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Country Report

Consumer Health in

Consumer Health in Finland

Nov 2018

US$2,650

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Executive Summary

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Contradictorily, while an increased number of Finns have actively looked for ways to improve their health and wellbeing, a higher share of the population have suffered from health issues, often due to stressful lifestyles and a poor work-life balance. This was seen clearly in the consumption of consumer health products in Finland during the review period.

In 2017, company engagement in new product development started to speed up, and took off fully in 2018. Some areas, particularly in OTC, are mature, and introducing new formats and targeted products is the only way to lift value sales.

Consumer health is fragmented. Local Orion Oyj and international GSK Consumer Healthcare and Janssen-Cilag Oy led sales in 2018.

Although changes in sales via different channels take time to develop, there was a clear trend within consumer health products during the review period – more products were sold online and in grocery stores. Although OTC products are limited to being sold only in chemists/pharmacies, they can also be sold via pharmacies’ online stores.

Overall, consumer health will see positive growth rates year-on-year during the forecast period but, compared to the review period, they will be somewhat more moderate. This is partly to do with the fact that an increasing number of large sales areas have reached maturity.

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Consumer Health Sample Report Consumer Health Sample Data

Overview

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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.

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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.

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Consumer Health in Finland

ANALYSIS

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

Definitions

Sources

Summary 2 Research Sources

DATAGRAPHICS

Market Sizes

Sales of Consumer Health
Sales Performance of Consumer Health
Sales of Consumer Health by Category

Distribution

Channel Distribution for Consumer Health

Competitive Landscape

Company Shares of Consumer Health
Company Share Performance in Consumer Health
Retail Sales Performance by Company
Market Concentration of Consumer Health by Company
Brand Shares of Consumer Health
Brand Share Performance in Consumer Health
Retail Sales Performance by Brand
Market Concentration of Consumer Health by Brand

CONTEXT

International Contex

Consumer Health Retail Sales by Region
Consumer Health in Finland

FMCG Index

Consumer Health vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Finland vs Other Geographies
Households with a Disposable Income Over USD25,000 - Finland

Analgesics in Finland

ANALYSIS

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

DATAGRAPHICS

Market Sizes

Sales of Analgesics
Sales Performance of Analgesics
Sales of Analgesics by Category

Distribution

Channel Distribution for Analgesics

Competitive Landscape

Company Shares of Analgesics
Company Share Performance in Analgesics
Retail Sales Performance by Company
Market Concentration of Analgesics by Company
Brand Shares of Analgesics
Brand Share Performance in Analgesics
Retail Sales Performance by Brand
Market Concentration of Analgesics by Brand

CONTEXT

International Contex

Analgesics Retail Sales by Region
Analgesics in Finland

FMCG Index

Analgesics vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Finland vs Other Geographies
Households with a Disposable Income Over USD25,000 - Finland

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

ANALYSIS

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

DATAGRAPHICS

Market Sizes

Sales of Cough, Cold and Allergy (Hay Fever) Remedies
Sales Performance of Cough, Cold and Allergy (Hay Fever) Remedies
Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category

Distribution

Channel Distribution for Cough, Cold and Allergy (Hay Fever) Remedies

Competitive Landscape

Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies
Company Share Performance in Cough, Cold and Allergy (Hay Fever) Remedies
Retail Sales Performance by Company
Market Concentration of Cough, Cold and Allergy (Hay Fever) Remedies by Company
Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies
Brand Share Performance in Cough, Cold and Allergy (Hay Fever) Remedies
Retail Sales Performance by Brand
Market Concentration of Cough, Cold and Allergy (Hay Fever) Remedies by Brand

CONTEXT

International Contex

Cough, Cold and Allergy (Hay Fever) Remedies Retail Sales by Region
Cough, Cold and Allergy (Hay Fever) Remedies in Finland

FMCG Index

Cough, Cold and Allergy (Hay Fever) Remedies vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Finland vs Other Geographies
Households with a Disposable Income Over USD25,000 - Finland

Dermatologicals in Finland

ANALYSIS

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

DATAGRAPHICS

Market Sizes

Sales of Dermatologicals
Sales Performance of Dermatologicals
Sales of Dermatologicals by Category

Distribution

Channel Distribution for Dermatologicals

Competitive Landscape

Company Shares of Dermatologicals
Company Share Performance in Dermatologicals
Retail Sales Performance by Company
Market Concentration of Dermatologicals by Company
Brand Shares of Dermatologicals
Brand Share Performance in Dermatologicals
Retail Sales Performance by Brand
Market Concentration of Dermatologicals by Brand

CONTEXT

International Contex

Dermatologicals Retail Sales by Region
Dermatologicals in Finland

FMCG Index

Dermatologicals vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Finland vs Other Geographies
Households with a Disposable Income Over USD25,000 - Finland

Dietary Supplements in Finland

ANALYSIS

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

DATAGRAPHICS

Market Sizes

Sales of Dietary Supplements
Sales Performance of Dietary Supplements
Sales of Dietary Supplements by Category

Competitive Landscape

Company Shares of Dietary Supplements
Company Share Performance in Dietary Supplements
Retail Sales Performance by Company
Market Concentration of Dietary Supplements by Company
Brand Shares of Dietary Supplements
Brand Share Performance in Dietary Supplements
Retail Sales Performance by Brand
Market Concentration of Dietary Supplements by Brand

CONTEXT

International Contex

Dietary Supplements Retail Sales by Region
Dietary Supplements in Finland

FMCG Index

Dietary Supplements vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Finland vs Other Geographies
Households with a Disposable Income Over USD25,000 - Finland

Digestive Remedies in Finland

ANALYSIS

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

DATAGRAPHICS

Market Sizes

Sales of Digestive Remedies
Sales Performance of Digestive Remedies
Sales of Digestive Remedies by Category

Distribution

Channel Distribution for Digestive Remedies

Competitive Landscape

Company Shares of Digestive Remedies
Company Share Performance in Digestive Remedies
Retail Sales Performance by Company
Market Concentration of Digestive Remedies by Company
Brand Shares of Digestive Remedies
Brand Share Performance in Digestive Remedies
Retail Sales Performance by Brand
Market Concentration of Digestive Remedies by Brand

CONTEXT

International Contex

Digestive Remedies Retail Sales by Region
Digestive Remedies in Finland

FMCG Index

Digestive Remedies vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Finland vs Other Geographies
Households with a Disposable Income Over USD25,000 - Finland

Eye Care in Finland

ANALYSIS

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

DATAGRAPHICS

Market Sizes

Sales of Eye Care
Sales Performance of Eye Care
Sales of Eye Care by Category

Distribution

Channel Distribution for Eye Care

Competitive Landscape

Company Shares of Eye Care
Company Share Performance in Eye Care
Retail Sales Performance by Company
Market Concentration of Eye Care by Company
Brand Shares of Eye Care
Brand Share Performance in Eye Care
Retail Sales Performance by Brand
Market Concentration of Eye Care by Brand

CONTEXT

International Contex

Eye Care Retail Sales by Region
Eye Care in Finland

FMCG Index

Eye Care vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Finland vs Other Geographies
Households with a Disposable Income Over USD25,000 - Finland

Herbal/Traditional Products in Finland

ANALYSIS

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

DATAGRAPHICS

Market Sizes

Sales of Herbal/Traditional Products
Sales Performance of Herbal/Traditional Products
Sales of Herbal/Traditional Products by Category

Distribution

Channel Distribution for Herbal/Traditional Products

Competitive Landscape

Company Shares of Herbal/Traditional Products
Company Share Performance in Herbal/Traditional Products
Retail Sales Performance by Company
Market Concentration of Herbal/Traditional Products by Company
Brand Shares of Herbal/Traditional Products
Brand Share Performance in Herbal/Traditional Products
Retail Sales Performance by Brand
Market Concentration of Herbal/Traditional Products by Brand

CONTEXT

International Contex

Herbal/Traditional Products Retail Sales by Region
Herbal/Traditional Products in Finland

FMCG Index

Herbal/Traditional Products vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Finland vs Other Geographies
Households with a Disposable Income Over USD25,000 - Finland

NRT Smoking Cessation Aids in Finland

ANALYSIS

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

DATAGRAPHICS

Market Sizes

Sales of NRT Smoking Cessation Aids
Sales Performance of NRT Smoking Cessation Aids
Sales of NRT Smoking Cessation Aids by Category

Distribution

Channel Distribution for NRT Smoking Cessation Aids

Competitive Landscape

Company Shares of NRT Smoking Cessation Aids
Company Share Performance in NRT Smoking Cessation Aids
Retail Sales Performance by Company
Market Concentration of NRT Smoking Cessation Aids by Company
Brand Shares of NRT Smoking Cessation Aids
Brand Share Performance in NRT Smoking Cessation Aids
Retail Sales Performance by Brand
Market Concentration of NRT Smoking Cessation Aids by Brand

CONTEXT

International Contex

NRT Smoking Cessation Aids Retail Sales by Region
NRT Smoking Cessation Aids in Finland

FMCG Index

NRT Smoking Cessation Aids vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Finland vs Other Geographies
Households with a Disposable Income Over USD25,000 - Finland

Paediatric Consumer Health in Finland

ANALYSIS

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

DATAGRAPHICS

Market Sizes

Sales of Paediatric Consumer Health
Sales Performance of Paediatric Consumer Health
Sales of Paediatric Consumer Health by Category

Distribution

Channel Distribution for Paediatric Consumer Health

Competitive Landscape

Company Shares of Paediatric Consumer Health
Company Share Performance in Paediatric Consumer Health
Retail Sales Performance by Company
Market Concentration of Paediatric Consumer Health by Company
Brand Shares of Paediatric Consumer Health
Brand Share Performance in Paediatric Consumer Health
Retail Sales Performance by Brand
Market Concentration of Paediatric Consumer Health by Brand

CONTEXT

International Contex

Paediatric Consumer Health Retail Sales by Region
Paediatric Consumer Health in Finland

FMCG Index

Paediatric Consumer Health vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Finland vs Other Geographies
Households with a Disposable Income Over USD25,000 - Finland

Sports Nutrition in Finland

ANALYSIS

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

DATAGRAPHICS

Market Sizes

Sales of Sports Nutrition
Sales Performance of Sports Nutrition
Sales of Sports Nutrition by Category

Distribution

Channel Distribution for Sports Nutrition

Competitive Landscape

Company Shares of Sports Nutrition
Company Share Performance in Sports Nutrition
Retail Sales Performance by Company
Market Concentration of Sports Nutrition by Company
Brand Shares of Sports Nutrition
Brand Share Performance in Sports Nutrition
Retail Sales Performance by Brand
Market Concentration of Sports Nutrition by Brand

CONTEXT

International Contex

Sports Nutrition Retail Sales by Region
Sports Nutrition in Finland

FMCG Index

Sports Nutrition vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Finland vs Other Geographies
Households with a Disposable Income Over USD25,000 - Finland

Vitamins in Finland

ANALYSIS

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

DATAGRAPHICS

Market Sizes

Sales of Vitamins
Sales Performance of Vitamins
Sales of Vitamins by Category

Competitive Landscape

Company Shares of Vitamins
Company Share Performance in Vitamins
Retail Sales Performance by Company
Market Concentration of Vitamins by Company
Brand Shares of Vitamins
Brand Share Performance in Vitamins
Retail Sales Performance by Brand
Market Concentration of Vitamins by Brand

CONTEXT

International Contex

Vitamins Retail Sales by Region
Vitamins in Finland

FMCG Index

Vitamins vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Finland vs Other Geographies
Households with a Disposable Income Over USD25,000 - Finland

Wound Care in Finland

ANALYSIS

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

DATAGRAPHICS

Market Sizes

Sales of Wound Care
Sales Performance of Wound Care
Sales of Wound Care by Category

Distribution

Channel Distribution for Wound Care

Competitive Landscape

Company Shares of Wound Care
Company Share Performance in Wound Care
Retail Sales Performance by Company
Market Concentration of Wound Care by Company
Brand Shares of Wound Care
Brand Share Performance in Wound Care
Retail Sales Performance by Brand
Market Concentration of Wound Care by Brand

CONTEXT

International Contex

Wound Care Retail Sales by Region
Wound Care in Finland

FMCG Index

Wound Care vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Finland vs Other Geographies
Households with a Disposable Income Over USD25,000 - Finland

Sleep Aids in Finland

ANALYSIS

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

DATAGRAPHICS

Market Sizes

Sales of Sleep Aids
Sales Performance of Sleep Aids

Distribution

Channel Distribution for Sleep Aids

Competitive Landscape

Company Shares of Sleep Aids
Company Share Performance in Sleep Aids
Retail Sales Performance by Company
Market Concentration of Sleep Aids by Company
Brand Shares of Sleep Aids
Brand Share Performance in Sleep Aids
Retail Sales Performance by Brand
Market Concentration of Sleep Aids by Brand

CONTEXT

International Contex

Sleep Aids Retail Sales by Region
Sleep Aids in Finland

FMCG Index

Sleep Aids vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Finland vs Other Geographies
Households with a Disposable Income Over USD25,000 - Finland

Weight Management and Wellbeing in Finland

ANALYSIS

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

DATAGRAPHICS

Market Sizes

Sales of Weight Management and Wellbeing
Sales Performance of Weight Management and Wellbeing
Sales of Weight Management and Wellbeing by Category

Distribution

Channel Distribution for Weight Management and Wellbeing

Competitive Landscape

Company Shares of Weight Management and Wellbeing
Company Share Performance in Weight Management and Wellbeing
Retail Sales Performance by Company
Market Concentration of Weight Management and Wellbeing by Company
Brand Shares of Weight Management and Wellbeing
Brand Share Performance in Weight Management and Wellbeing
Retail Sales Performance by Brand
Market Concentration of Weight Management and Wellbeing by Brand

CONTEXT

International Contex

Weight Management and Wellbeing Retail Sales by Region
Weight Management and Wellbeing in Finland

FMCG Index

Weight Management and Wellbeing vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Finland vs Other Geographies
Households with a Disposable Income Over USD25,000 - Finland

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Megatrends

Country Report

Consumer Health in Finland

New Report Guarantee

Executive Summary

New Report Guarantee

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Overview

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Table of Contents

Consumer Health in Finland

ANALYSIS

Executive Summary

Appendix

Definitions

Sources

DATAGRAPHICS

Market Sizes

Distribution

Competitive Landscape

CONTEXT

International Contex

FMCG Index

Socioeconomic Context

Analgesics in Finland

ANALYSIS

Headlines

Prospects

Competitive Landscape

DATAGRAPHICS

Market Sizes

Distribution

Competitive Landscape

CONTEXT

International Contex

FMCG Index

Socioeconomic Context

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

ANALYSIS

Headlines

Prospects

Competitive Landscape

DATAGRAPHICS

Market Sizes

Distribution

Competitive Landscape

CONTEXT

International Contex

FMCG Index

Socioeconomic Context

Dermatologicals in Finland

ANALYSIS

Headlines

Prospects

Competitive Landscape

DATAGRAPHICS

Market Sizes

Distribution

Competitive Landscape

CONTEXT

International Contex

FMCG Index

Socioeconomic Context

Dietary Supplements in Finland

ANALYSIS

Headlines

Prospects

Competitive Landscape

DATAGRAPHICS

Market Sizes

Competitive Landscape

CONTEXT

International Contex

FMCG Index

Socioeconomic Context

Digestive Remedies in Finland

ANALYSIS

Headlines