This Euromonitor market report provides market trend and market growth analysis of the Consumer Health industry in Romania. With this market report, you' ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

The Consumer Health in Romania 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
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Consumer Health in Romania?
What are the major brands in Romania?
What are the main trends in OTC Healthcare?

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Sample Analysis

EXECUTIVE SUMMARY

The market continues growing in 2010, despite economic hardship

Despite the economic slowdown that characterised the Romanian market in the last couple of years, including the pharmaceutical and para-pharmaceutical sectors, consumer health remains attractive to foreign and local investors thanks to its good growth potential via demographic developments, changing lifestyles and growing rural environment. Moreover, the market is still underdeveloped and hence growth potential is high, despite the fact that the economic crisis brought with it the bankruptcy of one of the large players on the market and the stagnation at best for most of the others.

Per capita expenses for health remain among the lowest in Europe

The per capita expenses in the country are among the lowest in Europe, especially East Europe, which is an indication of potential for growth. In 2009 an average of US$130 was spent on pharmaceutical products per capita, compared to an average of US$560 per year for the EU. Such low expenses are due to a concatenation of circumstances including: lack of medical and sanitary education, which makes Romanians ignore most of their problems until they become serious; credits made to the state and to the National Health system, which are paid over a very long term, making health care a private rather than public (an increased number of pharmacies refuse to work with the state and to provide compensated medicines, which makes many Romanians unable to pay for their own medical bills. As such, they either totally or partially forgo prescribed medication); the migration of health specialists to more developed countries in their search for higher incomes and better development possibilities.

Foreign and local companies go shoulder-to-shoulder in terms of market share

The problems encountered by Romanian companies, among which Montero' s insolvency is the most important and the constant growth of the largest foreign players balanced the market more than in the previous years, when the local players were dominant. Moreover, the manufacturing facilities allowed foreign companies to direct their production towards export (as was the case of Boehringer Ingelheim) and minimise their losses from the local market, as well as being an incentive for new investors, interested mostly in manufacturing facilities. Also, Romanian companies worked more with the state, which had consequences on their cash flow and thereby stinted their growth.

Chemists/pharmacies maintain the leading position

The strict regulations covering the retail distribution of drugs prevented the strong development of channels other than chemists/pharmacies and parapharmacies/drugstores. Chemists/pharmacies continued to account for a large share of consumer healthcare sales in 2010, mainly boosted by the establishment of pharmacy chains, mostly owned and operated by the large drug distributors. The level of development, the standard and the new look of the pharmacy chains is very high. This trend is expected to continue over the forecast period, and more independent pharmacies are expected to join chains under franchise contract.

Healthcare consumption is expected to register solid and steady growth

Romania was included by IMS Health on the list of the 17 most important emerging pharmaceutical markets for 2011 due to its obvious growth potential via changing lifestyle, developing rural environment, and growing consumer knowledge and education. The latter influences both urban and the rural areas and is also connected to the National Health System, which is currently not performing as it lacks the full trust of its citizens.

Consumer Health in Romania - Industry Overview

EXECUTIVE SUMMARY

The market continues growing in 2010, despite economic hardship
Per capita expenses for health remain among the lowest in Europe
Foreign and local companies go shoulder-to-shoulder in terms of market share
Chemists/pharmacies maintain the leading position
Healthcare consumption is expected to register solid and steady growth

KEY TRENDS AND DEVELOPMENTS

Rural areas represent strong growth potential
Ageing population impacts consumer healthcare' s performance
Changes in consumer lifestyle encourages consumption
Consumer healthcare remains highly regulated
Modernisation of pharmacies contributes to sales growth
Qualitative loss in the National Health System affects pharmaceutical market
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services 2005-2010
Table 2 Life Expectancy at Birth 2005-2010

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2005-2010
Table 4 Sales of Consumer Health by Category: % Value Growth 2005-2010
Table 5 Consumer Health Company Shares by Value 2006-2010
Table 6 Consumer Health Brand Shares by Value 2007-2010
Table 7 Sales of Consumer Health by Distribution Format: % Analysis 2005-2010
Table 8 Sales of Consumer Health by Category and Distribution Format: % Analysis 2010
Table 9 Forecast Sales of Consumer Health by Category: Value 2010-2015
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2010-2015

APPENDIX

OTC Registration and Classification
Vitamins and Dietary Supplements Registration and Classification
Self-medication/Self-Care and Preventative Medicine
Switches
Summary 1 OTC Healthcare Switches 2008-2010

DEFINITIONS

Summary 2 Research Sources

Consumer Health in Romania - Company Profiles

Antibiotice SA in Consumer Health (Romania)

STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Antibiotice SA: Competitive Position 2010

Biofarm SA in Consumer Health (Romania)

STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Biofarm SA: Competitive Position 2010

Ozone Laboratories SRL in Consumer Health (Romania)

STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Ozone Laboratories SRL: Competitive Position 2010

Terapia Ranbaxy in Consumer Health (Romania)

STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Terapia Ranbaxy: Competitive Position 2010

Zentiva SA in Consumer Health (Romania)

STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Zentiva SA: Competitive Position 2010

Adult Mouth Care in Romania - Category Analysis

HEADLINES

TRENDS

Adult mouth care sales decline by 3% in 2010, with sales remaining low value. This is caused by low product awareness and a strong semi-ethical component to these products. In addition, adult mouth care products are often associated with pharyngeal remedies, which are advertised and benefit from strong traditional use.

SWITCHES

COMPETITIVE LANDSCAPE

The best known products from this category are the anti-herpes and ulceration ointments, among which best sellers were Aftolizol and Bucprotect, followed by other popular brands such as (also used for self medication) Aciclovir (produced by Gedeon Richter) and Zovirax (produced by GlaxoSmithKline).

PROSPECTS

Adult mouth care is expected to increase by a CAGR of 1% in constant value terms over the forecast period, thanks to strong semi-ethical sales. The presence of imports is likely to decline, and as mouth problems are most common among lower-income households, this will lead to the clear domination of cheaper domestic brands, leading to modest value growth.

CATEGORY DATA

Table 11 Sales of Adult Mouth Care: Value 2005-2010
Table 12 Sales of Adult Mouth Care: % Value Growth 2005-2010
Table 13 Adult Mouth Care Company Shares by Value 2006-2010
Table 14 Adult Mouth Care Brand Shares by Value 2007-2010
Table 15 Forecast Sales of Adult Mouth Care: Value 2010-2015
Table 16 Forecast Sales of Adult Mouth Care: % Value Growth 2010-2015

Analgesics in Romania - Category Analysis

HEADLINES

TRENDS

Analgesics represented the most important segment within consumer healthcare over the review period, and presents a high level of self-medication. Consumers continued to ask for the generic name rather than for a brand or a manufacturer. Generics were much more popular in the established aspirin and acetaminophen categories, while branding was more important for imported products such as combination products, dipyrone and ibuprofen. The penetration of more expensive imported brands in the larger categories of aspirin, acetaminophen and combination products remained low, and was strong only in Bucharest and in a few other large cities which enjoyed higher incomes, while Romanians in small cities and in rural areas continued to choose cheaper, domestic analgesics.

SWITCHES

COMPETITIVE LANDSCAPE

Domestic manufacturers maintained leading positions in analgesics in 2009, due to the traditional usage of lower priced products. Zentiva, previously named Sicomed, maintained its outright lead, reaching a share of 33% in value terms. Algocalmin, Antinevralgic P, Acetylsalicylic Acid and Paracetamol are its most important brands.

PROSPECTS

Changes which took place in Romanian lifestyles will continue to encourage self-medication amongst consumers. While the review period was characterised by confusion regarding the different analgesics, with acetaminophen and aspirin to fight colds and flu, and dipyrone, ibuprofen and combination products for headaches and toothache, the forecast period will see conditions for stronger specialisation, with aspirin in small doses to prevent high blood pressure and heart disease, acetaminophen to relieve cold and flu symptoms, dipyrone to reduce fever and ibuprofen and combination products for pain relief. Orientation towards more expensive, branded products will remain limited to Bucharest and major cities, where the population benefits from higher incomes and a certain education level.

CATEGORY DATA

Table 17 Sales of Analgesics by Category: Value 2005-2010 Table 18 Sales of Analgesics by Category: % Value Growth 2005-2010 Table 19 Topical Analgesics/Anaesthetic by Format: % Value Breakdown 2005-2010 Table 20 Analgesics Company Shares by Value 2006-2010 Table 21 Analgesics Brand Shares by Value 2007-2010 Table 22 Forecast Sales of Analgesics by Category: Value 2010-2015 Table 23 Forecast Sales of Analgesics by Category: % Value Growth 2010-2015

Calming and Sleeping in Romania - Category Analysis

HEADLINES

TRENDS

Since most products are prescription based, herbal products (almost all of which are OTC) are invading the market, because there is a clear requirement for this type of product. Stressful lifestyles, long working hours, and harsh economic climate create a background for the rising demand of calming pills.

SWITCHES

COMPETITIVE LANDSCAPE

As pharmacists continued to sell Extraveral without a prescription, the brand continues to account for the majority of sales, despite its switch. Extraveral continued to dominate calming and sleeping products due to its strong tradition of over 20 years in Romania, and high awareness amongst consumers. Remotiv, produced by Ewopharma Romania, was the main foreign brand in calming and sleeping products, and it contributed to the growth of the whole sector in the review period, although its high price made it unaffordable for low- and middle-income Romanians.

PROSPECTS

The excellent 8% CAGR in constant value terms predicted for calming and sleeping products is because Romanians will continue to suffer from stress, anxiety and nervousness, and will want to treat these conditions with products with no side-effects. As such, the herbal content will continue to be the single criteria for the products to be classified as over-the-counter medicines. However, the future of herbal products from 2011 onwards will depend on the European Union' s decision about this type of drug.

CATEGORY DATA

Table 24 Sales of Calming and Sleeping: Value 2005-2010
Table 25 Sales of Calming and Sleeping: % Value Growth 2005-2010
Table 26 Calming and Sleeping Company Shares by Value 2006-2010
Table 27 Calming and Sleeping Brand Shares by Value 2007-2010
Table 28 Forecast Sales of Calming and Sleeping: Value 2010-2015
Table 29 Forecast Sales of Calming and Sleeping: % Value Growth 2010-2015

Cough, Cold and Allergy (Hay Fever) Remedies in Romania - Category Analysis

HEADLINES

TRENDS

Cough, cold and allergy (hay fever) remedies was a very dynamic sector in 2010, due to increasing demand for more expensive combination products. These products hold a significant share in pharmacies' sales, which varies from 5% to 30%. These products are affected by seasonality, with higher sales registered in autumn and spring, when temperatures fluctuate and numerous allergens are present in the atmosphere.

SWITCHES

COMPETITIVE LANDSCAPE

Overall, Reckitt Benckiser was the best performer in 2010, accounting for a 13% value share. Johnson & Johnson Romania was the most dynamic company in 2009 and 2010, due to the excellent penetration of Olynth, underpinned by pharmacists' recommendations and extensive advertising campaigns. Olynth was the brand which registered the highest sales within nasal sprays in 2010 and held a 36% value share. The brand' s easy and convenient spray mechanism was important to its acceptance despite its higher price.

PROSPECTS

Cough, cold and allergy (hay fever) remedies is forecast to record good growth with a CAGR of 5% in constant value terms, driven mainly by the expansion of chemist/pharmacy chains. Furthermore, their modernisation is expected to change consumers' perception of these outlets from places to visit only in an emergency, to a friendlier outlet, where they can ask for qualified advice.

CATEGORY DATA

Table 30 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2005-2010
Table 31 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2005-2010
Table 32 Sales of Decongestants by Category: Value 2005-2010
Table 33 Sales of Decongestants by Category: % Value Growth 2005-2010
Table 34 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2005-2010
Table 35 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2005-2010
Table 36 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2006-2010
Table 37 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2007-2010
Table 38 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2010-2015
Table 39 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2010-2015

Digestive Remedies in Romania - Category Analysis

HEADLINES

TRENDS

Digestive remedies registered a modest current value increase in 2009, because of a continuing low level of self-medication. Medicines to alleviate indigestion and stomach-related conditions were the most successful in the largest indigestion and heartburn remedies category, and were commonly found in many households.

SWITCHES

COMPETITIVE LANDSCAPE

Domestic producers held the leading positions in digestive remedies in 2010, with Biofarm retaining its lead with a 12% value share. Its brand Colebil was also the leading brand in 2010 and the company introduced (and advertised intensively) a new product, Digest Duo, which contains two types of pills, one antacid (against hyperacidity) and anti-spastic and another regulating the digestive enzymes and having anti-flatulence effects.

PROSPECTS

Digestive remedies is expected to continue to register a CAGR of 5% in constant value terms over the forecast period, as self-medication will continue to remain limited to more educated consumers who enjoy a more active lifestyle and for whom self-medication for minor discomfort without medical advice is common. However, the lower-income population and less educated Romanians in cities and villages will continue to seek specialists' advice when suffering from digestive problems.

CATEGORY DATA

Table 40 Sales of Digestive Remedies by Category: Value 2005-2010
Table 41 Sales of Digestive Remedies by Category: % Value Growth 2005-2010
Table 42 Digestive Remedies Company Shares by Value 2006-2010
Table 43 Digestive Remedies Brand Shares by Value 2007-2010
Table 44 Forecast Sales of Digestive Remedies by Category: Value 2010-2015
Table 45 Forecast Sales of Digestive Remedies by Category: % Value Growth 2010-2015

Ear Care in Romania - Category Analysis

HEADLINES

TRENDS

2010 is the first year when the OTC ear care products were advertised in the media, which increased awareness of this category of products. Until recently, most sales in the ear care sector were UTC/prescription-based products.

SWITCHES

COMPETITIVE LANDSCAPE

Ear care held a minor position within consumer healthcare in 2010. The three manufacturers present in 2009 also dominated in 2010, led by Pharco on 34% followed by Biofarm on 34% and then Pharmaplant on 29%

PROSPECTS

The potential of growth for this category of products is high and it only depends on how they are perceived by the public and on the level of self medication (which is almost absent in this category).

CATEGORY DATA

Table 46 Sales of Ear Care: Value 2005-2010
Table 47 Sales of Ear Care: % Value Growth 2005-2010
Table 48 Ear Care Company Shares by Value 2006-2010
Table 49 Ear Care Brand Shares by Value 2007-2010
Table 50 Forecast Sales of Ear Care: Value 2010-2015
Table 51 Forecast Sales of Ear Care: % Value Growth 2010-2015

Eye Care in Romania - Category Analysis

HEADLINES

TRENDS

Most sales of eye care products are made following professional advice, with consumers seeking specialist recommendation for any change in medication. However, consumers are becoming increasingly able to discern between various products and to buy some OTC products without a prior medical consultation.

SWITCHES

COMPETITIVE LANDSCAPE

Johnson & Johnson remained the outright leader in eye care in 2010, and increased availability, advertising and promotions sustained the leading position of the Visine brand, which accounted for a 40% value share. Proculin, a standard product from Ankerpharm, part of Bausch & Lomb Inc, ranked second but its traditional use helped create the perception of the brand as a universal remedy, synonymous with standard eye care products for many years.

PROSPECTS

Eye care is expected to decline by a CAGR of 2% in constant value terms over the forecast period. As many consumers seek medical advice, future growth will be heavily dependent on the expected shift towards self-medication. Any potential small increases will be mainly due to price rises following the general trend within over-the-counter products.

CATEGORY DATA

Table 52 Sales of Eye Care by Category: Value 2005-2010
Table 53 Sales of Eye Care by Category: % Value Growth 2005-2010
Table 54 Standard Eye Care by Type: % Value Breakdown 2007-2010
Table 55 Eye Care Company Shares by Value 2006-2010
Table 56 Eye Care Brand Shares by Value 2007-2010
Table 57 Forecast Sales of Eye Care by Category: Value 2010-2015
Table 58 Forecast Sales of Eye Care by Category: % Value Growth 2010-2015

Herbal/Traditional Products in Romania - Category Analysis

HEADLINES

TRENDS

Herbal/traditional products experienced high growth in 2010 due to increasing consumer health awareness and to a certain tradition in using herbal and natural remedies. For more than 30 years in Romania small outlets have sold herbal products called Plafar. Moreover, in villages beliefs and traditions are still strong, and traditional ("herbal") remedies are very much trusted - not only by the rural population, but also by some urban dwellers with roots in rural regions. Hence, herbal products are intrinsically trusted and are also not believed to work miraculously. Herbal infusions, for example, are used very often for minor colds, coughs and allergies, among others.

COMPETITIVE LANDSCAPE

Krka Romania retained its leadership of herbal/traditional products in 2010 due to its strong presence in the largest herbal/traditional dietary supplements category and its expensive, ailment-specific brands. Laboratories Medica, Hofigal and Rotta Natura also excelled with regards to sales of herbal/traditional dietary supplements, while Laboratoarele Fares Biovital was an important player in herbal/traditional medicinal teas. As the products from such companies were available in chemists/pharmacies, as well as via internet retailing and in large grocery retailers, this helped to ensure their good performance in 2010.

PROSPECTS

Herbal/traditional products is predicted to register an excellent constant value CAGR of 14% over the forecast period. Such growth will be fuelled by increasing consumer health awareness and growing demand for natural products which alleviate minor problems. Increasing consumer purchasing power is expected to lead to significant changes in consumption habits and lifestyle, which in turn will lead to increasing demand for more sophisticated herbal products.

CATEGORY DATA

Table 59 Sales of Herbal/Traditional Products: Value 2005-2010
Table 60 Sales of Herbal/Traditional Products: % Value Growth 2005-2010
Table 61 Herbal/Traditional Products Company Shares 2006-2010
Table 62 Herbal/Traditional Products Brand Shares 2007-2010
Table 63 Forecast Sales of Herbal/Traditional Products: Value 2010-2015
Table 64 Forecast Sales of Herbal/Traditional Products: % Value Growth 2010-2015

Medicated Skin Care in Romania - Category Analysis

HEADLINES

TRENDS

Medicated skin care was characterised by differing performances across the various categories. The traditional categories of topical germicidals/antiseptics, topical antifungals and antipruritics continued to record low growth in 2010. The emerging categories of acne treatments, medicated shampoos, cold sore treatments, hair loss treatments, emollients/therapeutic moisturisers and antiparasitics/lice (head and body) treatments continued to register higher growth. This differing evolution was due to the wider availability of new products in the retail network, which encouraged a greater level of self-medication in the use of acne treatments, hair loss treatments, medicated shampoos and emollients, which are not perceived as genuine medicated skin care products and more as efficient cosmetics products.

SWITCHES

COMPETITIVE LANDSCAPE

Antibiotice was the leader in medicated skin care in 2010 with a 13% value share, followed by Novartis Consumer Health. Antibiotice was the leading company in haemorrhoid treatments, topical antifungals and also in topical germicidals/antiseptics, as well as holding a leading position in vaginal antifungals, acne treatments, antipruritics and antiparasitics/lice (head and body) treatments. Its brand Hemorzon was the overall leading brand in medicated skin care in 2009, but the suppositories disappeared from the pharmacies for a few good months until production was restarted. Aside from the main domestic manufacturers, such as Antibiotice, Zentiva, Mark Pharmaceutics and Europharm, other Romanian companies held less significant shares of under 1%.

PROSPECTS

The constant value CAGR of 2% for medicated skin care will mainly be a result of changing Romanian consumer habits with the slow adoption of Western European lifestyles, which will boost the level of self-medication. However, the change will be more prominent for categories where the products are perceived as being closer to cosmetics than to medicated skin care. For some products, semi-ethical sales will be important, as consumers will continue to seek medical advice before using a treatment. Education for self-medication within the category will be an important factor that could lead to further growth.

CATEGORY DATA

Table 65 Sales of Medicated Skin Care by Category: Value 2005-2010
Table 66 Sales of Medicated Skin Care by Category: % Value Growth 2005-2010
Table 67 Acne Treatments by Format: % Value Breakdown 2005-2010
Table 68 Medicated Skin Care Company Shares by Value 2006-2010
Table 69 Medicated Skin Care Brand Shares by Value 2007-2010
Table 70 Acne Treatments Brand Shares by Value 2007-2010
Table 71 Hair Loss Treatments Brand Shares by Value 2007-2010
Table 72 Forecast Sales of Medicated Skin Care by Category: Value 2010-2015
Table 73 Forecast Sales of Medicated Skin Care by Category: % Value Growth 2010-2015

NRT Smoking Cessation Aids in Romania - Category Analysis

HEADLINES

TRENDS

Nicorette was the main NRT smoking cessation aid in Romania at the end of the review period, and saw a 46% increase in sales in 2010. It started to gain popularity amongst Romanian consumers in 2007 due to an increasing number of programmes meant to reduce smoking and to the new legislation on smoking. Romania' s membership of the EU led to changes in legislation. This included a ban on smoking in enclosed public places and permitted smoking only in properly isolated and ventilated smoking areas, a ban on smoking in medical establishments, and prohibited sales of unpackaged cigarettes and of cigarettes to people under age, as well as the use of any tobacco product logo in advertising or promotion of other types of products.

SWITCHES

COMPETITIVE LANDSCAPE

Nicorette by Johnson & Johnson remained the only over-the-counter brand present in NRT smoking cessation aids in 2010. This was available in NRT gum and NRT patches, and accounted for the vast majority of sales. The brand benefited from pharmacists' recommendation and the fact that it is sold almost exclusively in chemists/pharmacies. However, in the small cities and rural areas the price of the product is rather prohibitive for consumers, a fact which limited sales of Nicorette to Bucharest and other large cities.

PROSPECTS

The prevalence of smoking amongst the younger population is expected to remain high for the forecast period, despite the restrictions in force and the intensive anti-smoking campaigns. Given the growing perception of smoking as a high risk to health, the forecast period is expected to see NRT smoking cessation aids develop at a high, albeit not overpowering, rate.

CATEGORY INDICATORS

Table 74 Number of Smokers by Gender 2005-2010
CATEGORY DATA
Table 75 Sales of NRT Smoking Cessation Aids by Category: Value 2005-2010
Table 76 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2005-2010
Table 77 NRT Smoking Cessation Aids Company Shares by Value 2006-2010
Table 78 NRT Smoking Cessation Aids Brand Shares by Value 2007-2010
Table 79 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2010-2015
Table 80 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2010-2015

Sports Nutrition in Romania - Category Analysis

HEADLINES

TRENDS

Sales of sports nutrition products remained negligible in 2010. Most sales were made in gyms, due to the very specific target audience of this sector. Internet retailing was the second most popular distribution channel in 2010, although pharmacies will come from behind, since they have already started to include these products in their offer.

COMPETITIVE LANDSCAPE

Herbalife leads with a 2% share , while Walmark with its brand Aminostar follows. Nutrition companies target young body builders, but they prefer professional body-building products such as those manufactured by Met-Rx, Weider or Gaspari Nutrition. It is really difficult to estimate the exact picture of the brands, for a variety of reasons - the distribution channels are very varied and difficult to cover, the category is very small in both value and volume terms, and there is a wide array of products, mainly offered by international companies.

PROSPECTS

The sports nutrition sector is expected to remain rather niche and will only appeal to consumers preoccupied with their body and its development via sports, and only collateral accidental interest from those who want to lose weight. The sector is expected to grow by a CAGR of 5% in constant terms until the end of the forecast period and is likely to become increasingly concentrated, dominated by a few players with a very good reputation.

CATEGORY DATA

Table 81 Sales of Sports Nutrition: Value 2005-2010
Table 82 Sales of Sports Nutrition: % Value Growth 2005-2010
Table 83 Sports Nutrition By Format: % Value Breakdown 2007-2010
Table 84 Forecast Sales of Sports Nutrition: Value 2010-2015
Table 85 Forecast Sales of Sports Nutrition: % Value Growth 2010-2015

Vitamins and Dietary Supplements in Romania - Category Analysis

HEADLINES

TRENDS

Vitamins and dietary supplements registered marginally lower growth in 2010, due to the fact that disposable incomes remained rather low and total consumer expenditure on health goods decreased. Sales were limited to Bucharest and a few large cities, where incomes are significantly higher than in other areas. Although the popularity of self-medication also increased, it continued to be mostly visible in Bucharest and other large cities, where average incomes and consumer awareness are higher. Extensive advertising played an important role in the growth of vitamins and dietary supplements.

VITAMINS

DIETARY SUPPLEMENTS

COMPETITIVE LANDSCAPE

Vitamins and dietary supplements remained highly fragmented in 2010, with more than 300 individual dietary supplements alone, according to market sources. More than three-quarters of the brands present are owned by international producers, while only one-third are Romanian brands. Europharm , globally owned by GlaxoSmithKline, maintained its leading position in vitamins and dietary supplements in 2010, accounting for a 14% value share. The company maintained its leading position with the Eurovita brand due to its nationwide distribution network, warehouses, heavy advertising and diversified product range. In 2010, Europharm launched many new products, such as Eurovita Multivital A-Z, Euride - vitamins with Ginkgo, and Lutein, etc.

PROSPECTS

The forecast growth of vitamins and dietary supplements will be fuelled by consequent changes in consumer lifestyles. In addition, the reduced seasonality of demand and increased penetration within smaller cities and rural areas will also lead to increased sales.

CATEGORY DATA

Summary 18 Dietary Supplements: Brand Ranking by Positioning 2010
Table 86 Sales of Vitamins and Dietary Supplements by Category: Value 2005-2010
Table 87 Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2005-2010
Table 88 Dietary Supplements by Positioning 2005-2010
Table 89 Vitamins and Dietary Supplements Company Shares by Value 2006-2010
Table 90 Vitamins and Dietary Supplements Brand Shares by Value 2007-2010
Table 91 Vitamins Brand Shares by Value 2007-2010
Table 92 Dietary Supplements Brand Shares by Value 2007-2010
Table 93 Forecast Sales of Vitamins and Dietary Supplements by Category: Value 2010-2015
Table 94 Forecast Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2010-2015

Weight Management in Romania - Category Analysis

HEADLINES

TRENDS

Slimming products is a relatively minor category, with consumption limited to medium- and high-income consumers in Bucharest and other large cities. Within these regions, consumers are more preoccupied about their looks and their health, and awareness of such products is higher. Slimming products became popular in these areas due to higher disposable incomes and because people have more sedentary lives. By using such products they try to compensate for their lack of physical exercise. However, in small urban and rural areas, slimming products remain practically unknown. There, physical activity is more regular, and the consumption of healthier homemade food is still popular.

COMPETITIVE LANDSCAPE

Walmark maintained its leading position in 2010, accounting for a 30% value share, with its brands Viaredin, Clarinol and Pinnoslim. Viaredin was the leading brand in weight management in 2010, as it is frequently recommended by pharmacists and doctors. PlantExtrakt ranked second with 6% of sales. Laboratoarele Fares Biovital ranked fifth, with the majority of its sales being generated by its Fares slimming teas brand.

PROSPECTS

Recommendation of weight management products will continue to spread mainly via word-of-mouth. Increased consumer purchasing power and a greater preoccupation with physical looks will determine the growth within the forecast period. Natural teas will represent a significant threat to slimming products, due to a perception of being pure and natural, and being able to generate significant weight loss without side-effects. However, diets recommended by nutritionists will represent the main competition to slimming products, due to their perception as being more effective and efficient.

CATEGORY DATA

Table 95 Sales of Weight Management: Value 2005-2010
Table 96 Sales of Weight Management: % Value Growth 2005-2010
Table 97 Weight Management Company Shares 2006-2010
Table 98 Weight Management Brand Shares 2007-2010
Table 99 Forecast Sales of Weight Management: Value 2010-2015
Table 100 Forecast Sales of Weight Management: % Value Growth 2010-2015

Wound Care in Romania - Category Analysis

HEADLINES

TRENDS

Wound treatments did not gain significant share within consumer healthcare in 2010. The fact that household usage was for minor wounds, and major cases were treated by specialists in hospitals or polyclinics, volume growth was limited. The value growth rate in 2010 stemmed from the improved quality of wound treatments and unit price rises, supported by higher household incomes. Sticking plasters are amongst the few consumer healthcare products which have a strong presence in large grocery outlets. Expansion of supermarkets/hypermarkets also contributed to this performance, especially for more sophisticated imports.

COMPETITIVE LANDSCAPE

Romanian company Mebra SRL was the best performer in 2010, holding a 10% value share, while Urgo, Laboratoires, which ranked second witnessed the highest increase in sales due to its high prices and product quality. The expansion of large retailers boosted sales of its Urgo brand, which enjoyed the best shelf-positioning and recommendation from pharmacists, as generally Romanians do not ask for a certain brand, but use the generic name of the medical category.

PROSPECTS

Wound treatments is predicted to increase by a healthy CAGR of 4% in constant value terms over the forecast period, due to an increasingly educated consumer rather than increased usage. Sticking plasters will continue to be the most dynamic category, due to the introduction of improved features and increased availability in both urban and rural areas. Bandages and sterile compresses will continue to be the main products within other wound treatments.

CATEGORY DATA

Table 101 Sales of Wound Care by Category: Value 2005-2010
Table 102 Sales of Wound Care by Category: % Value Growth 2005-2010
Table 103 Wound Care Company Shares by Value 2006-2010
Table 104 Wound Care Brand Shares by Value 2007-2010
Table 105 Forecast Sales of Wound Care by Category: Value 2010-2015
Table 106 Forecast Sales of Wound Care by Category: % Value Growth 2010-2015

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