2020 has proven to be a fairly turbulent year for consumer health in Germany following the emergence of the pandemic. After the ‘'hamster'' (stockpiling purchases) period in March due to various lockdown restrictions by the government in an effort to curb the spread of the virus, it was followed by a slump, with the market subsequently entering a ‘'normalisation'' phase. During the year, sales have therefore, been fluctuating with notable shifts in various categories.
Euromonitor International's Consumer Health in Germany report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2015-2019, allowing you to identify the sectors driving growth. Forecasts to 2024 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.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Consumer Health in Germany
Euromonitor International
December 2020
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on consumer health
COVID-19 country impact
Company response
Retailing shift
What next for consumer health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-2020
Table 2 Life Expectancy at Birth 2015-2020
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2015-2020
Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020
Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2015-2020
Table 8 Distribution of Consumer Health by Format: % Value 2015-2020
Table 9 Distribution of Consumer Health by Format and Category: % Value 2020
Table 10 Forecast Sales of Consumer Health by Category: Value 2020-2025
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2019-2020
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
DEFINITIONS
SOURCES
Summary 2 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Analgesics initial boom ends in overall slump as COVID-19 deepens
‘'Toilet paper'' phenomenon seen in acetaminophen
GlaxoSmithKline retains leadership amidst Voltaren's weakening position
RECOVERY AND OPPORTUNITIES
Steady pattern to resume from 2021
Shift to e-commerce accelerated by the pandemic
International companies still hold an advantage
CATEGORY DATA
Table 12 Sales of Analgesics by Category: Value 2015-2020
Table 13 Sales of Analgesics by Category: % Value Growth 2015-2020
Table 14 NBO Company Shares of Analgesics: % Value 2016-2020
Table 15 LBN Brand Shares of Analgesics: % Value 2017-2020
Table 16 Forecast Sales of Analgesics by Category: Value 2020-2025
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Pandemic-linked precaution increases demand for cough, cold and allergy (hay fever) remedies in 2020
Further uptake in antihistamines/allergy remedies despite greater time spent indoors
Leader Procter & Gamble GmbH continues to grow through its Wick brand
RECOVERY AND OPPORTUNITIES
Stable performance predicted heading into the forecast period
Herbal/traditional manufacturers benefit from trend towards natural products
Pandemic leads to a surge in e-commerce sales, a trend offering further potential for expansion
CATEGORY DATA
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Marginal impact on certain digestive remedies during the pandemic
Exit of H2 blockers due to withdrawal of OTC products containing ranitidine
Bayer Vital continues to maintain lead over Sanofi-Aventis
RECOVERY AND OPPORTUNITIES
Digestive issues increasingly evident among different consumer groups
Shift to e-commerce remains gradual
Private label remains uncommon within digestive remedies
CATEGORY DATA
Table 24 Sales of Digestive Remedies by Category: Value 2015-2020
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
Table 26 NBO Company Shares of Digestive Remedies: % Value 2016-2020
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Dermatologicals experiences mixed performance in 2020 with skin issues flaring due to overzealous use of disinfectants and antibacterial products
Bayer Vital maintains leadership of dermatologicals due to familiar and trusted brands
Drugstores still hold an edge over e-commerce
RECOVERY AND OPPORTUNITIES
Seasonality as demand driver to return to the fore
Generational demands influence performance of different dermatologicals
Private label's potential
CATEGORY DATA
Table 30 Sales of Dermatologicals by Category: Value 2015-2020
Table 31 Sales of Dermatologicals by Category: % Value Growth 2015-2020
Table 32 NBO Company Shares of Dermatologicals: % Value 2016-2020
Table 33 LBN Brand Shares of Dermatologicals: % Value 2017-2020
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2017-2020
Table 35 Forecast Sales of Dermatologicals by Category: Value 2020-2025
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Emergence of COVID-19 not powerful enough to change consumers' smoking habits due to increasing stress during unstable period
Other NRT least impacted with only marginal volume decline in 2020
Nicorette and Nicotinell continue to dominate
RECOVERY AND OPPORTUNITIES
Marginally brighter performance predicted post COVID-19, driven by other NRT and greater desire to quit smoking
Rising tobacco prices a chance for NRT smoking cessation aids?
E-cigarettes and heated tobacco continue to pose a threat
CATEGORY INDICATORS
Table 37 Number of Smokers by Gender 2015-2020
CATEGORY DATA
Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2015-2020
Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2016-2020
Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2017-2020
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Increasing anxiety as a result of pandemic exacerbates nation's sleep problems
The enduring appeal of herbal/traditional products
GlaxoSmithKline retains overall lead due to natural positioning of its brand Baldriparan
RECOVERY AND OPPORTUNITIES
Positive outlook as mental health and sleep problems gain greater acknowledgement
‘'Please show me your ID'' - mandatory prescription for people 65+?
E-commerce continues to record strong performance but prospects not as strong compared to distribution of OTC products
CATEGORY DATA
Table 44 Sales of Sleep Aids: Value 2015-2020
Table 45 Sales of Sleep Aids: % Value Growth 2015-2020
Table 46 NBO Company Shares of Sleep Aids: % Value 2016-2020
Table 47 LBN Brand Shares of Sleep Aids: % Value 2017-2020
Table 48 Forecast Sales of Sleep Aids: Value 2020-2025
Table 49 Forecast Sales of Sleep Aids: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home seclusion trend due to COVID-19 leads to greater need for eye care
Dry eye prevalence drives demand for standard eye care
Local player Dr Gerhard Mann Chem-Pharm Fabrik retains convincing leadership of eye care in 2020 with wide product portfolio
RECOVERY AND OPPORTUNITIES
New normal likely to give further boost to eye care
Stronger competition from preventative measures in the form of eye health supplements
E-commerce continues to make gains while drugstore holds potential
CATEGORY DATA
Table 50 Sales of Eye Care by Category: Value 2015-2020
Table 51 Sales of Eye Care by Category: % Value Growth 2015-2020
Table 52 NBO Company Shares of Eye Care: % Value 2016-2020
Table 53 LBN Brand Shares of Eye Care: % Value 2017-2020
Table 54 Forecast Sales of Eye Care by Category: Value 2020-2025
Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 negatively impacts wound care
Wound care firmly led by Beiersdorf
E-commerce holds relatively little appeal even in times of pandemic
RECOVERY AND OPPORTUNITIES
Return to activities out of the home likely to lead to recovery for wound care
Various factors to support growth from ageing society to product upgrade
Further segmentation expected within German wound care
CATEGORY DATA
Table 56 Sales of Wound Care by Category: Value 2015-2020
Table 57 Sales of Wound Care by Category: % Value Growth 2015-2020
Table 58 NBO Company Shares of Wound Care: % Value 2016-2020
Table 59 LBN Brand Shares of Wound Care: % Value 2017-2020
Table 60 Forecast Sales of Wound Care by Category: Value 2020-2025
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 boosts sales of vitamins, particularly vitamin C due to prevention trend
Parents attempt to boost children's immunity with paediatric vitamins
COVID-19 outbreak translates to known vitamins brands strengthening their positions
RECOVERY AND OPPORTUNITIES
Growth to stabilise but remain at favourable level post COVID-19
Increasing focus on health supports sales of male-positioned multivitamins
Manufacturers to intensify attempts to encourage upgrading amongst consumers
CATEGORY DATA
Table 62 Sales of Vitamins by Category: Value 2015-2020
Table 63 Sales of Vitamins by Category: % Value Growth 2015-2020
Table 64 Sales of Multivitamins by Positioning: % Value 2015-2020
Table 65 NBO Company Shares of Vitamins: % Value 2016-2020
Table 66 LBN Brand Shares of Vitamins: % Value 2017-2020
Table 67 Forecast Sales of Vitamins by Category: Value 2020-2025
Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Dietary supplements experiences marginal boost from emergence of COVID-19 due to perceived immune-boosting qualities of some products
Minerals and combination dietary supplements remain popular
Highly fragmented landscape but Klosterfrau retains overall leadership
RECOVERY AND OPPORTUNITIES
Focus on prevention driven by COVID-19 outbreak to sustain demand
Female consumers are key
Drugstores the most popular distribution channel but e-commerce continues to thrive
CATEGORY DATA
Table 69 Sales of Dietary Supplements by Category: Value 2015-2020
Table 70 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
Table 71 Sales of Dietary Supplements by Positioning: % Value 2015-2020
Table 72 NBO Company Shares of Dietary Supplements: % Value 2016-2020
Table 73 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
Table 74 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 hits sales of sports nutrition hard
E-commerce dominates as the result of COVID-19
Sports protein brands stay ahead amidst highly fragmented environment
RECOVERY AND OPPORTUNITIES
Quick recovery expected
Protein products will receive greater attention
Demand for convenience set to remain strong
CATEGORY DATA
Table 76 Sales of Sports Nutrition by Category: Value 2015-2020
Table 77 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
Table 78 NBO Company Shares of Sports Nutrition: % Value 2016-2020
Table 79 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
Table 80 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
Table 81 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 strengthens demand for some herbal/traditional products in 2020 but overall impact is marginal
Medicated confectionery line Ricola maintains consumer trust and continues to launch new lines
Domestic players benefit from locality factor
RECOVERY AND OPPORTUNITIES
Stable performance predicted for category over the forecast period, supported by growing interest in natural remedies in Germany
Innovation is key
Promotions and discounts to improve visibility and lure price-sensitive consumers
CATEGORY DATA
Table 82 Sales of Herbal/Traditional Products by Category: Value 2015-2020
Table 83 Sales of Herbal/Traditional Products by Category: % Value Growth 2015-2020
Table 84 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
Table 85 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
Table 86 Forecast Sales of Herbal/Traditional Products by Category: Value 2020-2025
Table 87 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 contributes to growth of paediatric consumer health in 2020
Paediatric vitamins and dietary supplements benefits from COVID-19 outbreak
Multinationals retain notable presence in competitive landscape
RECOVERY AND OPPORTUNITIES
Good pace of growth to continue
Trend towards natural products is more pronounced in paediatric consumer health
Players to show greater interest in paediatric consumer health due to further growth potential
CATEGORY DATA
Table 88 Sales of Paediatric Consumer Health by Category: Value 2015-2020
Table 89 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
Table 90 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
Table 91 NBO Company Shares of Paediatric Consumer Health: % Value 2016-2020
Table 92 LBN Brand Shares of Paediatric Consumer Health: % Value 2017-2020
Table 93 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 94 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Lifestyle factors change due to COVID-19 outbreak
Slimming teas gains further boost from its natural image
Meal replacement brands register further losses as a result of home confinement due to COVID-19
RECOVERY AND OPPORTUNITIES
Limited prospects due to meal replacement products going out of fashion
Success of slimming teas supported by drugstores and e-commerce
Naturalness and clean label is a visible trend
CATEGORY DATA
Table 95 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
Table 96 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
Table 97 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
Table 98 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
Table 99 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 100 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
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