Consumer Health in Sweden
Euromonitor International
November 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on consumer health
COVID-19 country impact
Company response
Retailing shift
What next for consumer health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-2020
Table 2 Life Expectancy at Birth 2015-2020
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2015-2020
Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020
Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2015-2020
Table 8 Distribution of Consumer Health by Format: % Value 2015-2020
Table 9 Distribution of Consumer Health by Format and Category: % Value 2020
Table 10 Forecast Sales of Consumer Health by Category: Value 2020-2025
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2019-2020
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
DEFINITIONS
SOURCES
Summary 2 Research Sources
KEY DATA FINDINGS
2020 IMPACT
COVID-19 leads to stockpiling of analgesics, with acetaminophen and ibuprofen facing shortages in some stores
Stock shortages of well-known brands provide opportunities for generic options
Alvedon retains its leadership, whereas sales in e-commerce boom, as consumers appreciate the online channel during the outbreak of COVID-19
RECOVERY AND OPPORTUNITIES
Following heightened sales due to COVID-19, value growth declines in 2021, while ibuprofen struggles to recover
COVID-19 boosts sales through e-commerce, as the popularity of online pharmacies increases across the forecast period
Opportunity for generics to continue driving growth, benefiting from an uplift in sales during the initial outbreak of COVID-19
CATEGORY DATA
Table 12 Sales of Analgesics by Category: Value 2015-2020
Table 13 Sales of Analgesics by Category: % Value Growth 2015-2020
Table 14 NBO Company Shares of Analgesics: % Value 2016-2020
Table 15 LBN Brand Shares of Analgesics: % Value 2017-2020
Table 16 Forecast Sales of Analgesics by Category: Value 2020-2025
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Cough remedies and decongestants drive sales; however, frequent advice regarding their ineffectiveness against the COVID-19 virus, stifles growth
Medicated confectionery leads sales and improves value growth, as consumers stockpile durable goods
Leading brand Läkerol continues to lose share as the outbreak of COVID-19 boosts sales for nasal spray players
RECOVERY AND OPPORTUNITIES
Stable growth is predicted for the forecast period, driven by antihistamines/allergy remedies and pharyngeal preparations
Pharyngeal preparations set to drive the bulk of value growth across the forecast period, gaining share from medicated confectionery
Increasing incidence of allergies supports the demand for antihistamines/allergy remedies, while cough remedies record stifled growth
CATEGORY DATA
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
The outbreak of COVID-19 reduces travel, leading to a value decline in both diarrhoeal remedies and motion sickness remedies
Restrictions on ranitidine increase sales of IBS treatments and proton pump inhibitors
Meda retains leadership while competitors market themselves as IBS treatments to boost sales
RECOVERY AND OPPORTUNITIES
Growth increases from 2021 as motion sickness remedies and diarrhoeal remedies recover
Probiotic supplements and the rising health and wellness trends stifle growth across the forecast period
The switch from OTC to BTC for loperamide will shape the diarrhoeal remedies landscape over the forecast period
CATEGORY DATA
Table 24 Sales of Digestive Remedies by Category: Value 2015-2020
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
Table 26 NBO Company Shares of Digestive Remedies: % Value 2016-2020
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 leads to a decline in sales for antiparasitics/lice (head and body) treatments as social distancing impacts the spread of these conditions
Environmental factors lead to a decline in growth for 2020, as the mild winter reduces growth for dermatologicals
Trimb Healthcare retains its lead, while premium skincare brands become a growing threat to sales
RECOVERY AND OPPORTUNITIES
Following a decline in 2020, growth is set to recover over the forecast period, driven by antiparasitics/lice (head and body) treatments and medicated shampoos
Growth for antipruritics recovers from 2021, supported by increasing cases of atopic eczema in Sweden
Lower growth for nappy (diaper) rash treatments as parents look to natural remedies and organic products
CATEGORY DATA
Table 30 Sales of Dermatologicals by Category: Value 2015-2020
Table 31 Sales of Dermatologicals by Category: % Value Growth 2015-2020
Table 32 NBO Company Shares of Dermatologicals: % Value 2016-2020
Table 33 LBN Brand Shares of Dermatologicals: % Value 2017-2020
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2017-2020
Table 35 Forecast Sales of Dermatologicals by Category: Value 2020-2025
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 encourages more smokers to quit the habit, leading to an increase in sales of NRT smoking cessation aids
Legislations and the social stigma of smoking benefit sales of NRT smoking cessation aids
Smaller players NiQuitin and Zonnic gain share from leaders Nicotinell and Nicorette, improving their value growth in 2020
RECOVERY AND OPPORTUNITIES
After a decline in 2021, growth is set to recover, with the health and wellness trend and ban on menthol cigarettes aiding sales
NRT gum reaches maturity, however, other NRT will drive the highest value growth, offering innovative products across the forecast period
E-vapour products unlikely to pose a serious threat, however, other tobacco products will be a rising threat to the industry
CATEGORY INDICATORS
Table 37 Number of Smokers by Gender 2015-2020
CATEGORY DATA
Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2015-2020
Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2016-2020
Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2017-2020
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Although COVID-19 increases consumer stress, sleep aids is not set to record a spike in growth
Younger women continue to drive growth for sleep aids, with job-related stress being a key driver of sales
Sana Pharma records growth with Lunixen, while Medical AB retains its lead of the landscape
RECOVERY AND OPPORTUNITIES
Growth is set to remain steady across the forecast period, with consumers reaching for sleep aids to support their overall wellbeing
The increasing use of digital devices boosts sales of sleep aids across the forecast period
Herbal/traditional sleep aids will lead sales across the forecast period, aligning with the growing health and wellness trend
CATEGORY DATA
Table 44 Sales of Sleep Aids: Value 2015-2020
Table 45 Sales of Sleep Aids: % Value Growth 2015-2020
Table 46 NBO Company Shares of Sleep Aids: % Value 2016-2020
Table 47 LBN Brand Shares of Sleep Aids: % Value 2017-2020
Table 48 Forecast Sales of Sleep Aids: Value 2020-2025
Table 49 Forecast Sales of Sleep Aids: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Low levels of pollen lead to a decline in growth, while the outbreak of COVID-19 encourages consumers to purchase eye care online
Standard eye care continues to drive demand, with digital screen use and demographic factors boosting sales
Bausch & Lomb Nordic AB takes the lead from Théa Nordic AS, as it acquires leading eye care product Viscotears
RECOVERY AND OPPORTUNITIES
The ongoing use of digital screens following the outbreak of COVID-19 in 2020, supports high levels of growth
With share increasing due to the outbreak of COVID-19, e-commerce will continue to increase its position across the forecast period
Ongoing demand for eye care is driven by the health and wellness trend, and health care professionals
CATEGORY DATA
Table 50 Sales of Eye Care by Category: Value 2015-2020
Table 51 Sales of Eye Care by Category: % Value Growth 2015-2020
Table 52 NBO Company Shares of Eye Care: % Value 2016-2020
Table 53 LBN Brand Shares of Eye Care: % Value 2017-2020
Table 54 Forecast Sales of Eye Care by Category: Value 2020-2025
Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 leads to an increase in outdoor activities, boosting sales of wound care products as the amount of minor injuries rises
First aid kits drive the highest value growth, as more consumers take to hiking in 2020, boosting sales of the ready-made wound care kits
Leading offering Compeed increases its share due to the increase in outdoor activity, as Orkla Care AB is set to retain its lead of the landscape
RECOVERY AND OPPORTUNITIES
Active lifestyles support ongoing growth in wound care, boosted by consumers growing interest in the health and wellness trend
Innovation, differentiation and premiumisation are trends set to drive growth across the forecast period
The ageing population supports ongoing growth, boosting sales of wound care
CATEGORY DATA
Table 56 Sales of Wound Care by Category: Value 2015-2020
Table 57 Sales of Wound Care by Category: % Value Growth 2015-2020
Table 58 NBO Company Shares of Wound Care: % Value 2016-2020
Table 59 LBN Brand Shares of Wound Care: % Value 2017-2020
Table 60 Forecast Sales of Wound Care by Category: Value 2020-2025
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Sales of vitamins increase as media stories focus on the importance of vitamins during the COVID-19 pandemic
The Swedish National Food Agency clamps down on misleading claims that suggest vitamins prevent the COVID-19 virus
Midsona retains its lead, as private label players struggle while consumers move to e-commerce
RECOVERY AND OPPORTUNITIES
Growth is set to increase across the forecast period, as the health and wellness trend continues to drive sales
Dark Swedish winters support ongoing strong performance for vitamin D, however, concerns relating to over-usage will challenge future sales
Overconsumption concerns may stifle growth over the forecast period, as stricter regulations on dosages may come into practice
CATEGORY DATA
Table 62 Sales of Vitamins by Category: Value 2015-2020
Table 63 Sales of Vitamins by Category: % Value Growth 2015-2020
Table 64 Sales of Multivitamins by Positioning: % Value 2015-2020
Table 65 NBO Company Shares of Vitamins: % Value 2016-2020
Table 66 LBN Brand Shares of Vitamins: % Value 2017-2020
Table 67 Forecast Sales of Vitamins by Category: Value 2020-2025
Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 leads to a rise in sales for echinacea, however, footfall to dietary supplement specialist retailers declines
Swedes turn to changes in lifestyles in preference of dietary supplements, as herbal/traditional products are often regarded cynically
Orkla Care retains the lead, while the growing share of others challenges smaller players
RECOVERY AND OPPORTUNITIES
Growth peaks in 2021 before remaining steady across the forecast period, as consumers return to shopping in specialist stores, investing in supplements
Manipulative marketing during the initial outbreak of COVID-19 will stifle growth across the forecast period, especially for fish oils
Increasing demand for niche positioning and superfoods are opportunities for growth across the forecast period
CATEGORY DATA
Table 69 Sales of Dietary Supplements by Category: Value 2015-2020
Table 70 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
Table 71 Sales of Dietary Supplements by Positioning: % Value 2015-2020
Table 72 NBO Company Shares of Dietary Supplements: % Value 2016-2020
Table 73 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
Table 74 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 encourages sales of meal replacement products, however, weight loss supplements continues in a downward trend
Slimming teas attracts consumers with a heightened interest in health and wellness, with its detox cleansing positioning
Herbalife Sweden and Orkla Care lead the landscape, as Nutrilett launches humorous new positioning that drives sales
RECOVERY AND OPPORTUNITIES
Growth will peak in 2021, before remaining low across the forecast period, driven by slimming teas
Growth for supplement nutrition drinks benefits from its alignment to wellbeing and the ageing population in Sweden
Weight management continues to suffer from the increasing interest in health and fitness, boosted by the outbreak of COVID-19
CATEGORY DATA
Table 76 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Growth for sports nutrition declines, as COVID-19 leads to consumers avoiding the gym, disrupting sales
Protein/energy bars drives solid value growth, benefiting from the increased interest in outdoor activities
Players focus on online marketing strategies, as the share of e-commerce increases, due to the COVID-19 virus
RECOVERY AND OPPORTUNITIES
Following a decline in sales due to COVID-19, growth will peak in 2021 as consumers return to the gym, investing in sports nutrition once more
The rising demand for convenience moves protein/energy bars into the mainstream while supporting sales of sports protein RTDs
E-commerce will grow across the forecast period, with the outbreak of COVID-19 boosting share of the channel
CATEGORY DATA
Table 82 Sales of Sports Nutrition by Category: Value 2015-2020
Table 83 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
Table 84 NBO Company Shares of Sports Nutrition: % Value 2016-2020
Table 85 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
Table 86 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Consumers increasingly select OTC products instead of herbal/traditional products during the outbreak of COVID-19
Sales of sleep aids records the highest growth in 2020, with the outbreak of COVID-19 resulting in an increase in stress across the country
Social media marketing targets specific audiences to tackle confusion surrounding the health benefits of herbal/traditional products
RECOVERY AND OPPORTUNITIES
Following a decline in sales for 2020, steady growth is predicted for the rest of the forecast period, boosted by dermatologicals and digestive remedies
Herbal/traditional products will benefit from the growing health and wellness trend, boosted by the outbreak of COVID-19
Dermatologicals will record the highest value growth across the forecast period, as the products, along with sleep aids, benefit from their natural positionings
CATEGORY DATA
Table 88 Sales of Herbal/Traditional Products by Category: Value 2015-2020
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2015-2020
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2020-2025
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Despite the outbreak of COVID-19, stockpiling has little impact on paediatric consumer health products
Paediatric digestive remedies face competition from adult products and probiotics, easier to source in grocery retailers during the outbreak of COVID-19
GSK Consumer Healthcare leads the landscape, benefiting from the solid reputation of Alvedon, also the most popular product in adult analgesics
RECOVERY AND OPPORTUNITIES
Following low-levels of growth in 2021, value growth will be positive across the forecast period, driven by digestive remedies and vitamins and dietary supplements
Paediatric vitamins and dietary supplements benefit from an alignment to the health and wellness trend, with a growing demand for vitamin D
E-commerce records a substantial uplift in growth due to COVID-19, with share set to increase further across the forecast period
CATEGORY DATA
Table 94 Sales of Paediatric Consumer Health by Category: Value 2015-2020
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
Table 96 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
Table 97 NBO Company Shares of Paediatric Consumer Health: % Value 2016-2020
Table 98 LBN Brand Shares of Paediatric Consumer Health: % Value 2017-2020
Table 99 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 100 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025