Consumer Health in Poland
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 Distribution of Consumer Health by Format: % Value 2015-2020
Table 8 Distribution of Consumer Health by Format and Category: % Value 2020
Table 9 Forecast Sales of Consumer Health by Category: Value 2020-2025
Table 10 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
Coronavirus (COVID-19) leads to panic buying as consumers fear running out of analgesics perceived to offer relief from virus symptoms and effects
Ketoprofen sees fast sales growth following switch from RX to OTC as consumers look for strong painkillers over the counter
Advertising remains the key competitive tool as new launches tend to refresh rather than act as game changers
RECOVERY AND OPPORTUNITIES
Long-established preference for self-medication and fast pain relief favours further sales growth in the forecast period
E-commerce set to continue to benefit from convenience and safety perception, although key retail channels remain open and preferred
Manufacturers look to products for specific pain problems under large umbrella brands to stand out from the crowd
CATEGORY DATA
Table 11 Sales of Analgesics by Category: Value 2015-2020
Table 12 Sales of Analgesics by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Analgesics: % Value 2016-2020
Table 14 LBN Brand Shares of Analgesics: % Value 2017-2020
Table 15 Forecast Sales of Analgesics by Category: Value 2020-2025
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
The early stage of Coronavirus (COVID-19) sees stockpiling as consumers fear product shortages
COVID-19 and a strong self-medication trend offset the adverse sales factors of a mild winter and increase in flu vaccinations
The leading company and channel come under pressure due to fragmentation in the competitive landscape and distribution
RECOVERY AND OPPORTUNITIES
Healthy growth anticipated although category maturity places a premium on marketing and promotional activities to stand out from the crowd
Strong self-medication trend and rising number of allergy sufferers offer growth opportunities
RX to OTC switches predicted to boost sales, although legal restrictions on specific substances may slow development in the category
CATEGORY DATA
Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Lockdown creates some opportunities for digestive remedies but travel restrictions hurt motion sickness remedies
Zaklady Farmaceutyczne Polpharma's new formula response to withdrawal of drugs containing ranitidine is a hit
Leading players leverage strong ranges and marketing to stay ahead of the field
RECOVERY AND OPPORTUNITIES
Consumer lifestyles and preference for self-medication expected to foster sales opportunities for digestive remedies
Healthier and natural lifestyle trends increase the interest in herbal/traditional digestive remedies
Advertising remains a key way to raise awareness, engage with consumers and stand out in a competitive landscape
CATEGORY DATA
Table 23 Sales of Digestive Remedies by Category: Value 2015-2020
Table 24 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
Table 25 NBO Company Shares of Digestive Remedies: % Value 2016-2020
Table 26 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
Table 27 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
Table 28 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Coronavirus (COVID-19) checks sales development by limiting exposure to key risk factors
Consumers seeking specialised and effective treatments for skin problems turn to dermatologicals earlier
GSK Consumer Healthcare develops strong niches to retain leadership of a highly fragmented competitive landscape
RECOVERY AND OPPORTUNITIES
Lingering threat and effects of COVID-19 set to hinder sales development in the early forecast period
Low incidence of skin testing presents obstacle to product awareness and sales of dermatologicals
Dermocosmetics set to challenge but not replace dermatologicals as consumers look to treat rather than mask skin problems in the longer term
CATEGORY DATA
Table 29 Sales of Dermatologicals by Category: Value 2015-2020
Table 30 Sales of Dermatologicals by Category: % Value Growth 2015-2020
Table 31 NBO Company Shares of Dermatologicals: % Value 2016-2020
Table 32 LBN Brand Shares of Dermatologicals: % Value 2017-2020
Table 33 LBN Brand Shares of Hair Loss Treatments: % Value 2017-2020
Table 34 Forecast Sales of Dermatologicals by Category: Value 2020-2025
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Coronavirus (COVID-19) boosts sales by adding a new dimension to awareness of smoking's potential harmful effects on health
Receding acceptance and prevalence of smoking offer growth opportunities for NRT smoking cessation aids
Johnson & Johnson dominates with a wide portfolio and a strong marketing presence
RECOVERY AND OPPORTUNITIES
Positive outlook as COVID-19 increases number of smokers looking to quit the habit among a still large smoking population
Young consumers' acceptance of e-vapour products as simple-to-use, smokeless and flavoursome alternatives threaten NRT smoking cessation aids
Heated tobacco emerges as a potential substitute for NRT smoking cessation aids as it is perceived to be “safer” and retains opportunities to taste menthol
CATEGORY INDICATORS
Table 36 Number of Smokers by Gender 2015-2020
CATEGORY DATA
Table 37 Sales of NRT Smoking Cessation Aids by Category: Value 2015-2020
Table 38 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2015-2020
Table 39 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2016-2020
Table 40 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2017-2020
Table 41 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Fast sales growth for sleep aids as Coronavirus (COVID-19) aggravates conditions that contribute to sleep disorders
Modern lifestyles increase incidence of sleeping problems and hasten recourse to sleep aids for fast relief
Level of consolidation as the top three brands see significant retail value share growth at the end of the review period
RECOVERY AND OPPORTUNITIES
Modern living, residual COVID-19 effects and ageing population trend offer positive outlook for sleep aids
Consumers prefer milder herbal to stronger standard products, although similarly-positioned food supplements offer enticing alternatives
Sleep aids set to remain first port of call as consumers lack of awareness of sleep health and institutional framework remains weak
CATEGORY DATA
Table 43 Sales of Sleep Aids: Value 2015-2020
Table 44 Sales of Sleep Aids: % Value Growth 2015-2020
Table 45 NBO Company Shares of Sleep Aids: % Value 2016-2020
Table 46 LBN Brand Shares of Sleep Aids: % Value 2017-2020
Table 47 Forecast Sales of Sleep Aids: Value 2020-2025
Table 48 Forecast Sales of Sleep Aids: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Lockdown reduces exposure to some eye irritants, but intensifies use of electronic devices to sustain demand
Allergy eye care continues to develop as a category as a rising number of Polish consumers suffer from allergies
Local players enjoy competitive advantages through a long-established presence and familiarity with and trust in brands and products
RECOVERY AND OPPORTUNITIES
Lifestyle and environmental changes expected to increase incidence of eye irritations and sales of eye care products
Ageing population trend and higher incidence of allergies set to expand the consumer base for eye care products
Manufacturers set to adapt their offer to cater to more specialised and sophisticated demands of consumers
CATEGORY DATA
Table 49 Sales of Eye Care by Category: Value 2015-2020
Table 50 Sales of Eye Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Eye Care: % Value 2016-2020
Table 52 LBN Brand Shares of Eye Care: % Value 2017-2020
Table 53 Forecast Sales of Eye Care by Category: Value 2020-2025
Table 54 Forecast Sales of Eye Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Lockdown limits on travel and outdoor activities hinder sales of wound care
COVID-19 travel restrictions hit key sales driver for first aid kits
International players lead through the offer of wide and established product portfolios while private label continues to emerge
RECOVERY AND OPPORTUNITIES
Slow but steady recovery anticipated as consumers return to travel, sport, play and work and study norms
Innovation to add dynamism to a traditionally basic and conservative product offer
Plan to make first aid kits mandatory in cars offers significant growth opportunities
CATEGORY DATA
Table 55 Sales of Wound Care by Category: Value 2015-2020
Table 56 Sales of Wound Care by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Wound Care: % Value 2016-2020
Table 58 LBN Brand Shares of Wound Care: % Value 2017-2020
Table 59 Forecast Sales of Wound Care by Category: Value 2020-2025
Table 60 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Consumers stockpile vitamins as they are perceived to offer immunity from the effects of Coronavirus (COVID-19)
COVID-19 accentuates convenience and general use advantages of multivitamins and increases sales of vitamins C and vitamin D for immunity and sun deficiency reasons respectively
The leader Polski Lek benefits from fast sales growth in multivitamins while space opens up for lower-priced private label to grow in a highly fragmented landscape
RECOVERY AND OPPORTUNITIES
Vitamins claiming benefits like immunity, convenience and covering sun and other deficiencies predicted to drive sales growth
Manufacturers to use advertising to emphasise benefits as dietary supplements offers quicker and simpler “food” alternative
Consumers set to continue to self-medicate with vitamins to cover diet deficiencies, lack of physical activity and when feeling under the weather
CATEGORY DATA
Table 61 Sales of Vitamins by Category: Value 2015-2020
Table 62 Sales of Vitamins by Category: % Value Growth 2015-2020
Table 63 Sales of Multivitamins by Positioning: % Value 2015-2020
Table 64 NBO Company Shares of Vitamins: % Value 2016-2020
Table 65 LBN Brand Shares of Vitamins: % Value 2017-2020
Table 66 Forecast Sales of Vitamins by Category: Value 2020-2025
Table 67 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Consumers stockpile dietary supplements with immunity positioning in the wake of Coronavirus (COVID-19)
Strong advertising of benefits convinces consumers of efficacy of minerals and combination dietary supplements
Local players leverage long presence, strong portfolios, advertising and fast adaptation to changing market trends to compete successfully
RECOVERY AND OPPORTUNITIES
Strong growth anticipated over the forecast period as many consumers see dietary supplements as necessary components of a healthy diet
Young adults drive the perception of dietary supplements as part of a healthy diet and lifestyle
Players respond to the burgeoning development of the category with self-regulation on advertising, while proposed top-down amendments to regulations slow
CATEGORY DATA
Table 68 Sales of Dietary Supplements by Category: Value 2015-2020
Table 69 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
Table 70 Sales of Dietary Supplements by Positioning: % Value 2015-2020
Table 71 NBO Company Shares of Dietary Supplements: % Value 2016-2020
Table 72 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
Table 73 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
Table 74 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Coronavirus (COVID-19) restrictions weaken willingness to spend on or use weight management and wellbeing products
Demand for quick and easy solutions supports weight loss products over lifestyle changes
The leading international players offer whole weight loss programmes to earn the trust of consumers
RECOVERY AND OPPORTUNITIES
Pre-COVID-19 trends set to join the pandemic's effects on weight management to stimulate a rebound in sales growth
Pre-COVID-19 trend for clean label products set to re-emerge as health, social and economic conditions improve
Fierce competition anticipated as companies look to restore or develop new ways to appeal to consumers
CATEGORY DATA
Table 75 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
Table 76 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
Table 77 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
Table 78 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
Table 79 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Lockdown measures hamper opportunities for physical activity and depress sales of sports nutrition
Closure of specialist retailers and gyms accelerates shift towards e-commerce during COVID-19
Growing competition continues to erode the retail value share of the leader Olimp Laboratories
RECOVERY AND OPPORTUNITIES
Bright outlook for sports nutrition as healthy lifestyle trends set to resurface and accelerate in the forecast period
All types of sports nutrition set to see sales growth by catering to various types of consumers
Manufacturers expected to develop their portfolios to capture a widening audience with various needs and preferences
CATEGORY DATA
Table 81 Sales of Sports Nutrition by Category: Value 2015-2020
Table 82 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
Table 83 NBO Company Shares of Sports Nutrition: % Value 2016-2020
Table 84 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
Table 85 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
Table 86 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Coronavirus (COVID-19) increases interest in herbal options offering immunity and calming/stress relief benefits
COVID-19 adds impetus to the widening product range and consumer base for herbal/traditional products
Local player Aflofarm Farmacja Polska leverages wide and heavily advertised offer to stay ahead of a large field
RECOVERY AND OPPORTUNITIES
Bright outlook as naturalness, healthy living and environmental trends increase awareness of herbal/traditional products
Players set to widen offer to cater to various needs of customers, although bureaucracy may hamper development
Distribution is an increasingly important factor as consumers seek safe, effective and affordable products from a widening variety of sources
CATEGORY DATA
Table 87 Sales of Herbal/Traditional Products by Category: Value 2015-2020
Table 88 Sales of Herbal/Traditional Products by Category: % Value Growth 2015-2020
Table 89 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
Table 90 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
Table 91 Forecast Sales of Herbal/Traditional Products by Category: Value 2020-2025
Table 92 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Coronavirus (COVID-19) underpins sales boost for immunity-enhancing options while travel restrictions hurt paediatric motion sickness remedies
Growing range of paediatric products as manufacturers try to cater to the needs of parents and children
International leaders focus on a small but strong offer in the major categories, while local players seek leading positions in more niche areas
RECOVERY AND OPPORTUNITIES
Paediatric consumer health retains healthy growth potential as parents look for safe and effective medicines for their offspring
Manufacturers set to invest in brand/product extensions and novelties to add value to their offer in paediatric consumer health
Seasonality is expected to continue to inform new product launches and advertising campaigns as manufacturers try to maximise their investments
CATEGORY DATA
Table 93 Sales of Paediatric Consumer Health by Category: Value 2015-2020
Table 94 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
Table 95 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2016-2020
Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2017-2020
Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025