Executive Summary

Oct 2019
PROSPECTS
More consumers choose the natural path to health

Herbal/traditional products is a category on the rise and generally experiencing a better sales performance than standard-medicine equivalents. Generally, these products are perceived as health-friendlier options compared with standard products, which often come with more side effects, and tend to be common choices for paediatric use or as additional options for use with regular medicine.

More ways to reach consumers thanks to less red tape

As is the case with vitamins and dietary supplements, most herbal/traditional products face fewer distribution and marketing regulations than their OTC counterparts. They benefit from the status of food supplements and enjoy a less restricted operating environment and more diverse distribution.

Producers strive to unlock potential of these categories

In 2019, the fastest growth was recorded by herbal/traditional topical analgesics. However, this category was represented by few products, and any change in distribution and product availability would have a very strong effect on it.

COMPETITIVE LANDSCAPE
Anchored in chemists/pharmacies, the leading players maintain their rankings

In herbal/traditional products, the largest player Bionorica SE maintained its leading position in 2019 thanks to its Sinupret brand. Sinupret is positioned in the second-largest category of herbal/traditional cough, cold and allergy (hay fever) remedies and is widely available across all major chemists/pharmacies.

More convenient formats are launched

The most significant launches in 2018-2019 tended to come within the bigger categories, such as herbal/traditional cough, cold and allergy (hay fever) remedies. Hedelix by Krewel Meuselbach GmbH, which is popular within cough remedies, received official approval for the marketing of its tablets in 2018.

Players need to ensure stand-out amid an increasingly crowded category

In the coming years, in order to succeed, most players in the category will need to compete in terms of distribution and brand-awareness, as these factors can allow producers to achieve a long-term strong performance, as the herbal/traditional products category is expected to become more and more fragmented. Chemists/pharmacies is expected to be most attractive for this purpose, as this will remain the core distribution channel for the category.

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Herbal/Traditional Products in Estonia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Herbal/Traditional Products industry in Estonia 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 Herbal/Traditional Products industry in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Herbal/Traditional Products in Estonia 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 Herbal/Traditional Products in Estonia?
  • What are the major brands in Estonia?
  • What is the market size of Herbal/Traditional Products in Estonia?
  • What are the major brands in Estonia?
  • Are Ayurvedic or Traditional Chinese Medicine products available in Estonia?
  • Which traditional products, like charcoal, bird’s nest, camphor, valerian, or menthol, are popular?

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.

Herbal/Traditional Products in Estonia - Category analysis

HEADLINES

PROSPECTS

More consumers choose the natural path to health
More ways to reach consumers thanks to less red tape
Producers strive to unlock potential of these categories

COMPETITIVE LANDSCAPE

Anchored in chemists/pharmacies, the leading players maintain their rankings
More convenient formats are launched
Players need to ensure stand-out amid an increasingly crowded category

CATEGORY DATA

Table 1 Sales of Herbal/Traditional Products: Value 2014-2019
Table 2 Sales of Herbal/Traditional Products: % Value Growth 2014-2019
Table 3 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 4 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 5 Forecast Sales of Herbal/Traditional Products: Value 2019-2024
Table 6 Forecast Sales of Herbal/Traditional Products: % Value Growth 2019-2024

Consumer Health in Estonia - Industry Overview

EXECUTIVE SUMMARY

Estonians’ interest in consumer health increases
Price-competition strengthens, while consumers’ rising health knowledge benefits smaller categories
Competitive landscape trends in 2019 are consumer-fuelled
Channels for non-OTC products are the more dynamic
A more moderate performance is predicted as maturity sets in

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Distribution of Consumer Health by Format: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format and Category: % Value 2019
Table 15 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 16 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