Consumer Health in Romania

Consumer Health in Romania

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

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in Romania

KEY DATA FINDINGS

2020 IMPACT

COVID-19 causes headache for ibuprofen in 2020, while stockpiling keeps sales high

Reckitt Benckiser will retain its lead in 2020, though Zentiva is close behind

Pharmacies will remain most popular distribution channel in 2020, with strict regulations hampering growth

RECOVERY AND OPPORTUNITIES

Promotions and discounts will be important for attracting consumers into forecast period

Topical analgesics expected to gain popularity into forecast period as an affordable option

Growth likely to arise from multiple sources in analgesics into future

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 Romania

KEY DATA FINDINGS

2020 IMPACT

COVID-19 lockdown reduces need for cough and cold remedies as consumers stay at home

Reckitt Benckiser leads through know-how and brand strength

Promotions and advertisements will play an important role in attracting consumers in 2020

RECOVERY AND OPPORTUNITIES

High vaccination levels will keep incidence of cold and flu cases low into forecast period

Ageing population will create greater demand into forecast period, with anti-allergy medicines seeing particular growth

Sales of cough, cold and allergy remedies expected to be higher year round into 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 Romania

KEY DATA FINDINGS

2020 IMPACT

COVID-19 lockdown restrictions boosted sale of digestive remedies, though demand for motion sickness products plummets

Sanofi leads overall sales in 2020 and makes ground in laxatives

Consumers increasingly seek herbal based remedies with a preference for more natural products

RECOVERY AND OPPORTUNITIES

Promotional activity will be important for attracting consumers into forecast period

Rising self-medication for mild symptoms will stimulate sales growth into forecast period

Higher lifestyle stress will take its toll on the digestive system

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 Romania

KEY DATA FINDINGS

2020 IMPACT

COVID-19 dampened sales of dermatological products in 2020, with lockdown restrictions and lower disposable incomes reducing demand

Seboradin focuses on social media activity in 2020, boosting sales

Bayer keeps its place at the top in 2020, with international players dominating dermatologicals

RECOVERY AND OPPORTUNITIES

More companies expected to seek to widen distribution into forecast period, with online sales offering particular opportunity

Higher personal care standards and knowledge will support sales rises in future

Low barriers to entry likely to make dermatologicals increasingly competitive into forecast period

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 Romania

KEY DATA FINDINGS

2020 IMPACT

High stress levels caused by COVID-19 hinders attempts to quit smoking in 2020

High smoking prevalence in Romania offers fertile ground for NRT smoking cessation products

Nicorette is the face of NRT smoking cessation aids

RECOVERY AND OPPORTUNITIES

E-cigarettes will provide threat to NRT smoking cessation products into forecast period

Smoking prevalence will remain considerable, though benefits of quitting still obscured in smoke

Anti-smoking campaigns foster greater awareness, though may limit sales of OTC NRT smoking cessation products into forecast period

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 Romania

KEY DATA FINDINGS

2020 IMPACT

Increased stress caused by COVID-19 leads to boon in sales of sleep aids

Herbal products will see increased demand in 2020, leading to more fragmentation

Gedeon keeps its position at the top of sleep aids

RECOVERY AND OPPORTUNITIES

Untapped consumer base may offer opportunities for sleep aid companies into the forecast period

Dietary supplements may threaten sleep aids into forecast period, with little innovation in Romania

The growing elderly population will reinforce the consumer base

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 Romania

KEY DATA FINDINGS

2020 IMPACT

COVID-19 dampens demand for eye care due to lockdown restrictions and reduced disposable incomes

Increasing price sensitivity will cause shift to lower cost products, limiting current value growth potential

Reckitt Benckiser continues to lead eye care in Romania, with Johnson and Johnson in second position

RECOVERY AND OPPORTUNITIES

Allergy eye care sales expected to grow into forecast period due to climate change and high pollution levels

Pharmacies will remain key distribution channel into forecast period,

Self-medication for eye care is still low, but has potential to rise thanks to greater health knowledge

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 Romania

KEY DATA FINDINGS

2020 IMPACT

Lockdown reduces demand for wound care products in 2020, with consumers staying indoors

Urgo retains its lead in wound care, with strong promotional activity keeping it stuck to the top

Innovations in wound care drive growth in 2020

RECOVERY AND OPPORTUNITIES

Romania has potential for sustained wound care growth into forecast period

Internationals will dominate wound care into forecast period with wide product portfolios

Private label expected to see strong growth into forecast period, as consumers seek lower cost products

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 Romania

KEY DATA FINDINGS

2020 IMPACT

COVID-19 fears energise vitamin sales in 2020 as consumers stockpile for lockdown

Private label products attract price sensitive consumers in 2020

Hipocrate continues to see strong growth in 2020, boosted by advertising and a positive reputation

RECOVERY AND OPPORTUNITIES

Vitamins go-to product for Romanians facing stress or tiredness, offering strong potential for future growth

Rising competition will see a more diverse vitamins offering

Multivitamins seen as convenient and cost-effective, while vitamin C is strengthening

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 Romania

KEY DATA FINDINGS

2020 IMPACT

Lockdown stockpiling causes surge in sales of dietary supplements in 2020

Sanofi Romania leads highly fragmented dietary supplements in 2020

Convenience and cost-savings are a great combination

RECOVERY AND OPPORTUNITIES

Dietary supplements with a beauty positioning expected to sparkle into forecast period

Innovation likely to be rife in dietary supplements in coming years

Increase in preventative healthcare expected to promote strong growth into 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 Romania

KEY DATA FINDINGS

2020 IMPACT

COVID-19 caused a steep drop in weight management product sales in 2020, with important distribution channels closed

Consumers expect instant effects from weight loss products, though holistic approach is becoming increasingly common

Herbalife is still a heavyweight player

RECOVERY AND OPPORTUNITIES

Unhealthy lockdown eating habits may boost sales post COVID-19

Slimming teas expected to become popular into the forecast period

Romanians’ drive to improve their appearance is good news for the weight management products

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 Romania

KEY DATA FINDINGS

2020 IMPACT

COVID-19 tackles sports nutrition in 2020, decreasing sales of a product on its whey to strong growth

Fragmented sports nutrition led by international players in 2020

Myprotein sees surge in sales in 2020 as consumers shift online

RECOVERY AND OPPORTUNITIES

Lack of knowledge about sports nutrition may hold back sports nutrition into forecast period

Sports protein/energy bars and protein powder will see strong growth in coming years

Sports nutrition will fuel more consumers as the health trend strengthens

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 Romania

KEY DATA FINDINGS

2020 IMPACT

COVID-19 dampened current retail value growth at start of lockdown, as consumers stockpile OTC products

Romanians turn to herbal/traditional products for everyday ailments in 2020

Himalaya is at the peak of herbal/traditional products

RECOVERY AND OPPORTUNITIES

OTC players expected to tap into herbal/traditional growth into forecast period

Private label products expected to see strong growth into the forecast period with new launches anticipated

Full steam ahead for natural alternatives

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 Romania

KEY DATA FINDINGS

2020 IMPACT

COVID-19 slowed growth of paediatric consumer health, though stockpiling kept overall sales stable

Producers expand portfolios in 2020 to latch onto growing popularity of paediatrics

Both local and foreign players amass considerable shares

RECOVERY AND OPPORTUNITIES

Growing awareness in parents about advantages of paediatric products will cause growth into forecast period

Greater product segmentation will give vitamins and dietary supplements a boost

Parents prioritise quality over price, fuelling strong sales growth

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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