Table of Contents
Consumer Health in Spain - Industry Overview
EXECUTIVE SUMMARY
Economy fears a new recession
New laws in the pipeline
McNeil retains leadership of consumer health
Grocery retailers consolidate trends
Slow movement going forward
KEY TRENDS AND DEVELOPMENTS
Economy fears a new recession
New laws in the pipeline
Climate shapes sales
Spanish population
The silent pandemic
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services 2006-2011
Table 2 Life Expectancy at Birth 2006-2011
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2006-2011
Table 4 Sales of Consumer Health by Category: % Value Growth 2006-2011
Table 5 Consumer Health Company Shares 2007-2011
Table 6 Consumer Health Brand Shares 2008-2011
Table 7 Penetration of Private Label by Category 2006-2011
Table 8 Sales of Consumer Health by Distribution Format: % Analysis 2006-2011
Table 9 Sales of Consumer Health by Category and Distribution Format: % Analysis 2011
Table 10 Forecast Sales of Consumer Health by Category: Value 2011-2016
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2011-2016
APPENDIX
OTC Registration and Classification
Consumer Health Registration and Classification
Advertising
Packaging and Labelling
Waste
Distribution
Groups and associations for pharmacists grow
De-listing or de-reimbursement
Vitamins and dietary supplements registration and classification
Retail Distribution
Alternative Therapy
Homoeopathic Medicines
Self-medication/self-care and preventative medicine
Switches
DEFINITIONS
SOURCES
Summary 1 Research Sources
Consumer Health in Spain - Company Profiles
Almirall Prodesfarma SA in Consumer Health (Spain)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Almirall Prodesfarma SA: Competitive Position 2011
Bayer Hispania SA in Consumer Health (Spain)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Bayer Hispania SA: Competitive Position 2011
Bicentury SL in Consumer Health (Spain)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Bicentury SL: Competitive Position 2011
Boehringer Ingelheim España SA in Consumer Health (Spain)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Boehringer Ingelheim España SA: Competitive Position 2011
Esteve SA in Consumer Health (Spain)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Esteve SA: Competitive Position 2011
Laboratorios Viñas SA in Consumer Health (Spain)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Laboratorios Viñas SA: Competitive Position 2011
McNeil Iberica SLU in Consumer Health (Spain)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 19 McNeil Iberica SLU: Competitive Position 2011
Novartis Farmaceutica SA in Consumer Health (Spain)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 21 Novartis Consumer Health SA: Competitive Position 2011
Rovi SA in Consumer Health (Spain)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Uriach-Aquilea OTC SL in Consumer Health (Spain)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 26 Uriach-Aquilea OTC SL: Competitive Position 2011
Adult Mouth Care in Spain - Category Analysis
HEADLINES
TRENDS
Adult mouth care declined by 2% in 2011 with current value sales reaching EUR34 million. Although adult mouth care has the advantage of being almost free from prescription-only products and hence the substitution between OTC and reimbursed references does not take place as in other consumer health categories, adult mouth care suffers from other competition: cosmetic products. Personal care products continued to restrict growth potential. This is especially important in the case of some mouthwash products, sales of which were hampered by the new Listerine.
SWITCHES
COMPETITIVE LANDSCAPE
Little excitement took place in Spanish adult mouth care in 2011. Company shares remained steady over the review period. McNeil, after the acquisition of Pfizer healthcare range, consolidated its leading position accounting for 66% share of value sales. This strong position is linked to the performance of Oraldine.
PROSPECTS
Sales of adult mouth care products are predicted to drop by 18% overall in constant value terms over the forecast period. The fears that the Spanish recovery is not going to happen in the short- term along with the global fear of a new recession will drag down the performance of adult mouth care.
CATEGORY DATA
Table 12 Sales of Adult Mouth Care: Value 2006-2011
Table 13 Sales of Adult Mouth Care: % Value Growth 2006-2011
Table 14 Adult Mouth Care Company Shares by Value 2007-2011
Table 15 Adult Mouth Care Brand Shares by Value 2008-2011
Table 16 Forecast Sales of Adult Mouth Care: Value 2011-2016
Table 17 Forecast Sales of Adult Mouth Care: % Value Growth 2011-2016
Analgesics in Spain - Category Analysis
HEADLINES
TRENDS
As in 2010, current value sales of analgesics in Spain in 2011 were affected by the poor economic environment. The high unemployment rate, which in 2011 was close to 22%, dragged down Spanish average disposable incomes and as a consequence consumers attempted to save money by using reimbursed products instead of consumer health ones. This was a consequence of the change in shopping habits, with price becoming the key variable taken into account when making a purchasing decision. As a result current value sales of analgesics dropped by 4% to reach EUR257 million.
SWITCHES
COMPETITIVE LANDSCAPE
In 2011, analgesics continued to be led by Bayer Hispania with 14% value share, although it lost one percentage point from 2010. The company continued to suffer from the poor performance of Aspirina, although it remained active in the promotion and advertising of its aspirin products especially focusing on back pain relief.
PROSPECTS
In Spanish analgesics, the same active ingredient can be found in both reimbursed and as OTC status, and as the pessimism invades Spanish economic expectations, and consumers decide to save instead of spend, then the number of prescriptions is expected to grow to the detriment of OTC sales. Analgesics is predicted to witness a constant value CAGR of -4% over the forecast period.
CATEGORY DATA
Table 18 Sales of Analgesics by Category: Value 2006-2011
Table 19 Sales of Analgesics by Category: % Value Growth 2006-2011
Table 20 Topical Analgesics/Anaesthetic by Format: % Value Breakdown 2006-2011
Table 21 Analgesics Company Shares by Value 2007-2011
Table 22 Analgesics Brand Shares by Value 2008-2011
Table 23 Forecast Sales of Analgesics by Category: Value 2011-2016
Table 24 Forecast Sales of Analgesics by Category: % Value Growth 2011-2016
Calming and Sleeping in Spain - Category Analysis
HEADLINES
TRENDS
Spaniards’ mental health and related problems continued to grow with the economic situation, especially amongst those Spaniards who were made redundant. According to the study carried out by the San Juan de Dios Hospitales, 34% of unemployed Spaniards suffer from depression and anxiety-related problems, whereas only 15% of those Spaniards with a job suffer from these problems. This supported sales of calming and sleeping in Spain which grew by 6% in current value terms in 2011.
SWITCHES
COMPETITIVE LANDSCAPE
No big changes took place in Spanish calming and sleeping in 2011. Sales continued to be dominated by Esteve which consolidated its first position in 2011. However, the company lost ground to its main competitor Solvay Pharma which gained 2.7 percentage points in value share. Solvay’s Valdispert was the best performing calming and sleeping product in 2011 to hold 11% value share.
PROSPECTS
As over the review period, sales of calming and sleeping are predicted to be shaped by the economic situation. With the unemployment rate close to 22% and a foreseeable change in the Spanish government which is expected to result in reduced government expenditure, two divergent forces are set to drive this category’s growth. First, Spaniards will try to save money by switching from OTC products to reimbursed ones. Second, the restrictive expenditure policy the government is set to follow over the forecast period in order to satisfy other priorities rather than expenditure on medicine.
CATEGORY DATA
Table 25 Sales of Calming and Sleeping: Value 2006-2011
Table 26 Sales of Calming and Sleeping: % Value Growth 2006-2011
Table 27 Calming and Sleeping Company Shares by Value 2007-2011
Table 28 Calming and Sleeping Brand Shares by Value 2008-2011
Table 29 Forecast Sales of Calming and Sleeping: Value 2011-2016
Table 30 Forecast Sales of Calming and Sleeping: % Value Growth 2011-2016
Cough, Cold and Allergy (Hay Fever) Remedies in Spain - Category Analysis
HEADLINES
TRENDS
The virulence of influenza outbreaks – typically one in autumn and another in winter - in 2010 were not significantly different from other years and hence cough and cold sales evolved inline with previous years. During 2010, around 90% of the flu cases were “Gripe A”. Sales of cough, cold and allergy (hay fever) remedies reached EUR388 million.
SWITCHES
COMPETITIVE LANDSCAPE
No important changes took place in cough, cold and allergy (hay fever) remedies in Spain in 2011. There are over 30 companies active in the category, making it a highly fragmented environment. As in the previous year, in 2011 Johnson & Johnson subsidiary McNeil Iberica remained the leading company, due to the primary position of its combination product Frenadol.
PROSPECTS
The fear of a new global recession is slowing down the recovery of the Spanish economy. International organisations –IMF and ODCE – have already highlighted the fact that the Spanish economy will continue to suffer and that tough measures will need to be taken in order to get the economy back on track. As part of these new measures, the government has changed to a prescription by active ingredient system. This new system, which is already active in one of the Spanish regions, Andalucía, will result in increased importance of generic medicines.
CATEGORY DATA
Table 31 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2006-2011
Table 32 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2006-2011
Table 33 Sales of Decongestants by Category: Value 2006-2011
Table 34 Sales of Decongestants by Category: % Value Growth 2006-2011
Table 35 Sales of Paediatric Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2006-2011
Table 36 Sales of Paediatric Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2006-2011
Table 37 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2007-2011
Table 38 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2008-2011
Table 39 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2011-2016
Table 40 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2011-2016
Digestive Remedies in Spain - Category Analysis
HEADLINES
TRENDS
The latest study carried out by the Spanish laboratory Cinfa, showed that in Spain more than 14 million people suffer from constipation related problems. The poor dietary habits Spaniards are now sharing with their European counterparts, along with the high levels of stress, is leading to an increase in the number of Spaniards suffering from this problem. As a result, and driven by laxatives’ performance, sales of digestive remedies grew by 2% to reach EUR204million.
SWITCHES
COMPETITIVE LANDSCAPE
Digestive remedies continued to be characterised by the high degree of concentration. The five leading companies accounted for 73% share of total value sales. In ranking terms, no big changes took place with Almirall remaining as leader in 2011.
PROSPECTS
The latest report published by the OECD announced that Spain will take fifteen years to return to the unemployment rates recorded before the economic crisis. This along with the low growth rates expected to be recorded over the forecast period will erode the average Spanish disposable income shaping the overall performance of digestive remedies over the forecast period. Constant value sales of digestive remedies are expected to marginally decline.
CATEGORY DATA
Table 41 Sales of Digestive Remedies by Category: Value 2006-2011
Table 42 Sales of Digestive Remedies by Category: % Value Growth 2006-2011
Table 43 Digestive Remedies Company Shares by Value 2007-2011
Table 44 Digestive Remedies Brand Shares by Value 2008-2011
Table 45 Forecast Sales of Digestive Remedies by Category: Value 2011-2016
Table 46 Forecast Sales of Digestive Remedies by Category: % Value Growth 2011-2016
Ear Care in Spain - Category Analysis
HEADLINES
TRENDS
2011 brought about a change in the negative trend of ear care. The intense campaign Centros Gaes carried out on television, casting one of the most loved Spanish actors – Imanol Arias– played a key role in the positive performance of these products. The campaign is trying to make Spaniards more aware of the importance of taking good care of their ears. Sales of ear care increased by 2% in 2011 to reach EUR1.9 million.
SWITCHES
COMPETITIVE LANDSCAPE
As in the rest of the review period, in 2011 Teofarma’s Taponoto Gotas remained as the dominant product in ear care, holding a value share of 66%, and will remain so going forward, as it is widely recommended by doctors.
PROSPECTS
It is expected that after the promotional campaign by GAES ends, sales of ear care will return to their declining trend over the forecast period. The poor economic framework and the high unemployment rates will result in Spaniards prioritising where to spend their money and OTC products will suffer from their substitution by reimbursed medicines.
CATEGORY DATA
Table 47 Sales of Ear Care: Value 2006-2011
Table 48 Sales of Ear Care: % Value Growth 2006-2011
Table 49 Ear Care Company Shares by Value 2007-2011
Table 50 Ear Care Brand Shares by Value 2008-2011
Table 51 Forecast Sales of Ear Care: Value 2011-2016
Table 52 Forecast Sales of Ear Care: % Value Growth 2011-2016
Emergency Contraception in Spain - Category Analysis
HEADLINES
TRENDS
Current value sales of emergency contraception reached a value of EUR7 million in 2011, growing dynamically by 125% in 2011. Although this represents an important growth rate, it is linked to its low base. Nevertheless, the new law on abortion makes that makes it a service financed by the public health system also influenced sales of emergency contraception.
COMPETITIVE LANDSCAPE
The two main companies active in emergency contraception environment in Spain are Chiesi España and Bayer, with the products NorLevo and Postinor, with respective value shares of 61% and 39%. ellaOne by HRA Pharma is also available, although this product claims to be effective in the five days after its intake not as the other two- this product still needs a prescription in the Spanish market.
PROSPECTS
The forecast period is set to see sales rise by a constant value CAGR of 8% albeit from a very low base. Emergency contraception’s performance will continue to be dependent on legislation as well as sex education of individuals, as this product is only meant to be administered as a last resort rather than relied upon on a fairly regular basis. Due to the controversial nature of this product, both government and health institutions try to turn the focus away, instead attempting to educate consumers about more traditional contraceptives.
CATEGORY DATA
Table 53 Sales of Emergency Contraception: Value 2009-2011
Table 54 Sales of Emergency Contraception: % Value Growth 2009-2011
Table 55 Emergency Contraception Company Shares by Value 2007-2011
Table 56 Emergency Contraception Brand Shares by Value 2008-2011
Table 57 Forecast Sales of Emergency Contraception: Value 2011-2016
Table 58 Forecast Sales of Emergency Contraception: % Value Growth 2011-2016
Eye Care in Spain - Category Analysis
HEADLINES
TRENDS
In 2011, eye care current value sales in Spain were worth EUR32 million, up 3% on 2010.The record of more extreme climate conditions which resulted in not only higher levels of pollen but also in a longer pollination period, definitely influenced the virulence of the allergies in 2011. Traditionally, Spaniards who fight allergy symptoms take allergy remedies; however in 2011 the allergies were so strong that a combination of systemic antihistamines and standard eye care were recommended by most doctors. As a consequence, there was a shift from the poor performance recorded in the previous year.
SWITCHES
COMPETITIVE LANDSCAPE
After Johnson & Johnson acquired Pfizer’s healthcare division, Spanish subsidiary McNeil established its leading position in Spanish eye care. The company was responsible for generating 26% share of all value sales. Its leading brand, Vispring, accounts for most of its sales and its good performance in 2011 explains the company’s extraordinary results. The brand’s strong performance is related to the intensive television campaign carried out by the company throughout the year.
PROSPECTS
Eye care sales are predicted to grow by 8% overall in constant value terms over the forecast period, a slight improvement compared to review period performance, when sales grew by 6%.
CATEGORY DATA
Table 59 Sales of Eye Care by Category: Value 2006-2011
Table 60 Sales of Eye Care by Category: % Value Growth 2006-2011
Table 61 Standard Eye Care by Format: % Value Breakdown 2007-2011
Table 62 Standard Eye Care by Positioning: % Value Breakdown 2007-2011
Table 63 Eye Care Company Shares by Value 2007-2011
Table 64 Eye Care Brand Shares by Value 2008-2011
Table 65 Forecast Sales of Eye Care by Category: Value 2011-2016
Table 66 Forecast Sales of Eye Care by Category: % Value Growth 2011-2016
Herbal/Traditional Products in Spain - Category Analysis
HEADLINES
TRENDS
As with the rest of consumer health, the poor economic conditions negatively influenced the performance of herbal/traditional products with sales dropping by 1% in 2011, worsening the performance recorded on the previous year. A more recent study carried out by Infito (the Spanish Association of Herbal Medicines) in 2008 regarding Spanish habits towards herbal products, showed that one in three Spaniards uses herbal products to treat ailments.
COMPETITIVE LANDSCAPE
Cadbury consolidated its leading position within Spanish herbal/traditional products in 2011 with 17% value share. The company is active in cough, cold and allergy (hay fever) remedies through its line of medicated confectionery. Cadbury is especially active with its brands Halls and Respiral.
PROSPECTS
The fact that the Spanish economic recovery is not foreseeable in the short-term will drag sales of herbal/traditional products. Over the forecast period, it is predicted to record a constant value CAGR of -2%. Until Spain is able to sustain stable employment Spaniards are more likely to go to the doctor to obtain a prescription for the medicine needed instead of getting a full price herbal medicine.
CATEGORY DATA
Table 67 Sales of Herbal/Traditional Products: Value 2006-2011
Table 68 Sales of Herbal/Traditional Products: % Value Growth 2006-2011
Table 69 Herbal/Traditional Products Company Shares 2007-2011
Table 70 Herbal/Traditional Products Brand Shares 2008-2011
Table 71 Forecast Sales of Herbal/Traditional Products: Value 2011-2016
Table 72 Forecast Sales of Herbal/Traditional Products: % Value Growth 2011-2016
Medicated Skin Care in Spain - Category Analysis
HEADLINES
TRENDS
The poor economic conditions experienced in Spain are clearly affecting sales of medicated skin care as they did the rest of Spanish consumer health. Moreover in Spain, in 2011 the number of families with all their members unemployed reached 1,386,000. This fact placed even more pressure on the family budget as traditionally it has been the family network that has absorbed impact of unemployment distress in Spain, as although one member may be unemployed the economic needs of the family unit can be dealt with through other family members who are employed.
SWITCHES
COMPETITIVE LANDSCAPE
Private label recorded the best performance in 2011, reaching 7% value share. The market leader Bayer holds greater a great share of 13%, though the company has seen minimal growth in market share. The importance of private label grew throughout the review period. Both the aggressive pricing policies and the strategy of some retailers – such as Mercadona and Carrefour – of reducing their branded products and offering aggressive price campaigns such as “buy one get one half price” or “three for two”, alongside the drop in consumer’s disposable incomes, contributed to private label’s strong performance.
PROSPECTS
The gloomy economic expectations along with the high level of uncertainty among the Spanish is set to shape the performance of medicated skin care which is predicted to witness a constant value CAGR of-1. The Spanish government hopes not to share the same fate as Greece, Ireland and Portugal and with that purpose, it will have to take unpopular economic measures such as the new wealth tax that will result in a drop in disposable incomes and as a consequence, reimbursed substitutions and private label products will grow dragging down OTC sales.
CATEGORY DATA
Table 73 Sales of Medicated Skin Care by Category: Value 2006-2011
Table 74 Sales of Medicated Skin Care by Category: % Value Growth 2006-2011
Table 75 Medicated Skin Care Company Shares by Value 2007-2011
Table 76 Medicated Skin Care Brand Shares by Value 2008-2011
Table 77 Hair Loss Treatments Brand Shares by Value 2008-2011
Table 78 Forecast Sales of Medicated Skin Care by Category: Value 2011-2016
Table 79 Forecast Sales of Medicated Skin Care by Category: % Value Growth 2011-2016
NRT Smoking Cessation Aids in Spain - Category Analysis
HEADLINES
TRENDS
In January 2011, a new and more comprehensive ban on smoking passed by the Spanish government came into force. As occurred with the previous ban on smoking in 2006, current value sales of NRT smoking cessation aids grew strongly in 2011 reaching EUR31 million, which were 9% up on the previous year.
SWITCHES
COMPETITIVE LANDSCAPE
In Spain, NRT smoking cessation aids is limited by the importance of prescription products, Zyntabac, from GlaxoSmithKline, the leading prescription product, followed by Pfizer Consumer Healthcare’s Champix, also a prescription-only product. However, Champix’s adverse effects which came to light over the last years of the review period benefited to some extent the performance of consumer health products.
PROSPECTS
As witnessed with the previous ban on smoking, sales of NRT smoking aids are set to record important growth rates of the two years after the ban on smoking comes into force. After these two years, sales will return to normal levels. NRT smoking aids is expected to witness a constant value CAGR of 3% over the forecast period.
CATEGORY INDICATORS
Table 80 Number of Smokers by Gender 2006-2011
CATEGORY DATA
Table 81 Sales of NRT Smoking Cessation Aids by Category: Value 2006-2011
Table 82 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2006-2011
Table 83 NRT Gum Flavours: % Value Breakdown 2006-2011
Table 84 NRT Smoking Cessation Aids Company Shares by Value 2007-2011
Table 85 NRT Smoking Cessation Aids Brand Shares by Value 2008-2011
Table 86 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2011-2016
Table 87 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2011-2016
Sports Nutrition in Spain - Category Analysis
HEADLINES
TRENDS
According to industry sources there are two types of sports nutrition consumers in Spain. Those who consume to supplement their exercise routine and those who consume sports nutrition as part of their daily eating diet. The economic crisis resulted in the latter set of consumers discontinuing their purchase of sports nutrition in order to save money; however these are, according to the same sources, part of the first group of consumers.
COMPETITIVE LANDSCAPE
There is consensus among industry experts that the Spanish sports nutrition environment is regional, with few companies operating at a national level. Nevertheless, the fact that some companies such as Nutrition &Santé and Weider Nutrition SL, amongst others, are making their lines of products available through department stores and Decathlon is changing this fact.
PROSPECTS
Sales of sport nutrition are not set to recover until the Spanish economy does so. The category is predicted to record a constant value CAGR of -2% over the forecast period. The fact that the Spanish government will need to continue issuing policies to constrain the budget deficit will result in an increase of income taxes and the new wealth tax from 2010 and as a consequence decline in average disposable income will take place. As a consequence, Spaniards will shift their consumption habits purchasing sports nutrition through grocery retailers in order to look for the best value-for-money product.
CATEGORY DATA
Table 88 Sales of Sports Nutrition: Value 2006-2011
Table 89 Sales of Sports Nutrition: % Value Growth 2006-2011
Table 90 Sports Nutrition Company Shares 2007-2011
Table 91 Sports Nutrition Brand Shares 2008-2011
Table 92 Forecast Sales of Sports Nutrition: Value 2011-2016
Table 93 Forecast Sales of Sports Nutrition: % Value Growth 2011-2016
Vitamins and Dietary Supplements in Spain - Category Analysis
HEADLINES
TRENDS
The Mediterranean diet continued to be the perfect substitute for the intake of vitamins and dietary supplements, as current value sales continued to stagnate.
Vitamins
Dietary Supplements
COMPETITIVE LANDSCAPE
Vitamins and dietary supplements is highly fragmented with more than 40% share of total sales in hands of small regional companies which in most of the cases produce a reduced portfolio.
PROSPECTS
The gloomy economic future and the uncertainty about the future of the EU will mean that the recovery of Spanish economy will take place as predicted by the Spanish government. The fact that the average unit price of vitamins and dietary supplements is high and the unemployment rate in Spain will likely surpass 22%, will negatively affect its performance, and witness a constant value CAGR of -2% over the forecast period.
CATEGORY DATA
Summary 27 Dietary Supplements: Brand Ranking by Positioning 2011
Table 94 Sales of Vitamins and Dietary Supplements by Category: Value 2006-2011
Table 95 Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2006-2011
Table 96 Dietary Supplements by Positioning 2006-2011
Table 97 Vitamins and Dietary Supplements Company Shares by Value 2007-2011
Table 98 Vitamins and Dietary Supplements Brand Shares by Value 2008-2011
Table 99 Vitamins Brand Shares by Value 2008-2011
Table 100 Dietary Supplements Brand Shares by Value 2008-2011
Table 101 Forecast Sales of Vitamins and Dietary Supplements by Category: Value 2011-2016
Table 102 Forecast Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2011-2016
Weight Management in Spain - Category Analysis
HEADLINES
TRENDS
According to the latest study carried out by GlaxoSmithKline and published in February 2011,Spaniards are amongst the Europeans who most desire to lose weight as a New Year’s resolution. In particular, over 80% of Spaniards want to lose weight, and this percentage is even higher when considering only Spanish women. This has prevented weight management from seeing negative growth, though just barely as sales remained stagnant at EUR192 million.
COMPETITIVE LANDSCAPE
Bicentury SL, with its meal replacement slimming product range Bicentury, ranked first in 2011. Bicentury benefits from the extraordinary success that its line of corn crackers has enjoyed in Spain.
PROSPECTS
Spain will take a long time to get out of the economic crisis; this fact will limit the performance of weight management, with a constant value CAGR of -1% over the forecast period. Two facts are set to shape the category’s performance. First, Spaniards will continue to reduce expenditure on non-essential goods, which will erode the performance of slimming products over the forecast period. Second, the extraordinary success of the Dukan Diet, and expected new diets will negatively impact weight management’s performance. Nevertheless, the importance of self-image will continue be the main driver of sales of weight management products.
CATEGORY DATA
Table 103 Sales of Weight Management: Value 2006-2011
Table 104 Sales of Weight Management: % Value Growth 2006-2011
Table 105 Weight Management Company Shares 2007-2011
Table 106 Weight Management Brand Shares 2008-2011
Table 107 Forecast Sales of Weight Management: Value 2011-2016
Table 108 Forecast Sales of Weight Management: % Value Growth 2011-2016
Wound Care in Spain - Category Analysis
HEADLINES
TRENDS
In 2011, wound care declined by 1% in current value terms to reach EUR22 million. Wound care has responded to strong private label competition in the latter part of the review period. The deep economic crisis in Spain shaped sales of wound care. The drop in the average disposable income resulted in Spaniards devising ways to save money and switching from branded products to private label was one of them.
COMPETITIVE LANDSCAPE
As in 2011, private label recorded the best performance, gaining one percentage point in value share by one percentage point, with value sales growing by 7%. The poor economic performance resulted in Spaniards switching their traditional brands from private label which offers the best value-for-money.
PROSPECTS
Over the forecast period, wound care is expected to see a -1% constant value CAGR. The increasingly price-competitive presence of private label is expected to undercut value growth for the category, despite on-going product innovation.
CATEGORY DATA
Table 109 Sales of Wound Care by Category: Value 2006-2011
Table 110 Sales of Wound Care by Category: % Value Growth 2006-2011
Table 111 Wound Care Company Shares by Value 2007-2011
Table 112 Wound Care Brand Shares by Value 2008-2011
Table 113 Forecast Sales of Wound Care by Category: Value 2011-2016
Table 114 Forecast Sales of Wound Care by Category: % Value Growth 2011-2016