Consumer Health in Germany

Consumer Health in Germany

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

Summary 1 OTC: Switches 2019-2020

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 2 Research Sources

Analgesics in Germany

KEY DATA FINDINGS

2020 IMPACT

Analgesics initial boom ends in overall slump as COVID-19 deepens

‘’Toilet paper’’ phenomenon seen in acetaminophen

GlaxoSmithKline retains leadership amidst Voltaren’s weakening position

RECOVERY AND OPPORTUNITIES

Steady pattern to resume from 2021

Shift to e-commerce accelerated by the pandemic

International companies still hold an advantage

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 Germany

KEY DATA FINDINGS

2020 IMPACT

Pandemic-linked precaution increases demand for cough, cold and allergy (hay fever) remedies in 2020

Further uptake in antihistamines/allergy remedies despite greater time spent indoors

Leader Procter & Gamble GmbH continues to grow through its Wick brand

RECOVERY AND OPPORTUNITIES

Stable performance predicted heading into the forecast period

Herbal/traditional manufacturers benefit from trend towards natural products

Pandemic leads to a surge in e-commerce sales, a trend offering further potential for expansion

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 Germany

KEY DATA FINDINGS

2020 IMPACT

Marginal impact on certain digestive remedies during the pandemic

Exit of H2 blockers due to withdrawal of OTC products containing ranitidine

Bayer Vital continues to maintain lead over Sanofi-Aventis

RECOVERY AND OPPORTUNITIES

Digestive issues increasingly evident among different consumer groups

Shift to e-commerce remains gradual

Private label remains uncommon within digestive remedies

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 Germany

KEY DATA FINDINGS

2020 IMPACT

Dermatologicals experiences mixed performance in 2020 with skin issues flaring due to overzealous use of disinfectants and antibacterial products

Bayer Vital maintains leadership of dermatologicals due to familiar and trusted brands

Drugstores still hold an edge over e-commerce

RECOVERY AND OPPORTUNITIES

Seasonality as demand driver to return to the fore

Generational demands influence performance of different dermatologicals

Private label’s potential

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 Germany

KEY DATA FINDINGS

2020 IMPACT

Emergence of COVID-19 not powerful enough to change consumers’ smoking habits due to increasing stress during unstable period

Other NRT least impacted with only marginal volume decline in 2020

Nicorette and Nicotinell continue to dominate

RECOVERY AND OPPORTUNITIES

Marginally brighter performance predicted post COVID-19, driven by other NRT and greater desire to quit smoking

Rising tobacco prices a chance for NRT smoking cessation aids?

E-cigarettes and heated tobacco continue to pose a threat

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 Germany

KEY DATA FINDINGS

2020 IMPACT

Increasing anxiety as a result of pandemic exacerbates nation’s sleep problems

The enduring appeal of herbal/traditional products

GlaxoSmithKline retains overall lead due to natural positioning of its brand Baldriparan

RECOVERY AND OPPORTUNITIES

Positive outlook as mental health and sleep problems gain greater acknowledgement

‘’Please show me your ID’’ – mandatory prescription for people 65+?

E-commerce continues to record strong performance but prospects not as strong compared to distribution of OTC products

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 Germany

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend due to COVID-19 leads to greater need for eye care

Dry eye prevalence drives demand for standard eye care

Local player Dr Gerhard Mann Chem-Pharm Fabrik retains convincing leadership of eye care in 2020 with wide product portfolio

RECOVERY AND OPPORTUNITIES

New normal likely to give further boost to eye care

Stronger competition from preventative measures in the form of eye health supplements

E-commerce continues to make gains while drugstore holds potential

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 Germany

KEY DATA FINDINGS

2020 IMPACT

COVID-19 negatively impacts wound care

Wound care firmly led by Beiersdorf

E-commerce holds relatively little appeal even in times of pandemic

RECOVERY AND OPPORTUNITIES

Return to activities out of the home likely to lead to recovery for wound care

Various factors to support growth from ageing society to product upgrade

Further segmentation expected within German wound care

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 Germany

KEY DATA FINDINGS

2020 IMPACT

COVID-19 boosts sales of vitamins, particularly vitamin C due to prevention trend

Parents attempt to boost children’s immunity with paediatric vitamins

COVID-19 outbreak translates to known vitamins brands strengthening their positions

RECOVERY AND OPPORTUNITIES

Growth to stabilise but remain at favourable level post COVID-19

Increasing focus on health supports sales of male-positioned multivitamins

Manufacturers to intensify attempts to encourage upgrading amongst consumers

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 Germany

KEY DATA FINDINGS

2020 IMPACT

Dietary supplements experiences marginal boost from emergence of COVID-19 due to perceived immune-boosting qualities of some products

Minerals and combination dietary supplements remain popular

Highly fragmented landscape but Klosterfrau retains overall leadership

RECOVERY AND OPPORTUNITIES

Focus on prevention driven by COVID-19 outbreak to sustain demand

Female consumers are key

Drugstores the most popular distribution channel but e-commerce continues to thrive

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

Sports Nutrition in Germany

KEY DATA FINDINGS

2020 IMPACT

COVID-19 hits sales of sports nutrition hard

E-commerce dominates as the result of COVID-19

Sports protein brands stay ahead amidst highly fragmented environment

RECOVERY AND OPPORTUNITIES

Quick recovery expected

Protein products will receive greater attention

Demand for convenience set to remain strong

CATEGORY DATA

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

Herbal/Traditional Products in Germany

KEY DATA FINDINGS

2020 IMPACT

COVID-19 strengthens demand for some herbal/traditional products in 2020 but overall impact is marginal

Medicated confectionery line Ricola maintains consumer trust and continues to launch new lines

Domestic players benefit from locality factor

RECOVERY AND OPPORTUNITIES

Stable performance predicted for category over the forecast period, supported by growing interest in natural remedies in Germany

Innovation is key

Promotions and discounts to improve visibility and lure price-sensitive consumers

CATEGORY DATA

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

Paediatric Consumer Health in Germany

KEY DATA FINDINGS

2020 IMPACT

COVID-19 contributes to growth of paediatric consumer health in 2020

Paediatric vitamins and dietary supplements benefits from COVID-19 outbreak

Multinationals retain notable presence in competitive landscape

RECOVERY AND OPPORTUNITIES

Good pace of growth to continue

Trend towards natural products is more pronounced in paediatric consumer health

Players to show greater interest in paediatric consumer health due to further growth potential

CATEGORY DATA

Table 88 Sales of Paediatric Consumer Health by Category: Value 2015-2020
Table 89 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
Table 90 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
Table 91 NBO Company Shares of Paediatric Consumer Health: % Value 2016-2020
Table 92 LBN Brand Shares of Paediatric Consumer Health: % Value 2017-2020
Table 93 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 94 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025

Weight Management and Wellbeing in Germany

KEY DATA FINDINGS

2020 IMPACT

Lifestyle factors change due to COVID-19 outbreak

Slimming teas gains further boost from its natural image

Meal replacement brands register further losses as a result of home confinement due to COVID-19

RECOVERY AND OPPORTUNITIES

Limited prospects due to meal replacement products going out of fashion

Success of slimming teas supported by drugstores and e-commerce

Naturalness and clean label is a visible trend

CATEGORY DATA

Table 95 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
Table 96 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
Table 97 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
Table 98 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
Table 99 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 100 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025

---