider distribution

COMPETITIVE LANDSCAPE

International players retain lead but slow emergence of private label
Ratiopharm launches new effervescent hydration tablet
Strong growth within paediatric laxatives

CATEGORY DATA

Table 38 Sales of Digestive Remedies by Category: Value 2014-2019
Table 39 Sales of Digestive Remedies by Category: % Value Growth 2014-2019
Table 40 NBO Company Shares of Digestive Remedies: % Value 2015-2019
Table 41 LBN Brand Shares of Digestive Remedies: % Value 2016-2019
Table 42 Forecast Sales of Digestive Remedies by Category: Value 2019-2024
Table 43 Forecast Sales of Digestive Remedies by Category: % Value Growth 2019-2024

Eye Care in Finland

HEADLINES

PROSPECTS

Improved performance by standard eye care supported by high incidence of dry eye
Players look to attract consumers with vast array of formats
Cross-category strategy could encourage other brands to follow suit

COMPETITIVE LANDSCAPE

Increasing pressure on leading players from smaller more dynamic brands
Expansion from skin care to eye care continues to pay dividends for several brands
Ya as only private label eye care product continues to slowly gain share

CATEGORY DATA

Table 44 Sales of Eye Care by Category: Value 2014-2019
Table 45 Sales of Eye Care by Category: % Value Growth 2014-2019
Table 46 NBO Company Shares of Eye Care: % Value 2015-2019
Table 47 LBN Brand Shares of Eye Care: % Value 2016-2019
Table 48 Forecast Sales of Eye Care by Category: Value 2019-2024
Table 49 Forecast Sales of Eye Care by Category: % Value Growth 2019-2024

Herbal/Traditional Products in Finland

HEADLINES

PROSPECTS

Trend for some herbal/traditional dietary supplements supports growth
Another strong performance for herbal/traditional tonics
Finnish forests offer rich source of unusual ingredients

COMPETITIVE LANDSCAPE

Highly fragmented competitive landscape led by medicated confectionery brand
Strong performances seen by herbal/traditional dietary supplements brands
Internet retailing continues to erode share of chemists/pharmacies

CATEGORY DATA

Table 50 Sales of Herbal/Traditional Products by Category: Value 2014-2019
Table 51 Sales of Herbal/Traditional Products by Category: % Value Growth 2014-2019
Table 52 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 53 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 54 Forecast Sales of Herbal/Traditional Products by Category: Value 2019-2024
Table 55 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2019-2024

NRT Smoking Cessation Aids in Finland

HEADLINES

PROSPECTS

Ongoing demand for NRT smoking cessation aids with further incentives to quit smoking but NRT gum starting to mature
Further restrictions on e-vapour products could encourage consumers to turn towards recognised NRT smoking cessation aids
Strongest performance recorded by other NRT due to innovative formats

COMPETITIVE LANDSCAPE

Dominant brands Nicorette and Nicotinell continue to lose ground to newer brands
Niconovum records strongest performance supported by innovative brand Zonnic
Predicted entrance of IQOS over forecast period could attract higher-income Finns

CATEGORY DATA

Table 56 Sales of NRT Smoking Cessation Aids by Category: Value 2014-2019
Table 57 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2014-2019
Table 58 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2015-2019
Table 59 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2016-2019
Table 60 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2019-2024
Table 61 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2019-2024

Paediatric Consumer Health in Finland

HEADLINES

PROSPECTS

Niche of paediatric ibuprofen offers further growth potential
Parents attracted by convenient formats and palatable flavours for their children
Further segmentation and specific targeting could help boost sales of paediatric vitamins and dietary supplements

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare strengthens leadership by acquiring Pfizer’s Multi-Tabs
Orion launches new products within paediatric vitamins and dietary supplements
Viruseptin Nasal Spray offers relief to young children

CATEGORY DATA

Table 62 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 63 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 64 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 65 NBO Company Shares of Paediatric Consumer Health: % Value 2015-2019
Table 66 LBN Brand Shares of Paediatric Consumer Health: % Value 2016-2019
Table 67 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 68 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Sleep Aids in Finland

HEADLINES

PROSPECTS

Ongoing demand for sleep aids supported by stressful busy lifestyles
Players increase dosages of melatonin in sleep aids
Finnish consumers appreciate innovation, encouraging players to try new formats

COMPETITIVE LANDSCAPE

Leading players feel pressure from smaller brands
Private label continues to gain ground led by Ya
Chemists/pharmacies strengthens domination but hypermarkets gains share

CATEGORY DATA

Table 69 Sales of Sleep Aids: Value 2014-2019
Table 70 Sales of Sleep Aids: % Value Growth 2014-2019
Table 71 NBO Company Shares of Sleep Aids: % Value 2015-2019
Table 72 LBN Brand Shares of Sleep Aids: % Value 2016-2019
Table 73 Forecast Sales of Sleep Aids: Value 2019-2024
Table 74 Forecast Sales of Sleep Aids: % Value Growth 2019-2024

Sports Nutrition in Finland

HEADLINES

PROSPECTS

Some maturity entering sports nutrition but sports non-protein products continue to offer potential
Sports protein RTD appreciated for convenient format
Players continue to launch innovative protein/energy bars

COMPETITIVE LANDSCAPE

New brands continue to enter sports nutrition and gain share from leaders
Intense competition within sports protein RTD with new launches
Crossover between markets could widen brand recognition for protein products

CATEGORY DATA

Table 75 Sales of Sports Nutrition by Category: Value 2014-2019
Table 76 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 77 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 78 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 79 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 80 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Vitamins in Finland

HEADLINES

PROSPECTS

Despite declining demand players look to combine popular vitamins
Single vitamins show greater promise
High concentration dosages command higher prices

COMPETITIVE LANDSCAPE

Orion retains leadership despite mixed performance
GSk Consumer Healthcare enters vitamins via Pfizer
Players encouraged to explore innovative formats and flavours to attract consumers

CATEGORY DATA

Table 81 Sales of Vitamins by Category: Value 2014-2019
Table 82 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 83 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 84 NBO Company Shares of Vitamins: % Value 2015-2019
Table 85 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 86 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 87 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Weight Management and Wellbeing in Finland

HEADLINES

PROSPECTS

Weight management continues to lose favour with sceptical Finns
Wellness-focused supplement nutrition drinks is only positive performer
Low-carbohydrate diets continue to find some popularity amongst consumers

COMPETITIVE LANDSCAPE

Increasing number of smaller players intensifies competition in fragmented landscape
English Tea Shop bucks declining trend in slimming teas
Natural composition of Ambronite continues to attract consumers

CATEGORY DATA

Table 88 Sales of Weight Management and Wellbeing by Category: Value 2014-2019
Table 89 Sales of Weight Management and Wellbeing by Category: % Value Growth 2014-2019
Table 90 NBO Company Shares of Weight Management and Wellbeing: % Value 2015-2019
Table 91 LBN Brand Shares of Weight Management and Wellbeing: % Value 2016-2019
Table 92 Forecast Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 93 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024

Wound Care in Finland

HEADLINES

PROSPECTS

More positive outlook for wound care supported by innovative development
Healing features come with a higher price
Cedderoth offers dual product

COMPETITIVE LANDSCAPE

International brands retain lead but lose some ground
Strong presence of private label in sticking plasters/adhesive bandages
Hansaplast offers wide portfolio for complete wound care

CATEGORY DATA

Table 94 Sales of Wound Care by Category: Value 2014-2019
Table 95 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 96 NBO Company Shares of Wound Care: % Value 2015-2019
Table 97 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 98 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 99 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024