Consumer Health in Finland - Research and Markets

Consumer health in Finland is registering healthy retail value sales growth in 2022. This is partly due to the increasing costs of ingredients as well as inflation accelerating, with the inflation rate at 8% in June 2022. In particular cough, cold and allergy (hay fever) remedies, sports nutrition, eye care and paediatric consumer health are recording robust retail value sales growth.

The Consumer Health in Finland report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 illustrate how the market is set to change.

Product coverage: Allergy Care, Herbal/Traditional , 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.

EXECUTIVE SUMMARY

Consumer health in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2017-2022
Table 2 Life Expectancy at Birth 2017-2022

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2017-2022
Table 4 Sales of Consumer Health by Category: % Value Growth 2017-2022
Table 5 NBO Company Shares of Consumer Health: % Value 2018-2022
Table 6 LBN Brand Shares of Consumer Health: % Value 2019-2022
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2017-2022
Table 8 Distribution of Consumer Health by Format: % Value 2017-2022
Table 9 Distribution of Consumer Health by Format and Category: % Value 2022
Table 10 Forecast Sales of Consumer Health by Category: Value 2022-2027
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2022-2027

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2021-2022

DEFINITIONS

SOURCES

Summary 2 Research Sources

ANALGESICS IN FINLANDKEY DATA FINDINGS

2022 DEVELOPMENTS

Sales rise in 2022 due to restrictions being lifted
New product formats of acetaminophen boosts sales in 2022
Herbal topical analgesics becoming more popular, while Orion retains leading position in 2022

PROSPECTS AND OPPORTUNITIES

Sales of analgesics set to be slow over the forecast period, but demand will remain as consumers lead pre-pandemic lifestyles again
Acetaminophen and topical analgesics’ sales likely to remain positive, while demand for ibuprofen is expected to decline
Speculation that legislation for OTC products will become less stringent over the forecast period

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2017-2022
Table 13 Sales of Analgesics by Category: % Value Growth 2017-2022
Table 14 NBO Company Shares of Analgesics: % Value 2018-2022
Table 15 LBN Brand Shares of Analgesics: % Value 2019-2022
Table 16 Forecast Sales of Analgesics by Category: Value 2022-2027
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2022-2027

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

2022 DEVELOPMENTS

Comeback of viruses due to the lifting of restrictions stimulates demand in 2022
Value-added products and convenience becoming more important in 2022
Competitive landscape remains largely the same in 2022

PROSPECTS AND OPPORTUNITIES

Innovative formats expected to invigorate demand during the forecast period
Competition and affordable products set to impede sales growth of allergy remedies over the forecast period
Possible deregulation could affect the competitive landscape significantly over the forecast period

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2017-2022
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2017-2022
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2018-2022
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2022
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2022-2027
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2022-2027

DIGESTIVE REMEDIES IN FINLANDKEY DATA FINDINGS

2022 DEVELOPMENTS

Demand for diarrhoeal remedies benefit from restrictions being lifted
International players in close competition during 2022
Digestive remedies have opposing trends, but stress-related categories remain in demand in 2022

PROSPECTS AND OPPORTUNITIES

Slow sales expected as competition likely to tighten over the forecast period
Different digestive remedies likely to react inversely to trends over the forecast period
Increase in demand for IBS treatments and little innovation expected over the forecast period

CATEGORY DATA

Table 24 Sales of Digestive Remedies by Category: Value 2017-2022
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2017-2022
Table 26 NBO Company Shares of Digestive Remedies: % Value 2018-2022
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2019-2022
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2022-2027
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2022-2027

DERMATOLOGICALS IN FINLANDKEY DATA FINDINGS

2022 DEVELOPMENTS

Sales rise thanks to inflation and demand for value-added dermatologicals in 2022
Bayer remains leading player in 2022 thanks to its brands being trustworthy
Antiparasitics/lice (head and body) treatments sales rise due to restrictions being lifted in 2022

PROSPECTS AND OPPORTUNITIES

Moderate sales likely thanks to competition from generics over the forecast period
Medicated shampoos to benefit from aging population during the forecast period
Dietary supplement likely to compete with dermatologicals over the forecast period

CATEGORY DATA

Table 30 Sales of Dermatologicals by Category: Value 2017-2022
Table 31 Sales of Dermatologicals by Category: % Value Growth 2017-2022
Table 32 NBO Company Shares of Dermatologicals: % Value 2018-2022
Table 33 LBN Brand Shares of Dermatologicals: % Value 2019-2022
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2019-2022
Table 35 Forecast Sales of Dermatologicals by Category: Value 2022-2027
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2022-2027

NRT SMOKING CESSATION AIDS IN FINLANDKEY DATA FINDINGS

2022 DEVELOPMENTS

Demand drops due to the competitive landscape being saturated in 2022
Pouches boost sales of other NRT in 2022
Competitive landscape remains an oligopoly in 2022, with high brand loyalty

PROSPECTS AND OPPORTUNITIES

Decline in consumer base expected to impede sales growth over the forecast period
Other NRT sales set to increase over the forecast period due to being convenient
Increase in availability and restrictions on vaping products likely to stimulate demand over the forecast period

CATEGORY INDICATORS

Table 37 Number of Smokers by Gender 2017-2022

CATEGORY DATA

Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2017-2022
Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2017-2022
Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2018-2022
Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2019-2022
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2022-2027
Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2022-2027

SLEEP AIDS IN FINLANDKEY DATA FINDINGS

2022 DEVELOPMENTS

Stressful lives boosting demand for sleep aids in 2022
Consumers receptive to differentiation in 2022
Combination sleep aids becoming more popular in 2022

PROSPECTS AND OPPORTUNITIES

Acceptance and stressful lifestyles set to boost demand over the forecast period
Herbal and combination sleep aids likely to be more popular during the forecast period
Sleep aids in grocery retailers and e-commerce set to become more prevalent during the forecast period

CATEGORY DATA

Table 44 Sales of Sleep Aids: Value 2017-2022
Table 45 Sales of Sleep Aids: % Value Growth 2017-2022
Table 46 NBO Company Shares of Sleep Aids: % Value 2018-2022
Table 47 LBN Brand Shares of Sleep Aids: % Value 2019-2022
Table 48 Forecast Sales of Sleep Aids: Value 2022-2027
Table 49 Forecast Sales of Sleep Aids: % Value Growth 2022-2027

EYE CARE IN FINLANDKEY DATA FINDINGS

2022 DEVELOPMENTS

Innovative product launches boost sales in 2022
Ocutifex increases value share in 2022 due to promises of fast working and long lasting to allergy affected eyes
Product format and application important aspects of eye care product launches

PROSPECTS AND OPPORTUNITIES

Moderate sales likely over the forecast period as the use of digitals screens is rising
Eye care in convenient to use formats set to boost demand over the forecast period
Ageing population and dry eyes expected to support eye care over the forecast period

CATEGORY DATA

Table 50 Sales of Eye Care by Category: Value 2017-2022
Table 51 Sales of Eye Care by Category: % Value Growth 2017-2022
Table 52 NBO Company Shares of Eye Care: % Value 2018-2022
Table 53 LBN Brand Shares of Eye Care: % Value 2019-2022
Table 54 Forecast Sales of Eye Care by Category: Value 2022-2027
Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2022-2027

WOUND CARE IN FINLANDKEY DATA FINDINGS

2022 DEVELOPMENTS

Wound care sales benefit as final restrictions are lifted in 2022
Orkla remains the leading player in 2022 and introduces value-added wound care
Speciality sticking plasters gaining consumer interest in 2022

PROSPECTS AND OPPORTUNITIES

Little sales growth likely over the forecast period due to mature category and few new innovations
Value-added solutions and reasonably priced products likely to fuel sales over the forecast period
Seasonal designs targeted at children set to boost sales over the forecast period

CATEGORY DATA

Table 56 Sales of Wound Care by Category: Value 2017-2022
Table 57 Sales of Wound Care by Category: % Value Growth 2017-2022
Table 58 NBO Company Shares of Wound Care: % Value 2018-2022
Table 59 LBN Brand Shares of Wound Care: % Value 2019-2022
Table 60 Forecast Sales of Wound Care by Category: Value 2022-2027
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2022-2027

VITAMINS IN FINLANDKEY DATA FINDINGS

2022 DEVELOPMENTS

Consumption levels remain elevated despite drop in sales during 2022
Sales of single vitamins benefit from new product launches
Orion remains leading player but private label gains value share in 2022

PROSPECTS AND OPPORTUNITIES

Sales set to drop over the forecast period but downward pressure to halt due to the health trend
Vitamin K’s popularity set to rise, while multivitamins face increasing competition over the forecast period
Vitamins to remain a mature category with few new players entering during the forecast period

CATEGORY DATA

Table 62 Sales of Vitamins by Category: Value 2017-2022
Table 63 Sales of Vitamins by Category: % Value Growth 2017-2022
Table 64 Sales of Multivitamins by Positioning: % Value 2017-2022
Table 65 NBO Company Shares of Vitamins: % Value 2018-2022
Table 66 LBN Brand Shares of Vitamins: % Value 2019-2022
Table 67 Forecast Sales of Vitamins by Category: Value 2022-2027
Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2022-2027

DIETARY SUPPLEMENTS IN FINLANDKEY DATA FINDINGS

2022 DEVELOPMENTS

Holistic approach to health boosts demand for dietary supplements in 2022
Minerals and combination products sales boosted in 2022 but fish oils sales decline
Hankintatukku Arno Latvus’ to replace Midsona Finland as leading player in 2022

PROSPECTS AND OPPORTUNITIES

Dietary supplements to continue benefiting from pandemic as consumers become more knowledgeable
Combination products likely to see most dynamic sales during the forecast period
Probiotic supplements and minerals to remain important to consumers prioritising their health and wellbeing over the forecast period

CATEGORY DATA

Table 69 Sales of Dietary Supplements by Category: Value 2017-2022
Table 70 Sales of Dietary Supplements by Category: % Value Growth 2017-2022
Table 71 Sales of Dietary Supplements by Positioning: % Value 2017-2022
Table 72 NBO Company Shares of Dietary Supplements: % Value 2018-2022
Table 73 LBN Brand Shares of Dietary Supplements: % Value 2019-2022
Table 74 Forecast Sales of Dietary Supplements by Category: Value 2022-2027
Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2022-2027

WEIGHT MANAGEMENT AND WELLBEING IN FINLANDKEY DATA FINDINGS

2022 DEVELOPMENTS

More holistic approach to weight management hampers sales in 2022
Meal replacement sales suffer while demand for slimming teas flourish in 2022
Competitive environment remains highly fragmented in 2022

PROSPECTS AND OPPORTUNITIES

New product launches and ageing population likely to increase demand over the forecast period
OTC obesity demand set to falter when Rx Wegovy is launched during the forecast period
Competition likely to increase from other consumer health categories during the forecast period

CATEGORY DATA

Table 76 Sales of Weight Management and Wellbeing by Category: Value 2017-2022
Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2017-2022
Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2018-2022
Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2019-2022
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2022-2027
Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2022-2027

SPORTS NUTRITION IN FINLANDKEY DATA FINDINGS

2022 DEVELOPMENTS

Innovative launches and increasing inflation leads to higher sales in 2022
Protein bar sales rise as consumers spend more time outside and sports protein and RTD products benefit from consumers returning to gyms
Leader Foods and Celsius Finland remain leading players but are losing value share in 2022

PROSPECTS AND OPPORTUNITIES

Rising demand for protein bars set to increase sales of sports nutrition during the forecast period
Clean label sports nutrition likely to impact innovation over the forecast period
Premium private label products expected to further drive sales during the forecast period

CATEGORY DATA

Table 82 Sales of Sports Nutrition by Category: Value 2017-2022
Table 83 Sales of Sports Nutrition by Category: % Value Growth 2017-2022
Table 84 NBO Company Shares of Sports Nutrition: % Value 2018-2022
Table 85 LBN Brand Shares of Sports Nutrition: % Value 2019-2022
Table 86 Forecast Sales of Sports Nutrition by Category: Value 2022-2027
Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2022-2027

HERBAL/TRADITIONAL PRODUCTS IN FINLANDKEY DATA FINDINGS

2022 DEVELOPMENTS

More herbal/traditional products becoming available in 2022, thereby boosting sales
Herbal/traditional topical analgesics growing in popularity in 2022 thanks to lower prices
Competitive landscape becoming more fragmented in 2022 but Cloetta remains leading brand

PROSPECTS AND OPPORTUNITIES

Sales likely to be stimulated by consumers increasingly preferring natural ingredients
Demand for herbal/traditional sleep aids set to decline over the forecast period due to rise in competition from melatonin
Players expected to focus on segmentation during the forecast period

CATEGORY DATA

Table 88 Sales of Herbal/Traditional Products by Category: Value 2017-2022
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2017-2022
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2018-2022
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2019-2022
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2022-2027
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2022-2027

PAEDIATRIC CONSUMER HEALTH IN FINLANDKEY DATA FINDINGS

2022 DEVELOPMENTS

Sales rise as children return to pre-pandemic lifestyles in 2022
Paediatric vitamins and dietary supplements see brand extensions in 2022
GSK Consumer Healthcare leads paediatric consumer health as trusted brands appeal to consumers

PROSPECTS AND OPPORTUNITIES

Parents likely to continue buying paediatric consumer health but demand for clean labels is rising
Demand for paediatric analgesics likely to be driven by paediatric ibuprofen over the forecast period
New formats set to boost demand for paediatric vitamins and dietary supplements

CATEGORY DATA

Table 94 Sales of Paediatric Consumer Health by Category: Value 2017-2022
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2017-2022
Table 96 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2017-2022
Table 97 NBO Company Shares of Paediatric Consumer Health: % Value 2018-2022
Table 98 LBN Brand Shares of Paediatric Consumer Health: % Value 2019-2022
Table 99 Forecast Sales of Paediatric Consumer Health by Category: Value 2022-2027
Table 100 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2022-2027