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Country Report

Consumer Health in

Consumer Health in Poland

98 pages, Feb 2019

US$2,650

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Executive Summary

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Good economic situation, flu epidemic and growing trend towards self-care support sales

In 2018, consumer health in Poland recorded another positive year with moderate growth. Recent regulatory changes (a new law was introduced in 2017 called “Pharmacy for Pharmacists”, aiming for greater fragmentation within the pharmacy channel and to support individual, non-chained units) did not visibly affect the overall performance, as customers were still willing to buy more medicines.

Customers do not distinguish between OTC medicines and dietary supplements; they look for rapid results

Polish consumers are usually looking for fast, efficient solutions to health problems and are vulnerable to advertising. Due to the increasingly fast pace of life, they prefer to take a pill before visiting a doctor, which takes time and costs money.

Category is very fragmented and balanced between domestic and international players

Polish consumer health is very fragmented as the whole category is very diverse. Most players present are active in a number of categories, as they want to focus their marketing efforts on gaining recognition and consumer trust.

Chemists/pharmacies remains the biggest distribution channel

Traditional, bricks-and-mortar chemists/pharmacies is still by far the most popular channel for buying OTC medicines and dietary supplements amongst Poles. There is a number of reasons for this.

Consumer health in Poland has a positive outlook over the medium term

Over the forecast period, consumer health in Poland is predicted to record steady growth. The main reason for such stability is the increasing incomes of Polish consumers and the ongoing trend towards self-medication as an alternative to a doctor’s visit.

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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 Poland 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 Poland, 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 Poland for free:

The Consumer Health in Poland 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 Poland?
What are the major brands in Poland?
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 Poland

EXECUTIVE SUMMARY

Good economic situation, flu epidemic and growing trend towards self-care support sales

Customers do not distinguish between OTC medicines and dietary supplements; they look for rapid results

Category is very fragmented and balanced between domestic and international players

Chemists/pharmacies remains the biggest distribution channel

Consumer health in Poland has a positive outlook over the medium term

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2013-2018
Table 2 Life Expectancy at Birth 2013-2018

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2013-2018
Table 4 Sales of Consumer Health by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Consumer Health: % Value 2014-2018
Table 6 LBN Brand Shares of Consumer Health: % Value 2015-2018
Table 7 Distribution of Consumer Health by Format: % Value 2013-2018
Table 8 Distribution of Consumer Health by Format and Category: % Value 2018
Table 9 Forecast Sales of Consumer Health by Category: Value 2018-2023
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2018-2023

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

Summary 1 OTC: Switches

SOURCES

Summary 2 Research Sources

Analgesics in Poland

HEADLINES

PROSPECTS

Poles are looking for quick solutions to relieve pain

Advertising remains the strongest stimulus for growth

Regulatory risk and growing consumer awareness are potentially the greatest threats to further growth

COMPETITIVE LANDSCAPE

US Pharmacia remains category leader

Little innovation but plenty of advertising

Analgesics is relatively concentrated and based on various distribution channels

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2013-2018
Table 12 Sales of Analgesics by Category: % Value Growth 2013-2018
Table 13 Sales of Topical Analgesics/Anaesthetic by Format: % Value 2013-2018
Table 14 NBO Company Shares of Analgesics: % Value 2014-2018
Table 15 LBN Brand Shares of Analgesics: % Value 2015-2018
Table 16 Forecast Sales of Analgesics by Category: Value 2018-2023
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2018-2023

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

HEADLINES

PROSPECTS

The cold end to winter and the low popularity of vaccinations result in a record number of flu cases

Advertisements encourage self-treatment

Government reimbursement of influenza vaccination may limit further increases

COMPETITIVE LANDSCAPE

GlaxoSmithKline Consumer Healthcare continues to lead

Efficient advertising is still the key

Specialisation and a variety of applications desired by the consumer

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2013-2018
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2013-2018
Table 20 Sales of Decongestants by Category: Value 2013-2018
Table 21 Sales of Decongestants by Category: % Value Growth 2013-2018
Table 22 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2014-2018
Table 23 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2018
Table 24 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023
Table 25 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023

Dermatologicals in Poland

HEADLINES

PROSPECTS

Sales are driven by a growing number of allergy sufferers

Consumers are looking for high-quality and trusted products

Demand for dermocosmetics with pro-health and functional properties is growing

COMPETITIVE LANDSCAPE

Johnson & Johnson Poland maintains its leadership of dermatologicals, followed closely by GlaxoSmithKline Consumer Healthcare

Category is fragmented as players dominate their respective areas

Forecasts are positive, but growth potential is limited

CATEGORY DATA

Table 26 Sales of Dermatologicals by Category: Value 2013-2018
Table 27 Sales of Dermatologicals by Category: % Value Growth 2013-2018
Table 28 NBO Company Shares of Dermatologicals: % Value 2014-2018
Table 29 LBN Brand Shares of Dermatologicals: % Value 2015-2018
Table 30 LBN Brand Shares of Hair Loss Treatments: % Value 2015-2018
Table 31 Forecast Sales of Dermatologicals by Category: Value 2018-2023
Table 32 Forecast Sales of Dermatologicals by Category: % Value Growth 2018-2023

Dietary Supplements in Poland

HEADLINES

PROSPECTS

Industry needs regulation

Associations try to overcome bad publicity

Ageing of the population fuels demand for specific dietary supplements

COMPETITIVE LANDSCAPE

Polski Lek leads dietary supplements due to the iconic Plusssz brand

Producers keep investing in advertising

CATEGORY DATA

Table 33 Sales of Dietary Supplements by Category: Value 2013-2018
Table 34 Sales of Dietary Supplements by Category: % Value Growth 2013-2018
Table 35 Sales of Dietary Supplements by Positioning: % Value 2013-2018
Table 36 Sales of Fish Oils/Omega Fatty Acids by Type: % Value 2013-2018
Table 37 NBO Company Shares of Dietary Supplements: % Value 2014-2018
Table 38 LBN Brand Shares of Dietary Supplements: % Value 2015-2018
Table 39 Forecast Sales of Dietary Supplements by Category: Value 2018-2023
Table 40 Forecast Sales of Dietary Supplements by Category: % Value Growth 2018-2023

Digestive Remedies in Poland

HEADLINES

PROSPECTS

Hectic lifestyles and disregarding gastric problems drive sales

Ageing society and frequent trips are conducive to digestion problems

Customers tend to treat OTC digestive remedies in the same way as supplements and herbs

COMPETITIVE LANDSCAPE

Bayer remains category leader

Category is still relatively fragmented and dominated by foreign players

Wide distribution and application formats are a must

CATEGORY DATA

Table 41 Sales of Digestive Remedies by Category: Value 2013-2018
Table 42 Sales of Digestive Remedies by Category: % Value Growth 2013-2018
Table 43 NBO Company Shares of Digestive Remedies: % Value 2014-2018
Table 44 LBN Brand Shares of Digestive Remedies: % Value 2015-2018
Table 45 Forecast Sales of Digestive Remedies by Category: Value 2018-2023
Table 46 Forecast Sales of Digestive Remedies by Category: % Value Growth 2018-2023

Eye Care in Poland

HEADLINES

PROSPECTS

The number of patients with vision problems increases

Office workers and children have an increased chance of eye problems

Almost all people aged 40+ have presbyopia

COMPETITIVE LANDSCAPE

Polfa Warszawa leads eye care

The popularity of contact lenses strengthens the sale of products without preservatives

The growing position of supplements creates competition for eye care

CATEGORY DATA

Table 47 Sales of Eye Care by Category: Value 2013-2018
Table 48 Sales of Eye Care by Category: % Value Growth 2013-2018
Table 49 Sales of Standard Eye Care by Format: % Value 2013-2018
Table 50 Sales of Standard Eye Care by Positioning: % Value 2013-2018
Table 51 NBO Company Shares of Eye Care: % Value 2014-2018
Table 52 LBN Brand Shares of Eye Care: % Value 2015-2018
Table 53 Forecast Sales of Eye Care by Category: Value 2018-2023
Table 54 Forecast Sales of Eye Care by Category: % Value Growth 2018-2023

Herbal/Traditional Products in Poland

HEADLINES

PROSPECTS

Number of consumers interested in traditional medicine is growing

Herbal/traditional products are often used as an aid to regular therapy

Safety is a big advantage, but the effectiveness of herbal/traditional products raises doubts

COMPETITIVE LANDSCAPE

Aflofarm Farmacja Polska maintains its leading position

Herbal/traditional products is very fragmented and split between domestic and global companies

Advertising is the key to driving sales growth

CATEGORY DATA

Table 55 Sales of Herbal/Traditional Products by Category: Value 2013-2018
Table 56 Sales of Herbal/Traditional Products by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Herbal/Traditional Products: % Value 2014-2018
Table 58 LBN Brand Shares of Herbal/Traditional Products: % Value 2015-2018
Table 59 Forecast Sales of Herbal/Traditional Products by Category: Value 2018-2023
Table 60 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2018-2023

NRT Smoking Cessation Aids in Poland

HEADLINES

PROSPECTS

Healthy lifestyle trend and increased consumer awareness result in a decrease in the number of smokers

Regulation and the rising prices of cigarettes encourage quitting

Positive short- and medium-term prospects for NRT smoking cessation aids

COMPETITIVE LANDSCAPE

Johnson & Johnson Poland dominates

NRT gum remains the most popular type of aid

E-cigarettes and smokeless cigarettes are strong competitors

CATEGORY INDICATORS

Table 61 Number of Smokers by Gender 2013-2018

CATEGORY DATA

Table 62 Sales of NRT Smoking Cessation Aids by Category: Value 2013-2018
Table 63 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2013-2018
Table 64 Sales of NRT Gum by Flavour: % Value 2013-2018
Table 65 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2014-2018
Table 66 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2015-2018
Table 67 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2018-2023
Table 68 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2018-2023

Paediatric Consumer Health in Poland

HEADLINES

PROSPECTS

Mixed picture regarding the birth rate

The increase in the level of affluence and consumer optimism drive sales

Growing awareness of the difference between medicines for adults and for children

COMPETITIVE LANDSCAPE

Johnson & Johnson Poland leads paediatric consumer health

The category is largely controlled by international players

Application form and safety are key

CATEGORY DATA

Table 69 Sales of Paediatric Consumer Health by Category: Value 2013-2018
Table 70 Sales of Paediatric Consumer Health by Category: % Value Growth 2013-2018
Table 71 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2018
Table 72 NBO Company Shares of Paediatric Consumer Health: % Value 2014-2018
Table 73 LBN Brand Shares of Paediatric Consumer Health: % Value 2015-2018
Table 74 Forecast Sales of Paediatric Consumer Health by Category: Value 2018-2023
Table 75 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023

Sleep Aids in Poland

HEADLINES

PROSPECTS

The number of people suffering from sleep disorders is constantly increasing

Modern lifestyle is one of the major factors behind the increase in the number of people with sleep disorders

An ageing society and the constant presence of electronic devices to drive demand

COMPETITIVE LANDSCAPE

Sleep aids is led by GlaxoSmithKline Consumer Healthcare

International brands dominate sales of sleep aids

Competition from dietary supplements and herbal products is a threat

CATEGORY DATA

Table 76 Sales of Sleep Aids: Value 2013-2018
Table 77 Sales of Sleep Aids: % Value Growth 2013-2018
Table 78 NBO Company Shares of Sleep Aids: % Value 2014-2018
Table 79 LBN Brand Shares of Sleep Aids: % Value 2015-2018
Table 80 Forecast Sales of Sleep Aids: Value 2018-2023
Table 81 Forecast Sales of Sleep Aids: % Value Growth 2018-2023

Sports Nutrition in Poland

HEADLINES

PROSPECTS

The global trend towards being fit drives sales of sports nutrition in Poland

The product offer and range continue to grow

Prospects for sports nutrition are bright

COMPETITIVE LANDSCAPE

Olimp Laboratories is the clear leader within sports nutrition

Domestic players dominate

Distribution base on bricks-and-mortar shops and fitness clubs, but internet retailing is the fastest growing

CATEGORY DATA

Table 82 Sales of Sports Nutrition by Category: Value 2013-2018
Table 83 Sales of Sports Nutrition by Category: % Value Growth 2013-2018
Table 84 NBO Company Shares of Sports Nutrition: % Value 2014-2018
Table 85 LBN Brand Shares of Sports Nutrition: % Value 2015-2018
Table 86 Forecast Sales of Sports Nutrition by Category: Value 2018-2023
Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2018-2023

Vitamins in Poland

HEADLINES

PROSPECTS

Changing lifestyles create demand

Vitamins will have to compete with fortified/functional food and beverages

E-pharmacies are a fertile ground for vitamins

COMPETITIVE LANDSCAPE

Plusssz sets the tone for multivitamins

Positioning is key to the heart of a Polish consumer

Split in the approach of private label depending on the channel

CATEGORY DATA

Table 88 Sales of Vitamins by Category: Value 2013-2018
Table 89 Sales of Vitamins by Category: % Value Growth 2013-2018
Table 90 Sales of Multivitamins by Positioning: % Value 2013-2018
Table 91 NBO Company Shares of Vitamins: % Value 2014-2018
Table 92 LBN Brand Shares of Vitamins: % Value 2015-2018
Table 93 Forecast Sales of Vitamins by Category: Value 2018-2023
Table 94 Forecast Sales of Vitamins by Category: % Value Growth 2018-2023

Weight Management and Wellbeing in Poland

HEADLINES

PROSPECTS

The number of overweight people in Poland continues to grow

The pressure to be fit drives sales

Social awareness regarding the consequences of obesity is growing

COMPETITIVE LANDSCAPE

Naturhouse continues to lead

Fast and visible results are in demand

Trend towards a healthy lifestyle also supports alternative ways of losing weight

CATEGORY DATA

Table 95 Sales of Weight Management and Wellbeing by Category: Value 2013-2018
Table 96 Sales of Weight Management and Wellbeing by Category: % Value Growth 2013-2018
Table 97 NBO Company Shares of Weight Management and Wellbeing: % Value 2014-2018
Table 98 LBN Brand Shares of Weight Management and Wellbeing: % Value 2015-2018
Table 99 Forecast Sales of Weight Management and Wellbeing by Category: Value 2018-2023
Table 100 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023

Wound Care in Poland

HEADLINES

PROSPECTS

Wound care in Poland records healthy growth in 2018

Active lifestyle trend supports category growth

Stable but quite slow growth predicted due to the relative maturity of the category

COMPETITIVE LANDSCAPE

3M Poland continues its domination

Private label increasing its presence within wound care

Specialisation and an innovative approach are desired

CATEGORY DATA

Table 101 Sales of Wound Care by Category: Value 2013-2018
Table 102 Sales of Wound Care by Category: % Value Growth 2013-2018
Table 103 NBO Company Shares of Wound Care: % Value 2014-2018
Table 104 LBN Brand Shares of Wound Care: % Value 2015-2018
Table 105 Forecast Sales of Wound Care by Category: Value 2018-2023
Table 106 Forecast Sales of Wound Care by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Consumer Health in Poland

New Report Guarantee

Executive Summary

New Report Guarantee

Good economic situation, flu epidemic and growing trend towards self-care support sales

Customers do not distinguish between OTC medicines and dietary supplements; they look for rapid results

Category is very fragmented and balanced between domestic and international players

Chemists/pharmacies remains the biggest distribution channel

Consumer health in Poland has a positive outlook over the medium term

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Overview

Why buy this report?

Samples: (FAQs about samples):

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Table of Contents

Consumer Health in Poland

EXECUTIVE SUMMARY

Good economic situation, flu epidemic and growing trend towards self-care support sales

Customers do not distinguish between OTC medicines and dietary supplements; they look for rapid results

Category is very fragmented and balanced between domestic and international players

Chemists/pharmacies remains the biggest distribution channel

Consumer health in Poland has a positive outlook over the medium term

MARKET INDICATORS

MARKET DATA

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

SOURCES

Analgesics in Poland

HEADLINES

PROSPECTS

Poles are looking for quick solutions to relieve pain

Advertising remains the strongest stimulus for growth

Regulatory risk and growing consumer awareness are potentially the greatest threats to further growth

COMPETITIVE LANDSCAPE

US Pharmacia remains category leader

Little innovation but plenty of advertising

Analgesics is relatively concentrated and based on various distribution channels

CATEGORY DATA

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

HEADLINES

PROSPECTS

The cold end to winter and the low popularity of vaccinations result in a record number of flu cases

Advertisements encourage self-treatment

Government reimbursement of influenza vaccination may limit further increases

COMPETITIVE LANDSCAPE

GlaxoSmithKline Consumer Healthcare continues to lead

Efficient advertising is still the key

Specialisation and a variety of applications desired by the consumer

CATEGORY DATA

Dermatologicals in Poland

HEADLINES

PROSPECTS

Sales are driven by a growing number of allergy sufferers

Consumers are looking for high-quality and trusted products

Demand for dermocosmetics with pro-health and functional properties is growing

COMPETITIVE LANDSCAPE

Johnson & Johnson Poland maintains its leadership of dermatologicals, followed closely by GlaxoSmithKline Consumer Healthcare

Category is fragmented as players dominate their respective areas

Forecasts are positive, but growth potential is limited

CATEGORY DATA

Dietary Supplements in Poland

HEADLINES

PROSPECTS

Industry needs regulation

Associations try to overcome bad publicity

Ageing of the population fuels demand for specific dietary supplements

COMPETITIVE LANDSCAPE

Polski Lek leads dietary supplements due to the iconic Plusssz brand

Producers keep investing in advertising

CATEGORY DATA

Digestive Remedies in Poland

HEADLINES

PROSPECTS

Hectic lifestyles and disregarding gastric problems drive sales

Ageing society and frequent trips are conducive to digestion problems