Consumer Health in Norway
Consumer health in 2022: The big picture
What next for consumer health?
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2017-2022
Table 2 Life Expectancy at Birth 2017-2022
Table 3 Sales of Consumer Health by Category: Value 2017-2022
Table 4 Sales of Consumer Health by Category: % Value Growth 2017-2022
Table 5 NBO Company Shares of Consumer Health: % Value 2018-2022
Table 6 LBN Brand Shares of Consumer Health: % Value 2019-2022
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2017-2022
Table 8 Distribution of Consumer Health by Format: % Value 2017-2022
Table 9 Distribution of Consumer Health by Format and Category: % Value 2022
Table 10 Forecast Sales of Consumer Health by Category: Value 2022-2027
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2022-2027
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Summary 1 OTC: Switches 2021-2022
Summary 2 Research Sources
Analgesics in Norway
Fewer COVID-19 cases and the vaccination roll-out limit demand for analgesics
E-commerce returns to moderate growth as consumers adopt old shopping habits
Switch to Rx removes adult diclofenac from retail sales landscape
Return to normal life expected to drive steady growth in analgesics
Growth may be limited by consumers taking a more natural approach to their health and wellbeing
Dominance for top brands to continue thanks to strong consumer loyalty
Table 12 Sales of Analgesics by Category: Value 2017-2022
Table 13 Sales of Analgesics by Category: % Value Growth 2017-2022
Table 14 NBO Company Shares of Analgesics: % Value 2018-2022
Table 15 LBN Brand Shares of Analgesics: % Value 2019-2022
Table 16 Forecast Sales of Analgesics by Category: Value 2022-2027
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2022-2027
Sleep Aids in Norway
With daily life normalising, growth in demand for sleep aids will moderate
A growing number of consumers seek natural alternatives to prescription sleep aids
Leading brand Sedix is positioned as boosting both sleep quantity and quality
Lowered but robust growth expected as consumers in Norway continue to face worries over the future
E-commerce to continue to rise as both consumers and manufacturers invest more of their time in the online space
Prescription options and desire for holistic treatment will remain the key competition to sales of sleep aids
Table 18 Sales of Sleep Aids: Value 2017-2022
Table 19 Sales of Sleep Aids: % Value Growth 2017-2022
Table 20 NBO Company Shares of Sleep Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Sleep Aids: % Value 2019-2022
Table 22 Forecast Sales of Sleep Aids: Value 2022-2027
Table 23 Forecast Sales of Sleep Aids: % Value Growth 2022-2027
Cough, Cold and Allergy (Hay Fever) Remedies in Norway
Return to normal life further boosts category value sales
Growth of e-commerce slows as consumers start to return to physical stores
Little change in competitive landscape as Norwegians continue to buy the products they know and trust
Continued hygiene practices are likely to dampen rates of cold and flu and thus restrict purchases
Climate change will continue to drive strong growth in demand for allergy care
Limited impact expected from long-term allergy vaccinations
Table 24 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2017-2022
Table 25 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2017-2022
Table 26 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2018-2022
Table 27 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2022
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2022-2027
Table 29 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2022-2027
Dermatologicals in Norway
Modest growth in dermatologicals driven by consistent demand for itch relief and the greater spread of hair lice as children return to school
Boosted by the pandemic, e-commerce continues to gain ground on pharmacies
Perrigo remains number one thanks to consumer preference for trusted brands
Antipruritics to continue driving category sales as harsh winter conditions will ensure itchy skin conditions remain common
Shift to e-commerce will continue, particularly for products of a more sensitive nature
Increased social contact among children will lead to full recovery for antiparasitics/lice (head and body) treatments
Table 30 Sales of Dermatologicals by Category: Value 2017-2022
Table 31 Sales of Dermatologicals by Category: % Value Growth 2017-2022
Table 32 NBO Company Shares of Dermatologicals: % Value 2018-2022
Table 33 LBN Brand Shares of Dermatologicals: % Value 2019-2022
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2019-2022
Table 35 Forecast Sales of Dermatologicals by Category: Value 2022-2027
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2022-2027
Digestive Remedies in Norway
Greater health and hygiene consciousness slows growth of digestive remedies
Sales of motion sickness remedies and diarrhoeal remedies continue to normalise as travel restrictions ease
Pharmacies retains strong lead thanks to consumers valuing the professional advice of pharmacists
Holistic approach to health could hamper demand for digestive remedies
An ageing population represents opportunities as does the increase in birth rates
Increased investment and growth of 5G will allow e-commerce to steal share from dominant pharmacies
Table 37 Sales of Digestive Remedies by Category: Value 2017-2022
Table 38 Sales of Digestive Remedies by Category: % Value Growth 2017-2022
Table 39 NBO Company Shares of Digestive Remedies: % Value 2018-2022
Table 40 LBN Brand Shares of Digestive Remedies: % Value 2019-2022
Table 41 Forecast Sales of Digestive Remedies by Category: Value 2022-2027
Table 42 Forecast Sales of Digestive Remedies by Category: % Value Growth 2022-2027
Eye Care in Norway
Increase in screen time drives strong demand for standard eye care
Pandemic boosts consumer interest in e-commerce
SantenPharma continues to widen its lead over Théa Nordic
Excessive screen time and ageing population will support standard eye care sales
Climate change will support demand growth for allergy eye care
New developments in laser eye surgery and contact lenses could negatively affect demand for standard eye care
Table 43 Sales of Eye Care by Category: Value 2017-2022
Table 44 Sales of Eye Care by Category: % Value Growth 2017-2022
Table 45 NBO Company Shares of Eye Care: % Value 2018-2022
Table 46 LBN Brand Shares of Eye Care: % Value 2019-2022
Table 47 Forecast Sales of Eye Care by Category: Value 2022-2027
Table 48 Forecast Sales of Eye Care by Category: % Value Growth 2022-2027
NRT Smoking Cessation Aids in Norway
Memory of COVID-19 encourages more Norwegians to quit smoking
Snus is regarded by some as a healthier alternative to smoking, creating competition
E-commerce will continue to expand at the expense of pharmacies
NRT smoking cessation aids will face increased competition, particularly from alternative tobacco products
Growth of e-commerce to continue at a reduced rate as consumers return to store-based channels
Nicorette and Nicotinell duopoly appears unlikely to be disrupted
Table 49 Number of Smokers by Gender 2017-2022
Table 50 Sales of NRT Smoking Cessation Aids by Category: Value 2017-2022
Table 51 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2017-2022
Table 52 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2018-2022
Table 53 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2019-2022
Table 54 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2022-2027
Table 55 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2022-2027
Wound Care in Norway
Boosted growth for wound care as people spend more time outside
Orkla Group continues to lead following its acquisition of Norgesplaster and strong distribution strategy
Design remains a major strategy to differentiate wound care items from competitors’
With outdoor activities and participation in sports set to grow in popularity, demand growth for wound care will be robust
Specialised offerings could stimulate demand and help support higher prices
Limited changes expected in distribution channels and competitive landscape
Table 56 Sales of Wound Care by Category: Value 2017-2022
Table 57 Sales of Wound Care by Category: % Value Growth 2017-2022
Table 58 NBO Company Shares of Wound Care: % Value 2018-2022
Table 59 LBN Brand Shares of Wound Care: % Value 2019-2022
Table 60 Forecast Sales of Wound Care by Category: Value 2022-2027
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2022-2027
Sports Nutrition in Norway
Accelerating growth for sports nutrition as people engage in more exercise and sport
E-commerce extends its dominance as consumers value its convenience and low prices
The appeal of vegan products spreads beyond vegans and vegetarians
Protein/energy bars will remain the top performer due to their wide appeal amid expected slowing growth rates
As e-commerce dominance deepens, the internet will become the key battleground for brands
More development expected in vegan and sugar-free sports nutrition
Table 62 Sales of Sports Nutrition by Category: Value 2017-2022
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2017-2022
Table 64 NBO Company Shares of Sports Nutrition: % Value 2018-2022
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2019-2022
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2022-2027
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2022-2027
Dietary Supplements in Norway
As COVID-19 threat diminishes, growth in demand for dietary supplements slows
Many remain sceptical of the benefits of dietary supplements
Orkla Health continues to lead thanks to the strength of its Möller’s brand
Immunity focused products will remain most popular as memory of COVID-19 lingers
Beauty products to see rising demand as consumers place greater focus on appearance
Increased demand expected from vegan dietary supplements
Table 68 Sales of Dietary Supplements by Category: Value 2017-2022
Table 69 Sales of Dietary Supplements by Category: % Value Growth 2017-2022
Table 70 Sales of Dietary Supplements by Positioning: % Value 2017-2022
Table 71 NBO Company Shares of Dietary Supplements: % Value 2018-2022
Table 72 LBN Brand Shares of Dietary Supplements: % Value 2019-2022
Table 73 Forecast Sales of Dietary Supplements by Category: Value 2022-2027
Table 74 Forecast Sales of Dietary Supplements by Category: % Value Growth 2022-2027
Vitamins in Norway
Sales start to normalise as threat of COVID-19 diminishes
Specialist retailers lead, but e-commerce is gaining ground
Norway’s geography drives strong demand for Vitamin D
Increased interest in preventative healthcare will support growth
Single vitamins to outperform multivitamins thanks to consumers’ desire for specific health solutions
Consumers will continue to shift to e-commerce albeit at a slower rate
Table 75 Sales of Vitamins by Category: Value 2017-2022
Table 76 Sales of Vitamins by Category: % Value Growth 2017-2022
Table 77 Sales of Multivitamins by Positioning: % Value 2017-2022
Table 78 NBO Company Shares of Vitamins: % Value 2018-2022
Table 79 LBN Brand Shares of Vitamins: % Value 2019-2022
Table 80 Forecast Sales of Vitamins by Category: Value 2022-2027
Table 81 Forecast Sales of Vitamins by Category: % Value Growth 2022-2027
Weight Management and Wellbeing in Norway
Positive impact of COVID-19 is enduring as consumers focus on their weight to improve their wellbeing and health
Slimming teas are a niche – but an expanding one
Boosted by pandemic, e-commerce overtakes modern grocery retail
An ageing population and rising obesity rates will support demand for supplement nutrition drinks
Category to face competition from fortified snacks and home cooking services
Perceptions that weight management and wellbeing products are artificial and ineffective will be difficult to overcome
Table 82 Sales of Weight Management and Wellbeing by Category: Value 2017-2022
Table 83 Sales of Weight Management and Wellbeing by Category: % Value Growth 2017-2022
Table 84 NBO Company Shares of Weight Management and Wellbeing: % Value 2018-2022
Table 85 LBN Brand Shares of Weight Management and Wellbeing: % Value 2019-2022
Table 86 Forecast Sales of Weight Management and Wellbeing by Category: Value 2022-2027
Table 87 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2022-2027
Herbal/Traditional Products in Norway
Normalising of growth rates continues as life returns to normal after the pandemic
E-commerce grows in importance, but modern grocery retailers remain the leading distribution channel
Läkerol remains leading brand in a fragmented competitive landscape
Further demand to be fuelled by desire for natural and holistic solutions
Competitive landscape to remain dominated by standard brands thanks to strong consumer brand loyalty
E-commerce growth will make it more difficult for manufacturers to raise their prices
Table 88 Sales of Herbal/Traditional Products by Category: Value 2017-2022
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2017-2022
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2018-2022
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2019-2022
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2022-2027
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2022-2027
Paediatric Consumer Health in Norway
COVID-19 restrictions led to reduced demand for paediatric cough/cold remedies
Busy parents increasingly shop online aiding e-commerce growth
Parents tend to stick with established brands, keeping Orla Health on top
Demand for cough/cold remedies will continue to rise now that COVID-19 restrictions have been lifted
E-commerce to continue growing whilst competitive landscape remains relatively unchanged
Strong interest in preventative healthcare will support demand for paediatric vitamins and dietary supplements
Table 94 Sales of Paediatric Consumer Health by Category: Value 2017-2022
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2017-2022
Table 96 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2017-2022
Table 97 NBO Company Shares of Paediatric Consumer Health: % Value 2018-2022
Table 98 LBN Brand Shares of Paediatric Consumer Health: % Value 2019-2022
Table 99 Forecast Sales of Paediatric Consumer Health by Category: Value 2022-2027
Table 100 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2022-2027