Executive Summary

Oct 2019
Stable performance by consumer health supported by health and wellness trends

Swedes are taking a healthier approach to their lifestyles, which is evident in the performance of a number of consumer health categories. A general preventative strategy is maintaining ongoing growth for vitamins and dietary supplements, in particular vitamin D, despite warnings regarding overconsumption of this product from Swedish Medical Products Agency.

Vegans offer growing niche as important consumer group

Vegans are a growing niche of consumers who look to certain consumer health products to support their nutritional intake. This is most evident in the increasing popularity of sports protein products, in particular certain protein/energy bars, where vegans look to support their intake of protein which general consumers would obtain through dairy or meat.

Highly fragmented competitive landscape of consumer health allows smaller brands to gain Swedes’ attention

The competitive landscape of consumer health remained highly fragmented in Sweden in 2019, with an increasing number of smaller players entering the market in an attempt to draw consumers’ attention away from more established brands with differentiation and innovative products, particularly in more niche areas. Private label continued to hold a low presence overall while regaining some lost share from 2018, as Swedish consumers proved themselves brand loyal.

Internet retailing continues to gain ground supported by online pharmacies

Internet retailing continued to make strong share gains in the distribution of consumer health in Sweden in 2019, due to the increasing success of online pharmacy sites such as apotea.se, which is leading to increasing price harmonisation amongst pharmacy internet stores, while also increasing competition with store-based pharmacies.

Sports nutrition will continue to move into mainstream acceptance over forecast period

Consumer health is predicted to record a stable performance over the forecast period, supported by stable demand for larger OTC categories such as adult acetaminophen and the ongoing health and fitness trends that will maintain solid growth for vitamins and dietary supplements, herbal/traditional dietary supplements and sports nutrition. Growth will mainly stem from the strong global health trend, which is also flourishing in Sweden, with vitamins and minerals related to workouts also tending to record growth.

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Consumer Health in Sweden

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Overview

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

The Consumer Health in Sweden 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 Sweden?
  • What are the major brands in Sweden?
  • 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.

Consumer Health in Sweden

EXECUTIVE SUMMARY

Stable performance by consumer health supported by health and wellness trends
Vegans offer growing niche as important consumer group
Highly fragmented competitive landscape of consumer health allows smaller brands to gain Swedes’ attention
Internet retailing continues to gain ground supported by online pharmacies
Sports nutrition will continue to move into mainstream acceptance over forecast period

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 Sweden

HEADLINES

PROSPECTS

Analgesics supported by ongoing demand for adult acetaminophen
Swedes increasingly look to self-medicate
Stable current value growth supported by brand loyalty

COMPETITIVE LANDSCAPE

Alvedon leads consolidated competitive landscape as consumers remain brand loyal
Frequent usage of analgesics amongst Swedes may be cause for concern amongst health organisations
Internet retailing continues to gain share of distribution supported by online pharmacies

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 Sweden

HEADLINES

PROSPECTS

Increasing incidence of allergies during pollen season supports demand for antihistamines/allergy remedies
Solid demand for certain treatments, with pharyngeal preparations continuing to gain share from medicated confectionery
Ongoing weak performance for cough remedies as Swedes remain unconvinced by their effectiveness

COMPETITIVE LANDSCAPE

Leading brand Läkerol continues to lose share and sales in line with performance of medicated confectionery
ColdZyme continues to benefit from pharmacist recommendations
Low but increasing share for internet retailing

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 Sweden

HEADLINES

PROSPECTS

Concerned parents seek treatment advice for head lice from pharmacists supporting stable demand for antiparasitics/lice (head and body) treatments
Mild recovery for antipruritics supported by increasing cases of atopic eczema
Ongoing declining demand for nappy (diaper) rash treatments with parents looking to natural and organic products

COMPETITIVE LANDSCAPE

Trimb Healthcare retains leadership with strength across number of categories
Intense competition within antiparasitics/lice (head and body) treatments leading to some movement
Premium skin care can offer competition with blurring of boundaries

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 Sweden

HEADLINES

PROSPECTS

Increasing demand for niche positioning supports demand for certain dietary supplements
Probiotics continues to record impressive performance as trend for supporting immune system continues
Fashionable superfoods increasingly used as ingredients for powder dietary supplements

COMPETITIVE LANDSCAPE

Orkla Care strengthens overall leadership but VitaePro remains leading brand
Strong growth for brands of probiotic supplements in line with category’s positive performance
Mixed performances within combination dietary supplements

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 Sweden

HEADLINES

PROSPECTS

Trend for consuming probiotics as method of prevention could continue to impact demand for certain digestive remedies
Laxatives strong performer offsetting weaker demand for indigestion and heartburn remedies
Further competition from other consumer health products

COMPETITIVE LANDSCAPE

Meda retains leadership of fragmented category but loses share in laxatives
Strong performances within laxatives led by Inolaxol
Additional value offered by Resorb due to rehydration properties leads to further share gain

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 Sweden

HEADLINES

PROSPECTS

Standard eye care continues to drive demand, linked to dry eyes
Further demand for eye care could be supported by health care professionals
Stagnation for allergy eye care with higher unit prices discouraging some consumers

COMPETITIVE LANDSCAPE

Théa Nordic retains leadership of eye care with strengthening demand for Viscotears
Consolidated allergy eye care experiences increasing entry of new players
Internet retailing continues to make gains while optical goods stores could offer alternative channel

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 Sweden

HEADLINES

PROSPECTS

Well-informed consumers willing to pay more for natural products that they perceive to offer greater specific value
Strong growth for niche of dermatologicals but sleep aids retains highest share of herbal/traditional products
Some producers turn to specialised channels to promote greater awareness of their brands

COMPETITIVE LANDSCAPE

Medicated confectionery brands lead but lose share in fragmented landscape
KSM66 continues to move up the rankings
Bio-Biloba bucks declining trend due to strong brand loyalty

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 Sweden

HEADLINES

PROSPECTS

Declining smoking prevalence amongst adults as government places further restrictions on smokers to support 2025 goal to be smoke-free
NRT gum reaching maturity but other NRT continues to offer dynamic growth
E-vapour products unlikely to pose serious threat to NRT as they are increasingly treated as cigarettes in public places

COMPETITIVE LANDSCAPE

McNeil retains leadership overall as leader of largest category of NRT gum
Sprays increasing in popularity as alternative format
Internet retailing continues to record dynamic growth offering affordability

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 Sweden

HEADLINES

PROSPECTS

Small size of paediatric consumer health offers limited choice for parents
Ongoing demand for vitamin D supports growth of paediatric vitamins and dietary supplements
Niche of paediatric digestive remedies experiences competition from outside of the category and market

COMPETITIVE LANDSCAPE

Limited growth opportunities for leader GSK Consumer Healthcare
Internet retailing offers parents wider choice of products and prices
Perrigo Sverige strengthens leadership of paediatric vitamins and dietary supplements due to ongoing demand for vitamin D

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 Sweden

HEADLINES

PROSPECTS

Younger women comprise important consumer group for sleep aids
Need to remain digitally connected does not promote relaxation or natural sleeping patterns
Herbal/traditional sleep aids continue to dominate but standard products gain in popularity

COMPETITIVE LANDSCAPE

Abigo Medical retains leadership but Sana Pharma continues to make gains
New launch from Sana Pharma in 2019 with different active ingredient to Sedix
Continual domination of chemists/pharmacies with online pharmacies helping to boost sales of internet retailing

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 Sweden

HEADLINES

PROSPECTS

Protein/energy bars increasingly moving into mainstream acceptance
Weak performance for sports protein powder, with product supported by only most committed of gym goers
Sports protein products holds niche appeal amongst vegans

COMPETITIVE LANDSCAPE

Weak performance for leader Health & Sports Nutrition Group in fragmented and highly competitive landscape
Barebells continues to gain ground in sports protein RTDs with appetising milkshakes
Gainomax’s efforts to promote its sports protein RTDs pay dividends

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 Sweden

HEADLINES

PROSPECTS

High proportion of Swedes look to vitamins rather than following healthier diets
Ongoing strong performance for vitamin D supported by long dark Swedish winters
Overconsumption concerns likely to lead to stricter regulations on dosages over the forecast period

COMPETITIVE LANDSCAPE

Midsona retains overall leadership with strengthening position in multivitamins
Clearer positioning for multivitamins will attract consumers
Ongoing rise in internet retailing’s popularity benefits Apoteket

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 Sweden

HEADLINES

PROSPECTS

Weight management continues to decline as health and fitness trends encourage further move away from meal replacement
Weight loss supplements continues to suffer from negative perception exacerbated by unscrupulous social media sellers
Demand for supplement nutrition drinks supported by older generation

COMPETITIVE LANDSCAPE

Leader Herbalife Sweden continues to record positive performance despite presence in declining categories
Slimming teas attracts consumers with detox cleansing positioning

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 Sweden

HEADLINES

PROSPECTS

Wound care driven by improved performance for sticking plasters/adhesive bandages
Salvequick’s Sensitive Aloe Vera skin patch offers differentiation
Licenced sticking plasters popular strategy to attract children

COMPETITIVE LANDSCAPE

Orkla Care continues to strengthen leadership of wound care benefiting from strong brand loyalty and innovation
Salvequick’s waterproof range holds wide appeal
Micropore remains popular wound care product on Apoteket’s online pharmacy

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