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

PROSPECTS

Increasing incidence of allergies during pollen season supports demand for antihistamines/allergy remedies

While cough, cold and allergy (hay fever) remedies continued to record solid growth, antihistamines/allergy remedies recorded the strongest performance in 2019. Local health authorities are not at liberty to offer allergy vaccinations, with Swedes increasingly turning to self-care as a result.

Solid demand for certain treatments, with pharyngeal preparations continuing to gain share from medicated confectionery

The performance of certain cold treatments is linked to how severe the flu season is each year; while cold treatments such as nasal sprays, combination products - cough, cold and allergy (hay fever) remedies and pharyngeal preparations did not perform as strongly in 2019 compared with 2018, demand remained solid as Swedish consumers continued to actively treat their cold symptoms rather than visiting a doctor. While pharyngeal preparations is much smaller in size compared to medicated confectionery in value sales terms, it continued to be a direct competitor to the latter, recording an ongoing strong performance while medicated confectionery continued to decline, a trend that is predicted to continue into the forecast period.

Ongoing weak performance for cough remedies as Swedes remain unconvinced by their effectiveness

Although paediatric cough/cold remedies experienced low stable growth in 2019 as some Swedish parents may wish to offer their children relief for their symptoms, demand for overall cough remedies continued to decline with stagnation predicted for the forecast period. With increasing evidence that cough remedies are no more effective than offering a placebo effect, many Swedes are increasingly inclined to search for different treatments online, with 1177.

COMPETITIVE LANDSCAPE

Leading brand Läkerol continues to lose share and sales in line with performance of medicated confectionery

Herbal/traditional medicated confectionery brand Läkerol (Cloetta Sverige AB) retained its overall leadership of cough, cold and allergy (hay fever) remedies in 2019. However, in line with the weak performance of medicated confectionery it continued to record declining current value sales and lose value share to brands present in stronger performing categories such as second-ranked Otrivin from GSK Consumer Healthcare.

ColdZyme continues to benefit from pharmacist recommendations

Within the consolidated landscape of combination products - cough, cold and allergy (hay fever) remedies, ColdZyme continued to be the strongest performer in 2019, gaining further value share from leader Midsona’s Kan Jang. The brand, which offers a mouth spray format, is increasingly benefiting from pharmacist recommendations, due to the product’s ability to actively tackle the virus, either once symptoms have already appeared or through prevention such as when exposure is increased such as when travelling on public transport during the winter season, by forming a protective barrier on the mucous membrane in the throat.

Low but increasing share for internet retailing

While internet retailing continued to post strong current value growth, the distribution of cough, cold and allergy (hay fever) remedies remains dominated by store-based retailers with chemists/pharmacies and modern grocery retailers offering consumers convenience and close proximity when consumers want to purchase these products to gain immediate relief from their cold or flu symptoms. This creates less price pressure from internet retailing and lowers the channel competition.

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