Consumer Health in Germany
Discover the latest market trends and uncover sources of future market growth for the Consumer Health
industry in Germany 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
If you're in the Consumer Health industry in Germany, our research will save you time and money while
empowering you to make informed, profitable decisions.
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Published: July 2012
When you purchase this report, you also get the data and the content from these category reports in
Germany for free:
Adult mouth care
Calming and sleeping
Cough, cold and allergy (hay fever) remedies
Herbal and traditional products
Medicated skin care
NRT smoking cessation aids
Vitamins and dietary supplements
The Consumer Health in Germany 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 Germany?
What are the major brands in Germany?
What are the main trends in OTC Healthcare?
Why buy this report?
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
This industry report originates from Passport, our Consumer Health market research database.
Consumer health overall stagnating in Germany in 2011
In Germany in 2011, retail value sales of consumer health products saw development stagnate, with
mixed performances from various products. While there was growth seen in products such as medicated
skin care, this was offset by stagnant performance for the likes of analgesics and decline of products such
as vitamins and dietary supplements. Compared to the review period as a whole, development in 2011
was slightly below average, mainly because 2007 and 2009 had each seen small growth.
Market under pressure from healthier diets and more exercise
In line with the ongoing or even intensifying health and wellness trend in Germany, more people are
turning towards healthier diets on the one hand and/or towards more physical exercise on the other hand,
which both mean that Germans are falling ill less frequently on average and therefore purchasing fewer
OTC medications. Vitamins and dietary supplements however suffered from negative media coverage
about their effects or even their potential dangers.
Very fragmented market continues to be led by Bayer Vital
Compared to other markets, consumer health continues to be very fragmented in Germany in terms of the
competitive environment, with even the largest players commanding shares of only around 5%. The
leading players were all consumer healthcare subdivisions of multinationals, notably Bayer, Johnson &
Johnson, Novartis and GlaxoSmithKline.
Consumer healthcare most often sold in health and beauty retailers
The largest channels by far in terms of the retailing environment remain chemists/pharmacies and
parapharmacies/drugstores, which accounted for three fifths and one fifth of all consumer health value
sales, respectively, in Germany in 2011. The most successful channel however, with a constantly rising
share of sales is internet retailing. Online retailers are also expected to show substantial growth over the
Small decline of consumer health expected over forecast period in Germany
Over the forecast period, total retail value sales of consumer health are expected to see a small annual
decline in constant terms, due to lack of growth opportunities on the one hand and continued strong
competition from other areas, such as healthier diets, products with health benefits - such as
fortified/functional products - as well as increased exercise and therefore better health of the population
on the other hand.
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