Consumer Health in Greece
Euromonitor International
November 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 Distribution of Consumer Health by Format: % Value 2015-2020
Table 8 Distribution of Consumer Health by Format and Category: % Value 2020
Table 9 Forecast Sales of Consumer Health by Category: Value 2020-2025
Table 10 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
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
DEFINITIONS
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Initial strong demand for analgesics due to emergence of COVID-19 unlikely to be sustained throughout 2020 due to stockpiling by consumers
Increasing price sensitivity during pandemic and rising prices of some brands following price liberalisation results in higher demand for more affordable combination products
Vian strengthens lead of analgesics due to dominance of adult acetaminophen and share gain within the paediatric segment
RECOVERY AND OPPORTUNITIES
Overall slower growth predicted for analgesics due to increasing price sensitivity following lockdown resulting in greater reliance on Rx
Efforts to promote the targeting of specific pain relief could help drive stronger performances for ibuprofen and topical analgesics/anaesthetic
Busy Greeks likely to demand more rapid and effective results from their pain relief
CATEGORY DATA
Table 11 Sales of Analgesics by Category: Value 2015-2020
Table 12 Sales of Analgesics by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Analgesics: % Value 2016-2020
Table 14 LBN Brand Shares of Analgesics: % Value 2017-2020
Table 15 Forecast Sales of Analgesics by Category: Value 2020-2025
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Dual impact of flu and pandemic results in early stockpiling of some cough and cold remedies but demand unlikely to be sustained throughout the year
Herbal/traditional products regains lost share, as some consumers take an alternative approach to their healthcare needs
Value share gain for major players following price rises, while herbal/traditional brands record impressive growth
RECOVERY AND OPPORTUNITIES
Overall slower growth for category as government prepares for coming flu season and price-sensitive consumers continue to look to Rx alternatives
Herbal/traditional cough, cold and allergy (hay fever) remedies set to outperform many standard products due to changing attitudes amongst younger, affluent Greeks
Strongest performance predicted for antihistamines/allergy remedies (systemic) following dip in 2020
CATEGORY DATA
Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Initial stockpiling for diarrhoeal remedies due to link to COVID-19 symptoms is set to support its performance but motion sickness remedies will struggle due to restrictions
Withdrawal of H2 blockers after contamination scare impacts overall performance of digestive remedies in 2020
A number of players improve positions as producers of H2 blockers lose ground
RECOVERY AND OPPORTUNITIES
Demand for remainder of 2020 likely to be influenced by further lockdown measures, while overall weaker performance is predicted for forecast period
Growing from a low base, herbal/traditional digestive remedies set to outperform OTC due to health and wellness trends
Preventive approach to digestion set be major driving factor behind category's weaker performance
CATEGORY DATA
Table 23 Sales of Digestive Remedies by Category: Value 2015-2020
Table 24 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
Table 25 NBO Company Shares of Digestive Remedies: % Value 2016-2020
Table 26 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
Table 27 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
Table 28 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Heightened awareness of germs during pandemic and desire to prevent infection drives early uptake of topical germicidals/antiseptics
Increasing interest in more natural products amongst Greeks continues to drive stronger performance of herbal/traditional dermatologicals
Strong performances predicted for topical germicidals/antiseptics players and herbal/traditional brands in 2020
RECOVERY AND OPPORTUNITIES
Growth of OTC dermatologicals set to slow over forecast period, although stronger performance by antipruritics will be supported by ongoing attention to handwashing leading to skin complaints
Herbal/traditional dermatologicals set to outperform standard variants due to demand amongst younger affluent consumers
Despite marginal improvement in demand in 2021, topical allergy remedies/antihistamines set to struggle to generate stronger interest
CATEGORY DATA
Table 29 Sales of Dermatologicals by Category: Value 2015-2020
Table 30 Sales of Dermatologicals by Category: % Value Growth 2015-2020
Table 31 NBO Company Shares of Dermatologicals: % Value 2016-2020
Table 32 LBN Brand Shares of Dermatologicals: % Value 2017-2020
Table 33 LBN Brand Shares of Hair Loss Treatments: % Value 2017-2020
Table 34 Forecast Sales of Dermatologicals by Category: Value 2020-2025
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
NRT smoking cessation aids continues to compete with alternative methods of quitting amongst Greeks despite initial upturn in demand for more novel products due to respiratory concerns linked to virus
NRT lozenges no longer available in Greece following Johnson & Johnson's withdrawal from the category
Highly concentrated competitive landscape sees Johnson & Johnson strengthen its dominance in 2020
RECOVERY AND OPPORTUNITIES
Johnson & Johnson able to dictate pricing strategy of category resulting in higher current value growth compared to volume following hike in prices
Heightened awareness of respiratory complications linked to smokers and virus set to support 2021 demand before decline sets in
Initial surge in demand for NRT inhalators in 2021 will lose growth momentum to vaping products
CATEGORY INDICATORS
Table 36 Number of Smokers by Gender 2015-2020
CATEGORY DATA
Table 37 Sales of NRT Smoking Cessation Aids by Category: Value 2015-2020
Table 38 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2015-2020
Table 39 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2016-2020
Table 40 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2017-2020
Table 41 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Marginal upturn in demand for sleep aids in 2020 due to increasing anxiety levels linked to pandemic but category must compete with Rx for more severe cases
Melatonin as effective ingredient gaining in popularity
GR Sarantis set to retain dominance of sleep aids but competitors gain value share
RECOVERY AND OPPORTUNITIES
Stress levels likely to remain high for remainder of 2020, driven by a number of factors
Prescription sleep aids likely to offer further competition to herbal/traditional variants to address persistent issues
VDS player launches sleep aids in the hope of gaining consumers' attention familiar with its name
CATEGORY DATA
Table 43 Sales of Sleep Aids: Value 2015-2020
Table 44 Sales of Sleep Aids: % Value Growth 2015-2020
Table 45 NBO Company Shares of Sleep Aids: % Value 2016-2020
Table 46 LBN Brand Shares of Sleep Aids: % Value 2017-2020
Table 47 Forecast Sales of Sleep Aids: Value 2020-2025
Table 48 Forecast Sales of Sleep Aids: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home confinement during lockdown drives demand for standard eye care products addressing dry eye due to greater exposure to digital screens
Reduced demand for allergy eye care in Q2 2020 as seasonal pollen in spring coincides with lockdown measures and greater time spent in the home
Increasingly intense competition within eye care as brands raise prices and gain greater value share
RECOVERY AND OPPORTUNITIES
Future prospects for eye care look healthy, driven by a number of factors
Improving performance for allergy eye care from 2021
Busy urban consumers likely to drive demand for more premium products perceived to offer greater effectiveness
CATEGORY DATA
Table 49 Sales of Eye Care by Category: Value 2015-2020
Table 50 Sales of Eye Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Eye Care: % Value 2016-2020
Table 52 LBN Brand Shares of Eye Care: % Value 2017-2020
Table 53 Forecast Sales of Eye Care by Category: Value 2020-2025
Table 54 Forecast Sales of Eye Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Mature category experiences further decline during lockdown due to home confinement
Competitive e-commerce sites gain consumers' attention with attractive promotions
Private label and domestic brands continue to gain share from global players due to their competitive prices
RECOVERY AND OPPORTUNITIES
Wound care set to return to normalisation in terms of demand from 2021
Declining birth rate to be offset by ageing population as growing consumer group for wound care
Greater sporting activity outside of the home offers further possibilities for growth
CATEGORY DATA
Table 55 Sales of Wound Care by Category: Value 2015-2020
Table 56 Sales of Wound Care by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Wound Care: % Value 2016-2020
Table 58 LBN Brand Shares of Wound Care: % Value 2017-2020
Table 59 Forecast Sales of Wound Care by Category: Value 2020-2025
Table 60 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Greater focus on boosting immune system during initial stages of pandemic boost demand for multivitamins and vitamin C
E-commerce continues to gain impressive share due to convenience during lockdown and wider trend of offering competitive prices
Vitamins becomes increasingly fragmented competitive landscape with strong performances by brands offering vitamin C and multivitamins with an older consumer target
RECOVERY AND OPPORTUNITIES
Despite heightened awareness of need to boost immunity through prevention in 2021, growth of vitamins is set to gradually wane over forecast period
Vitamin D to remain relevant, positively performing category in Greece
No bright prospects for vitamins A and E
CATEGORY DATA
Table 61 Sales of Vitamins by Category: Value 2015-2020
Table 62 Sales of Vitamins by Category: % Value Growth 2015-2020
Table 63 Sales of Multivitamins by Positioning: % Value 2015-2020
Table 64 NBO Company Shares of Vitamins: % Value 2016-2020
Table 65 LBN Brand Shares of Vitamins: % Value 2017-2020
Table 66 Forecast Sales of Vitamins by Category: Value 2020-2025
Table 67 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Greater focus on prevention and boosting immune system during pandemic supports healthy growth of dietary supplements
Fish oils/omega fatty acids continues to record dynamic performance due to Greeks supplementing diet
New brands continue to enter dietary supplements in 2020 but Apollonian Nutrition strengthens overall leadership due to success of Möller's
RECOVERY AND OPPORTUNITIES
Heightened awareness around need to boost immune system to remain in 2021 before overall growth slows over course of forecast period
Mineral supplements to remain a relevant and positively-performing category
Niche areas of dietary supplements offer potential for growth
CATEGORY DATA
Table 68 Sales of Dietary Supplements by Category: Value 2015-2020
Table 69 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
Table 70 Sales of Dietary Supplements by Positioning: % Value 2015-2020
Table 71 NBO Company Shares of Dietary Supplements: % Value 2016-2020
Table 72 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
Table 73 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
Table 74 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Declines for weight management and wellbeing exacerbated by emergence of pandemic as consumers prioritise spending, with reduced emphasis on looks during lockdown
Sports nutrition offers alternative options to meal replacement
Competitive landscape intensifies with new product launches despite negative outlook for category
RECOVERY AND OPPORTUNITIES
Upturn in demand predicted for 2021 after lockdown weight gain before returning to declines
Promotion and advertising likely to remain highly seasonal
Stable overall demand for supplement nutrition drinks, supported by ageing population
CATEGORY DATA
Table 75 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
Table 76 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
Table 77 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
Table 78 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
Table 79 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Closure of gyms during lockdown results in significant slowdown in demand for sports nutrition
E-commerce capitalises on healthy growth momentum during lockdown
Sports nutrition set to become increasingly fragmented competitive landscape in 2020
RECOVERY AND OPPORTUNITIES
Positive outlook for sports nutrition with stronger growth momentum building from 2022
Sports protein powder to continue to drive demand for category
Omnichannel approach by players likely to support stronger sales growth with e-commerce set to continue to gain ground over the forecast period
CATEGORY DATA
Table 81 Sales of Sports Nutrition by Category: Value 2015-2020
Table 82 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
Table 83 NBO Company Shares of Sports Nutrition: % Value 2016-2020
Table 84 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
Table 85 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
Table 86 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Positive performance for herbal/traditional products in 2020 with some categories outperforming their OTC counterparts
E-commerce to gain further value share in the distribution of herbal/traditional products due to competitive pricing and wider range of brands
Increasingly fragmented competitive landscape as both smaller players and newer entries gain share
RECOVERY AND OPPORTUNITIES
Slowing growth predicted for herbal/traditional products over the forecast period as greater price sensitivity kicks in
Herbal/traditional cough, cold and allergy (hay fever) remedies still predicted to outperform OTC options supported by flurry of new entries towards end of review period
Waning demand for herbal/traditional sleep aids due to increasing competition from Rx
CATEGORY DATA
Table 87 Sales of Herbal/Traditional Products by Category: Value 2015-2020
Table 88 Sales of Herbal/Traditional Products by Category: % Value Growth 2015-2020
Table 89 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
Table 90 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
Table 91 Forecast Sales of Herbal/Traditional Products by Category: Value 2020-2025
Table 92 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Undynamic performance by paediatric consumer health as local parents remain reluctant to self-medicate younger children
Surge in demand for paediatric vitamins and dietary supplements during initial stages of pandemic unlikely to be sustained
Vian set to regain lost value share due to brand loyalty for Depon and dynamic performance of its paediatric vitamins
RECOVERY AND OPPORTUNITIES
Value growth set to slow over the course of the forecast period due to declining birth rates and ongoing reluctance to self-medicate amongst local parents
Paediatric ibuprofen set to rebound and record highest volume growth following negative publicity in early stages of pandemic
Syrup set to remain as dominant format of systemic paediatric consumer health products
CATEGORY DATA
Table 93 Sales of Paediatric Consumer Health by Category: Value 2015-2020
Table 94 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
Table 95 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2016-2020
Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2017-2020
Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025