Consumer Health in Romania

Consumer Health in Romania

EXECUTIVE SUMMARY

Rising incomes push Romanians to make healthier choices

Ageing and busier schedules provide consumer health with strong demand sources

Local and international companies vie strongly for share

Chemists/pharmacies remains the go-to channel

Healthy growth rates will persist

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 2 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2014-2019
Table 4 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 6 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 8 Distribution of Consumer Health by Format: % Value 2014-2019
Table 9 Distribution of Consumer Health by Format and Category: % Value 2019
Table 10 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in Romania

HEADLINES

PROSPECTS

Growth is arising from multiple sources in analgesics

Not just for headaches, adult aspirin remains popular

Adult naproxen leads growth thanks to OTC pioneer Nalgesin

COMPETITIVE LANDSCAPE

Nurofen gives rival brands a headache

International players have the edge

High import level causes price rises, while topical analgesics/anaesthetic products receive the limelight

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2014-2019
Table 13 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 14 NBO Company Shares of Analgesics: % Value 2015-2019
Table 15 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 16 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

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

HEADLINES

PROSPECTS

Economic improvement, an ageing population and convenience drive sales growth

Self-medication trend sees consumers more proactive when buying remedies

Paediatric remedies begin to penetrate Romania, while busier lifestyles stimulate extra demand

COMPETITIVE LANDSCAPE

Reckitt Benckiser leads through know-how and brand strength

Domestic players aim to relieve consumers from high prices

Advertising is frequent, while well-established brands hold a key advantage

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Dermatologicals in Romania

HEADLINES

PROSPECTS

Higher personal care standards and knowledge support sales rises

Medicated shampoos heads value sales growth over the review period

Stretching product distribution is key in unlocking category potential

COMPETITIVE LANDSCAPE

Strong advertising propels Canesten to the summit

International prestige assures the quality-conscious

Low barriers to entry in a highly competitive category

CATEGORY DATA

Table 24 Sales of Dermatologicals by Category: Value 2014-2019
Table 25 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 27 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 28 LBN Brand Shares of Hair Loss Treatments: % Value 2016-2019
Table 29 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 30 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Dietary Supplements in Romania

HEADLINES

PROSPECTS

Romanians address their health more closely, promoting good sales growth

Consumers become more vigilant about specific illness prevention

Convenience and cost-savings are a great combination

COMPETITIVE LANDSCAPE

Very little difference between the leading players calls for innovation

Terapia has the best of both worlds

Intensive advertising pays off for a few

CATEGORY DATA

Table 31 Sales of Dietary Supplements by Category: Value 2014-2019
Table 32 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 33 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 34 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 35 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 36 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 37 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Digestive Remedies in Romania

HEADLINES

PROSPECTS

Rising self-medication for mild symptoms stimulates sales growth

Higher lifestyle stress takes its toll on the digestive system

Some categories remain prescription to limit self-medication

COMPETITIVE LANDSCAPE

Sanofi leads overall sales and makes ground in the competitive laxatives category

Domestic players in digestive remedies act fast

Convenience and more natural remedies are strengthening trends

CATEGORY DATA

Table 38 Sales of Digestive Remedies by Category: Value 2014-2019
Table 39 Sales of Digestive Remedies by Category: % Value Growth 2014-2019
Table 40 NBO Company Shares of Digestive Remedies: % Value 2015-2019
Table 41 LBN Brand Shares of Digestive Remedies: % Value 2016-2019
Table 42 Forecast Sales of Digestive Remedies by Category: Value 2019-2024
Table 43 Forecast Sales of Digestive Remedies by Category: % Value Growth 2019-2024

Eye Care in Romania

HEADLINES

PROSPECTS

More screen-time fuels growth in eye care

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

Quick and painless, eye drop products dominate sales

COMPETITIVE LANDSCAPE

Consumers find Optrex to be the optimal brand

Visine does not trail Optrex by much

Brands proliferate but visibility remains low

CATEGORY DATA

Table 44 Sales of Eye Care by Category: Value 2014-2019
Table 45 Sales of Eye Care by Category: % Value Growth 2014-2019
Table 46 NBO Company Shares of Eye Care: % Value 2015-2019
Table 47 LBN Brand Shares of Eye Care: % Value 2016-2019
Table 48 Forecast Sales of Eye Care by Category: Value 2019-2024
Table 49 Forecast Sales of Eye Care by Category: % Value Growth 2019-2024

Herbal/Traditional Products in Romania

HEADLINES

PROSPECTS

Full steam ahead for natural alternatives

Less time for self-care creates a gap for dietary supplements to fill

Players need to show herbal/traditional products get results

COMPETITIVE LANDSCAPE

Himalaya is at the peak of the category

Romanians prefer to go local

A dense competitive environment leaves little room for large shares

CATEGORY DATA

Table 50 Sales of Herbal/Traditional Products by Category: Value 2014-2019
Table 51 Sales of Herbal/Traditional Products by Category: % Value Growth 2014-2019
Table 52 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 53 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 54 Forecast Sales of Herbal/Traditional Products by Category: Value 2019-2024
Table 55 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2019-2024

NRT Smoking Cessation Aids in Romania

HEADLINES

PROSPECTS

Smoking prevalence remains considerable, offering potential for cessation aids

Anti-smoking campaigns foster greater awareness, but to limited effect

Smokers are still foggy as to the product benefits

COMPETITIVE LANDSCAPE

Nicorette is the face of NRT smoking cessation aids

Only willpower can make a smoker quit

Static competitive landscape means sales rely mainly on Nicorette

CATEGORY DATA

Table 56 Sales of NRT Smoking Cessation Aids by Category: Value 2014-2019
Table 57 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2014-2019
Table 58 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2015-2019
Table 59 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2016-2019
Table 60 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2019-2024
Table 61 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2019-2024

Paediatric Consumer Health in Romania

HEADLINES

PROSPECTS

Parents prioritise quality over price in the category, fuelling strong sales growth

Greater product segmentation will give vitamins and dietary supplements a boost

Word of mouth can determine success or failure

COMPETITIVE LANDSCAPE

Fiterman finds the optimal balance to lead sales

Biofarm is strong thanks to well-trusted analgesics offering

Both local and foreign players amass considerable shares

CATEGORY DATA

Table 62 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 63 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 64 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 65 NBO Company Shares of Paediatric Consumer Health: % Value 2015-2019
Table 66 LBN Brand Shares of Paediatric Consumer Health: % Value 2016-2019
Table 67 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 68 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Sleep Aids in Romania

HEADLINES

PROSPECTS

More income but less health for Romanians

The growing elderly population reinforce the consumer base

Consumers find it hard to switch off

COMPETITIVE LANDSCAPE

Gedeon still rests comfortably at the top of sleep aids

Walmark offers a natural night’s sleep

Popular and with less red tape, herbal/traditional varieties drive sales fragmentation

CATEGORY DATA

Table 69 Sales of Sleep Aids: Value 2014-2019
Table 70 Sales of Sleep Aids: % Value Growth 2014-2019
Table 71 NBO Company Shares of Sleep Aids: % Value 2015-2019
Table 72 LBN Brand Shares of Sleep Aids: % Value 2016-2019
Table 73 Forecast Sales of Sleep Aids: Value 2019-2024
Table 74 Forecast Sales of Sleep Aids: % Value Growth 2019-2024

Sports Nutrition in Romania

HEADLINES

PROSPECTS

Sports nutrition fuels more consumers as the health trend strengthens

Urbanites see fit to purchase more sports protein/energy bars

On the whey to being mainstream

COMPETITIVE LANDSCAPE

VP is still a VIP in sports nutrition

Much of a muchness among products

Redis and Nutrivita follow VP with enduring local and international brands

CATEGORY DATA

Table 75 Sales of Sports Nutrition by Category: Value 2014-2019
Table 76 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 77 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 78 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 79 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 80 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Vitamins in Romania

HEADLINES

PROSPECTS

Urbanites are the prime consumer group for vitamins as the pace of life increases

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

Rising competition will see a more diverse vitamins offering

COMPETITIVE LANDSCAPE

Hipocrate continues to receive a vitamins boost

Zdrovit leads multivitamins for multiple reasons

Local players have the upper hand in a fragmented category

CATEGORY DATA

Table 81 Sales of Vitamins by Category: Value 2014-2019
Table 82 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 83 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 84 NBO Company Shares of Vitamins: % Value 2015-2019
Table 85 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 86 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 87 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Weight Management and Wellbeing in Romania

HEADLINES

PROSPECTS

Romanians’ drive to improve their appearance is good news for the category

Slimming teas continues to win fans

The category misses out on obesity product sales, while ingredients are set to reflect a more health-mindful consumer

COMPETITIVE LANDSCAPE

Herbalife is still a heavyweight player

Consumers now prefer natural weight loss supplements

Internationals weigh in with the most sales, while direct selling’s share is slimming down

CATEGORY DATA

Table 88 Sales of Weight Management and Wellbeing by Category: Value 2014-2019
Table 89 Sales of Weight Management and Wellbeing by Category: % Value Growth 2014-2019
Table 90 NBO Company Shares of Weight Management and Wellbeing: % Value 2015-2019
Table 91 LBN Brand Shares of Weight Management and Wellbeing: % Value 2016-2019
Table 92 Forecast Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 93 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024

Wound Care in Romania

HEADLINES

PROSPECTS

Romania has potential for sustained wound care growth

Innovation is on the up

Sales speedbumps in place for first aid kits as they are mainly limited to car owners

COMPETITIVE LANDSCAPE

Urgo sticks to the top of wound care

Mebra SRL harnesses distribution power to lead sales

Internationals have wound care covered

CATEGORY DATA

Table 94 Sales of Wound Care by Category: Value 2014-2019
Table 95 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 96 NBO Company Shares of Wound Care: % Value 2015-2019
Table 97 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 98 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 99 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024

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