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Consumer Health in Norway

November 2020
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Overview:

Understand the latest market trends and future growth opportunities for the Consumer Health industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Analgesics
  • Cough, Cold and Allergy Remedies
  • Digestive Remedies
  • Dermatologicals
  • NRT Smoking Cessation Aids
  • Sleep Aids
  • Eye Care
  • Wound Care
  • Vitamins
  • Dietary Supplements
  • Weight Management
  • Sports Nutrition
  • Herbal/Traditional Products
  • Paediatric Consumer Health

If you're in the Consumer Health industry in Norway, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Consumer Health in Norway report includes:

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

This report answers:

  • What is the market size of Consumer Health in Norway?
  • Which are the leading brands in Consumer Health in Norway?
  • How are products distributed in Consumer Health in Norway?
  • How has the regulatory and operating environment for Consumer Health changed in Norway?
  • How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
  • How significant are wider health concerns and consumer awareness in determining sales?
  • Where is future growth expected to be most dynamic?

Consumer Health in Norway

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 Norway

KEY DATA FINDINGS

2020 IMPACT

Sales of ibuprofen decline as stories suggest the drug has adverse effects on those suffering from COVID-19, causing high levels of growth for acetaminophen
Diclofenac switches from OTC to Rx status, further boosting sales of adult acetaminophen in 2020
Paracet set to record double-digit growth, maintaining Karo Pharma AS leading position

RECOVERY AND OPPORTUNITIES

The forecast period will record a solid performance, as topical analgesics/anaesthetic and ibuprofen drive value growth
The outbreak of COVID-19, increases the interest in health, boosting sales for topical analgesics/anaesthetic
Prescription analgesics and a lack of innovation on the landscape are both threats to growth across the forecast period

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 Norway

KEY DATA FINDINGS

2020 IMPACT

Cough remedies and nasal sprays drive growth, as demand is driven up by the outbreak of COVID-19
Rising incidence of allergies leads to positive value growth for antihistamines/allergy remedies (systemic)
Otrivin from GlaxoSmithKline AS records an increase in sales, as nasal sprays sell-out in some stores, due to the outbreak of COVID-19

RECOVERY AND OPPORTUNITIES

Stable growth across the forecast period, driven by paediatric products as well as cough remedies
A rise in prescription allergy remedies is set to challenge growth for antihistamines/allergy remedies (systemic) across the forecast period
Nasal sprays and medicated confectionery benefit from providing instant relief, boosting sales and value growth across the forecast period

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 Norway

KEY DATA FINDINGS

2020 IMPACT

COVID-19 restrictions change consumer eating habits, negatively impacting the growth for digestive remedies
Proton pump inhibitors continue to drive growth, with sales rising as COVID-19 increases consumers stress levels
Johnson & Johnson retains its lead, as motion sickness remedies records a double-digit decline

RECOVERY AND OPPORTUNITIES

Stable growth across the forecast period, as consumers eat out, travel and socialise once more
As the outbreak of COVID-19 piques interest in health and wellness, the growing trend sees consumers focus on natural ways to improve their digestion
The ageing population drives growth across the forecast period, particularly benefiting antiflatulents and laxatives

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 Norway

KEY DATA FINDINGS

2020 IMPACT

Frequent handwashing and use of home disinfectants causes skin issues for some consumers, boosting growth for dermatologicals
Antiparasitics/lice (head and body) treatments record a value decline as the closure of schools reduces the spread of lice
Well-known brands retain the trust of consumers, with a lack of private label offerings within dermatologicals

RECOVERY AND OPPORTUNITIES

Following a spike in growth due to COVID-19, lower levels to be recorded in 2021; however, positive growth is driven by antipruritics
Pollution, climate change and an ageing population will remain key growth drivers across the forecast period
Growing awareness of the effectiveness of antipruritics boosts demand across the forecast period, as the product drives the highest value growth

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 Norway

KEY DATA FINDINGS

2020 IMPACT

The Norwegian Health Institute remove smokers from the groups at risk of COVID-19; therefore, the virus has little impact on sales of NRT smoking cessation aids
The smoking population continues to decline as health awareness grows in the country
Nicorette remains the leading player, as supermarkets continue to gain share

RECOVERY AND OPPORTUNITIES

The COVID-19 virus will increase the interest in health and wellness, supporting steady growth across the forecast period
The threat of e-cigarettes may increase across the forecast period, as a loosening of regulations is under discussion
Other NRT will lead growth over the forecast period, as consumers invest in mouth sprays for their quick and convenient benefits

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 Norway

KEY DATA FINDINGS

2020 IMPACT

COVID-19 adds to consumers stress, however, sleep aids records the same high growth levels seen in 2019
Women and younger people are growing audiences for sleep aids, with both groups impacted by higher levels of stress
Sedix retains its lead as consumers preference passion flower over valerian, while smaller players have the opportunity to breakthrough

RECOVERY AND OPPORTUNITIES

Growth is set to remain positive across the forecast period, with the economic recession following the outbreak of COVID-19, increasing consumers stress
The ongoing changes in the Rx landscape boosts sales of OTC sleep aids across the forecast period
Melatonin is increasingly seen as a safe alternative to OTC sleep aids, challenging growth across the forecast period

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 Norway

KEY DATA FINDINGS

2020 IMPACT

Increasing use of screen time, heightened during Q1 due to the outbreak of COVID-19, impacts the demand for standard eye care
Allergy eye care continues to be driven by the population in Norway that suffers from pollen allergies, as the pollen count rises
Norwegians rely on branded eye care products, as SantenPharma AB extends its lead during 2020

RECOVERY AND OPPORTUNITIES

The ongoing use of digital screens, partnered with a rise in allergies, supports high levels of growth
The ageing population in Norway support the growth of eye care across the forecast period
Technological improvements in contact lenses are a challenge to growth in standard eye care

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 Norway

KEY DATA FINDINGS

2020 IMPACT

Sales of wound care increase, as the COVID-19 restrictions close gyms and training centres, increasing outdoor physical activity and injuries
The changing demographics impacts growth in wound care, as the older generation drives sales in 2020
Orkla Group acquires Norgesplaster AS, as Norgesplaster remains the leading offering in 2020

RECOVERY AND OPPORTUNITIES

As consumers go back to the gym, outdoor activities decline, however growth in wound care remains positive across the forecast period
The recovery time for international travel may improve sales of wound care, as an increasing amount of consumers holiday outdoors in Norway
The summer months and the increasing health and wellness trend are opportunities for growth across the forecast period

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 Norway

KEY DATA FINDINGS

2020 IMPACT

The outbreak of COVID-19 saw consumers increase their purchases of vitamins in Q1 and Q2, reaching for products they believed would benefit the immune system
As well as the outbreak of COVID-19, growth in 2020 is supported by the prevalence of vitamin D deficiencies, and the increasing popularity of vitamin K2
Takeda AS leads the landscape with sales of Nycoplus, while e-commerce sees an increase in growth, due to the outbreak of COVID-19

RECOVERY AND OPPORTUNITIES

Growth will remain steady across the forecast period, with a slight increase compared to growth recorded in 2020
Driven by the outbreak of COVID-19, immunity-boosting ingredients drive sales across the forecast period
COVID-19 leads to an increase in e-commerce sales, set to improve the online landscape across the forecast period

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 Norway

KEY DATA FINDINGS

2020 IMPACT

Lack of footfall in shopping centres stifles growth in 2020, as consumers stick to essential retailers during the peak of the COVID-19 crisis
Despite an ongoing scepticism surrounding dietary supplements, fish oils/omega fatty acids drive strong value growth and sales
Orkla extends its lead with Møller’s, while e-commerce continues to grow its share, as COVID-19 leads to reduced sales within specialist stores

RECOVERY AND OPPORTUNITIES

Dietary supplements see a rise in growth across the forecast period, as consumers return to shopping in specialist stores
Health and fitness trends, boosted by the outbreak of COVID-19, drive sales of mineral supplements across the forecast period
Sustainability is a growing concern, with manufacturers of fish oils responding accordingly, across the forecast period

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

Weight Management and Wellbeing in Norway

KEY DATA FINDINGS

2020 IMPACT

The focus on a healthy, homemade diet during the outbreak of COVID-19, leads to a decline in growth for weight management and wellbeing
Many Norwegians have a growing scepticism towards weight loss supplements, further impacting the decline seen in 2020
Nutricia Norway AS increases its lead, while direct sellers continue to have a wide share of the landscape

RECOVERY AND OPPORTUNITIES

Growth increases across the forecast period, as consumers reach for slimming teas and supplement nutrition drinks
Supplement nutrition drinks drive high value growth across the forecast period, seen as an easy and convenient solution
Manufacturers promote their products to align with the growing health and wellness trend, aiding sales over the forecast period

CATEGORY DATA

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

Sports Nutrition in Norway

KEY DATA FINDINGS

2020 IMPACT

Closures of gyms and the reluctancy to visit shopping centres leads to a decline in growth for sports nutrition
Consumers adapt their workout routines, leading to less demand for sports nutrition
Proteinfabrikken AS maintains its lead, as e-commerce sees a further boost in share due to the outbreak of COVID-19

RECOVERY AND OPPORTUNITIES

Following a decline due to the COVID-19 lockdown, growth will peak in 2021 as consumers return to their previous workout regimes
The health and wellness trend sees consumers avoiding sugar, giving manufacturers the opportunity to adapt their offerings
Manufacturers are set to diversify their offerings to avoid growing maturity seen in some areas of sports nutrition

CATEGORY DATA

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

Herbal/Traditional Products in Norway

KEY DATA FINDINGS

2020 IMPACT

Lack of footfall in specialist retailers leads to a decline in growth for 2020, as the COVID-19 crisis does not motivate consumers to buy herbal/traditional options
Sleep aids benefit from having a better reputation than prescribed alternatives, however, herbal/traditional cough and cold remedies lose sales to OTC products
Läkerol retains the top spot, as Sedix benefits from its passionate fruit ingredient, increasing its lead above its competitors

RECOVERY AND OPPORTUNITIES

Following a decline in 2020, growth peaks in 2021, before remaining steady across the rest of the forecast period
A reluctancy to take prescription medication, partnered with innovative offerings boost growth in herbal/traditional sleep aids across the forecast period
A growing focus on alternative therapy across the forecast period could boost the reputation and retail sales of herbal/traditional products

CATEGORY DATA

Table 88 Sales of Herbal/Traditional Products by Category: Value 2015-2020 Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2015-2020 Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020 Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020 Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2020-2025 Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025

Paediatric Consumer Health in Norway

KEY DATA FINDINGS

2020 IMPACT

Paediatric acetaminophen performs well, while negative press leads to a decline in sales for paediatric ibuprofen
Although Rx medications remain an ongoing threat, due to the COVID-19 virus, paediatric cough, cold and allergy remedies record double-digit value growth
Orkla Health AS retains its lead while Karo Pharma benefits from increased interest in paediatrics analgesics, boosting sales of Paracet

RECOVERY AND OPPORTUNITIES

Growth to be steady across the forecast period, albeit, lower than 2020, as demand for acetaminophen returns to normal
Nappy (diaper) rash treatments and paediatric cough/cold remedies benefit from children in Norway suffering from a high level of eczema and coughs and colds
Players compete through packaging and designs, while retailers make more space for paediatric consumer health products, boosting sales

CATEGORY DATA

Table 94 Sales of Paediatric Consumer Health by Category: Value 2015-2020 Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020 Table 96 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020 Table 97 NBO Company Shares of Paediatric Consumer Health: % Value 2016-2020 Table 98 LBN Brand Shares of Paediatric Consumer Health: % Value 2017-2020 Table 99 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025 Table 100 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
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This report originates from Passport, our Consumer Health research and analysis database.

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