Professional Documents
Culture Documents
Headlines .......................................................................................................................................................................1
Trends ...........................................................................................................................................................................1
Prospects .......................................................................................................................................................................2
Category Data...............................................................................................................................................................3
Table 1 Sales of Herbal/Traditional Products: Value 2005-2010......................................................3
Table 2 Sales of Herbal/Traditional Products: % Value Growth 2005-2010 ....................................3
Table 3 Herbal/Traditional Products Company Shares 2006-2010 ...................................................4
Table 4 Herbal/Traditional Products Brand Shares 2007-2010 .........................................................5
Table 5 Forecast Sales of Herbal/Traditional Products: Value 2010-2015 .......................................6
Table 6 Forecast Sales of Herbal/Traditional Products: % Value Growth 2010-2015 .....................7
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Appendix .....................................................................................................................................................................22
OTC Registration and Classification ..........................................................................................................................22
Advertising ...................................................................................................................................................................24
Standardised Packaging Requirements .......................................................................................................................24
Vitamins and Dietary Supplements Registration and Classification ..........................................................................24
Advertising ...................................................................................................................................................................26
Self-medication/self-care and Preventative Medicine ................................................................................................26
Switches ........................................................................................................................................................................27
Summary 8 OTC Healthcare Switches 2008-2010 ................................................................................27
Definitions ...................................................................................................................................................................28
Summary 9 Research Sources.................................................................................................................28
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HEADLINES
TRENDS
Growth is driven by consumers seeking a more “natural” approach to healing and prevention.
In current retail value terms, 2010’s growth was faster than the CAGR recorded for the review period. This
reflects the increased availability and distribution of herbal/ traditional products. Products are all the more
likely to be found in mass market channels such as supermarkets.
Herbal/traditional calming and sleeping products recorded the highest retail value growth in 2010 at 7%.
Increased product availability and distribution in mass market channels such as supermarkets and
hypermarkets is a key driver of growth for herbal/traditional calming and sleeping products.
The use of alternative medicine has increased in Sweden, and based on a study from 2002, about 20% of the
adult population used some kind of alternative treatment. There are no signs that there has been any change
from the situation in 2002. The most common treatment is acupuncture, which is sometimes prescribed by
doctors. The number of types of different alternative medicines is huge, and includes ayurvedic treatments,
Feldenkreis, homeopathic treatment, crystals, zone therapy, rosen therapy amongst many others.
Grocery retailers is a leading distribution channel for herbal/traditional products. Medicated confectionery
is the absolutely dominant product type in grocery retailers, although larger supermarkets/hypermarkets
also stock the best-selling herbal/traditional brands. Internet retailing is increasing in share, but this is still a
small distribution channel, with just 6% of sales in 2010. As with the case in previous years, sales continue
to be dominated by health specialists.
Swedish health authorities and doctors are highly sceptical and questionable of the potential health benefits
offered by herbal/traditional products. Even though there are products which are approved by the Swedish
Medical Agency, the approval does not state anything about their effects on people, as the only criteria for
approval is that they are “safe and of high quality”. However, many consumers feel that these products
actually help, and this is why many people use them.
One of the main reasons why people use herbal/traditional products is scepticism about medicines and the
healthcare system in general; either because of the side-effects of medicines or because the treatment does
not help to cure or reduce illness. Word-of- mouth, recommendations by friends or positive articles in
magazines also positively affects sales. Price is generally not an important factor.
The general view on herbal/traditional products is positive, at least amongst the general public, and it is
estimated that about 40% to 50% of the population has used herbal/traditional products at any time,
according to a study from the University of Umeå. Swedish health authorities and doctors are however
highly sceptical and questionable to the potential health benefits offered by herbal/traditional products, and
consider that any positive benefits are from a placebo effect. Many consumers want to find alternatives to
OTC and Rx medicines as a result of their potential side-effects. The highest users of herbal/traditional
products are those with chronic illnesses, and many also combine herbal/traditional products with OTC
medicines.
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COMPETITIVE LANDSCAPE
Medicated confectionary market players dominate sales of herbal/traditional products in 2010, due to the
dominance of medicated confectionery overall. As all medicated confectionary sales are by definition
herbal/ traditional, medicated confectionery was largely responsible for herbal cough, cold and allergy (hay
fever) remedies accounting for 51% of overall value sales in herbal/traditional products in 2010. The
leading brands in 2010 were Vicks from Procter & Gamble Sweden and Fisherman’s Friend from Adaco
AB. Green Medicine AB was ranked second with one of the most popular cough and cold remedy brands,
Kan Jang.
PROSPECTS
Consumer interest in alternative therapies and using non-OTC products will remain at a high level over the
forecast period. Despite negative attitudes from health authorities, consumers will continue to retain an
interest in herbal/traditional products as an alternative or complement to Rx and OTC products.
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CATEGORY DATA
Table 1 Sales of Herbal/Traditional Products: Value 2005-2010
SEK million
2005 2006 2007 2008 2009 2010
Herbal/Traditional
Analgesics
Herbal/Traditional Data removed from sample
Calming and Sleeping
Products
Herbal/Traditional
Cough, Cold and Allergy
(Hay Fever) Remedies
Herbal/Traditional
Digestive Remedies
Herbal/Traditional
Medicated Skin Care
Herbal/Traditional
Medicinal Teas
Herbal/Traditional
Smoking Cessation Aids
Herbal/Traditional
Child-Specific Dietary
Supplements
Herbal/Traditional
Dietary Supplements
Herbal/Traditional
Tonics and Bottled
Nutritive Drinks
Herbal/Traditional
Products
Source: Euromonitor International from official statistics, trade associations, trade press, company research, store
checks, trade interviews, trade sources
Herbal/Traditional Analgesics
Herbal/Traditional Calming and
Sleeping Products Data removed from sample
Herbal/Traditional Cough, Cold and
Allergy (Hay Fever) Remedies
Herbal/Traditional Digestive Remedies
Herbal/Traditional Medicated Skin Care
Herbal/Traditional Medicinal Teas
Herbal/Traditional Smoking Cessation
Aids
Herbal/Traditional Child-Specific
Dietary Supplements
Herbal/Traditional Dietary Supplements
Herbal/Traditional Tonics and Bottled
Nutritive Drinks
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Herbal/Traditional Products
Data removed from sample
Source: Euromonitor International from official statistics, trade associations, trade press, company research, store
checks, trade interviews, trade sources
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SEK million
2010 2011 2012 2013 2014 2015
Herbal/Traditional
Analgesics
Herbal/Traditional Data removed from sample
Calming and Sleeping
Products
Herbal/Traditional
Cough, Cold and Allergy
(Hay Fever) Remedies
Herbal/Traditional
Digestive Remedies
Herbal/Traditional
Medicated Skin Care
Herbal/Traditional
Medicinal Teas
Herbal/Traditional
Smoking Cessation Aids
Herbal/Traditional
Child-Specific Dietary
Supplements
Herbal/Traditional
Dietary Supplements
Herbal/Traditional
Tonics and Bottled
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Nutritive Drinks
Herbal/Traditional Data removed from sample
Products
Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade
sources
Herbal/Traditional Analgesics
Herbal/Traditional Calming and Sleeping Products Data removed from sample
Herbal/Traditional Cough, Cold and Allergy (Hay
Fever) Remedies
Herbal/Traditional Digestive Remedies
Herbal/Traditional Medicated Skin Care
Herbal/Traditional Medicinal Teas
Herbal/Traditional Smoking Cessation Aids
Herbal/Traditional Child-Specific Dietary
Supplements
Herbal/Traditional Dietary Supplements
Herbal/Traditional Tonics and Bottled Nutritive
Drinks
Herbal/Traditional Products
Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade
sources
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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.
Positive Outlook
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Current Impact
Outlook
Future Impact
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Current Impact
Outlook
Future Impact
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Current Impact
Outlook
Future Impact
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Current Impact
Outlook
Future Impact
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Current Impact
Outlook
Future Impact
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services 2005-2010
SEK million
2005 2006 2007 2008 2009 2010
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medical appliances/
equipment
Outpatient services Data removed from sample
Hospital services
Total
Source: Euromonitor International from official statistics, trade associations, trade interviews
years
2005 2006 2007 2008 2009 2010
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2005-2010
SEK million
2005 2006 2007 2008 2009 2010
OTC
Sports Nutrition Data removed from sample
Vitamins and Dietary
Supplements
Weight Management
Herbal/Traditional
Products
Allergy Care
Child-Specific Consumer
Health
Consumer Health , , , , , ,
Source: Euromonitor International from official statistics, trade associations, trade press, company research, store
checks, trade interviews, trade sources
Note: 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.
OTC
Sports Nutrition Data removed from sample
Vitamins and Dietary Supplements
Weight Management
Herbal/Traditional Products
Allergy Care
Child-Specific Consumer Health
Consumer Health
Source: Euromonitor International from official statistics, trade associations, trade press, company research, store
checks, trade interviews, trade sources
Note: 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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Store-Based Retailing
Grocery Retailers Data removed from sample
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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Mass Merchandisers
Other Non-Grocery Data removed from sample
Retailers
Non-Store Retailing
Vending
Homeshopping
Internet Retailing
Direct Selling
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: 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
Store-Based Retailing
Grocery Retailers
Discounters Data removed from sample
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 100.0 100.0 100.0 100.0 100.0 100.0
CSCH
Store-Based Retailing
Grocery Retailers
Discounters Data removed from sample
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
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SEK million
2010 2011 2012 2013 2014 2015
OTC 5
Sports Nutrition Data removed from sample
Vitamins and Dietary 2
Supplements
Weight Management
Herbal/Traditional
Products
Allergy Care
Child-Specific Consumer
Health
Consumer Health 8, , , , , ,
Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade
sources
Note: 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.
OTC
Sports Nutrition Data removed from sample
Vitamins and Dietary Supplements
Weight Management
Herbal/Traditional Products
Allergy Care
Child-Specific Consumer Health
Consumer Health 2.9 15.5
Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade
sources
Note: 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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Marketing authorisations
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Advertising
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National legislation
Distribution
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Advertising
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