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Vitamins and Dietary Supplements in Norway

Jun 2011 Price: $900.00


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Vitamins and Diet

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About this Report


About this Report
This Euromonitor market report provides market trend and market growth analysis of the Vitamins and Dietary Supplements industry in Norway. With this market report, youll 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 Vitamins and Dietary Supplements in Norway 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 What is the market size of Vitamins and Dietary Supplements in Norway? What are the major brands in Norway? Which dietary supplement grew the fastest in the past year? Gain competitive intelligence about market leaders Track key industry trends, opportunities and threats Inform your marketing, brand, strategy and market development, sales and supply functions

Our market research reports answer questions such as:

Why buy this report?

This industry report originates from Passport, our Consumer Health market research database. Each report is delivered with the following components: Report: PDF and Word Market statistics: Excel workbook

Sample Analysis TRENDS


Cod liver oil and its most recent form, omega-3 tablets, are the two most popular products among the current selection of vitamins and dietary supplements in Norway. Norwegian doctors recommend consumption for all Norwegians, even infants from four weeks. The products contain all the dietary supplements inhabitants of Norway need: Omega-3 from fish oil and vitamins A, D, and E. Cod liver oil, the original source of omega-3, helps to improve the heart, blood circulation, immune system and concentration for all age groups. In spite of its unappealing taste, generations of Norwegians consume it daily. Axellus, an Orkla Group subsidiary, leads dietary supplements with a value share of 17%. The company was formed in 2007 when Orkla Group merged three of Scandinavias leading players in vitamins and dietary supplements, Peter Mller AS, Collett Pharma AS and Danske Droge AS, into one entity. Since the merger, Axellus has focused on developing high-volume brands in both herbal/traditional and non-herbal/traditional dietary supplements for distribution primarily through grocery retailers, the traditional channel for Orkla brands. Cod liver oil and omega-3-6-9 are core products for Axellus that account for over 80% of its turnover in dietary supplements. Axellus leads both fish oils and omega-3-6-9 through the Mller's brand which holds a value share of 11% of the overall vitamins and dietary supplements category. Omega-3-related innovation will be in focus during the forecast period. A new global Omega-3 Innovation Centre has just been established in Norway by a group called Nofima. The centre intends to work with issues such as the new research findings announced in 2010 aligning omega-3 with the prevention of cardiovascular diseases and other diseases such as cancer and osteoporosis. The level of expertise combined with interest is likely to bring forward a range of new applications for omega-3.

COMPETITIVE LANDSCAPE

PROSPECTS

Table of Contents
Table of Contents

Vitamins and Dietary Supplements in Norway - Category Analysis


HEADLINES TRENDS
Cod liver oil and its most recent form, omega-3 tablets, are the two most popular products among the current selection of vitamins and dietary supplements in Norway. Norwegian doctors recommend consumption for all Norwegians, even infants from four weeks. The products contain all the dietary supplements inhabitants of Norway need: Omega-3 from fish oil and vitamins A, D, and E. Cod liver oil, the original source of omega-3, helps to improve the heart, blood circulation, immune system and concentration

for all age groups. In spite of its unappealing taste, generations of Norwegians consume it daily. Vitamins Dietary Supplements

COMPETITIVE LANDSCAPE
Axellus, an Orkla Group subsidiary, leads dietary supplements with a value share of 17%. The company was formed in 2007 when Orkla Group merged three of Scandinavias leading players in vitamins and dietary supplements, Peter Mller AS, Collett Pharma AS and Danske Droge AS, into one entity. Since the merger, Axellus has focused on developing high-volume brands in both herbal/traditional and non-herbal/traditional dietary supplements for distribution primarily through grocery retailers, the traditional channel for Orkla brands. Cod liver oil and omega-3-6-9 are core products for Axellus that account for over 80% of its turnover in dietary supplements. Axellus leads both fish oils and omega-3-6-9 through the Mller's brand which holds a value share of 11% of the overall vitamins and dietary supplements category. Omega-3-related innovation will be in focus during the forecast period. A new global Omega-3 Innovation Centre has just been established in Norway by a group called Nofima. The centre intends to work with issues such as the new research findings announced in 2010 aligning omega-3 with the prevention of cardiovascular diseases and other diseases such as cancer and osteoporosis. The level of expertise combined with interest is likely to bring forward a range of new applications for omega-3. Table 1 Sales of Vitamins and Dietary Supplements by Category: Value 2005-2010 Table 2 Sales of Vitamins and Dietary Supplements by Category: % Value Growth 20052010 Table 3 Dietary Supplements by Positioning 2005-2010 Table 4 Vitamins and Dietary Supplements Company Shares by Value 2006-2010 Table 5 Vitamins and Dietary Supplements Brand Shares by Value 2007-2010 Table 6 Vitamins Brand Shares by Value 2007-2010 Table 7 Dietary Supplements Brand Shares by Value 2007-2010 Table 8 Forecast Sales of Vitamins and Dietary Supplements by Category: Value 20102015 Table 9 Forecast Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2010-2015 Summary 1 Dietary Supplements: Brand Ranking by Positioning 2010

PROSPECTS

CATEGORY DATA

Vitamins and Dietary Supplements in Norway - Company Profiles


Axellus AS in Consumer Health (Norway)

STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 4 Axellus AS: Competitive Position 2010

Midelfart Sonesson AS in Consumer Health (Norway)


STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 7 Midelfart Sonesson AS: Competitive Position 2010

Nycomed Pharma AS in Consumer Health (Norway)


STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION Summary 10 Nycomed Pharma AS: Production Statistics 2010 Summary 11 Nycomed Pharma AS: Competitive Position 2010 COMPETITIVE POSITIONING

VitaeLab AS in Consumer Health (Norway)


STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 14 Vitae Pro AS: Competitive Position 2010

Weifa AS in Consumer Health (Norway)


STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION Summary 17 Weifa AS: Production Statistics 2010 COMPETITIVE POSITIONING

Summary 18 Weifa AS: Competitive Position 2010

Consumer Health in Norway - Industry Context


EXECUTIVE SUMMARY
Self-care a priority Government-led health initiatives protect Norwegians from themselves Multinationals have a bigger role in Norway Shift to online retailing for OTC medicines Moderate growth predicted during forecast period

KEY TRENDS AND DEVELOPMENTS


Back to basics common sense prevails in Norway Government-led health initiatives Online presence expands in consumer health Consolidation changes competitive environment in consumer healthcare Health claims

MARKET INDICATORS
Table 10 Consumer Expenditure on Health Goods and Medical Services 2005-2010 Table 11 Life Expectancy at Birth 2005-2010 Table 12 Sales of Consumer Health by Category: Value 2005-2010 Table 13 Sales of Consumer Health by Category: % Value Growth 2005-2010 Table 14 Consumer Health Company Shares by Value 2006-2010 Table 15 Consumer Health Brand Shares by Value 2007-2010 Table 16 Sales of Consumer Health by Distribution Format: % Analysis 2005-2010 Table 17 Sales of Consumer Health by Category and Distribution Format: % Analysis 2010 Table 18 Forecast Sales of Consumer Health by Category: Value 2010-2015 Table 19 Forecast Sales of Consumer Health by Category: % Value Growth 2010-2015

MARKET DATA

APPENDIX
OTC Registration and Classification De-listing or de-reimbursement Generics Advertising Packaging Labelling Distribution

Vitamins and dietary supplements registration and classification Self-medication/self-care and preventative medicine Switches Summary 19 OTC Healthcare Switches 2008-2010

DEFINITIONS
Sources Summary 20 Research Sources

Segmentation
Segmentation
This market research report includes the following: Vitamins and Dietary Supplements Child-Specific Vitamins and Dietary Supplements Dietary Supplements Combination Dietary Supplements Herbal/Traditional Dietary Supplements Combination Herbal/Traditional Dietary Supplements Echinacea Evening Primrose Oil Garlic Ginkgo Biloba Ginseng St John's Wort Other Herbal/Traditional Dietary Supplements Blueberry Cranberry Isoflavones Roseroot Soya Other Other Herbal/Traditional Dietary Supplements Non-Herbal Dietary Supplements Calcium Supplements Co-Enzyme Q10 Combination Non-Herbal Dietary Supplements Eye Health Supplements Fish Oils

Cod Liver Oil Other Fish Oils Glucosamine Mineral Supplements Omega-3-6-9 (Fish and Non-Fish) Probiotic Supplements Protein Powder Royal Jelly Sam-E Other Non-Herbal Dietary Supplements Tonics and Bottled Nutritive Drinks Vitamins Multivitamins Single Vitamins Vitamin A Vitamin B Vitamin C Vitamin D Vitamin E Other Single Vitamins

Statistics Included
Statistics Included
For each category and subcategory you will receive the following data in Excel format:

From Passport
Market sizes Company shares Brand shares Distribution Analysis by positioning Herbal/traditional vs standard Pricing Retail volume Retail volume % growth

Market size details:

Retail volume per capita Retail value retail selling price % growth Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY Retail value retail selling price real (constant 2008) prices % growth Retail value retail selling price real (constant 2008) prices local currency, USD, EUR, GBP, CHF, JPY Retail value retail selling price real (constant 2008) prices per capita local currency, USD, EUR, GBP, CHF, JPY Retail value manufacturer selling price % growth Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY Retail value manufacturer selling price real (constant 2008) prices % growth Retail value manufacturer selling price real (constant 2008) prices local currency, USD, EUR, GBP, CHF, JPY Retail value manufacturer selling price real (constant 2008) prices per capita local currency, USD, EUR, GBP, CHF, JPY Retail value retail selling price nominal (current) prices % growth Retail value retail selling price nominal (current) prices local currency, USD, EUR, GBP, CHF, JPY Retail value retail selling price nominal (current) prices per capita local currency, USD, EUR, GBP, CHF, JPY Retail value manufacturer selling price nominal (current) prices % growth Retail value manufacturer selling price nominal (current) prices local currency, USD, EUR, GBP, CHF, JPY Retail value manufacturer selling price nominal (current) prices per capita local currency, USD, EUR, GBP, CHF, JPY

Methodology
Methodology

Global insight and local knowledge


With 40 years experience of developed and emerging markets, Euromonitor Internationals research method is built on a unique combination of specialist industry knowledge and incountry research expertise. This approach is what enables us to achieve our goal of building a market consensus view of size, shape and trends across the full distribution universe of each category. We factor in whichever channels are relevant, from large-scale grocery to direct sellers, from discount stores to local mom-and-pop outlets.

Industry specialists
Each industry we cover is managed by an Industry Manager and team of Industry Analysts who research and report on their specialist categories all year round. Our collaborative approach to research means that these industry teams are in constant dialogue with industry players and opinion formers. The planning of our research programmes reflects latest market trends and industry events. In completing each update project, this provides invaluable input to the testing, review and finalisation of our data. The specialist in-house teams bring together findings from all stages of the annual research process. They work closely with in-country analysts, assess and challenge data and exercise final editorial control over the publication of new data and analysis.

Country and regional analysts


Our in-country analyst network is managed by country and regional analysts in our offices around the world. Working closely with each in-country team, the regional research management team ensures that all country researchers are well schooled in best practices, from the information collected in store checks, to the dialogue we build in trade surveys. Our country analysts ensure that national reports explain the data trends and provide clear insights into the local markets dynamics.

In-country research network


To deliver fresh insights every year in countries all around the world, we believe the strongest approach is to use analysts on the ground. They bring fluency in local language, physical proximity to the best sources, an ability to engage directly with local industry contacts, and an awareness of how the products and services we study are advertised, sold and consumed. These are essential parts of our ability to report incisively on these markets.

Our research methods


Each Euromonitor International industry report is based on a core set of research techniques:

Desk research
With industry events, corporate activity, trends and new product introductions tracked year round by our industry team, desk research provides a starting point for the in-country research programme. Our in-country researchers will access the following sources: National statistics offices governmental and official sources National and international trade press National and international trade associations Industry study groups and other semi-official sources Company financials and annual reports Broker reports Online databases The financial, business and mainstream press

Accessing sources is only the first step. The ability to interpret and reconcile often conflicting information across multiple sources is a key aspect of the added value we provide.

Store checks
Store checks are an integral part of our methods for product industries. Carried out on the ground across a relevant mix of channels, the information gained provides first-hand insights into the products we are researching, specifically: Place: We track products in all relevant channels, selective and mass, store and non-store Product: What are innovations in products, pack sizes and formats? Price: What are brand price variations across channels, how do private labels prices compare to those of branded goods? Promotion: What are marketing and merchandising trends, offers, discounts and tie-ins?

Findings are cross-referenced with brand share data analysis. The results, combined with the findings of desk research, provide a strong basis for identifying key areas of questioning to take forward into our trade survey.

Trade survey
Interaction with global players at corporate HQ and regional levels is complemented by unique local data and insights from our in-country trade surveys around the world. Through the high profile of the Euromonitor International brand, we are able to talk directly to a wide range of sources and therefore inform our analysis with the knowledge and opinions of the leading operators in the market. Trade surveys allow us to: Fill gaps in available published data per company Generate a consensus view of the size, structure and strategic direction of the category Access year-in-progress data where published sources are out of date Evaluate the experts views on current trends and market developments

In building our composite industry view, we engage with a variety of personnel in key players at all points of the supply chain: materials suppliers, manufacturers, distributors, retailers and service operators. We also interview desk research sources: industry associations; study groups; and third party observers from the trade and financial press. Our objective is to engage in conversation with trade sources in which we exchange ideas and views on the industry, sharing our work-in-progress findings on supply/demand dynamics and potential. This dialogue enhances both parties understanding of the local market. The scope and reach of our trade survey also serves to eliminate bias (intentional and unintentional) from any single source.

Company analysis
At a global level, our company research combines our mix of industry interaction and use of secondary sources such as annual accounts, broker reports, financial press and databases. From a data perspective, the aim is to build top-down estimates of major players total global and regional sales. At a country level, in line with local reporting requirements, we access annual accounts, national-specific company databases and local company websites. These are all invaluable

sources as we build a view of each domestic players size and position within very specific categories of the industry.

Forecasts
Data projections and future performance analysis are key elements of Euromonitor Internationals market intelligence. Working with historic trends of 15 years or more, a key aspect of our trade survey is to engage industry insider views of the next five years. Will volumes maintain their historic trend? Will price increases or falls of recent years continue, accelerate or slow down? Will increasing demand for one product cannibalise sales of another? Forecasts represent many of the essential conclusions we have reached about the current state of the market, how it works and how it behaves under different macro and micro conditions. Our written analysis will state the assumptions and the trade opinion behind whether our predictions are optimistic or pessimistic, so that clients can use our statistical forecasts with confidence.

Data validation
All data is subjected to an exhaustive review process, at country, regional and global levels. The interpretation and review of sources and data inputs forms a central part of the collaboration between industry teams and country researchers. Numbers are delivered to regional and global offices with an audit trail of sources and calculations to allow for a thorough evaluation of data sense and integrity. Upon completion of the country review phase, data is then reviewed on a comparative basis at regional and then at a global level. Comparative checks are carried out on per capita consumption and spending levels, growth rates, patterns of category and subcategory breakdowns and distribution of sales by channel. Top-down estimates are reviewed against bottom-up regional and global market and company sales totals. Where marked differences are seen between proximate country markets or ones at similar developmental levels, supplementary research is conducted in the relevant countries to confirm and/or amend those findings. This process ensures international comparability across the database, that consistent category and subcategory definitions have been used and that all data has been correctly tested. We make sure that possible discrepancies between different published sources have been reconciled and that our interpretation of opinion and expectation from each countrys trade sources has been applied to form a coherent international pattern.

Market analysis
Another integral part of all our research programmes is that all Euromonitor International data is accompanied by clear written analysis. From a research perspective, this explains and substantiates data findings. From a client perspective, this offers unique insights into local consumption trends, routes to market, brand preferences, channel dynamics and future trends. Our country level analysis also provides invaluable input into the ability of our central industry specialist teams to marry local insights with strategic conclusions on the direction of the market regionally and globally.