Product Code: CHSE
TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
Consumer health in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for consumer health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2016-2021
Table 2 Life Expectancy at Birth 2016-2021
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2016-2021
Table 4 Sales of Consumer Health by Category: % Value Growth 2016-2021
Table 5 NBO Company Shares of Consumer Health: % Value 2017-2021
Table 6 LBN Brand Shares of Consumer Health: % Value 2018-2021
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2016-2021
Table 8 Distribution of Consumer Health by Format: % Value 2016-2021
Table 9 Distribution of Consumer Health by Format and Category: % Value 2021
Table 10 Forecast Sales of Consumer Health by Category: Value 2021-2026
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2021-2026
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
SOURCES
Summary 1 Research Sources
ANALGESICS IN SWEDEN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Fewer common colds and illnesses leads to lower consumption of analgesics
The rising appeal of generic drugs
Stability and a lack of innovation
PROSPECTS AND OPPORTUNITIES
Diclofenac leaves a vacuum to be filled
Return to normal routines will contribute to the resumption of normal growth patterns
In-store changes expected, with new stocks and display stands
CATEGORY DATA
Table 12 Sales of Analgesics by Category: Value 2016-2021
Table 13 Sales of Analgesics by Category: % Value Growth 2016-2021
Table 14 NBO Company Shares of Analgesics: % Value 2017-2021
Table 15 LBN Brand Shares of Analgesics: % Value 2018-2021
Table 16 Forecast Sales of Analgesics by Category: Value 2021-2026
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2021-2026
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN SWEDEN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Improved general health and hygiene continue to undercut demand
Sales of cough remedies and combination products to rise at the end of the year
Demand for allergy remedies remains strong
PROSPECTS AND OPPORTUNITIES
Improved hygiene and changes to work-life habits set to undermine demand
Medicated confectionery often regarded as pure confectionery
Decongestants set to return to solid growth
CATEGORY DATA
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2016-2021
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2016-2021
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2021
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2018-2021
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2021-2026
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2021-2026
DIGESTIVE REMEDIES IN SWEDEN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Improvements to consumers' health and hygiene measures hamper recovery
Return of international travel and increased domestic tourism to boost demand
Competition with dietary supplements and lifestyle choices
PROSPECTS AND OPPORTUNITIES
The return of the "winter vomiting bug", but hygiene improvements set to endure
Normalisation rather than innovation
Domestic tourism and international travel to boost demand
CATEGORY DATA
Table 24 Sales of Digestive Remedies by Category: Value 2016-2021
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2016-2021
Table 26 NBO Company Shares of Digestive Remedies: % Value 2017-2021
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2018-2021
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2021-2026
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2021-2026
DERMATOLOGICALS IN SWEDEN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Hand washing and mask wearing increase demand for dermatologicals
Different growth drivers in 2021
Change of leader and competition from outside the category
PROSPECTS AND OPPORTUNITIES
Normalisation rather than innovation, but changing climate means different demands
Return of demand for antiparasitics/lice (head and body) treatments
Competition with beauty and personal care
CATEGORY DATA
Table 30 Sales of Dermatologicals by Category: Value 2016-2021
Table 31 Sales of Dermatologicals by Category: % Value Growth 2016-2021
Table 32 NBO Company Shares of Dermatologicals: % Value 2017-2021
Table 33 LBN Brand Shares of Dermatologicals: % Value 2018-2021
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2018-2021
Table 35 Forecast Sales of Dermatologicals by Category: Value 2021-2026
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2021-2026
NRT SMOKING CESSATION AIDS IN SWEDEN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Continued decline in smoking, but a switch to snus
Lifestyle changes hamper growth
Concentrated competitive landscape
PROSPECTS AND OPPORTUNITIES
Falling interest in and lower tolerance of smoking
With fewer smokers, fewer potential switchers to NRT smoking cessation aids
Demographics to push demand, no major innovation expected
CATEGORY INDICATORS
Table 37 Number of Smokers by Gender 2016-2021
CATEGORY DATA
Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2016-2021
Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2016-2021
Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2017-2021
Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2018-2021
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2021-2026
Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2021-2026
SLEEP AIDS IN SWEDEN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Changes to habits and working lives mean disrupted sleep patterns
Herbal/traditional products are the most common
Move to smaller brands and e-commerce
PROSPECTS AND OPPORTUNITIES
Normalisation of herbal/traditional products to help grow sales of sleep aids
Stable growth due to the "new normal"
Normalisation may encourage innovation, despite saturation
CATEGORY DATA
Table 44 Sales of Sleep Aids: Value 2016-2021
Table 45 Sales of Sleep Aids: % Value Growth 2016-2021
Table 46 NBO Company Shares of Sleep Aids: % Value 2017-2021
Table 47 LBN Brand Shares of Sleep Aids: % Value 2018-2021
Table 48 Forecast Sales of Sleep Aids: Value 2021-2026
Table 49 Forecast Sales of Sleep Aids: % Value Growth 2021-2026
EYE CARE IN SWEDEN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Normalisation after a year of minor disruption
E-commerce helps stabilise demand
More screen time and active lifestyles help demand rebound
PROSPECTS AND OPPORTUNITIES
Demographically driven demand
Growth of e-commerce set to pull down prices
Active lifestyles and greater use of screens will help maintain demand
CATEGORY DATA
Table 50 Sales of Eye Care by Category: Value 2016-2021
Table 51 Sales of Eye Care by Category: % Value Growth 2016-2021
Table 52 NBO Company Shares of Eye Care: % Value 2017-2021
Table 53 LBN Brand Shares of Eye Care: % Value 2018-2021
Table 54 Forecast Sales of Eye Care by Category: Value 2021-2026
Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2021-2026
WOUND CARE IN SWEDEN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Active lifestyles drive demand
Stability rather than innovation
Orkla Care extends its lead by meeting the needs of active consumers
PROSPECTS AND OPPORTUNITIES
Slow but solid growth as active lifestyles become normalised
New sales channels, with e-commerce pushing awareness, but limiting value sales
Innovation and adding value likely to be areas of focus for companies
CATEGORY DATA
Table 56 Sales of Wound Care by Category: Value 2016-2021
Table 57 Sales of Wound Care by Category: % Value Growth 2016-2021
Table 58 NBO Company Shares of Wound Care: % Value 2017-2021
Table 59 LBN Brand Shares of Wound Care: % Value 2018-2021
Table 60 Forecast Sales of Wound Care by Category: Value 2021-2026
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2021-2026
VITAMINS IN SWEDEN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Boost to growth from media attention is only temporary, but sales remain stable
Continued general interest in health and immunity
Consumers turn to brands, including from smaller players
PROSPECTS AND OPPORTUNITIES
No potential for dramatic increases, but solid growth expected
Shifting attitudes
Stricter regulations on dosages may come into force due to overconsumption
CATEGORY DATA
Table 62 Sales of Vitamins by Category: Value 2016-2021
Table 63 Sales of Vitamins by Category: % Value Growth 2016-2021
Table 64 Sales of Multivitamins by Positioning: % Value 2016-2021
Table 65 NBO Company Shares of Vitamins: % Value 2017-2021
Table 66 LBN Brand Shares of Vitamins: % Value 2018-2021
Table 67 Forecast Sales of Vitamins by Category: Value 2021-2026
Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2021-2026
DIETARY SUPPLEMENTS IN SWEDEN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Piggy-backing on media attention on vitamins and general health
Competition with digestive remedies and sports nutrition
Orkla Care retains its lead, but is challenged by smaller players
PROSPECTS AND OPPORTUNITIES
Continued solid growth as consumers are interested in diet and active lifestyles
Combination dietary supplements and probiotics set to drive growth
Category structure to remain stable
CATEGORY DATA
Table 69 Sales of Dietary Supplements by Category: Value 2016-2021
Table 70 Sales of Dietary Supplements by Category: % Value Growth 2016-2021
Table 71 Sales of Dietary Supplements by Positioning: % Value 2016-2021
Table 72 NBO Company Shares of Dietary Supplements: % Value 2017-2021
Table 73 LBN Brand Shares of Dietary Supplements: % Value 2018-2021
Table 74 Forecast Sales of Dietary Supplements by Category: Value 2021-2026
Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2021-2026
WEIGHT MANAGEMENT AND WELLBEING IN SWEDEN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Home seclusion changes consumer habits
Increased weight awareness but competition from other categories
Herbalife takes the lead with a lifestyle positioning
PROSPECTS AND OPPORTUNITIES
General health and fitness trend to last, but a return to former habits
Slimming teas attracts consumers with a detox cleansing positioning
Dietary supplements and sports nutrition preferred to weight management
CATEGORY DATA
Table 76 Sales of Weight Management and Wellbeing by Category: Value 2016-2021
Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2016-2021
Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2017-2021
Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2018-2021
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2021-2026
Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2021-2026
SPORTS NUTRITION IN SWEDEN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers return to both indoor and outdoor facilities
Health and fitness trends becoming entrenched
Barebells extends its share thanks to strength in protein/energy bars
PROSPECTS AND OPPORTUNITIES
Return to regular habits set to maintain growth
Outdoor activities become the new normal, maintaining sales of protein/energy bars
E-commerce is dominant, which will undermine value growth
CATEGORY DATA
Table 82 Sales of Sports Nutrition by Category: Value 2016-2021
Table 83 Sales of Sports Nutrition by Category: % Value Growth 2016-2021
Table 84 NBO Company Shares of Sports Nutrition: % Value 2017-2021
Table 85 LBN Brand Shares of Sports Nutrition: % Value 2018-2021
Table 86 Forecast Sales of Sports Nutrition by Category: Value 2021-2026
Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2021-2026
HERBAL/TRADITIONAL PRODUCTS IN SWEDEN
KEY DATA FINDINGS
2021 DEVELOPMENTS
COVID-19 drives interest in herbal/traditional products
Improved hygiene brings down growth rates in some categories
Influencer marketing and more space in chemists/pharmacies contribute to growth
PROSPECTS AND OPPORTUNITIES
Lasting interest after COVID-19 to maintain growth
General green trend here to stay
Increased professionalisation
CATEGORY DATA
Table 88 Sales of Herbal/Traditional Products by Category: Value 2016-2021
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2016-2021
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2017-2021
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2018-2021
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2021-2026
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2021-2026
PAEDIATRIC CONSUMER HEALTH IN SWEDEN
KEY DATA FINDINGS
2021 DEVELOPMENTS
Few COVID-19 restrictions affect children specifically
Reduced prevalence of illness hampers growth in some categories
Improved hygiene and cold winters promote demand for paediatric dermatologicals
PROSPECTS AND OPPORTUNITIES
Growing interest from chemists/pharmacies set to contribute to growth
Paediatric analgesics competes with adult and generic varieties
Hygiene habits set to lapse and old habits will be resumed
CATEGORY DATA
Table 94 Sales of Paediatric Consumer Health by Category: Value 2016-2021
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2016-2021
Table 96 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2021
Table 97 NBO Company Shares of Paediatric Consumer Health: % Value 2017-2021
Table 98 LBN Brand Shares of Paediatric Consumer Health: % Value 2018-2021
Table 99 Forecast Sales of Paediatric Consumer Health by Category: Value 2021-2026
Table 100 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2021-2026
