Consumer Health in Slovenia

Consumer Health in Slovenia

Report Summary Despite economic downturn, consumer health continues to grow The challenging economic climate was no match for consumer health in 2010. Sales in many key categories were bolstered by factors such the rising birth rate, an increasing number of elderly people, and a number of growing health trends. While certain areas cooled due to consumers’ price-sensitivity, most showed a clear upward trend owing to companies' ongoing efforts to promote their products through both marketing/promotional activities and consumer education.

Shake-ups in weight management With Slovenia's transition to a market economy came a flood of new choices, especially in the area of food, and this dizzying area of choice resulted in a marked increase in unhealthy eating in society, leading more and more people to become overweight and even obese. According to CINDI Slovenia consumer health market, a project of the World Health Organization, 15% of adult Slovenians are overweight, and an even higher percentage of young people aged 6 to 19 are judged to be overweight.

In addition, a recent study of 15 year-old girls found that 20% of them had been or were on a diet.

While governmental and NGO initiatives have focused primarily on healthy eating and exercise as the best solutions for the challenge of excessive weight-gain, the new landscape also posed opportunities for retailers of weight loss supplements, slimming teas, meal replacements, and other diet products.

Global companies lead, but some domestic companies remain competitive The leading company in consumer health in 2010 was Lek Pharmaceuticals dd, a subsidiary of Sandoz, Novartis AG's generics division; however, it was closely followed by Slovenian company Krka dd Novo Mesto. Bayer Pharma doo, a part of global pharmaceuticals giant Bayer AG rounded out the top three.

In general, consumers seem to show no clear preference for domestically-owned brands, and in some categories - such as vitamins and dietary supplements - foreign-produced brands hold a clear advantage.

More channels for consumer health products While traditional store-based retail outlets, in particular chemists/pharmacies, remain the dominant channels for distributing consumer health products, the sources of OTC medicines and other supplements is more varied than ever. Internet retailing and pharmacies are expanding, as is direct selling which operates through word-of- mouth, websites, and advertisements in popular circulars.

While older Slovenians may be slow to adapt to newer ways of purchasing such as via email or websites, the country does have a long tradition of mail order and at-home sales, which sellers – particularly those of supplemental health brands – can build upon.

Overall growth to continue during the forecast period While the economic slowdown may have made Slovenians more budget-conscious in recent years, consumer health is an area where most refuse to pinch pennies. Consumer health overall appears to

be poised to see substantial growth during the forecast period, particularly in the areas of analgesics, cough, cold and allergy (hay fever) remedies, child-specific products, and vitamin and dietary supplements.

TABLE OF CONTENTS Consumer Health in Slovenia - Industry Overview EXECUTIVE SUMMARY Despite economic downturn, consumer health continues to grow Shake-ups in weight management Global companies lead, but some domestic companies remain competitive More channels for consumer health products Overall growth to continue during the forecast period KEY TRENDS AND DEVELOPMENTS An increase in obesity means new opportunities for weight management Slovenia ages Smoking under threat in Slovenia 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 2006-2010 Table 6 Consumer Health Brand Shares 2007-2010 Table 7 Penetration of Private Label by Category 2005-2010 Table 8 Sales of Consumer Health by Distribution Format: % Analysis 2005-2010 Table 9 Sales of Consumer Health by Category and Distribution Format: % Analysis 2010 Table 10 Forecast Sales of Consumer Health by Category: Value 2010-2015 Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2010-2015 APPENDIX OTC Registration and Classification Packaging and Labelling Distribution Vitamins and Dietary Supplements Registration and Classification Advertising Distribution Self-medication/Self-care and Preventative Medicine Switches Summary 1 OTC Healthcare Switches 2008-2010 DEFINITIONS Summary 2 Research Sources Consumer Health in Slovenia - Company Profiles Fidimed doo in Consumer Health (Slovenia) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND

PRODUCTION COMPETITIVE POSITIONING Summary 5 Fidimed doo: Competitive Position 2010 Galex dd in Consumer Health (Slovenia) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 7 Galex dd: Competitive Position 2010 Krka dd Novo Mesto in Consumer Health (Slovenia) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 10 Krka dd Novo Mesto: Competitive Position 2010 Medis doo in Consumer Health (Slovenia) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 13 Medis doo: Competitive Position 2010 Adult Mouth Care in Slovenia - Category Analysis HEADLINES TRENDS While the sluggish economy did not stop Slovenians from spending in certain areas of OTC healthcare, mouth care is one area where consumers have turned away from buying specialist products and found that they can rely on retail brands, which offer a range of lower-priced and more easily accessible products to treat mouth discomfort.

SWITCHES COMPETITIVE LANDSCAPE GlaxoSmithKline's recent acquisition of Biotene, the leading brand in OTC mouth care in Slovenia, has given the company the leading position of 40% value share. The company also offers Parodontax. The 2009 purchase also means that Laclede is no longer a player in this category. Ranked second for 2010 was Slovenian-based company Krka dd Novo Mesto, which retained 9% value share through sales of its Daktarin oral gel 2%.

PROSPECTS Slovenia is experiencing significant growth in both an ageing population as well as a boom in the amount of live births. The shifting demographics of the country means that adult mouth care will continue to take low priority, with few consumers inclined to self medicate with OTC remedies. As a result, adult mouth care can expect to experience a 2% constant value CAGR over the forecast period, down to EUR130, 000 by 2015.

CATEGORY DATA Table 12 Sales of Adult Mouth Care: Value 2005-2010 Table 13 Sales of Adult Mouth Care: % Value Growth 2005-2010

Table 14 Adult Mouth Care Company Shares 2006-2010 Table 15 Adult Mouth Care Brand Shares 2007-2010 Table 16 Forecast Sales of Adult Mouth Care: Value 2010-2015 Table 17 Forecast Sales of Adult Mouth Care: % Value Growth 2010-2015 Analgesics in Slovenia - Category Analysis HEADLINES TRENDS Bayer Aspirin continued to dominate aspirin in Slovenia, the only country where it has no direct competition.

SWITCHES COMPETITIVE LANDSCAPE Global brand owner Novartis AG dominated analgesics with 41% share in retail value terms, largely through local player Lek Pharmaceutical, due to the success of its Lekadol brand as well as its dominance in topical analgesics, wherein it offers Voltaren, Venoruton, Venitan and Ketonal creams and gels. Ranked second with 31% value share was Bayer AG, which drew in customers with its Aspirin brands as well as Saridon combination paracetamol product.

PROSPECTS Analgesics is predicted to witness overall constant value growth of 19% over the forecast period to reach EUR13 million by 2015.

CATEGORY DATA Table 18 Sales of Analgesics by Category: Value 2005-2010 Table 19 Sales of Analgesics by Category: % Value Growth 2005-2010 Table 20 Analgesics Company Shares 2006-2010 Table 21 Analgesics Brand Shares 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 Slovenia - Category Analysis HEADLINES TRENDS With the ever faster pace of life in Slovenia, consumers are seeking more forms of products in more areas to aid in calming and sleeping and advertisements coupled with public education efforts have made Slovenian shoppers more empowered than ever to self-medicate in this category. Nearly all of the brands available are herbal/traditional and as such are non-habit forming and less risky than prescription remedies.

SWITCHES COMPETITIVE LANDSCAPE Lek Pharmaceuticals continued to dominate the category in 2010 with the continued success of its Persen and Sanosan products. The company recorded 83% value share in 2010, which was marginally lower than 2009. No other players generated a notable share of the category.

PROSPECTS Over the forecast period, calming and sleeping is expected to see overall constant value growth of 14% and a 3% CAGR to reach EUR310, 000 by 2015. While this category will continue to see expansion, it will be tempered by competition from beverage products such as herbal teas which can be both medicinal and non-medicinal.

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 2006-2010 Table 27 Calming and Sleeping Brand Shares 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 Slovenia - Category Analysis HEADLINES TRENDS Slovenian consumers are growing ever more health-conscious and wary of standard medications and their effects. While recent reports show that as much as 50% of the population takes some form of medication every day. These reports also point to a growing attraction to vitamins and herbal/traditional remedies to cure common ailments. These remedies are not only considered lessdeleterious to one's health, but are often more easily accessible. In the area of OTC cough, cold, and allergy remedies, these trends lead consumers to reach for many of the combination products, which are generally fortified with vitamin C, as well as herbal/traditional remedies to aid in relieving related symptoms such as decongestion and sore throat.

SWITCHES COMPETITIVE LANDSCAPE Krka dd. Novo Mesto led sales in 2010 with 31% value share. While its share marginally decreased, it held on to its dominance owing to good coverage throughout the segments and the strength of its popular Cold 3 Daleron combination product and competitively-priced Letizen S antihistamine medication. Lek Pharmaceuticals was ranked second with 25% value share. Though its success can be somewhat attributed to other brands such as Angal pharyngeal preparation and Flonisan S antihistamine, the company's Lekadol combination products were aggressively marketed during the year and gained the most amongst consumers. Above all, Lek’s brands have succeeded on the strength of well-marketed products with a consistent visual identity.

PROSPECTS Over the forecast period, cough, cold, and allergy (hay fever) remedies is expected to see overall constant value growth of 34% to reach EUR21 million by 2015.

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 20052010 Table 32 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares 2006-2010 Table 33 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares 2007-2010 Table 34 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2010-2015 Table 35 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2010-2015 Digestive Remedies in Slovenia - Category Analysis HEADLINES TRENDS As consumer health is becoming increasingly awash with new foods and faster food items, the shopping public reaches for these generally lower-cost items to explore their novelty and take advantage of their convenience. While these items can often seem good alternatives to freshlyprepared food, these cheaply made and low-nutrition products often have the unfortunate side effect of causing digestive ailments.

SWITCHES

COMPETITIVE LANDSCAPE Bayer Pharma doo continued to dominate digestive remedies in 2010 with 37% value share. The company produces the two most popular antacids present and faces little competition from its two competitors in this segment, namely fourth ranked player Lek Pharmaceuticals and fifth positioned Krka dd Novo Mesto.

PROSPECTS Dietary concerns will continue to drive growth of digestive remedies over the forecast period. The category is expected to see overall constant value growth of 12% and a 2% constant value CAGR to display sales of EUR4.7 million by 2015.

CATEGORY DATA Table 36 Sales of Digestive Remedies by Category: Value 2005-2010 Table 37 Sales of Digestive Remedies by Category: % Value Growth 2005-2010 Table 38 Digestive Remedies Company Shares 2006-2010 Table 39 Digestive Remedies Brand Shares 2007-2010 Table 40 Forecast Sales of Digestive Remedies by Category: Value 2010-2015 Table 41 Forecast Sales of Digestive Remedies by Category: % Value Growth 2010-2015 Ear Care in Slovenia - Category Analysis TRENDS Ear care sales in Slovenia remained negligible in 2010.

Eye Care in Slovenia - Category Analysis HEADLINES TRENDS Slovenia's population of senior citizens continues to grow, and as that number grows, so too does the number of people suffering from the discomfort of dry and ageing eyes. Products present in eye care target this group with the latest innovations in safe and effective eye care, as does the number of people working at desks in front of computers.

SWITCHES COMPETITIVE LANDSCAPE Eye care in Slovenia is completely dominated by global players. The overall leader, Pfizer, experienced value growth of five percentage points higher in 2010 compared to 2009 to control 38% value share, due to the growing popularity of its Visine products.

PROSPECTS Senior eye care concerns as well as growing consumer awareness of eye problems caused by extended computer usage will contribute to 19% overall constant value growth over the forecast period, resulting in a CAGR of 4%.

CATEGORY DATA Table 42 Sales of Eye Care by Category: Value 2005-2010 Table 43 Sales of Eye Care by Category: % Value Growth 2005-2010 Table 44 Standard Eye Care by Type: % Value Breakdown 2007-2010 Table 45 Eye Care Company Shares 2006-2010 Table 46 Eye Care Brand Shares 2007-2010 Table 47 Forecast Sales of Eye Care by Category: Value 2010-2015 Table 48 Forecast Sales of Eye Care by Category: % Value Growth 2010-2015 Herbal/Traditional Products in Slovenia - Category Analysis HEADLINES TRENDS Ongoing health trends in Slovenia continued to lead consumer demand for products that boast health

benefits and/or contain ingredients sourced from nature. This led to an increase in products sold from this category. Companies that sell herbal/traditional products place a strong premium on consumer education and making buyers aware of the benefits of these products.

COMPETITIVE LANDSCAPE Isla Moos/Mint from Engelhard Arzneimittel GmbH & Co KG led sales in 2010 accounting for 17% value share. The product is an herbal lozenge for cough and sore throats which contains Icelandic moss as its key ingredient.

PROSPECTS Herbal/traditional products is expected to see constant value growth of 33% in retail value terms over the forecast period to reach EUR6.7 million by 2015.

CATEGORY DATA Table 49 Sales of Herbal/Traditional Products: Value 2005-2010 Table 50 Sales of Herbal/Traditional Products: % Value Growth 2005-2010 Table 51 Herbal/Traditional Products Company Shares 2006-2010 Table 52 Herbal/Traditional Products Brand Shares 2007-2010 Table 53 Forecast Sales of Herbal/Traditional Products: Value 2010-2015 Table 54 Forecast Sales of Herbal/Traditional Products: % Value Growth 2010-2015 Medicated Skin Care in Slovenia - Category Analysis HEADLINES TRENDS The number of live births in 2009 in Slovenia was a full 20% higher than the number in 2000, and the number steadily grew over the past three years. Favourable government initiatives such as paid leave and new government-run nurseries created conditions in which child births have flourished in the nation, and with new babies comes an increased popular demand for infant and child-friendly products. In medicated skin care, this manifested in positive growth for nappy (diaper) rash treatments.

SWITCHES COMPETITIVE LANDSCAPE Novartis AG leads sales in medicated skin care with 22% value share in 2010; this was due to the dominance of its Lamisil antifungal products, Modolex haemorrhoid treatment, and Fenistil topical allergy cream. Bayer was in a close second place, with 20.32% of the market share in retail value terms, due to its wide range of Canesten antifungal creams.

PROSPECTS Over the forecast period, the most significant retail value growth is expected from nappy (diaper) rash treatments owing to the ongoing baby boom in Slovenia. This segment is expected to see overall 9% constant value growth over the forecast period to reach EUR230, 000 by 2015.

CATEGORY DATA Table 55 Sales of Medicated Skin Care by Category: Value 2005-2010 Table 56 Sales of Medicated Skin Care by Category: % Value Growth 2005-2010 Table 57 Medicated Skin Care Company Shares by Value 2006-2010 Table 58 Medicated Skin Care Brand Shares 2007-2010 Table 59 Hair Loss Treatments Brand Shares 2007-2010 Table 60 Forecast Sales of Medicated Skin Care by Category: Value 2010-2015 Table 61 Forecast Sales of Medicated Skin Care by Category: % Value Growth 2010-2015 NRT Smoking Cessation Aids in Slovenia - Category Analysis HEADLINES

TRENDS After the first few years of fairly positive growth following the August 2007 institution of Slovenia's ban on smoking in indoor public places and work places, a law which also raised the legal smoking age from 15 to 18 and required that all tobacco products by stamped with anti-smoking labels, the number of smokers in Slovenia decreased and does not appear to be falling any further. According to health officials, while there are private resources such as NRT smoking cessation aids, support groups, and anti-smoking hotlines to aid someone once they decide to stop smoking, the government has done little to contribute to the effort and has failed to institute the necessary “push� factors, such as high taxes on tobacco products. Without more government support for anti-smoking and smoking prevention efforts, it seems unlikely that the smoking rate will decrease much more than current rates.

SWITCHES COMPETITIVE LANDSCAPE Globally owned by Johnson & Johnson's, Nicorette was the only and leading brand in Slovenia in 2009.

No other local or major international brands like Nicotinell had entered and it was unlikely that private label brands would thrive due to the small size of the potential consumer audience.

PROSPECTS Over the forecast period, NRT smoking cessation aids is expected to see overall constant value growth of 2% to reach EUR340, 000 by 2015.

CATEGORY INDICATORS Table 62 Number of Smokers by Gender 2005-2010 CATEGORY DATA Table 63 Sales of NRT Smoking Cessation Aids by Category: Value 2005-2010 Table 64 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2005-2010 Table 65 NRT Gum Flavours: % Value Breakdown 2006-2010 Table 66 NRT Smoking Cessation Aids Company Shares 2006-2010 Table 67 NRT Smoking Cessation Aids Brand Shares 2007-2010 Table 68 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2010-2015 Table 69 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2010-2015 Sports Nutrition in Slovenia - Category Analysis HEADLINES TRENDS On the heels of momentous Slovenian participation in both the winter Olympics and the Soccer World Cup, Slovenian sports and athletes have been in the public eye and with that a new focus on active lives and athletic bodies. This focus spurred on current value growth of 2% in 2010.

COMPETITIVE LANDSCAPE All Stars Fitness Products GmbH (All Stars brand) held on to the leading position in sports nutrition in 2010, with 38% value share. The company has extensive distribution and it offers a wide range of products and flavours.

PROSPECTS Contrary to last year's forecast, 2010 numbers show sports nutrition contracting over the forecast period. Sports nutrition is a highly niche area that does not appear to be poised to take hold in the area of mainstream consumer health. With so many other categories competing for consumer attention, it seems likely that sports nutrition will be left behind. In addition, many sports products run contrary to general health and nutrition trends that value products sourced from natural ingredients.

CATEGORY DATA Summary 14 Sports Nutrition: Brand Ranking By Format 2010 Table 70 Sales of Sports Nutrition: Value 2005-2010

Table 71 Sales of Sports Nutrition: % Value Growth 2005-2010 Table 72 Sports Nutrition By Format: % Value Breakdown 2007-2010 Table 73 Sports Nutrition Company Shares 2006-2010 Table 74 Sports Nutrition Brand Shares 2007-2010 Table 75 Forecast Sales of Sports Nutrition: Value 2010-2015 Table 76 Forecast Sales of Sports Nutrition: % Value Growth 2010-2015 Vitamins and Dietary Supplements in Slovenia - Category Analysis HEADLINES TRENDS Amongst the Slovenian public within overall consumer health, the trend has been towards natural and nutritional products not only to remedy ailments but to promote overall health. Recent changes in the typical Slovenian diet and lifestyle mean that consumers are looking for ways to counterbalance the effects of sometimes less than healthy diets, lack of exercise, and the impacts of environmental stress.

To this end, consumers seek out all sorts of products that boast plant or herbal content or vitamin fortification.

VITAMINS DIETARY SUPPLEMENTS COMPETITIVE LANDSCAPE Krka dd Novo Mesto continued to dominate vitamins and dietary supplements with 21% value share; the company is responsible for popular brands however, this category is a fractured battleground as more and more highly competitive domestic and global players enter.

PROSPECTS Areas such as probiotics, special dietary supplement formulations, multivitamin-products targeting more specially-defined demographics, and “beautyceutical� brands can expect to see more growth and change over the forecast period. This category as a whole is predicted to witness a 4% constant value CAGR or 19% overall growth to reach EUR13.7 million by 2015. While last year's report predicted only 1% CAGR, there have been a number of notable shakeups and changes in the category in 2010, which caused the forecast to increase expectations for the forecast period outlook.

CATEGORY DATA Table 77 Sales of Vitamins and Dietary Supplements by Category: Value 2005-2010 Table 78 Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2005-2010 Table 79 Dietary Supplements by Positioning 2006-2010 Table 80 Vitamins and Dietary Supplements Company Shares 2006-2010 Table 81 Vitamins and Dietary Supplements Brand Shares 2007-2010 Table 82 Vitamins Brand Shares 2007-2010 Table 83 Dietary Supplements Brand Shares 2007-2010 Table 84 Forecast Sales of Vitamins and Dietary Supplements by Category: Value 2010-2015 Table 85 Forecast Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2010-2015 Weight Management in Slovenia - Category Analysis HEADLINES TRENDS According to a recent report from CINDI Slovenia, a project of the World Health Organization, 15% of adult Slovenians are overweight, and an even higher percentage of young people aged 6 to 19 are judged to be overweight. In addition, a recent study of 15 year-old girls found that 20% of them had been or were on a diet. These conditions provided fertile ground for growth in weight management in 2010. The category displayed a 10% increase, to reach EUR5.1 million.

COMPETITIVE LANDSCAPE Herbalife Ltd dominates sales of weight management, accounting for 57% share of total sales in 2010.

The company operates through direct selling and consumers respond well to discussing their requirements directly with its sales team and from being given specific recommendations.

PROSPECTS Over the forecast period, weight management is predicted to see a 6% constant value CAGR and 35% growth to reach EUR6.8 million by 2015. This growth will be driven by a 30% constant value boost in meal replacement slimming as other brands rush in to fill the vacuum left by Slim Fast and Bicentury.

CATEGORY DATA Table 86 Sales of Weight Management by Category: Value 2005-2010 Table 87 Sales of Weight Management by Category: % Value Growth 2005-2010 Table 88 Weight Management Company Shares 2006-2010 Table 89 Weight Management Brand Shares 2007-2010 Table 90 Forecast Sales of Weight Management by Category: Value 2010-2015 Table 91 Forecast Sales of Weight Management by Category: % Value Growth 2010-2015 Wound Care in Slovenia - Category Analysis HEADLINES TRENDS The amount of live births in 2009 was a full 20% higher than the number in 2000. The number of small children in the populace has had a positive effect on sales of wound care items, particularly sticking plasters.

COMPETITIVE LANDSCAPE Beiersdorf's Hansaplast led wound care in 2010 with 54% value share. The company benefits from prominent brand displays in chemists/pharmacies, and are some of the only products generally available for self-service in chemists/pharmacies. Hansaplast also markets the most extensive line of wound care products in the country.

PROSPECTS Wound care is predicted to show continued growth over the forecast period as it benefits from the national baby boom. Over the forecast period, wound care is expected to see 22% growth in constant value terms and 4% CAGR to reach EUR450, 000 by 2015.

CATEGORY DATA Table 92 Sales of Wound Care by Category: Value 2005-2010 Table 93 Sales of Wound Care by Category: % Value Growth 2005-2010 Table 94 Wound Care Company Shares 2006-2010 Table 95 Wound Care Brand Shares 2007-2010 Table 96 Forecast Sales of Wound Care by Category: Value 2010-2015 Table 97 Forecast Sales of Wound Care by Category: % Value Growth 2010-2015

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