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 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.
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 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.
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.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
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:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Consumer Health market research database.