Consumer Health in Norway - Research and Markets

Description Table of
Contents

Having expanded at their fastest rate since 2009 during 2020, as COVID-19 drove a sharp increase in demand for analgesics, cough, cold and allergy (hay fever) remedies and - as a preventative measure - vitamins, the rate of growth in retail current value sales of consumer health will slow to its lowest rate in well over a decade during 2021. Retail current value sales of analgesics, vitamins and cough, cold and allergy (hay fever) remedies will all decline during the year.

The publisher's Consumer Health in Norway report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2016-2020, allowing you to identify the sectors driving growth. Forecasts to 2025 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.

Note: Product cover images may vary from those shown

EXECUTIVE SUMMARY

Consumer health in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2016-2021
Table 2 Life Expectancy at Birth 2016-2021

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2016-2021
Table 4 Sales of Consumer Health by Category: % Value Growth 2016-2021
Table 5 NBO Company Shares of Consumer Health: % Value 2017-2021
Table 6 LBN Brand Shares of Consumer Health: % Value 2018-2021
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2016-2021
Table 8 Distribution of Consumer Health by Format: % Value 2016-2021
Table 9 Distribution of Consumer Health by Format and Category: % Value 2021
Table 10 Forecast Sales of Consumer Health by Category: Value 2021-2026
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2021-2026

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2020-2021

DISCLAIMERDEFINITIONS

SOURCES

Summary 2 Research Sources

ANALGESICS IN NORWAYKEY DATA FINDINGS

2021 DEVELOPMENTS

Fewer COVID-19 infection cases and the vaccination roll-out lead to mild decline in 2021 sales of analgesics
Switch to Rx explains the decrease in adult diclofenac sales in 2021
E-commerce experiences more moderate growth in 2021 as some consumers return to former shopping habits

PROSPECTS AND OPPORTUNITIES

Return to normal life expected to drive steady growth in analgesics
Growth may be limited by consumers also taking a more natural approach to their health and wellbeing
Dominance of top brands will continue due to consumers’ habit of taking the same products

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2016-2021
Table 13 Sales of Analgesics by Category: % Value Growth 2016-2021
Table 14 NBO Company Shares of Analgesics: % Value 2017-2021
Table 15 LBN Brand Shares of Analgesics: % Value 2018-2021
Table 16 Forecast Sales of Analgesics by Category: Value 2021-2026
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2021-2026

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

2021 DEVELOPMENTS

Market correction expected to be only slight in 2021 as new wave of COVID-19 infections delays recovery
Little change in consolidated competitive landscape as Norwegians continue to buy the products they know and trust
E-commerce continues its slow ascendance in 2021 as COVID-19 continues to impact shopping behaviour in the early part of the year

PROSPECTS AND OPPORTUNITIES

Hygiene learning from COVID-19 likely to dampen rates of cold and flu and thus purchases of remedies in the forecast period
Growth in OTC allergy remedies set to slow down over the forecast period as Rx allergy prescriptions increase and allergy vaccinations potentially become more viable
Climate change will continue to drive strong growth in demand for allergy care

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2016-2021
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2016-2021
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2021
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2018-2021
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2021-2026
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2021-2026

DIGESTIVE REMEDIES IN NORWAYKEY DATA FINDINGS

2021 DEVELOPMENTS

Pandemic restrictions continue to negative affect demand for diarrhoeal remedies
Retail current value sales of motion sickness remedies will rebound modestly as travel restrictions are eased
Pandemic boosts e-commerce

PROSPECTS AND OPPORTUNITIES

Easing of pandemic restrictions will boost demand, particularly for motion sickness remedies and diarrhoeal remedies
An ageing population represents a growth opportunity
Increased investment and 5G will make e-commerce more accessible and convenient than ever

CATEGORY DATA

Table 24 Sales of Digestive Remedies by Category: Value 2016-2021
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2016-2021
Table 26 NBO Company Shares of Digestive Remedies: % Value 2017-2021
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2018-2021
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2021-2026
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2021-2026

DERMATOLOGICALS IN NORWAYKEY DATA FINDINGS

2021 DEVELOPMENTS

Social distancing continues to undermine demand for antiparasitics/lice treatments
Hair loss treatments in decline, as more men embrace the inevitable
Boosted by the pandemic, e-commerce continues to gain ground on chemists/pharmacies

PROSPECTS AND OPPORTUNITIES

Harsh winters will continue to drive strong demand for antipruritics
Increased social contact among children will boost demand for antiparasitics/lice (head and body) treatments
Shift to e-commerce will continue, particularly for products of a more intimate nature

CATEGORY DATA

Table 30 Sales of Dermatologicals by Category: Value 2016-2021
Table 31 Sales of Dermatologicals by Category: % Value Growth 2016-2021
Table 32 NBO Company Shares of Dermatologicals: % Value 2017-2021
Table 33 LBN Brand Shares of Dermatologicals: % Value 2018-2021
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2018-2021
Table 35 Forecast Sales of Dermatologicals by Category: Value 2021-2026
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2021-2026

NRT SMOKING CESSATION AIDS IN NORWAYKEY DATA FINDINGS

2021 DEVELOPMENTS

COVID-19 spurs more smokers to try to quit
Snus is regarded by some as a healthier alternative to smoking
E-commerce will continue to expand at the expense of chemists/pharmacies

PROSPECTS AND OPPORTUNITIES

Nirocette and Nicontinell duopoly appears unlikely to be disrupted

NRT smoking cessation aids will face increased competition, particularly from alternative tobacco products

Chemists/pharmacies will continue to lose out to modern grocery retailers and e-commerce

CATEGORY INDICATORS

Table 37 Number of Smokers by Gender 2016-2021

CATEGORY DATA

Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2016-2021
Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2016-2021
Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2017-2021
Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2018-2021
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2021-2026
Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2021-2026

SLEEP AIDS IN NORWAYKEY DATA FINDINGS

2021 DEVELOPMENTS

With daily life normalising, growth in demand for sleep aids will moderate
A growing number of consumers seek natural alternatives to prescription sleep aids
Leading brand Sendix is positioned as boosting both sleep quantity and quality

PROSPECTS AND OPPORTUNITIES

Increased consumer interest in naturalness will boost demand for OTC sleep aids at the expense of Rx offerings
As the importance of chemists/pharmacies as a distribution channel diminishes, the internet will grow in importance for marketing

CBD oils could emerge as an alternative to passionflower and valerian root

CATEGORY DATA

Table 44 Sales of Sleep Aids: Value 2016-2021
Table 45 Sales of Sleep Aids: % Value Growth 2016-2021
Table 46 NBO Company Shares of Sleep Aids: % Value 2017-2021
Table 47 LBN Brand Shares of Sleep Aids: % Value 2018-2021
Table 48 Forecast Sales of Sleep Aids: Value 2021-2026
Table 49 Forecast Sales of Sleep Aids: % Value Growth 2021-2026

EYE CARE IN NORWAYKEY DATA FINDINGS

2021 DEVELOPMENTS

Increased screen time drives strong growth in demand for standard eye care
SantenPharma AB continues to widen its lead over Théa Nordic AB
Pandemic boosts consumer interest in e-commerce

PROSPECTS AND OPPORTUNITIES

Long hours of screen time and an ageing population will continue to support robust growth in allergy eye care
Climate change will support demand growth for allergy eye care
New developments in laser eye surgery and contact lenses could negatively affect demand for standard eye care

CATEGORY DATA

Table 50 Sales of Eye Care by Category: Value 2016-2021
Table 51 Sales of Eye Care by Category: % Value Growth 2016-2021
Table 52 NBO Company Shares of Eye Care: % Value 2017-2021
Table 53 LBN Brand Shares of Eye Care: % Value 2018-2021
Table 54 Forecast Sales of Eye Care by Category: Value 2021-2026
Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2021-2026

WOUND CARE IN NORWAYKEY DATA FINDINGS

2021 DEVELOPMENTS

Easing of COVID-19 restrictions will boost demand for wound care, as consumers spend more time outdoors
Orkla Group acquires leader Norgesplaster AS
E-commerce continues to gain ground on chemists/pharmacies and modern grocery retailers

PROSPECTS AND OPPORTUNITIES

With outdoor activities set to grow in popularity, demand growth for wound care will be robust
With sports participation on the rise, sticking plasters and adhesive bandages will be the top performer
Specialised offerings could help to support higher prices

CATEGORY DATA

Table 56 Sales of Wound Care by Category: Value 2016-2021
Table 57 Sales of Wound Care by Category: % Value Growth 2016-2021
Table 58 NBO Company Shares of Wound Care: % Value 2017-2021
Table 59 LBN Brand Shares of Wound Care: % Value 2018-2021
Table 60 Forecast Sales of Wound Care by Category: Value 2021-2026
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2021-2026

VITAMINS IN NORWAYKEY DATA FINDINGS

2021 DEVELOPMENTS

Having surged in 2020 due to COVID-19, 2021 will see a modest decline in demand for Vitamins C and D
Norway’s geography drives strong demand for Vitamin D
Specialist retailers lead, but e-commerce is gaining ground

PROSPECTS AND OPPORTUNITIES

Increased interest in preventative healthcare will support growth
An ageing population will buoy demand
Consumers will continue to shift to e-commerce

CATEGORY DATA

Table 62 Sales of Vitamins by Category: Value 2016-2021
Table 63 Sales of Vitamins by Category: % Value Growth 2016-2021
Table 64 Sales of Multivitamins by Positioning: % Value 2016-2021
Table 65 NBO Company Shares of Vitamins: % Value 2017-2021
Table 66 LBN Brand Shares of Vitamins: % Value 2018-2021
Table 67 Forecast Sales of Vitamins by Category: Value 2021-2026
Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2021-2026

DIETARY SUPPLEMENTS IN NORWAYKEY DATA FINDINGS

2021 DEVELOPMENTS

As COVID-19 threat diminishes, growth in demand for dietary supplements will slow
Many remain sceptical of the benefits of dietary supplements
Pandemic continues to boost e-commerce

PROSPECTS AND OPPORTUNITIES

Fish oils/omega fatty acids will remain very popular due to their perceived immune system benefits
Increased demand for vegan dietary supplements will not just come from vegans
Products targeting bone, joint and eye health, as well as memory and concentration will appeal to an ageing population

CATEGORY DATA

Table 69 Sales of Dietary Supplements by Category: Value 2016-2021
Table 70 Sales of Dietary Supplements by Category: % Value Growth 2016-2021
Table 71 Sales of Dietary Supplements by Positioning: % Value 2016-2021
Table 72 NBO Company Shares of Dietary Supplements: % Value 2017-2021
Table 73 LBN Brand Shares of Dietary Supplements: % Value 2018-2021
Table 74 Forecast Sales of Dietary Supplements by Category: Value 2021-2026
Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2021-2026

WEIGHT MANAGEMENT AND WELLBEING IN NORWAYKEY DATA FINDINGS

2021 DEVELOPMENTS

Positive impact of COVID-19 proves to be short lived
Boosted by the pandemic, e-commerce overtakes modern grocery retail
Slimming teas are a niche - but an expanding one

PROSPECTS AND OPPORTUNITIES

Supplement nutrition drinks will be the main growth driver
An ageing population and rising obesity rates will support demand
Perceptions that weight management and wellbeing products are artificial and ineffective will be difficult to overcome

CATEGORY DATA

Table 76 Sales of Weight Management and Wellbeing by Category: Value 2016-2021
Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2016-2021
Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2017-2021
Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2018-2021
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2021-2026
Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2021-2026

SPORTS NUTRITION IN NORWAYKEY DATA FINDINGS

2021 DEVELOPMENTS

Sports nutrition benefits from increased consumer interest in sports, fitness and personal appearance
The appeal of vegan products spreads beyond vegans and vegetarians
Pandemic deepens e-commerce dominance

PROSPECTS AND OPPORTUNITIES

Protein/energy bars will remain the top performer due to their wide appeal
As consumers become busier, convenience will grow in importance
As e-commerce dominance deepens, the internet will become the key battleground for brands

CATEGORY DATA

Table 82 Sales of Sports Nutrition by Category: Value 2016-2021
Table 83 Sales of Sports Nutrition by Category: % Value Growth 2016-2021
Table 84 NBO Company Shares of Sports Nutrition: % Value 2017-2021
Table 85 LBN Brand Shares of Sports Nutrition: % Value 2018-2021
Table 86 Forecast Sales of Sports Nutrition by Category: Value 2021-2026
Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2021-2026

HERBAL/TRADITIONAL PRODUCTS IN NORWAYKEY DATA FINDINGS

2021 DEVELOPMENTS

Demand for herbal/traditional cough, cold and allergy (hay fever) remedies rebounds as COVID-19 restrictions are eased
Pandemic disruption supports demand for herbal/traditional sleep aids
E-commerce grows in importance, but modern grocery retailers remain the leading distribution channel

PROSPECTS AND OPPORTUNITIES

High stress levels and increased screen use will drive strong growth in demand for herbal/traditional sleep aids
The increased use of alternative therapies could help to boost demand for herbal/traditional products
E-commerce growth will make it more difficult for manufacturers to raise their prices

CATEGORY DATA

Table 88 Sales of Herbal/Traditional Products by Category: Value 2016-2021
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2016-2021
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2017-2021
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2018-2021
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2021-2026
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2021-2026

PAEDIATRIC CONSUMER HEALTH IN NORWAYKEY DATA FINDINGS

2021 DEVELOPMENTS

COVID-19 restrictions led to reduced demand for paediatric cough/cold remedies
Parents tend to stick with established brands
Busy parents increasingly shop online

PROSPECTS AND OPPORTUNITIES

As COVID-19 restrictions are eased, demand for cough/cold remedies will begin to recover
Strong interest in preventative healthcare will support demand growth for paediatric vitamins and dietary supplements
Shift from paediatric ibuprofen to paediatric acetaminophen will continue, as the latter is perceived as safer

CATEGORY DATA

Table 94 Sales of Paediatric Consumer Health by Category: Value 2016-2021
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2016-2021
Table 96 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2021
Table 97 NBO Company Shares of Paediatric Consumer Health: % Value 2017-2021
Table 98 LBN Brand Shares of Paediatric Consumer Health: % Value 2018-2021
Table 99 Forecast Sales of Paediatric Consumer Health by Category: Value 2021-2026
Table 100 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2021-2026

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