Consumer Health in Sweden

Report
101 Pages
October 2023
Region: Sweden
Euromonitor International
ID: 2537925

The Swedish market consumer health saw healthy growth in retail current value terms in 2023, continuing the trend of the previous year. However, this was driven mainly by inflationary pressures, rather than any real upturn in demand. While the rate of inflation was not as high as in 2022, elevated energy prices impacted manufacturing and distribution costs.

The Consumer Health in Sweden report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Allergy Care, Herbal/Traditional Products, OTC, Paediatric Consumer Health, Sports Nutrition, Vitamins and Dietary Supplements, Weight Management and Wellbeing.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Consumer Health market
Pinpoint growth sectors and identify factors driving change
Understand the competitive environment, the market’s major players and leading brands
Use five-year forecasts to assess how the market is predicted to develop.

CONSUMER HEALTH IN SWEDEN

EXECUTIVE SUMMARY

Consumer health in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2018-2023
Table 2 Life Expectancy at Birth 2018-2023

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2018-2023
Table 4 Sales of Consumer Health by Category: % Value Growth 2018-2023
Table 5 NBO Company Shares of Consumer Health: % Value 2019-2023
Table 6 LBN Brand Shares of Consumer Health: % Value 2020-2023
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2018-2023
Table 8 Distribution of Consumer Health by Format: % Value 2018-2023
Table 9 Distribution of Consumer Health by Format and Category: % Value 2023
Table 10 Forecast Sales of Consumer Health by Category: Value 2023-2028
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2023-2028

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DISCLAIMERDEFINITIONS

SOURCES

Summary 1 Research Sources

ANALGESICS IN SWEDENKEY DATA FINDINGS

2023 DEVELOPMENTS

Sluggish performance in 2023, as Swedes return to their normal post-pandemic purchasing patterns
Decline in demand for topical analgesics amid concerns over diclofenac
Pharmacies comprise largest distribution channel

PROSPECTS AND OPPORTUNITIES

Flat performance expected, as holistic trend gathers pace
Flat performance for topical analgesics
Herbal, convenience and demographic trends offer scope for further development

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2018-2023
Table 13 Sales of Analgesics by Category: % Value Growth 2018-2023
Table 14 NBO Company Shares of Analgesics: % Value 2019-2023
Table 15 LBN Brand Shares of Analgesics: % Value 2020-2023
Table 16 Forecast Sales of Analgesics by Category: Value 2023-2028
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2023-2028

COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN SWEDENKEY DATA FINDINGS

2023 DEVELOPMENTS

Decline in demand in 2023, as high inflation squeezes consumer wallets
Medicated confectionery continues to decline, despite broad distribution
Positive, yet slower growth for e-commerce

PROSPECTS AND OPPORTUNITIES

Allergy remedies will benefit from weather-related changes
Trend towards more natural cough and cold treatments
Store-based pharmacies will continue to play an important role

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2023
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2023
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2023-2028
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2023-2028

DIGESTIVE REMEDIES IN SWEDENKEY DATA FINDINGS

2023 DEVELOPMENTS

Sluggish performance for digestive remedies in 2023
Increased levels of international travel boost demand for motion sickness and diarrhoeal remedies
E-commerce continues to grow

PROSPECTS AND OPPORTUNITIES

Improved performance expected
Younger consumers offer growth potential in mature market
Growing preference for more holistic, natural treatments could have negative impact on demand

CATEGORY DATA

Table 24 Sales of Digestive Remedies by Category: Value 2018-2023
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2018-2023
Table 26 NBO Company Shares of Digestive Remedies: % Value 2019-2023
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2020-2023
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2023-2028
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2023-2028

DERMATOLOGICALS IN SWEDENKEY DATA FINDINGS

2023 DEVELOPMENTS

Varied performance in 2023, with lice treatments leading growth
Difficult economic environment has impact on sales of perceived non-essentials
E-commerce offers a discrete method of shopping

PROSPECTS AND OPPORTUNITIES

Lice treatments and medicated shampoo will lead growth
Dermocosmetics could provide threat to growth
Well-known brands will hold sway

CATEGORY DATA

Table 30 Sales of Dermatologicals by Category: Value 2018-2023
Table 31 Sales of Dermatologicals by Category: % Value Growth 2018-2023
Table 32 NBO Company Shares of Dermatologicals: % Value 2019-2023
Table 33 LBN Brand Shares of Dermatologicals: % Value 2020-2023
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2020-2023
Table 35 Forecast Sales of Dermatologicals by Category: Value 2023-2028
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2023-2028

NRT SMOKING CESSATION AIDS IN SWEDENKEY DATA FINDINGS

2023 DEVELOPMENTS

Low smoking prevalence means a small consumer base
Enduring popularity of snus hinders NTS smoking cessation aid sales
Competitive landscape remains highly consolidated

PROSPECTS AND OPPORTUNITIES

Bleak outlook for NNT smoking cessation aids
No significant change to competitive landscape
Pharmacies will remain leading channel

CATEGORY INDICATORS

Table 37 Number of Smokers by Gender 2018-2023

CATEGORY DATA

Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2018-2023
Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2018-2023
Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2019-2023
Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2020-2023
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2023-2028
Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2023-2028

SLEEP AIDS IN SWEDENKEY DATA FINDINGS

2023 DEVELOPMENTS

High stress levels support high demand for sleep aids, although volume sales see a modest decline in 2023
Herbal/traditional options, dominate despite some consumers doubting efficacy
Limited private label presence

PROSPECTS AND OPPORTUNITIES

Sleep aids have much untapped potential
Increasing competition from sleeping pill alternatives
Products containing melatonin will gain traction

CATEGORY DATA

Table 44 Sales of Sleep Aids: Value 2018-2023
Table 45 Sales of Sleep Aids: % Value Growth 2018-2023
Table 46 NBO Company Shares of Sleep Aids: % Value 2019-2023
Table 47 LBN Brand Shares of Sleep Aids: % Value 2020-2023
Table 48 Forecast Sales of Sleep Aids: Value 2023-2028
Table 49 Forecast Sales of Sleep Aids: % Value Growth 2023-2028

EYE CARE IN SWEDENKEY DATA FINDINGS

2023 DEVELOPMENTS

Return to normal life, including international travel, continues to fuel growth in eye care
Extended screen use gives rise to increase in eye problems
E-commerce continues to grow, at the expense of bricks-and-mortar pharmacies

PROSPECTS AND OPPORTUNITIES

Scope for future expansion
Revival of international travel and trend towards warmer summer weather will drive growth for allergy eye care
Demographic trends will boost growth

CATEGORY DATA

Table 50 Sales of Eye Care by Category: Value 2018-2023
Table 51 Sales of Eye Care by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of Eye Care: % Value 2019-2023
Table 53 LBN Brand Shares of Eye Care: % Value 2020-2023
Table 54 Forecast Sales of Eye Care by Category: Value 2023-2028
Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2023-2028

WOUND CARE IN SWEDENKEY DATA FINDINGS

2023 DEVELOPMENTS

Return to normal lifestyles boosts demand
Orkla retains its lead
E-commerce remains a minor channel for wound care

PROSPECTS AND OPPORTUNITIES

More subdued growth expected
Few opportunities for new product development
Modern grocery retailers will remain most important channel

CATEGORY DATA

Table 56 Sales of Wound Care by Category: Value 2018-2023
Table 57 Sales of Wound Care by Category: % Value Growth 2018-2023
Table 58 NBO Company Shares of Wound Care: % Value 2019-2023
Table 59 LBN Brand Shares of Wound Care: % Value 2020-2023
Table 60 Forecast Sales of Wound Care by Category: Value 2023-2028
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2023-2028

VITAMINS IN SWEDENKEY DATA FINDINGS

2023 DEVELOPMENTS

Return of common illnesses maintains focus on immunity
Inflation places pressure on player margins
E-commerce goes from strength to strength

PROSPECTS AND OPPORTUNITIES

Vitamins to benefit from expanded consumer base
Further development of private label segment
E-commerce will continue to develop

CATEGORY DATA

Table 62 Sales of Vitamins by Category: Value 2018-2023
Table 63 Sales of Vitamins by Category: % Value Growth 2018-2023
Table 64 Sales of Multivitamins by Positioning: % Value 2018-2023
Table 65 NBO Company Shares of Vitamins: % Value 2019-2023
Table 66 LBN Brand Shares of Vitamins: % Value 2020-2023
Table 67 Forecast Sales of Vitamins by Category: Value 2023-2028
Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2023-2028

DIETARY SUPPLEMENTS IN SWEDENKEY DATA FINDINGS

2023 DEVELOPMENTS

Preventative health trend benefits dietary supplements
Collagen and probiotics see strong performances
E-commerce continues to grows in importance

PROSPECTS AND OPPORTUNITIES

Untapped potential for growth
Consumers will look to reduce their carbon footprints though buying locally produced, eco-friendly and plant-based products
Players will continue to develop their e-commerce presence

CATEGORY DATA

Table 69 Sales of Dietary Supplements by Category: Value 2018-2023
Table 70 Sales of Dietary Supplements by Category: % Value Growth 2018-2023
Table 71 Sales of Dietary Supplements by Positioning: % Value 2018-2023
Table 72 NBO Company Shares of Dietary Supplements: % Value 2019-2023
Table 73 LBN Brand Shares of Dietary Supplements: % Value 2020-2023
Table 74 Forecast Sales of Dietary Supplements by Category: Value 2023-2028
Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2023-2028

WEIGHT MANAGEMENT AND WELLBEING IN SWEDENKEY DATA FINDINGS

2023 DEVELOPMENTS

Swedish consumers employ other methods to address weight issues
Direct selling remains an important channel
E-commerce continues to gain traction

PROSPECTS AND OPPORTUNITIES

Weight management and wellbeing products face an unpromising future, due to a consumer preference for other weight-loss methods
Growing competition from high protein products could hinder sales
Consumers seek vegan and vegetarian offerings

CATEGORY DATA

Table 76 Sales of Weight Management and Wellbeing by Category: Value 2018-2023
Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023
Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2019-2023
Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2020-2023
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2023-2028
Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2023-2028

SPORTS NUTRITION IN SWEDENKEY DATA FINDINGS

2023 DEVELOPMENTS

Burgeoning gym culture boost sales of sports nutrition products
Protein enters the mainstream
E-commerce remains vitally important, due to popularity of bulk purchasing

PROSPECTS AND OPPORTUNITIES

Solid growth expected, thanks to health and wellness trends
Growing demand for vegan offerings
E-commerce will continue to grow, albeit to a lesser extent

CATEGORY DATA

Table 82 Sales of Sports Nutrition by Category: Value 2018-2023
Table 83 Sales of Sports Nutrition by Category: % Value Growth 2018-2023
Table 84 NBO Company Shares of Sports Nutrition: % Value 2019-2023
Table 85 LBN Brand Shares of Sports Nutrition: % Value 2020-2023
Table 86 Forecast Sales of Sports Nutrition by Category: Value 2023-2028
Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2023-2028

HERBAL/TRADITIONAL PRODUCTS IN SWEDENKEY DATA FINDINGS

2023 DEVELOPMENTS

Topical analgesics lead growth in herbal/traditional products
Cloetta Sverige leads fragmented landscape
E-commerce sees further advancement

PROSPECTS AND OPPORTUNITIES

Health and wellness trends will continue to drive growth
E-commerce will become increasingly influential
Environmental issues likely to grow to prominence

CATEGORY DATA

Table 88 Sales of Herbal/Traditional Products by Category: Value 2018-2023
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2018-2023
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2019-2023
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2020-2023
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2023-2028
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2023-2028

PAEDIATRIC CONSUMER HEALTH IN SWEDENKEY DATA FINDINGS

2023 DEVELOPMENTS

Sales suffer from further decline in national birth rate and widespread use of adult products
Focus on preventative health leads to further growth for vitamins and dietary supplements
E-commerce grows in importance

PROSPECTS AND OPPORTUNITIES

Only modest growth expected, as tight budgets lead parents to eschew child-specific products
Market will remain consolidated, as key players attempt to build share through further segmentation
Solid growth for e-commerce

CATEGORY DATA

Table 94 Sales of Paediatric Consumer Health by Category: Value 2018-2023
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023
Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2019-2023
Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2020-2023
Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2023-2028
Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2023-2028

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