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Country Report

Consumer Health in

Consumer Health in Romania

Nov 2018

US$2,650

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Executive Summary

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Moderate to strong sales growth was seen across consumer health in 2018 as rising incomes and the increasing focus on health and wellbeing supported the development of more favourable conditions for sales growth. The result of these two wider trends has been a strong shift in favour of self-medication and preventative medicine, resulting in strong performances for the key categories of OTC and vitamins and dietary supplements.

The solid performance recorded in consumer health during 2018 was in line with the review period CAGR. Indeed, at industry level only very small variations were seen in annual growth rates throughout the review period.

The competitive environment in consumer health saw few major changes during 2018. At industry level, the top of the rankings remained dominated by strong local players such as Zentiva, Biofarm, Terapia Ranbaxy and Fiterman Pharma.

Chemists/pharmacies continued to dominate the distribution of consumer health products in 2018 and there are various reasons for this. The most important reason is that the distribution of almost all OTC products is limited by legislation to chemists/pharmacies and there is a requirement for a licensed pharmacist to be present at all times.

As Romania’s per capita consumption of consumer health products remains among the lowest in Europe, there remains considerable room for further sales growth in the industry over the forecast period. However, with sales rising from a higher base following solid growth over the review period, slower growth rates are expected during the forecast period.

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Consumer Health Sample Report Consumer Health Sample Data

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Health industry in Romania 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 Romania, 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 Romania for free:

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

ANALYSIS

Executive Summary

Consumer health continues to develop as positive influences spur growth
Consistent performance and strong growth indications of a healthy industry
Strong local companies compete with regional players and major multinationals
Chemists/pharmacies remains dominant in consumer health distribution
Further positive growth expected, with paediatric consumer health to lead the way

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

DATAGRAPHICS

Market Sizes

Sales of Consumer Health
Sales Performance of Consumer Health
Sales of Consumer Health by Category

Distribution

Channel Distribution for Consumer Health

Competitive Landscape

Company Shares of Consumer Health
Company Share Performance in Consumer Health
Retail Sales Performance by Company
Market Concentration of Consumer Health by Company
Brand Shares of Consumer Health
Brand Share Performance in Consumer Health
Retail Sales Performance by Brand
Market Concentration of Consumer Health by Brand

CONTEXT

International Context

Consumer Health Retail Sales by Region
Consumer Health in Romania

FMCG Index

Consumer Health vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Romania vs Other Geographies
Households with a Disposable Income Over USD25,000 - Romania

Analgesics in Romania

ANALYSIS

Headlines

Prospects

Analgesics is slated for moderate positive growth
Paediatric analgesics expected to generate stronger growth over the forecast period
Emerging consumer trends set to influence the choice of analgesics

Competitive Landscape

Zentiva and Reckitt Benckiser continue to lead sales
Local manufacturers vie with global players
Prices continue to increase despite increasingly intense competition

DATAGRAPHICS

Market Sizes

Sales of Analgesics
Sales Performance of Analgesics
Sales of Analgesics by Category

Distribution

Channel Distribution for Analgesics

Competitive Landscape

Company Shares of Analgesics
Company Share Performance in Analgesics
Retail Sales Performance by Company
Market Concentration of Analgesics by Company
Brand Shares of Analgesics
Brand Share Performance in Analgesics
Retail Sales Performance by Brand
Market Concentration of Analgesics by Brand

CONTEXT

International Context

Analgesics Retail Sales by Region
Analgesics in Romania

FMCG Index

Analgesics vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Romania vs Other Geographies
Households with a Disposable Income Over USD25,000 - Romania

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

ANALYSIS

Headlines

Prospects

Pre-conditions for high and rising sales likely to remain in effect
Increasingly competitive labour market likely to support sales growth
Shopping habits likely to continue influencing sales trends

Competitive Landscape

Nurofen and Theraflu remain the leading brands in 2018
Biofarm and Terapia Ranbaxy are the leading local players
Consumer trust and loyalty remain crucial factors influencing demand

DATAGRAPHICS

Market Sizes

Sales of Cough, Cold and Allergy (Hay Fever) Remedies
Sales Performance of Cough, Cold and Allergy (Hay Fever) Remedies
Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category

Distribution

Channel Distribution for Cough, Cold and Allergy (Hay Fever) Remedies

Competitive Landscape

Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies
Company Share Performance in Cough, Cold and Allergy (Hay Fever) Remedies
Retail Sales Performance by Company
Market Concentration of Cough, Cold and Allergy (Hay Fever) Remedies by Company
Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies
Brand Share Performance in Cough, Cold and Allergy (Hay Fever) Remedies
Retail Sales Performance by Brand
Market Concentration of Cough, Cold and Allergy (Hay Fever) Remedies by Brand

CONTEXT

International Context

Cough, Cold and Allergy (Hay Fever) Remedies Retail Sales by Region
Cough, Cold and Allergy (Hay Fever) Remedies in Romania

FMCG Index

Cough, Cold and Allergy (Hay Fever) Remedies vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Romania vs Other Geographies
Households with a Disposable Income Over USD25,000 - Romania

Dermatologicals in Romania

ANALYSIS

Headlines

Prospects

Dermatologicals slated for further strong growth over the forecast period
Medicated shampoos set to be the most dynamic dermatologicals category
Distribution set to remain an influential factor for dermatologicals sales

Competitive Landscape

Bayer leads dermatologicals in 2018 through the brands Canestan and Bepanthen
Competitive environment defined by high levels of fragmentation
Lack of consumer loyalty set to present challenges to the leading players

DATAGRAPHICS

Market Sizes

Sales of Dermatologicals
Sales Performance of Dermatologicals
Sales of Dermatologicals by Category

Distribution

Channel Distribution for Dermatologicals

Competitive Landscape

Company Shares of Dermatologicals
Company Share Performance in Dermatologicals
Retail Sales Performance by Company
Market Concentration of Dermatologicals by Company
Brand Shares of Dermatologicals
Brand Share Performance in Dermatologicals
Retail Sales Performance by Brand
Market Concentration of Dermatologicals by Brand

CONTEXT

International Context

Dermatologicals Retail Sales by Region
Dermatologicals in Romania

FMCG Index

Dermatologicals vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Romania vs Other Geographies
Households with a Disposable Income Over USD25,000 - Romania

Dietary Supplements in Romania

ANALYSIS

Headlines

Prospects

Further positive growth on the cards for dietary supplements
Combination dietary supplements set to remain the leading category
Positioning likely to become more important for dietary supplements marketing

Competitive Landscape

Terapia Ranbaxy remains the leading name in dietary supplements
Congestion at the top of the rankings
Innovation and new product development likely to be the keys to success

DATAGRAPHICS

Market Sizes

Sales of Dietary Supplements
Sales Performance of Dietary Supplements
Sales of Dietary Supplements by Category

Competitive Landscape

Company Shares of Dietary Supplements
Company Share Performance in Dietary Supplements
Retail Sales Performance by Company
Market Concentration of Dietary Supplements by Company
Brand Shares of Dietary Supplements
Brand Share Performance in Dietary Supplements
Retail Sales Performance by Brand
Market Concentration of Dietary Supplements by Brand

CONTEXT

International Context

Dietary Supplements Retail Sales by Region
Dietary Supplements in Romania

FMCG Index

Dietary Supplements vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Romania vs Other Geographies
Households with a Disposable Income Over USD25,000 - Romania

Digestive Remedies in Romania

ANALYSIS

Headlines

Prospects

Rising incidence of digestive problems set to support sales growth
Digestive remedies benefits from the rising interest in self-medication
Indigestion and heartburn remedies set to remain the largest product area

Competitive Landscape

Sanofi Romania maintains its leading position in digestive remedies
Local players strong in the category
The Himalaya Drug Co registers strong growth as demand shifts to herbal options

DATAGRAPHICS

Market Sizes

Sales of Digestive Remedies
Sales Performance of Digestive Remedies
Sales of Digestive Remedies by Category

Distribution

Channel Distribution for Digestive Remedies

Competitive Landscape

Company Shares of Digestive Remedies
Company Share Performance in Digestive Remedies
Retail Sales Performance by Company
Market Concentration of Digestive Remedies by Company
Brand Shares of Digestive Remedies
Brand Share Performance in Digestive Remedies
Retail Sales Performance by Brand
Market Concentration of Digestive Remedies by Brand

CONTEXT

International Context

Digestive Remedies Retail Sales by Region
Digestive Remedies in Romania

FMCG Index

Digestive Remedies vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Romania vs Other Geographies
Households with a Disposable Income Over USD25,000 - Romania

Eye Care in Romania

ANALYSIS

Headlines

Prospects

Further positive growth to be based on rising incomes and increased screen time
Drops set to continue dominating sales in eye care
Consumers expected to prefer preventative approach to mild eye issues

Competitive Landscape

Reckitt Benckiser maintains the lead despite Johnson & Johnson’s strong challenge
Johnson & Johnson’s holds second position in eye care
Fragmentation likely to remain a feature of eye care

DATAGRAPHICS

Market Sizes

Sales of Eye Care
Sales Performance of Eye Care
Sales of Eye Care by Category

Distribution

Channel Distribution for Eye Care

Competitive Landscape

Company Shares of Eye Care
Company Share Performance in Eye Care
Retail Sales Performance by Company
Market Concentration of Eye Care by Company
Brand Shares of Eye Care
Brand Share Performance in Eye Care
Retail Sales Performance by Brand
Market Concentration of Eye Care by Brand

CONTEXT

International Context

Eye Care Retail Sales by Region
Eye Care in Romania

FMCG Index

Eye Care vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Romania vs Other Geographies
Households with a Disposable Income Over USD25,000 - Romania

Herbal/Traditional Products in Romania

ANALYSIS

Headlines

Prospects

Rising interest in natural products to support positive forecast period growth
Herbal/traditional dietary supplements to remain the largest category
Backing up health claims with solid evidence to become more important

Competitive Landscape

The Himalaya Drug Co maintains the leading position in 2018
Local players hold their own due to strong tradition and high consumer trust
Fragmentation continues to define the competitive environment

DATAGRAPHICS

Market Sizes

Sales of Herbal/Traditional Products
Sales Performance of Herbal/Traditional Products
Sales of Herbal/Traditional Products by Category

Distribution

Channel Distribution for Herbal/Traditional Products

Competitive Landscape

Company Shares of Herbal/Traditional Products
Company Share Performance in Herbal/Traditional Products
Retail Sales Performance by Company
Market Concentration of Herbal/Traditional Products by Company
Brand Shares of Herbal/Traditional Products
Brand Share Performance in Herbal/Traditional Products
Retail Sales Performance by Brand
Market Concentration of Herbal/Traditional Products by Brand

CONTEXT

International Context

Herbal/Traditional Products Retail Sales by Region
Herbal/Traditional Products in Romania

FMCG Index

Herbal/Traditional Products vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Romania vs Other Geographies
Households with a Disposable Income Over USD25,000 - Romania

NRT Smoking Cessation Aids in Romania

ANALYSIS

Headlines

Prospects

NRT smoking cessation aids set to benefit from high smoking prevalence
Supply of free Rx smoking cessation aids to compromise demand for OTC options
Lack of public awareness of NRT smoking cessation aids likely to harm growth

Competitive Landscape

Johnson & Johnson continues to dominate sales of NRT smoking cessation aids
Low sales deter new entrants, despite strong growth prospects

DATAGRAPHICS

Market Sizes

Sales of NRT Smoking Cessation Aids
Sales Performance of NRT Smoking Cessation Aids
Sales of NRT Smoking Cessation Aids by Category

Distribution

Channel Distribution for NRT Smoking Cessation Aids

Competitive Landscape

Company Shares of NRT Smoking Cessation Aids
Company Share Performance in NRT Smoking Cessation Aids
Retail Sales Performance by Company
Market Concentration of NRT Smoking Cessation Aids by Company
Brand Shares of NRT Smoking Cessation Aids
Brand Share Performance in NRT Smoking Cessation Aids
Retail Sales Performance by Brand
Market Concentration of NRT Smoking Cessation Aids by Brand

CONTEXT

International Context

NRT Smoking Cessation Aids Retail Sales by Region
NRT Smoking Cessation Aids in Romania

FMCG Index

NRT Smoking Cessation Aids vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Romania vs Other Geographies
Households with a Disposable Income Over USD25,000 - Romania

Paediatric Consumer Health in Romania

ANALYSIS

Headlines

Prospects

Paediatric consumer health set for dynamic sales growth
Paediatric vitamins and dietary supplements slated for the strongest growth
Word-of-mouth set to remain at the forefront of product promotion in the category

Competitive Landscape

Fiterman Pharma maintains the leading position in the category
Biofarm maintains second position in paediatric consumer health
Local companies hold their own in a highly competitive category

DATAGRAPHICS

Market Sizes

Sales of Paediatric Consumer Health
Sales Performance of Paediatric Consumer Health
Sales of Paediatric Consumer Health by Category

Distribution

Channel Distribution for Paediatric Consumer Health

Competitive Landscape

Company Shares of Paediatric Consumer Health
Company Share Performance in Paediatric Consumer Health
Retail Sales Performance by Company
Market Concentration of Paediatric Consumer Health by Company
Brand Shares of Paediatric Consumer Health
Brand Share Performance in Paediatric Consumer Health
Retail Sales Performance by Brand
Market Concentration of Paediatric Consumer Health by Brand

CONTEXT

International Context

Paediatric Consumer Health Retail Sales by Region
Paediatric Consumer Health in Romania

FMCG Index

Paediatric Consumer Health vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Romania vs Other Geographies
Households with a Disposable Income Over USD25,000 - Romania

Sleep Aids in Romania

ANALYSIS

Headlines

Prospects

Positive growth expected in sleep aids over the forecast period
Burgeoning use of digital devices likely to support growth in sales of sleep aids
Population ageing another positive trend in favour of sales growth in sleep aids

Competitive Landscape

Gedeon Richter maintains its strong leading position in sleep aids
Walmark maintains second position as demand shifts to herbal/traditional products
High degree of fragmentation due to proliferation of herbal/traditional sleep aids

DATAGRAPHICS

Market Sizes

Sales of Sleep Aids
Sales Performance of Sleep Aids

Distribution

Channel Distribution for Sleep Aids

Competitive Landscape

Company Shares of Sleep Aids
Company Share Performance in Sleep Aids
Retail Sales Performance by Company
Market Concentration of Sleep Aids by Company
Brand Shares of Sleep Aids
Brand Share Performance in Sleep Aids
Retail Sales Performance by Brand
Market Concentration of Sleep Aids by Brand

CONTEXT

International Context

Sleep Aids Retail Sales by Region
Sleep Aids in Romania

FMCG Index

Sleep Aids vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Romania vs Other Geographies
Households with a Disposable Income Over USD25,000 - Romania

Sports Nutrition in Romania

ANALYSIS

Headlines

Prospects

Sports nutrition slated for a solid performance over the forecast period
Strong growth expected as sports nutrition hits the mainstream
Sports protein products set to remain dominant

Competitive Landscape

VP Laboratory maintains its strong lead with the VPLAB brand
Nutravita SRL maintains second position with the international brand Isostar
The competitive environment remains highly fragmented

DATAGRAPHICS

Market Sizes

Sales of Sports Nutrition
Sales Performance of Sports Nutrition
Sales of Sports Nutrition by Category

Distribution

Channel Distribution for Sports Nutrition

Competitive Landscape

Company Shares of Sports Nutrition
Company Share Performance in Sports Nutrition
Retail Sales Performance by Company
Market Concentration of Sports Nutrition by Company
Brand Shares of Sports Nutrition
Brand Share Performance in Sports Nutrition
Retail Sales Performance by Brand
Market Concentration of Sports Nutrition by Brand

CONTEXT

International Context

Sports Nutrition Retail Sales by Region
Sports Nutrition in Romania

FMCG Index

Sports Nutrition vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Romania vs Other Geographies
Households with a Disposable Income Over USD25,000 - Romania

Vitamins in Romania

ANALYSIS

Headlines

Prospects

Positive growth to be based on rising incomes and spreading consumer awareness
Building brand profiles the key to greater consumer recognition and higher sales
Multivitamins set to continue dominating sales of vitamins

Competitive Landscape

Hipocrate 2000 maintains leadership in sales of vitamins
Zdrovit remains the leading vitamins brand
Domestic players thrive in a highly fragmented competitive environment

DATAGRAPHICS

Market Sizes

Sales of Vitamins
Sales Performance of Vitamins
Sales of Vitamins by Category

Competitive Landscape

Company Shares of Vitamins
Company Share Performance in Vitamins
Retail Sales Performance by Company
Market Concentration of Vitamins by Company
Brand Shares of Vitamins
Brand Share Performance in Vitamins
Retail Sales Performance by Brand
Market Concentration of Vitamins by Brand

CONTEXT

International Context

Vitamins Retail Sales by Region
Vitamins in Romania

FMCG Index

Vitamins vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Romania vs Other Geographies
Households with a Disposable Income Over USD25,000 - Romania

Weight Management and Wellbeing in Romania

ANALYSIS

Headlines

Prospects

Weight management and wellbeing maintains strong growth potential
Slimming teas set to post very strong sales growth over the forecast period
More interest in holistic approach to weight loss set to be influential

Competitive Landscape

Herbalife rises above Walmark to take the leading spot in the category
Walmark sinks to second position as demand for its weight loss supplements slumps
Direct selling companies continue to develop stronger positions

DATAGRAPHICS

Market Sizes

Sales of Weight Management and Wellbeing
Sales Performance of Weight Management and Wellbeing
Sales of Weight Management and Wellbeing by Category

Distribution

Channel Distribution for Weight Management and Wellbeing

Competitive Landscape

Company Shares of Weight Management and Wellbeing
Company Share Performance in Weight Management and Wellbeing
Retail Sales Performance by Company
Market Concentration of Weight Management and Wellbeing by Company
Brand Shares of Weight Management and Wellbeing
Brand Share Performance in Weight Management and Wellbeing
Retail Sales Performance by Brand
Market Concentration of Weight Management and Wellbeing by Brand

CONTEXT

International Context

Weight Management and Wellbeing Retail Sales by Region
Weight Management and Wellbeing in Romania

FMCG Index

Weight Management and Wellbeing vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Romania vs Other Geographies
Households with a Disposable Income Over USD25,000 - Romania

Wound Care in Romania

ANALYSIS

Headlines

Prospects

Further positive growth set to characterise wound care during the forecast period
Innovative products to come to the fore, boosting demand for higher-priced items
First aid kits set to remain a marginal category, with sales dominated by motorists

Competitive Landscape

Laboratoires URGO storms into the leading position in wound care in 2018
Mebra SRL sinks to second spot as its brands Medplast and Mebra remain popular
The dominance of international brands under threat from ascendant local players

DATAGRAPHICS

Market Sizes

Sales of Wound Care
Sales Performance of Wound Care
Sales of Wound Care by Category

Distribution

Channel Distribution for Wound Care

Competitive Landscape

Company Shares of Wound Care
Company Share Performance in Wound Care
Retail Sales Performance by Company
Market Concentration of Wound Care by Company
Brand Shares of Wound Care
Brand Share Performance in Wound Care
Retail Sales Performance by Brand
Market Concentration of Wound Care by Brand

CONTEXT

International Context

Wound Care Retail Sales by Region
Wound Care in Romania

FMCG Index

Wound Care vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Romania vs Other Geographies
Households with a Disposable Income Over USD25,000 - Romania

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Country Report

Consumer Health in Romania

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Executive Summary

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Overview

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Table of Contents

Consumer Health in Romania

ANALYSIS

Executive Summary

Appendix

Definitions

Sources

DATAGRAPHICS

Market Sizes

Distribution

Competitive Landscape

CONTEXT

International Context

FMCG Index

Socioeconomic Context

Analgesics in Romania

ANALYSIS

Headlines

Prospects

Competitive Landscape

DATAGRAPHICS

Market Sizes

Distribution

Competitive Landscape

CONTEXT

International Context

FMCG Index

Socioeconomic Context

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

ANALYSIS

Headlines

Prospects

Competitive Landscape

DATAGRAPHICS

Market Sizes

Distribution

Competitive Landscape

CONTEXT

International Context

FMCG Index

Socioeconomic Context

Dermatologicals in Romania

ANALYSIS

Headlines

Prospects

Competitive Landscape

DATAGRAPHICS

Market Sizes

Distribution

Competitive Landscape

CONTEXT

International Context

FMCG Index

Socioeconomic Context

Dietary Supplements in Romania

ANALYSIS

Headlines

Prospects

Competitive Landscape

DATAGRAPHICS

Market Sizes

Competitive Landscape

CONTEXT

International Context

FMCG Index

Socioeconomic Context

Digestive Remedies in Romania

ANALYSIS

Headlines