Consumer Health in Sweden
Consumer health in 2023: The big picture
What next for consumer health?
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2018-2023
Table 2 Life Expectancy at Birth 2018-2023
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
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Summary 1 Research Sources
Analgesics in Sweden
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
Flat performance expected, as holistic trend gathers pace
Flat performance for topical analgesics
Herbal, convenience and demographic trends offer scope for further development
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
Sleep Aids in Sweden
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
Sleep aids have much untapped potential
Increasing competition from sleeping pill alternatives
Products containing melatonin will gain traction
Table 18 Sales of Sleep Aids: Value 2018-2023
Table 19 Sales of Sleep Aids: % Value Growth 2018-2023
Table 20 NBO Company Shares of Sleep Aids: % Value 2019-2023
Table 21 LBN Brand Shares of Sleep Aids: % Value 2020-2023
Table 22 Forecast Sales of Sleep Aids: Value 2023-2028
Table 23 Forecast Sales of Sleep Aids: % Value Growth 2023-2028
Cough, Cold and Allergy (Hay Fever) Remedies in Sweden
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
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
Table 24 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023
Table 25 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023
Table 26 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2023
Table 27 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2023
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2023-2028
Table 29 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2023-2028
Dermatologicals in Sweden
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
Lice treatments and medicated shampoo will lead growth
Dermocosmetics could provide threat to growth
Well-known brands will hold sway
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
Digestive Remedies in Sweden
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
Improved performance expected
Younger consumers offer growth potential in mature market
Growing preference for more holistic, natural treatments could have negative impact on demand
Table 37 Sales of Digestive Remedies by Category: Value 2018-2023
Table 38 Sales of Digestive Remedies by Category: % Value Growth 2018-2023
Table 39 NBO Company Shares of Digestive Remedies: % Value 2019-2023
Table 40 LBN Brand Shares of Digestive Remedies: % Value 2020-2023
Table 41 Forecast Sales of Digestive Remedies by Category: Value 2023-2028
Table 42 Forecast Sales of Digestive Remedies by Category: % Value Growth 2023-2028
Eye Care in Sweden
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
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
Table 43 Sales of Eye Care by Category: Value 2018-2023
Table 44 Sales of Eye Care by Category: % Value Growth 2018-2023
Table 45 NBO Company Shares of Eye Care: % Value 2019-2023
Table 46 LBN Brand Shares of Eye Care: % Value 2020-2023
Table 47 Forecast Sales of Eye Care by Category: Value 2023-2028
Table 48 Forecast Sales of Eye Care by Category: % Value Growth 2023-2028
NRT Smoking Cessation Aids in Sweden
Low smoking prevalence means a small consumer base
Enduring popularity of snus hinders NTS smoking cessation aid sales
Competitive landscape remains highly consolidated
Bleak outlook for NNT smoking cessation aids
No significant change to competitive landscape
Pharmacies will remain leading channel
Table 49 Number of Smokers by Gender 2018-2023
Table 50 Sales of NRT Smoking Cessation Aids by Category: Value 2018-2023
Table 51 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2019-2023
Table 53 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2020-2023
Table 54 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2023-2028
Table 55 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2023-2028
Wound Care in Sweden
Return to normal lifestyles boosts demand
E-commerce remains a minor channel for wound care
More subdued growth expected
Few opportunities for new product development
Modern grocery retailers will remain most important channel
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
Sports Nutrition in Sweden
Burgeoning gym culture boost sales of sports nutrition products
Protein enters the mainstream
E-commerce remains vitally important, due to popularity of bulk purchasing
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
Table 62 Sales of Sports Nutrition by Category: Value 2018-2023
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2018-2023
Table 64 NBO Company Shares of Sports Nutrition: % Value 2019-2023
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2020-2023
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2023-2028
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2023-2028
Dietary Supplements in Sweden
Preventative health trend benefits dietary supplements
Collagen and probiotics see strong performances
E-commerce continues to grows in importance
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
Table 68 Sales of Dietary Supplements by Category: Value 2018-2023
Table 69 Sales of Dietary Supplements by Category: % Value Growth 2018-2023
Table 70 Sales of Dietary Supplements by Positioning: % Value 2018-2023
Table 71 NBO Company Shares of Dietary Supplements: % Value 2019-2023
Table 72 LBN Brand Shares of Dietary Supplements: % Value 2020-2023
Table 73 Forecast Sales of Dietary Supplements by Category: Value 2023-2028
Table 74 Forecast Sales of Dietary Supplements by Category: % Value Growth 2023-2028
Vitamins in Sweden
Return of common illnesses maintains focus on immunity
Inflation places pressure on player margins
E-commerce goes from strength to strength
Vitamins to benefit from expanded consumer base
Further development of private label segment
E-commerce will continue to develop
Table 75 Sales of Vitamins by Category: Value 2018-2023
Table 76 Sales of Vitamins by Category: % Value Growth 2018-2023
Table 77 Sales of Multivitamins by Positioning: % Value 2018-2023
Table 78 NBO Company Shares of Vitamins: % Value 2019-2023
Table 79 LBN Brand Shares of Vitamins: % Value 2020-2023
Table 80 Forecast Sales of Vitamins by Category: Value 2023-2028
Table 81 Forecast Sales of Vitamins by Category: % Value Growth 2023-2028
Weight Management and Wellbeing in Sweden
Swedish consumers employ other methods to address weight issues
Direct selling remains an important channel
E-commerce continues to gain traction
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
Table 82 Sales of Weight Management and Wellbeing by Category: Value 2018-2023
Table 83 Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023
Table 84 NBO Company Shares of Weight Management and Wellbeing: % Value 2019-2023
Table 85 LBN Brand Shares of Weight Management and Wellbeing: % Value 2020-2023
Table 86 Forecast Sales of Weight Management and Wellbeing by Category: Value 2023-2028
Table 87 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2023-2028
Herbal/Traditional Products in Sweden
Topical analgesics lead growth in herbal/traditional products
Cloetta Sverige leads fragmented landscape
E-commerce sees further advancement
Health and wellness trends will continue to drive growth
E-commerce will become increasingly influential
Environmental issues likely to grow to prominence
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 Sweden
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
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
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