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.
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.
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.
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.
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.
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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This industry report originates from Passport, our Consumer Health market research database.