Newly released market study: Digestive Remedies in Sweden

Digestive remedies constitutes a well-developed and increasingly mature category in Sweden. However, awareness among consumers of digestive disorders and possible treatments is growing, which is pushing sales forward. In addition, the incidence of stomach and bowel-related disorders is rather high in Sweden. According to one of the category’s leading players, Calmino, between 15% and 20% of Swedes have one or more of the symptoms related to the diagnosis irritable bowel syndrome (IBS). IBS and other bowel-related disorders are indeed a common topic on health blogs as well as in more established media channels.

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Competitive Landscape

Meda AB remained the leading player in digestive remedies in 2015, accounting for 20% of value sales in the category, followed by McNeil with 11%. Meda’s leading position is due mainly to the continuing successes of its main brand Novalucol as well as its relatively wide range of smaller brands. Indeed, Novalucol is the second most important brand in digestive remedies, earning its position due to its long-standing presence in Sweden. McNeil’s position is predicated mainly on its wide range of products, of which Microlax is the most important, maintaining fourth position overall in digestive remedies at the end of the review period.

Industry Prospects

Although digestive remedies is a fairly well-developed OTC category, there remains a rather large gap to be filled between those consumers who use digestive remedies to treat more severe digestive problems and those who only experience relatively mild digestive disorders and thus do not use any products to alleviate or treat their symptoms. Awareness of digestive problems and their potential treatments among Swedish consumers is growing, however, and this is set to continue contributing to sales growth in the category over the forecast period. Growing awareness will, inter alia, follow from advertising campaigns, new product launches and information given by pharmacists.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Digestive Remedies industry in Sweden with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Digestive Remedies industry in Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.

The Digestive Remedies in Sweden market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares

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