Digestive Remedies in Norway

PROSPECTS

Demand set to increase thanks to ageing population

Norway is similar to many other Western European countries, particularly Northern European countries, in having an ageing population. Female life expectancy was 85 and male life expectancy 81 in 2018 with both male and female life expectancy projected to increase by 2024.

Improving diet and greater focus on health could limit development of digestive remedies

Digestive remedies saw growth stagnate in current value terms in 2019, with some Norwegians turning to dietary supplements and/or a more holistic way of managing their health and wellness. Furthermore, healthy living and diet are growing concerns, leading to a greater focus on whole foods and an active lifestyle amongst Norwegians.

Faster acting proton pump inhibitors attract consumers away from H2 blockers

Proton pump inhibitors remained the most dynamic category in 2019. This was largely driven by the declining availability of H2 blockers and the overall substitution effect of proton pump inhibitors for H2 blockers.

COMPETITIVE LANDSCAPE

Johnson & Johnson sees mixed performance in 2019 but retains the lead

Johnson & Johnson Consumer Nordic remained the leading company within digestive remedies during 2019. It is supported by its large brands Pepcid, Imodium and Microlax, which benefit from a strong image built up through widespread distribution and a long-standing presence in the market.

Somac Control benefits from monopoly in proton pump inhibitors

With GSK’s Pantoloc Control brand having left proton pump inhibitors earlier in the review period this left Takeda Nycomed AS’ Somac Control with a monopoly over the category. As a result, the brand saw strong growth in 2019 with it benefiting from the consumer shift from H2 blockers to proton pump inhibitors, with the latter seen as stronger and faster acting.

Warmer weather driving demand for diarrhoeal remedies with rehydration properties

Norway, similar to most other Northern European countries, is expected to experience warmer summers in the future, driven by climate change. This is leading to increasing demand for rehydration products such as diarrhoeal remedies with rehydration properties.

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