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List of Contents and Tables

HERBAL/TRADITIONAL PRODUCTS IN SWEDEN - CATEGORY ANALYSIS ................................. 1
Headlines .......................................................................................................................................................................1
Trends ...........................................................................................................................................................................1
Competitive Landscape ...............................................................................................................................................2
Prospects .......................................................................................................................................................................2
Category Data...............................................................................................................................................................3
Table 1
Sales of Herbal/Traditional Products: Value 2005-2010......................................................3
Table 2
Sales of Herbal/Traditional Products: % Value Growth 2005-2010 ....................................3
Table 3
Herbal/Traditional Products Company Shares 2006-2010 ...................................................4
Table 4
Herbal/Traditional Products Brand Shares 2007-2010 .........................................................5
Table 5
Forecast Sales of Herbal/Traditional Products: Value 2010-2015 .......................................6
Table 6
Forecast Sales of Herbal/Traditional Products: % Value Growth 2010-2015 .....................7
HERBAL/TRADITIONAL PRODUCTS IN SWEDEN - COMPANY PROFILES ................................... 8

Abigo Medical Ab in Consumer Health (sweden) ....................................................................................................8
Strategic Direction .........................................................................................................................................................8
Key Facts........................................................................................................................................................................8
Summary 1 Abigo Medical AB: Key Facts ..............................................................................................8
Summary 2 Abigo Medical AB: Operational Indicators ..........................................................................8
Company Background....................................................................................................................................................8
Production ......................................................................................................................................................................8
Competitive Positioning.................................................................................................................................................9
Summary 3 Abigo Medical AB: Competitive Position 2010 ...................................................................9
Friggs Ab in Consumer Health (sweden) ..................................................................................................................9
Strategic Direction .........................................................................................................................................................9
Key Facts........................................................................................................................................................................9
Summary 4 Friggs AB: Key Facts ............................................................................................................9
Summary 5 Friggs AB: Operational Indicators ......................................................................................10
Company Background..................................................................................................................................................10
Production ....................................................................................................................................................................10
Summary 6 Friggs AB: Production Statistics 2010................................................................................10
Competitive Positioning...............................................................................................................................................10
Summary 7 Friggs AB: Competitive Position 2010 ...............................................................................11
CONSUMER HEALTH IN SWEDEN - INDUSTRY OVERVIEW ........................................................ 12

Executive Summary ...................................................................................................................................................12
Resilience To Wider Economic Forces........................................................................................................................12
Liberalisation Boosts Sales Growth ............................................................................................................................12
Increasing Concentrated Environment .......................................................................................................................12
Distribution Increasingly Diverse ...............................................................................................................................12
Positive Outlook ...........................................................................................................................................................12
Key Trends and Developments.................................................................................................................................12
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the Population Continues To Age ................................................................................................................................13

Consumer Healthcare Proves Resilient To Wider Economic Forces .........................................................................13
Health and Wellness A Driver of Sales ....................................................................................................................14
Swedish Consumers Are More Willing To Self-medicate ...........................................................................................15
Liberalisation Does Not Lead To Increased Price Competition ................................................................................16
Market Indicators ......................................................................................................................................................17
Table 7
Consumer Expenditure on Health Goods and Medical Services 2005-2010 .....................17
Table 8
Life Expectancy at Birth 2005-2010 ...................................................................................18
Market Data ...............................................................................................................................................................18
Table 9
Sales of Consumer Health by Category: Value 2005-2010................................................18
Table 10
Sales of Consumer Health by Category: % Value Growth 2005-2010 ..............................18
Table 11
Consumer Health Company Shares by Value 2006-2010 ..................................................19
Table 12
Consumer Health Brand Shares by Value 2007-2010 ........................................................19
Table 13
Penetration of Private Label by Category 2005-2010 ........................................................20
Table 14
Sales of Consumer Health by Distribution Format: % Analysis 2005-2010 .....................20
Table 15
Sales of Consumer Health by Category and Distribution Format: % Analysis
2010 .....................................................................................................................................21
Table 16
Forecast Sales of Consumer Health by Category: Value 2010-2015 .................................22
Table 17
Forecast Sales of Consumer Health by Category: % Value Growth 20102015 .....................................................................................................................................22
Appendix .....................................................................................................................................................................22
OTC Registration and Classification ..........................................................................................................................22
Advertising ...................................................................................................................................................................24
Standardised Packaging Requirements .......................................................................................................................24
Vitamins and Dietary Supplements Registration and Classification ..........................................................................24
Advertising ...................................................................................................................................................................26
Self-medication/self-care and Preventative Medicine ................................................................................................26
Switches ........................................................................................................................................................................27
Summary 8 OTC Healthcare Switches 2008-2010 ................................................................................27
Definitions ...................................................................................................................................................................28
Summary 9 Research Sources.................................................................................................................28
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HERBAL/TRADITIONAL PRODUCTS IN SWEDEN CATEGORY ANALYSIS

HEADLINES
Current value sales reach SEK1.2 billion in 2010, an increase of 1%
Growth is driven by consumers seeking a more natural approach to healing and prevention
Herbal/traditional calming and sleeping products recorded the highest current value growth in 2010 at 7%
Procter & Gamble Sweden is the leading category player with a 2010 value share of 20%
Constant value sales are expected to reach SEK1,203 million in 2015, which represents a decrease of -1%
on 2010 estimates
TRENDS
Growth is driven by consumers seeking a more natural approach to healing and prevention.
In current retail value terms, 2010s growth was faster than the CAGR recorded for the review period. This
reflects the increased availability and distribution of herbal/ traditional products. Products are all the more
likely to be found in mass market channels such as supermarkets.
Herbal/traditional calming and sleeping products recorded the highest retail value growth in 2010 at 7%.
Increased product availability and distribution in mass market channels such as supermarkets and
hypermarkets is a key driver of growth for herbal/traditional calming and sleeping products.
The use of alternative medicine has increased in Sweden, and based on a study from 2002, about 20% of the
adult population used some kind of alternative treatment. There are no signs that there has been any change
from the situation in 2002. The most common treatment is acupuncture, which is sometimes prescribed by
doctors. The number of types of different alternative medicines is huge, and includes ayurvedic treatments,
Feldenkreis, homeopathic treatment, crystals, zone therapy, rosen therapy amongst many others.
Grocery retailers is a leading distribution channel for herbal/traditional products. Medicated confectionery
is the absolutely dominant product type in grocery retailers, although larger supermarkets/hypermarkets
also stock the best-selling herbal/traditional brands. Internet retailing is increasing in share, but this is still a
small distribution channel, with just 6% of sales in 2010. As with the case in previous years, sales continue
to be dominated by health specialists.
Swedish health authorities and doctors are highly sceptical and questionable of the potential health benefits
offered by herbal/traditional products. Even though there are products which are approved by the Swedish
Medical Agency, the approval does not state anything about their effects on people, as the only criteria for
approval is that they are safe and of high quality. However, many consumers feel that these products
actually help, and this is why many people use them.
One of the main reasons why people use herbal/traditional products is scepticism about medicines and the
healthcare system in general; either because of the side-effects of medicines or because the treatment does
not help to cure or reduce illness. Word-of- mouth, recommendations by friends or positive articles in
magazines also positively affects sales. Price is generally not an important factor.
The general view on herbal/traditional products is positive, at least amongst the general public, and it is
estimated that about 40% to 50% of the population has used herbal/traditional products at any time,
according to a study from the University of Ume. Swedish health authorities and doctors are however
highly sceptical and questionable to the potential health benefits offered by herbal/traditional products, and
consider that any positive benefits are from a placebo effect. Many consumers want to find alternatives to
OTC and Rx medicines as a result of their potential side-effects. The highest users of herbal/traditional
products are those with chronic illnesses, and many also combine herbal/traditional products with OTC
medicines.
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COMPETITIVE LANDSCAPE
Medicated confectionary market players dominate sales of herbal/traditional products in 2010, due to the
dominance of medicated confectionery overall. As all medicated confectionary sales are by definition
herbal/ traditional, medicated confectionery was largely responsible for herbal cough, cold and allergy (hay
fever) remedies accounting for 51% of overall value sales in herbal/traditional products in 2010. The
leading brands in 2010 were Vicks from Procter & Gamble Sweden and Fishermans Friend from Adaco
AB. Green Medicine AB was ranked second with one of the most popular cough and cold remedy brands,
Kan Jang.
Content removed from sample
PROSPECTS
Consumer interest in alternative therapies and using non-OTC products will remain at a high level over the
forecast period. Despite negative attitudes from health authorities, consumers will continue to retain an
interest in herbal/traditional products as an alternative or complement to Rx and OTC products.
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CATEGORY DATA
Table 1
Sales of Herbal/Traditional Products: Value 2005-2010
SEK million
2005
Herbal/Traditional
Analgesics
Herbal/Traditional
Calming and Sleeping
Products
Herbal/Traditional
Cough, Cold and Allergy
(Hay Fever) Remedies
Herbal/Traditional
Digestive Remedies
Herbal/Traditional
Medicated Skin Care
Herbal/Traditional
Medicinal Teas
Herbal/Traditional
Smoking Cessation Aids
Herbal/Traditional
Child-Specific Dietary
Supplements
Herbal/Traditional
Dietary Supplements
Herbal/Traditional
Tonics and Bottled
Nutritive Drinks
Herbal/Traditional
Products
Source:
Table 2
2006
2007
2008
2009
2010
Data removed from sample
Euromonitor International from official statistics, trade associations, trade press, company research, store
checks, trade interviews, trade sources
Sales of Herbal/Traditional Products: % Value Growth 2005-2010
% current value growth

2009/10
Herbal/Traditional Analgesics
Herbal/Traditional Calming and
Sleeping Products
Herbal/Traditional Cough, Cold and
Allergy (Hay Fever) Remedies
Herbal/Traditional Digestive Remedies
Herbal/Traditional Medicated Skin Care
Herbal/Traditional Medicinal Teas
Herbal/Traditional Smoking Cessation
Aids
Herbal/Traditional Child-Specific
Dietary Supplements
Herbal/Traditional Dietary Supplements
Herbal/Traditional Tonics and Bottled
Nutritive Drinks
2005-10 CAGR
2005/10 TOTAL
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Herbal/Traditional Products
Source:
Table 3
Herbal/Traditional Products Company Shares 2006-2010
% retail value rsp

Company
2006
2007
2008
2009
2010
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Total
Source:
100.0
100.0
100.0
100.0
100.0
Table 4
Herbal/Traditional Products Brand Shares 2007-2010
% retail value rsp

Brand
Company
2007
2008
2009
2010
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Total
Source:
Table 5
100.0
100.0
100.0
100.0
Forecast Sales of Herbal/Traditional Products: Value 2010-2015
SEK million
2010
Herbal/Traditional
Analgesics
Herbal/Traditional
Calming and Sleeping
Products
Herbal/Traditional
Cough, Cold and Allergy
(Hay Fever) Remedies
Herbal/Traditional
Digestive Remedies
Herbal/Traditional
Medicated Skin Care
Herbal/Traditional
Medicinal Teas
Herbal/Traditional
Smoking Cessation Aids
Herbal/Traditional
Child-Specific Dietary
Supplements
Herbal/Traditional
Dietary Supplements
Herbal/Traditional
Tonics and Bottled
2011
2012
2013
2014
2015
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Nutritive Drinks
Herbal/Traditional
Products
Source:
Table 6
Euromonitor International from trade associations, trade press, company research, trade interviews, trade
sources
Forecast Sales of Herbal/Traditional Products: % Value Growth 2010-2015
% constant value growth

2010-15 CAGR
Herbal/Traditional Analgesics
Herbal/Traditional Calming and Sleeping Products
Herbal/Traditional Cough, Cold and Allergy (Hay
Fever) Remedies
Herbal/Traditional Digestive Remedies
Herbal/Traditional Medicated Skin Care
Herbal/Traditional Medicinal Teas
Herbal/Traditional Smoking Cessation Aids
Herbal/Traditional Child-Specific Dietary
Supplements
Herbal/Traditional Dietary Supplements
Herbal/Traditional Tonics and Bottled Nutritive
Drinks
Source:
2010/15 TOTAL
sources
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CONSUMER HEALTH IN SWEDEN - INDUSTRY

OVERVIEW
EXECUTIVE SUMMARY
Resilience To Wider Economic Forces
Despite the weak economic climate, Swedish consumer health sales proved to be relatively immune to wider
economic forces. Consumer health posted strong retail value growth once again in 2010, albeit slower than the
CAGR recorded for the review period as a whole. Most mature consumer health categories proved to be resilient
and posted healthy growth rates as consumers still needed to attend to their minor ailments. Growth in 2010 was
also supplemented and supported by a number of other factors such as the self-medication trend, liberalisation of
pharmacy sales, the continued ageing of the Swedish population and increased category segmentation.
Liberalisation Boosts Sales Growth

The de-regulation of pharmacy sales occurred in November 2009, leading to the entry of numerous new
pharmacy chains. As part of this process the sale of certain OTC medicines was liberalised with distribution via
mass market channels such as supermarkets and hypermarkets now possible. This change led to a strong boost
in sales prompted by the greater availability and distribution of consumer health products. However, despite the
de-regulation of pharmacy sales, subsequent entry of new players in pharmacy retailing sales and product
availability in mass market channels, increased or significant price competition had yet to occur in Swedish
consumer health at the end of the review period. The lack of price competition in the context of greater product
distribution consequently encouraged the recording of strong current retail value growth rates for 2010.
Increasing Concentrated Environment

Consumer healths sales were increasingly characterised by consolidation; numerous categories are dominated
by a handful of players. Indeed major players are not just confined to one area of consumer health but have an
overall presence across the spectrum of total consumer health sales. 2010 was also a year that witnessed merger
and acquisition activity. The domestic player, Meda AB, firmly stated strategic goals to establish itself as a
leading player. This will be achieved through a combination of organic growth and acquisition, as the
companys acquisition of BioPhausia OTC medicine product portfolio in September 2010 indicates.
Distribution Increasingly Diverse
Positive Outlook
KEY TRENDS AND DEVELOPMENTS

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the Population Continues To Age
Current Impact
Outlook
Future Impact
Consumer Healthcare Proves Resilient To Wider Economic Forces

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Current Impact
Outlook
Future Impact
Health and Wellness A Driver of Sales
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Current Impact
Outlook
Future Impact
Swedish Consumers Are More Willing To Self-medicate
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Current Impact
Outlook
Future Impact
Liberalisation Does Not Lead To Increased Price Competition
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Current Impact
Outlook
Future Impact
MARKET INDICATORS
Table 1
Consumer Expenditure on Health Goods and Medical Services 2005-2010
SEK million
2005
Pharmaceuticals,
2006
2007
2008
2009
2010
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medical appliances/
equipment
Outpatient services
Hospital services
Total
Source:
Table 2
Euromonitor International from official statistics, trade associations, trade interviews
Life Expectancy at Birth 2005-2010
years
Males
Females
Source:
2005
2006
82.8
82.9
2007
2008
2009
2010
83.2
83.
83.5
2008
2009
2010

83.0
Euromonitor International from official statistics
MARKET DATA
Table 3
Sales of Consumer Health by Category: Value 2005-2010
SEK million
2005
OTC
Sports Nutrition
Vitamins and Dietary
Supplements
Weight Management
Herbal/Traditional
Products
Allergy Care
Child-Specific Consumer
Health
Consumer Health
Source:
Note:
Table 4
2006
2007
Sum of sectors is greater than the market size because the four allergy care subsectors are included in allergy
care as well as cough, cold and allergy remedies, medicated skin care and eye care.
Sales of Consumer Health by Category: % Value Growth 2005-2010
% current value growth

2009/10
OTC
Sports Nutrition
Vitamins and Dietary Supplements
Weight Management
Allergy Care
Child-Specific Consumer Health
Consumer Health
Source:
Note:
2005-10 CAGR
2005/10 TOTAL
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Table 5
Consumer Health Company Shares by Value 2006-2010
% retail value rsp

Company
2006
2007
2008
2009
2010
100.0
100.0
100.0
Total
Source:
100.0
100.0
Table 6
Consumer Health Brand Shares by Value 2007-2010
% retail value rsp

Brand
Company
2007
2008
2009
2010
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Total
Source:
100.0
100.0
100.0
100.0
Table 7
Penetration of Private Label by Category 2005-2010
% retail value rsp

2005
2006
Consumer Health
OTC
Sports Nutrition
Supplements
Source:
2007
2008
2009
2010
Table 8
Sales of Consumer Health by Distribution Format: % Analysis 2005-2010
% retail value rsp

2005
Store-Based Retailing
Grocery Retailers
Discounters
Healthfood shops
Hypermarkets
Small Grocery Retailers
Supermarkets
Other Grocery Retailers
Non-Grocery Retailers
Health and Beauty
Retailers
Chemists/Pharmacies
Parapharmacies/Drugstores
Other Healthcare
Specialist Retailers
2006
2007
2008
2009
2010
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Mass Merchandisers
Other Non-Grocery
Retailers
Non-Store Retailing
Vending
Homeshopping
Internet Retailing
Direct Selling
Total
Source:
100.0
100.0
100.0
100.0
100.0
100.0
Table 9
Sales of Consumer Health by Category and Distribution Format: % Analysis 2010
% retail value rsp

OTC
Grocery Retailers
Discounters
Healthfood shops
Hypermarkets
Supermarkets
Health and Beauty
Retailers
Chemists/Pharmacies
Other Healthcare
Mass Merchandisers
Other Non-Grocery
Retailers
Non-Store Retailing
Vending
Homeshopping
Internet Retailing
Direct Selling
Total
SN
VDS
WM
AC
100.0
100.0
100.0
100.0
100.0
100.0
CSCH
Grocery Retailers
Discounters
Healthfood shops
Hypermarkets
Supermarkets
Health and Beauty
Retailers
Chemists/Pharmacies
Other Healthcare
Mass Merchandisers
Other Non-Grocery
Retailers
Non-Store Retailing
Vending
HTP
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Homeshopping
Internet Retailing
Direct Selling
Total
Source:
Key:

100.0
OTC = over the counter; SN = sports nutrition; VDS = vitamins and dietary supplements; WM = weight
management; HTP = herbal/traditional products; AC = Allergy Care; CSCH = child-specirfic consumer health
Table 10
Forecast Sales of Consumer Health by Category: Value 2010-2015
SEK million
2010
OTC
Sports Nutrition
Supplements
Weight Management
Herbal/Traditional
Products
Allergy Care
Child-Specific Consumer
Health
Consumer Health
Source:
Note:
2011
2012
2013
2014
2015
8,
sources
Table 11
Forecast Sales of Consumer Health by Category: % Value Growth 2010-2015
% constant value growth

2010-15 CAGR
OTC
Sports Nutrition
Vitamins and Dietary Supplements
Weight Management
Allergy Care
Child-Specific Consumer Health
Consumer Health
Source:
Note:
2010/15 TOTAL
2.9
15.5
sources
APPENDIX
OTC Registration and Classification
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European regulatory systems
Marketing authorisations
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Advertising
Standardised Packaging Requirements
Vitamins and Dietary Supplements Registration and Classification
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National legislation
Distribution
Regulation of vitamins and dietary supplements
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Regulation of herbal products
Advertising
Self-medication/self-care and Preventative Medicine

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Sample Report for Illustration ONLY

List of Contents and Tables

HERBAL/TRADITIONAL PRODUCTS IN SWEDEN - COMPANY PROFILES ................................... 8

CONSUMER HEALTH IN SWEDEN - INDUSTRY OVERVIEW ........................................................ 12

Sample Report for Illustration ONLY

the Population Continues To Age ................................................................................................................................13

Sample Report for Illustration ONLY

HERBAL/TRADITIONAL PRODUCTS IN SWEDEN CATEGORY ANALYSIS

Current value sales reach SEK1.2 billion in 2010, an increase of 1%

Sample Report for Illustration ONLY

Content removed from sample

Content removed from sample

Sample Report for Illustration ONLY

Content removed from sample

Sales of Herbal/Traditional Products: Value 2005-2010

Data removed from sample

Sales of Herbal/Traditional Products: % Value Growth 2005-2010

% current value growth

Data removed from sample

Sample Report for Illustration ONLY

Data removed from sample

Herbal/Traditional Products Company Shares 2006-2010

% retail value rsp

Data removed from sample

Sample Report for Illustration ONLY

Data removed from sample

Herbal/Traditional Products Brand Shares 2007-2010

% retail value rsp

Data removed from sample

Sample Report for Illustration ONLY

Data removed from sample

Forecast Sales of Herbal/Traditional Products: Value 2010-2015

Data removed from sample

Sample Report for Illustration ONLY

Data removed from sample

Forecast Sales of Herbal/Traditional Products: % Value Growth 2010-2015

% constant value growth

Data removed from sample

Sample Report for Illustration ONLY

CONSUMER HEALTH IN SWEDEN - INDUSTRY

Liberalisation Boosts Sales Growth

Increasing Concentrated Environment

Distribution Increasingly Diverse

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KEY TRENDS AND DEVELOPMENTS

Sample Report for Illustration ONLY

the Population Continues To Age

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Consumer Healthcare Proves Resilient To Wider Economic Forces

Sample Report for Illustration ONLY

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Health and Wellness A Driver of Sales

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Sample Report for Illustration ONLY

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