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List of Contents and Tables CALMING AND SLEEPING IN SWEDEN - CATEGORY ANALYSIS .................................................. 1 Headlines .......................................................................................................................................................................1 Trends ...........................................................................................................................................................................1 Switches .........................................................................................................................................................................1 Competitive Landscape ...............................................................................................................................................1 Prospects .......................................................................................................................................................................2 Category Data...............................................................................................................................................................2 Table 1 Sales of Calming and Sleeping: Value 2005-2010 ...............................................................2 Table 2 Sales of Calming and Sleeping: % Value Growth 2005-2010 .............................................2 Table 3 Calming and Sleeping Company Shares by Value 2006-2010 ............................................3 Table 4 Calming and Sleeping Brand Shares by Value 2007-2010 ..................................................3 Table 5 Forecast Sales of Calming and Sleeping: Value 2010-2015 ................................................3 Table 6 Forecast Sales of Calming and Sleeping: % Value Growth 2010-2015 ..............................3
CALMING AND SLEEPING IN SWEDEN - COMPANY PROFILES .................................................... 5 Abigo Medical Ab in Consumer Health (sweden) ....................................................................................................5 Strategic Direction .........................................................................................................................................................5 Key Facts........................................................................................................................................................................5 Summary 1 Abigo Medical AB: Key Facts ..............................................................................................5 Summary 2 Abigo Medical AB: Operational Indicators ..........................................................................5 Company Background....................................................................................................................................................5 Production ......................................................................................................................................................................5 Competitive Positioning.................................................................................................................................................6 Summary 3 Abigo Medical AB: Competitive Position 2010 ...................................................................6
CONSUMER HEALTH IN SWEDEN - INDUSTRY OVERVIEW .......................................................... 7 Executive Summary .....................................................................................................................................................7 Resilience To Wider Economic Forces..........................................................................................................................7 Liberalisation Boosts Sales Growth ..............................................................................................................................7 Increasing Concentrated Environment .........................................................................................................................7 Distribution Increasingly Diverse .................................................................................................................................7 Positive Outlook .............................................................................................................................................................7 Key Trends and Developments...................................................................................................................................7 the Population Continues To Age ..................................................................................................................................8 Consumer Healthcare Proves Resilient To Wider Economic Forces ...........................................................................8 Health and Wellness – A Driver of Sales ......................................................................................................................9 Swedish Consumers Are More Willing To Self-medicate ...........................................................................................10 Liberalisation Does Not Lead To Increased Price Competition ................................................................................11 Market Indicators ......................................................................................................................................................12 Table 7 Consumer Expenditure on Health Goods and Medical Services 2005-2010 .....................12 Table 8 Life Expectancy at Birth 2005-2010 ...................................................................................13
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Market Data ...............................................................................................................................................................13 Table 9 Sales of Consumer Health by Category: Value 2005-2010................................................13 Table 10 Sales of Consumer Health by Category: % Value Growth 2005-2010 ..............................13 Table 11 Consumer Health Company Shares by Value 2006-2010 ..................................................14 Table 12 Consumer Health Brand Shares by Value 2007-2010 ........................................................14 Table 13 Penetration of Private Label by Category 2005-2010 ........................................................15 Table 14 Sales of Consumer Health by Distribution Format: % Analysis 2005-2010 .....................15 Table 15 Sales of Consumer Health by Category and Distribution Format: % Analysis 2010 .....................................................................................................................................16 Table 16 Forecast Sales of Consumer Health by Category: Value 2010-2015 .................................17 Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 20102015 .....................................................................................................................................17 Appendix .....................................................................................................................................................................17 OTC Registration and Classification ..........................................................................................................................17 Advertising ...................................................................................................................................................................19 Standardised Packaging Requirements .......................................................................................................................19 Vitamins and Dietary Supplements Registration and Classification ..........................................................................19 Advertising ...................................................................................................................................................................21 Self-medication/self-care and Preventative Medicine ................................................................................................21 Switches ........................................................................................................................................................................22 Summary 4 OTC Healthcare Switches 2008-2010 ................................................................................22 Definitions ...................................................................................................................................................................23 Summary 5 Research Sources.................................................................................................................23
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CALMING AND SLEEPING IN SWEDEN - CATEGORY ANALYSIS HEADLINES
Current value sales for calming and sleeping in Sweden reach SEK80 million in 2010, an increase of 7%
Increased product availability and distribution in mass market channels such as supermarkets and hypermarkets is a key driver of category growth
Cederroth International AB is the leading category player with a 2010 value share of 38%
Sales are expected to reach constant value growth of SEK96 million in 2015, which represents an increase of 19%
TRENDS
Increased product availability and distribution in mass market channels such as supermarkets and hypermarkets was a key driver of category growth in 2010.
In retail current value terms, growth in 2010 was slower than the 13% CAGR recorded for the review period as a whole.
Store check observations reveal that some pricing differences do exist within Swedish calming and sleeping. For instance, Valerina Forte (80 units) was priced at SEK106 in the supermarket chain ICA and at SEK 112 in the pharmacy chain Apoteket. Apoteket’s pricing of Valerina Forte (80 units) had also increased from SEK106 in 2009 to SEK112 in 2010.
Only herbal/traditional calming and sleeping products are allowed to be sold without prescription, and this makes the category of calming and sleeping very small, although with strong growth. Users of herbal/traditional products are generally sceptical about prescription and OTC products and their sideeffects, and they see herbal/traditional products as the “natural” way to relieve tension and stress. In the same way, GPs see these products as ineffective, and consider that any positive result is mostly a placebo effect. Most brands are based on the valerian root.
SWITCHES
There were no switches in 2009 – 2010.
COMPETITIVE LANDSCAPE
Cederroth International AB was the leading category player with a 2010 value share of 38%. The company is the national brand owner of the leading Valerina brand. Unlike the majority of other calming and sleeping products brands present, Valerina enjoys mass market distribution as it is stocked in grocery retailers, pharmacies and other healthcare specialist stores. The wide and varied distribution network supports Valerina’s leadership position and consequently Cederroth’s position as the leading company.
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PROSPECTS
Busy lives in urban environments are causing stress and lack of sleep; however, calming and sleeping will continue to represent a very small category in consumer health. Consumption of alcohol and holistic practices will remain important competitors of calming and sleeping products.
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CATEGORY DATA Table 1
Sales of Calming and Sleeping: Value 2005-2010
SEK million 2005 Calming and Sleeping Source:
Table 2
3.
2006
2007
2008
6.8 Data removed 53.4 from sample 64.1
2009
2010
75.0
80.
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources
Sales of Calming and Sleeping: % Value Growth 2005-2010
% current value growth 2009/10 Calming and Sleeping Source:
2005-10 CAGR
2005/10 TOTAL
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Table 3
Calming and Sleeping Company Shares by Value 2006-2010
% retail value rsp Company
2006
2007
2008
2009
2010
3.3 100.0
.5 100.0
.0 100.0
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Others Total Source:
5.3 100.0
5.0 100.0
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources
Table 4
Calming and Sleeping Brand Shares by Value 2007-2010
% retail value rsp Brand
Company
2007
2008
2009
2010
100.0
100.0
100.0
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Total Source:
Table 5
100.0
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources
Forecast Sales of Calming and Sleeping: Value 2010-2015
SEK million 2010 Calming and Sleeping Source:
Table 6
2011
2012
2013
2014
2015
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Forecast Sales of Calming and Sleeping: % Value Growth 2010-2015
% constant value growth 2010-15 CAGR © Euromonitor International
2010/15 TOTAL
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Calming and Sleeping Source:
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CONSUMER HEALTH IN SWEDEN - INDUSTRY OVERVIEW EXECUTIVE SUMMARY Resilience To Wider Economic Forces Despite the weak economic climate, Swedish consumer health sales proved to be relatively immune to wider economic forces. Consumer health posted strong retail value growth once again in 2010, albeit slower than the CAGR recorded for the review period as a whole. Most mature consumer health categories proved to be resilient and posted healthy growth rates as consumers still needed to attend to their minor ailments. Growth in 2010 was also supplemented and supported by a number of other factors such as the self-medication trend, liberalisation of pharmacy sales, the continued ageing of the Swedish population and increased category segmentation.
Liberalisation Boosts Sales Growth The de-regulation of pharmacy sales occurred in November 2009, leading to the entry of numerous new pharmacy chains. As part of this process the sale of certain OTC medicines was liberalised with distribution via mass market channels such as supermarkets and hypermarkets now possible. This change led to a strong boost in sales prompted by the greater availability and distribution of consumer health products. However, despite the de-regulation of pharmacy sales, subsequent entry of new players in pharmacy retailing sales and product availability in mass market channels, increased or significant price competition had yet to occur in Swedish consumer health at the end of the review period. The lack of price competition in the context of greater product distribution consequently encouraged the recording of strong current retail value growth rates for 2010.
Increasing Concentrated Environment Consumer health’s sales were increasingly characterised by consolidation; numerous categories are dominated by a handful of players. Indeed major players are not just confined to one area of consumer health but have an overall presence across the spectrum of total consumer health sales. 2010 was also a year that witnessed merger and acquisition activity. The domestic player, Meda AB, firmly stated strategic goals to establish itself as a leading player. This will be achieved through a combination of organic growth and acquisition, as the company’s acquisition of BioPhausia OTC medicine product portfolio in September 2010 indicates.
Distribution Increasingly Diverse
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Positive Outlook
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KEY TRENDS AND DEVELOPMENTS © Euromonitor International
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the Population Continues To Age
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Current Impact
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Outlook
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Future Impact
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Consumer Healthcare Proves Resilient To Wider Economic Forces Content removed from sample
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Current Impact
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Outlook
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Future Impact
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Health and Wellness – A Driver of Sales
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Current Impact
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Outlook
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Future Impact
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Swedish Consumers Are More Willing To Self-medicate
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Current Impact
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Outlook
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Future Impact
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Liberalisation Does Not Lead To Increased Price Competition
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Current Impact
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Outlook
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Future Impact
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MARKET INDICATORS Table 1
Consumer Expenditure on Health Goods and Medical Services 2005-2010
SEK million 2005 Pharmaceuticals,
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2006
2007
2008
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2010
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medical appliances/ equipment Outpatient services Hospital services Total Source:
Table 2
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Life Expectancy at Birth 2005-2010
years
Males Females Source:
2005
2006
82.8
82.9
2007
2008
2009
2010
83.2
83.
83.5
2008
2009
2010
Data removed from sample 83.0
Euromonitor International from official statistics
MARKET DATA Table 3
Sales of Consumer Health by Category: Value 2005-2010
SEK million 2005 OTC Sports Nutrition Vitamins and Dietary Supplements Weight Management Herbal/Traditional Products Allergy Care Child-Specific Consumer Health Consumer Health Source: Note:
Table 4
2006
2007
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,
,
,
,
,
,
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Sum of sectors is greater than the market size because the four allergy care subsectors are included in allergy care as well as cough, cold and allergy remedies, medicated skin care and eye care.
Sales of Consumer Health by Category: % Value Growth 2005-2010
% current value growth 2009/10 OTC Sports Nutrition Vitamins and Dietary Supplements Weight Management Herbal/Traditional Products Allergy Care Child-Specific Consumer Health Consumer Health Source: Note:
2005-10 CAGR
2005/10 TOTAL
Data removed from sample
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Sum of sectors is greater than the market size because the four allergy care subsectors are included in allergy care as well as cough, cold and allergy remedies, medicated skin care and eye care.
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Table 5
Consumer Health Company Shares by Value 2006-2010
% retail value rsp Company
2006
2007
2008
2009
2010
100.0
100.0
100.0
Data removed from sample
Total Source:
100.0
100.0
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources
Table 6
Consumer Health Brand Shares by Value 2007-2010
% retail value rsp Brand
Company
2007
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2008
2009
2010
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Data removed from sample
Total Source:
100.0
100.0
100.0
100.0
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources
Table 7
Penetration of Private Label by Category 2005-2010
% retail value rsp 2005
2006
Consumer Health OTC Sports Nutrition Vitamins and Dietary Supplements Source:
2007
2008
2009
2010
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Table 8
Sales of Consumer Health by Distribution Format: % Analysis 2005-2010
% retail value rsp 2005 Store-Based Retailing Grocery Retailers Discounters Healthfood shops Hypermarkets Small Grocery Retailers Supermarkets Other Grocery Retailers Non-Grocery Retailers Health and Beauty Retailers Chemists/Pharmacies Parapharmacies/Drugstores Other Healthcare Specialist Retailers
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2006
2007
2008
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2009
2010
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Mass Merchandisers Other Non-Grocery Retailers Non-Store Retailing Vending Homeshopping Internet Retailing Direct Selling Total Source:
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100.0
100.0
100.0
100.0
100.0
100.0
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources
Table 9
Sales of Consumer Health by Category and Distribution Format: % Analysis 2010
% retail value rsp OTC Store-Based Retailing Grocery Retailers Discounters Healthfood shops Hypermarkets Small Grocery Retailers Supermarkets Other Grocery Retailers Non-Grocery Retailers Health and Beauty Retailers Chemists/Pharmacies Parapharmacies/Drugstores Other Healthcare Specialist Retailers Mass Merchandisers Other Non-Grocery Retailers Non-Store Retailing Vending Homeshopping Internet Retailing Direct Selling Total
SN
VDS
WM
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AC
100.0
100.0
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100.0
100.0
100.0
100.0
CSCH Store-Based Retailing Grocery Retailers Discounters Healthfood shops Hypermarkets Small Grocery Retailers Supermarkets Other Grocery Retailers Non-Grocery Retailers Health and Beauty Retailers Chemists/Pharmacies Parapharmacies/Drugstores Other Healthcare Specialist Retailers Mass Merchandisers Other Non-Grocery Retailers Non-Store Retailing Vending
HTP
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Homeshopping Internet Retailing Direct Selling Total Source: Key:
Data removed from sample 100.0
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources OTC = over the counter; SN = sports nutrition; VDS = vitamins and dietary supplements; WM = weight management; HTP = herbal/traditional products; AC = Allergy Care; CSCH = child-specirfic consumer health
Table 10
Forecast Sales of Consumer Health by Category: Value 2010-2015
SEK million 2010 OTC Sports Nutrition Vitamins and Dietary Supplements Weight Management Herbal/Traditional Products Allergy Care Child-Specific Consumer Health Consumer Health Source: Note:
2011
2012
2013
2014
2015
5
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2
8,
,
,
,
,
,
Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Sum of sectors is greater than the market size because the four allergy care subsectors are included in allergy care as well as cough, cold and allergy remedies, medicated skin care and eye care.
Table 11
Forecast Sales of Consumer Health by Category: % Value Growth 2010-2015
% constant value growth 2010-15 CAGR OTC Sports Nutrition Vitamins and Dietary Supplements Weight Management Herbal/Traditional Products Allergy Care Child-Specific Consumer Health Consumer Health Source: Note:
2010/15 TOTAL
Data removed from sample
2.9
15.5
Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Sum of sectors is greater than the market size because the four allergy care subsectors are included in allergy care as well as cough, cold and allergy remedies, medicated skin care and eye care.
APPENDIX OTC Registration and Classification
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European regulatory systems
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Marketing authorisations
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Advertising
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Standardised Packaging Requirements
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Vitamins and Dietary Supplements Registration and Classification
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National legislation
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Distribution
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Regulation of vitamins and dietary supplements
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Regulation of herbal products
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Advertising
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Self-medication/self-care and Preventative Medicine
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