TABLE OF CONTENTS
Chapter 1 EXECUTIVE SUMMARY 2
Summary Market Level - OTC Healthcare 2
Summary category level - Analgesics 3
Summary category level - Cough and Cold Preparations 4
Summary category level - Traditional Medicines 5
Summary category level - First Aid Kits 6
Summary category level - Indigestion Preparations 7
Summary category level - Vitamins and Minerals 8
Summary category level - Plasters & Bandages 9
Summary category level - Medicated Skin Products 10
Summary category level - Other OTC Healthcare Products 11
Summary category level - Topical OTC Medicines 12
Chapter 2 INTRODUCTION 13
What is this report about? 13
How to use this report 13
Market Definition 14
Chapter 3 MARKET OVERVIEW 31
Value Analysis, 2001-2006 31
Value Analysis, 2006-2011 33
Value Analysis, US$ 2001-2006 36
Value Analysis, US$ 2006-2011 37
Company and Brand Share Analysis 39
Expenditure & consumption per capita 46
Chapter 4 LEADING COMPANY PROFILES 50
Pfizer Inc 50
Bayer AG 52
Chapter 5 CATEGORY ANALYSIS - ANALGESICS 55
Value Analysis, 2001-2006 55
Value Analysis, 2006-2011 56
Value Analysis, US$ 2001-2006 58
Value Analysis, US$ 2006-2011 59
Company and Brand Share Analysis 61
Expenditure & consumption per capita 64
Chapter 6 CATEGORY ANALYSIS - COUGH AND COLD PREPARATIONS 66
Value Analysis, 2001-2006 66
Value Analysis, 2006-2011 67
Value Analysis, US$ 2001-2006 69
Value Analysis, US$ 2006-2011 70
Company and Brand Share Analysis 72
Expenditure & consumption per capita 75
Chapter 7 CATEGORY ANALYSIS - TRADITIONAL MEDICINES 78
Value Analysis, 2001-2006 78
Value Analysis, 2006-2011 79
Value Analysis, US$ 2001-2006 81
Value Analysis, US$ 2006-2011 81
Company and Brand Share Analysis 82
Expenditure & consumption per capita 85
Chapter 8 CATEGORY ANALYSIS - FIRST AID KITS 87
Value Analysis, 2001-2006 87
Value Analysis, 2006-2011 88
Value Analysis, US$ 2001-2006 90
Value Analysis, US$ 2006-2011 90
Company and Brand Share Analysis 91
Expenditure & consumption per capita 94
Chapter 9 CATEGORY ANALYSIS - INDIGESTION PREPARATIONS 96
Value Analysis, 2001-2006 96
Value Analysis, 2006-2011 97
Value Analysis, US$ 2001-2006 99
Value Analysis, US$ 2006-2011 99
Company and Brand Share Analysis 101
Expenditure & consumption per capita 104
Chapter 10 CATEGORY ANALYSIS - VITAMINS AND MINERALS 106
Value Analysis, 2001-2006 106
Value Analysis, 2006-2011 107
Value Analysis, US$ 2001-2006 109
Value Analysis, US$ 2006-2011 110
Company and Brand Share Analysis 112
Expenditure & consumption per capita 117
Chapter 11 CATEGORY ANALYSIS - PLASTERS & BANDAGES 119
Value Analysis, 2001-2006 119
Value Analysis, 2006-2011 120
Value Analysis, US$ 2001-2006 122
Value Analysis, US$ 2006-2011 123
Company and Brand Share Analysis 125
Expenditure & consumption per capita 128
Chapter 12 CATEGORY ANALYSIS - MEDICATED SKIN PRODUCTS 131
Value Analysis, 2001-2006 131
Value Analysis, 2006-2011 132
Value Analysis, US$ 2001-2006 134
Value Analysis, US$ 2006-2011 135
Company and Brand Share Analysis 137
Expenditure & consumption per capita 140
Chapter 13 CATEGORY ANALYSIS - OTHER OTC HEALTHCARE PRODUCTS 143
Value Analysis, 2001-2006 143
Value Analysis, 2006-2011 144
Value Analysis, US$ 2001-2006 146
Value Analysis, US$ 2006-2011 147
Company and Brand Share Analysis 149
Expenditure & consumption per capita 154
Chapter 14 CATEGORY ANALYSIS - TOPICAL OTC MEDICINES 156
Value Analysis, 2001-2006 156
Value Analysis, 2006-2011 157
Value Analysis, US$ 2001-2006 159
Value Analysis, US$ 2006-2011 160
Company and Brand Share Analysis 162
Expenditure & consumption per capita 164
Chapter 15 COUNTRY COMPARISON 167
Value 167
Market Share 172
Chapter 16 NEW PRODUCT DEVELOPMENT 173
Product launches over time 173
Recent product launches 175
Chapter 17 SWEDEN SOCIOECONOMIC PROFILE 176
Country Overview 176
Key Facts 177
Political Overview 178
Sweden Economic Overview 179
Chapter 18 SWEDEN MACROECONOMIC PROFILE 180
Macroeconomic Indicators 180
Chapter 19 RESEARCH METHODOLOGY 186
Methodology overview 186
Secondary research 187
Market modelling 188
Primary research 189
Data finalisation 189
Ongoing research 190
Chapter 20 APPENDIX 191
Future readings 191
How to contact experts in your industry 191

LIST OF FIGURES
Figure 1: Sweden OTC Healthcare value & value forecast, 2001-2011 (SEK m, nominal prices) 35
Figure 2: Sweden OTC Healthcare category growth comparison, by value, 2001-2011 38
Figure 3: Sweden OTC Healthcare company share, by value, 2005-2006 (%) 43
Figure 4: Sweden Analgesics value & value forecast, 2001-2011 (SEK m, nominal prices) 57
Figure 5: Sweden Analgesics category growth comparison, by value, 2001-2011 60
Figure 6: Sweden Analgesics company share, by value, 2005-2006 (%) 62
Figure 7: Sweden Cough and Cold Preparations value & value forecast, 2001-2011 (SEK m, nominal prices) 68
Figure 8: Sweden Cough and Cold Preparations category growth comparison, by value, 2001-2011 71
Figure 9: Sweden Cough and Cold Preparations company share, by value, 2005-2006 (%) 73
Figure 10: Sweden Traditional Medicines value & value forecast, 2001-2011 (SEK m, nominal prices) 80
Figure 11: Sweden Traditional Medicines company share, by value, 2005-2006 (%) 83
Figure 12: Sweden First Aid Kits value & value forecast, 2001-2011 (SEK m, nominal prices) 89
Figure 13: Sweden First Aid Kits company share, by value, 2005-2006 (%) 92
Figure 14: Sweden Indigestion Preparations value & value forecast, 2001-2011 (SEK m, nominal prices) 98
Figure 15: Sweden Indigestion Preparations category growth comparison, by value, 2001-2011 100
Figure 16: Sweden Indigestion Preparations company share, by value, 2005-2006 (%) 102
Figure 17: Sweden Vitamins and Minerals value & value forecast, 2001-2011 (SEK m, nominal prices) 108
Figure 18: Sweden Vitamins and Minerals category growth comparison, by value, 2001-2011 111
Figure 19: Sweden Vitamins and Minerals company share, by value, 2005-2006 (%) 114
Figure 20: Sweden Plasters & Bandages value & value forecast, 2001-2011 (SEK m, nominal prices) 121
Figure 21: Sweden Plasters & Bandages category growth comparison, by value, 2001-2011 124
Figure 22: Sweden Plasters & Bandages company share, by value, 2005-2006 (%) 126
Figure 23: Sweden Medicated Skin Products value & value forecast, 2001-2011 (SEK m, nominal prices) 133
Figure 24: Sweden Medicated Skin Products category growth comparison, by value, 2001-2011 136
Figure 25: Sweden Medicated Skin Products company share, by value, 2005-2006 (%) 138
Figure 26: Sweden Other OTC Healthcare Products value & value forecast, 2001-2011 (SEK m, nominal prices) 145
Figure 27: Sweden Other OTC Healthcare Products category growth comparison, by value, 2001-2011 148
Figure 28: Sweden Other OTC Healthcare Products company share, by value, 2005-2006 (%) 151
Figure 29: Sweden Topical OTC Medicines value & value forecast, 2001-2011 (SEK m, nominal prices) 158
Figure 30: Sweden Topical OTC Medicines category growth comparison, by value, 2001-2011 161
Figure 31: Global OTC Healthcare market split (value terms, 2006) – Top 5 countries 168
Figure 32: Global OTC Healthcare market value, 2001 – 2006 (Top 5 countries) 171
Figure 33: Map of Sweden 177
Figure 34: Annual data review process 187

LIST OF TABLES
Table 1: OTC Healthcare category definitions 15
Table 2: Sweden OTC Healthcare value, 2001-2006 (SEK m, nominal prices) 32
Table 3: Sweden OTC Healthcare value forecast, 2006-2011 (SEK m, nominal prices) 34
Table 4: Sweden OTC Healthcare value, 2001-2006 (US$ m nominal prices) 36
Table 5: Sweden OTC Healthcare value forecast, 2006-2011 (US$ m nominal prices) 37
Table 6: Sweden OTC Healthcare brand share, by value, 2005-2006 (%) 39
Table 7: Sweden OTC Healthcare value, by brand 2005-2006 (SEK m nominal prices) 41
Table 8: Sweden OTC Healthcare company share by value, 2005-2006 (%) 44
Table 9: Sweden OTC Healthcare value, by company, 2005-2006 (SEK m nominal prices) 45
Table 10: Sweden OTC Healthcare expenditure per capita, 2001-2006 (SEK, nominal prices) 46
Table 11: Sweden OTC Healthcare forecast expenditure per capita, 2006-2011 (SEK, nominal prices) 47
Table 12: Sweden OTC Healthcare expenditure per capita, 2001-2006 (US$ nominal prices) 48
Table 13: Sweden OTC Healthcare forecast expenditure per capita, 2006-2011 (US$ nominal prices) 49
Table 14: Pfizer Inc Key Facts 50
Table 15: Bayer AG Key Facts 52
Table 16: Sweden Analgesics value, 2001-2006 (SEK m, nominal prices) 55
Table 17: Sweden Analgesics value forecast, 2006-2011 (SEK m, nominal prices) 56
Table 18: Sweden Analgesics value, 2001-2006 (US$ m nominal prices) 58
Table 19: Sweden Analgesics value forecast, 2006-2011 (US$ m nominal prices) 59
Table 20: Sweden Analgesics brand share, by value, 2005-2006 (%) 61
Table 21: Sweden Analgesics value, by brand 2005-2006 (SEK m nominal prices) 61
Table 22: Sweden Analgesics company share by value, 2005-2006 (%) 63
Table 23: Sweden Analgesics value, by company, 2005-2006 (SEK m nominal prices) 63
Table 24: Sweden Analgesics expenditure per capita, 2001-2006 (SEK, nominal prices) 64
Table 25: Sweden Analgesics forecast expenditure per capita, 2006-2011 (SEK, nominal prices) 64
Table 26: Sweden Analgesics expenditure per capita, 2001-2006 (US$ nominal prices) 65
Table 27: Sweden Analgesics forecast expenditure per capita, 2006-2011 (US$ nominal prices) 65
Table 28: Sweden Cough and Cold Preparations value, 2001-2006 (SEK m, nominal prices) 66
Table 29: Sweden Cough and Cold Preparations value forecast, 2006-2011 (SEK m, nominal prices) 67
Table 30: Sweden Cough and Cold Preparations value, 2001-2006 (US$ m nominal prices) 69
Table 31: Sweden Cough and Cold Preparations value forecast, 2006-2011 (US$ m nominal prices) 70
Table 32: Sweden Cough and Cold Preparations brand share, by value, 2005-2006 (%) 72
Table 33: Sweden Cough and Cold Preparations value, by brand 2005-2006 (SEK m nominal prices) 72
Table 34: Sweden Cough and Cold Preparations company share by value, 2005-2006 (%) 74
Table 35: Sweden Cough and Cold Preparations value, by company, 2005-2006 (SEK m nominal prices) 74
Table 36: Sweden Cough and Cold Preparations expenditure per capita, 2001-2006 (SEK, nominal prices) 75
Table 37: Sweden Cough and Cold Preparations forecast expenditure per capita, 2006-2011 (SEK, nominal prices) 76
Table 38: Sweden Cough and Cold Preparations expenditure per capita, 2001-2006 (US$ nominal prices) 77
Table 39: Sweden Cough and Cold Preparations forecast expenditure per capita, 2006-2011 (US$ nominal prices) 77
Table 40: Sweden Traditional Medicines value, 2001-2006 (SEK m, nominal prices) 78
Table 41: Sweden Traditional Medicines value forecast, 2006-2011 (SEK m, nominal prices) 79
Table 42: Sweden Traditional Medicines value, 2001-2006 (US$ m nominal prices) 81
Table 43: Sweden Traditional Medicines value forecast, 2006-2011 (US$ m nominal prices) 81
Table 44: Sweden Traditional Medicines brand share, by value, 2005-2006 (%) 82
Table 45: Sweden Traditional Medicines value, by brand 2005-2006 (SEK m nominal prices) 82
Table 46: Sweden Traditional Medicines company share by value, 2005-2006 (%) 84
Table 47: Sweden Traditional Medicines value, by company, 2005-2006 (SEK m nominal prices) 84
Table 48: Sweden Traditional Medicines expenditure per capita, 2001-2006 (SEK, nominal prices) 85
Table 49: Sweden Traditional Medicines forecast expenditure per capita, 2006-2011 (SEK, nominal prices) 85
Table 50: Sweden Traditional Medicines expenditure per capita, 2001-2006 (US$ nominal prices) 86
Table 51: Sweden Traditional Medicines forecast expenditure per capita, 2006-2011 (US$ nominal prices) 86
Table 52: Sweden First Aid Kits value, 2001-2006 (SEK m, nominal prices) 87
Table 53: Sweden First Aid Kits value forecast, 2006-2011 (SEK m, nominal prices) 88
Table 54: Sweden First Aid Kits value, 2001-2006 (US$ m nominal prices) 90
Table 55: Sweden First Aid Kits value forecast, 2006-2011 (US$ m nominal prices) 90
Table 56: Sweden First Aid Kits brand share, by value, 2005-2006 (%) 91
Table 57: Sweden First Aid Kits value, by brand 2005-2006 (SEK m nominal prices) 91
Table 58: Sweden First Aid Kits company share by value, 2005-2006 (%) 93
Table 59: Sweden First Aid Kits value, by company, 2005-2006 (SEK m nominal prices) 93
Table 60: Sweden First Aid Kits expenditure per capita, 2001-2006 (SEK, nominal prices) 94
Table 61: Sweden First Aid Kits forecast expenditure per capita, 2006-2011 (SEK, nominal prices) 94
Table 62: Sweden First Aid Kits expenditure per capita, 2001-2006 (US$ nominal prices) 95
Table 63: Sweden First Aid Kits forecast expenditure per capita, 2006-2011 (US$ nominal prices) 95
Table 64: Sweden Indigestion Preparations value, 2001-2006 (SEK m, nominal prices) 96
Table 65: Sweden Indigestion Preparations value forecast, 2006-2011 (SEK m, nominal prices) 97
Table 66: Sweden Indigestion Preparations value, 2001-2006 (US$ m nominal prices) 99
Table 67: Sweden Indigestion Preparations value forecast, 2006-2011 (US$ m nominal prices) 99
Table 68: Sweden Indigestion Preparations brand share, by value, 2005-2006 (%) 101
Table 69: Sweden Indigestion Preparations value, by brand 2005-2006 (SEK m nominal prices) 101
Table 70: Sweden Indigestion Preparations company share by value, 2005-2006 (%) 103
Table 71: Sweden Indigestion Preparations value, by company, 2005-2006 (SEK m nominal prices) 103
Table 72: Sweden Indigestion Preparations expenditure per capita, 2001-2006 (SEK, nominal prices) 104
Table 73: Sweden Indigestion Preparations forecast expenditure per capita, 2006-2011 (SEK, nominal prices) 104
Table 74: Sweden Indigestion Preparations expenditure per capita, 2001-2006 (US$ nominal prices) 105
Table 75: Sweden Indigestion Preparations forecast expenditure per capita, 2006-2011 (US$ nominal prices) 105
Table 76: Sweden Vitamins and Minerals value, 2001-2006 (SEK m, nominal prices) 106
Table 77: Sweden Vitamins and Minerals value forecast, 2006-2011 (SEK m, nominal prices) 107
Table 78: Sweden Vitamins and Minerals value, 2001-2006 (US$ m nominal prices) 109
Table 79: Sweden Vitamins and Minerals value forecast, 2006-2011 (US$ m nominal prices) 110
Table 80: Sweden Vitamins and Minerals brand share, by value, 2005-2006 (%) 112
Table 81: Sweden Vitamins and Minerals value, by brand 2005-2006 (SEK m nominal prices) 113
Table 82: Sweden Vitamins and Minerals company share by value, 2005-2006 (%) 115
Table 83: Sweden Vitamins and Minerals value, by company, 2005-2006 (SEK m nominal prices) 116
Table 84: Sweden Vitamins and Minerals expenditure per capita, 2001-2006 (SEK, nominal prices) 117
Table 85: Sweden Vitamins and Minerals forecast expenditure per capita, 2006-2011 (SEK, nominal prices) 117
Table 86: Sweden Vitamins and Minerals expenditure per capita, 2001-2006 (US$ nominal prices) 118
Table 87: Sweden Vitamins and Minerals forecast expenditure per capita, 2006-2011 (US$ nominal prices) 118
Table 88: Sweden Plasters & Bandages value, 2001-2006 (SEK m, nominal prices) 119
Table 89: Sweden Plasters & Bandages value forecast, 2006-2011 (SEK m, nominal prices) 120
Table 90: Sweden Plasters & Bandages value, 2001-2006 (US$ m nominal prices) 122
Table 91: Sweden Plasters & Bandages value forecast, 2006-2011 (US$ m nominal prices) 123
Table 92: Sweden Plasters & Bandages brand share, by value, 2005-2006 (%) 125
Table 93: Sweden Plasters & Bandages value, by brand 2005-2006 (SEK m nominal prices) 125
Table 94: Sweden Plasters & Bandages company share by value, 2005-2006 (%) 127
Table 95: Sweden Plasters & Bandages value, by company, 2005-2006 (SEK m nominal prices) 127
Table 96: Sweden Plasters & Bandages expenditure per capita, 2001-2006 (SEK, nominal prices) 128
Table 97: Sweden Plasters & Bandages forecast expenditure per capita, 2006-2011 (SEK, nominal prices) 129
Table 98: Sweden Plasters & Bandages expenditure per capita, 2001-2006 (US$ nominal prices) 130
Table 99: Sweden Plasters & Bandages forecast expenditure per capita, 2006-2011 (US$ nominal prices) 130
Table 100: Sweden Medicated Skin Products value, 2001-2006 (SEK m, nominal prices) 131
Table 101: Sweden Medicated Skin Products value forecast, 2006-2011 (SEK m, nominal prices) 132
Table 102: Sweden Medicated Skin Products value, 2001-2006 (US$ m nominal prices) 134
Table 103: Sweden Medicated Skin Products value forecast, 2006-2011 (US$ m nominal prices) 135
Table 104: Sweden Medicated Skin Products brand share, by value, 2005-2006 (%) 137
Table 105: Sweden Medicated Skin Products value, by brand 2005-2006 (SEK m nominal prices) 137
Table 106: Sweden Medicated Skin Products company share by value, 2005-2006 (%) 139
Table 107: Sweden Medicated Skin Products value, by company, 2005-2006 (SEK m nominal prices) 139
Table 108: Sweden Medicated Skin Products expenditure per capita, 2001-2006 (SEK, nominal prices) 140
Table 109: Sweden Medicated Skin Products forecast expenditure per capita, 2006-2011 (SEK, nominal prices) 141
Table 110: Sweden Medicated Skin Products expenditure per capita, 2001-2006 (US$ nominal prices) 142
Table 111: Sweden Medicated Skin Products forecast expenditure per capita, 2006-2011 (US$ nominal prices) 142
Table 112: Sweden Other OTC Healthcare Products value, 2001-2006 (SEK m, nominal prices) 143
Table 113: Sweden Other OTC Healthcare Products value forecast, 2006-2011 (SEK m, nominal prices) 144
Table 114: Sweden Other OTC Healthcare Products value, 2001-2006 (US$ m nominal prices) 146
Table 115: Sweden Other OTC Healthcare Products value forecast, 2006-2011 (US$ m nominal prices) 147
Table 116: Sweden Other OTC Healthcare Products brand share, by value, 2005-2006 (%) 149
Table 117: Sweden Other OTC Healthcare Products value, by brand 2005-2006 (SEK m nominal prices) 150
Table 118: Sweden Other OTC Healthcare Products company share by value, 2005-2006 (%) 152
Table 119: Sweden Other OTC Healthcare Products value, by company, 2005-2006 (SEK m nominal prices) 153
Table 120: Sweden Other OTC Healthcare Products expenditure per capita, 2001-2006 (SEK, nominal prices) 154
Table 121: Sweden Other OTC Healthcare Products forecast expenditure per capita, 2006-2011 (SEK, nominal prices) 154
Table 122: Sweden Other OTC Healthcare Products expenditure per capita, 2001-2006 (US$ nominal prices) 155
Table 123: Sweden Other OTC Healthcare Products forecast expenditure per capita, 2006-2011 (US$ nominal prices) 155
Table 124: Sweden Topical OTC Medicines value, 2001-2006 (SEK m, nominal prices) 156
Table 125: Sweden Topical OTC Medicines value forecast, 2006-2011 (SEK m, nominal prices) 157
Table 126: Sweden Topical OTC Medicines value, 2001-2006 (US$ m nominal prices) 159
Table 127: Sweden Topical OTC Medicines value forecast, 2006-2011 (US$ m nominal prices) 160
Table 128: Sweden Topical OTC Medicines brand share, by value, 2005-2006 (%) 162
Table 129: Sweden Topical OTC Medicines value, by brand 2005-2006 (SEK m nominal prices) 162
Table 130: Sweden Topical OTC Medicines company share by value, 2005-2006 (%) 163
Table 131: Sweden Topical OTC Medicines value, by company, 2005-2006 (SEK m nominal prices) 163
Table 132: Sweden Topical OTC Medicines expenditure per capita, 2001-2006 (SEK, nominal prices) 164
Table 133: Sweden Topical OTC Medicines forecast expenditure per capita, 2006-2011 (SEK, nominal prices) 165
Table 134: Sweden Topical OTC Medicines expenditure per capita, 2001-2006 (US$ nominal prices) 166
Table 135: Sweden Topical OTC Medicines forecast expenditure per capita, 2006-2011 (US$ nominal prices) 166
Table 136: Global OTC Healthcare market value, 2006 167
Table 137: Global OTC Healthcare market split (value terms (US$ m), 2006) – Top 5 countries 170
Table 138: Leading players - Top 5 countries 172
Table 139: Sweden OTC Healthcare new product launches (reports) and SKUs, by company 2006 173
Table 140: Sweden OTC Healthcare new product launches (reports), by Ingredients 2006 174
Table 141: Sweden OTC Healthcare new product launches (reports) - Recent 5 launches 175
Table 142: Sweden Key Facts 177
Table 143: Sweden population, by age group, 2000-2005 (millions) 180
Table 144: Sweden population forecast, by age group, 2005-2010 (millions) 181
Table 145: Sweden population, by gender, 2000-2005 (millions) 181
Table 146: Sweden population forecast, by gender, 2005-2010 (millions) 182
Table 147: Sweden real GDP, 2000-2005 (SEK bn, 2005 prices) 182
Table 148: Sweden real GDP forecast, 2005-2010 (SEK bn, 2005 prices) 183
Table 149: Sweden nominal GDP, 2000-2005 (SEK bn, nominal prices) 183
Table 150: Sweden real GDP, 2000-2005 (US$ bn, 2005 prices) 184
Table 151: Sweden real GDP forecast, 2005-2010 (US$ bn, 2005 prices) 184
Table 152: Sweden consumer price index, 2000-2005 (2000=100) 185
Table 153: Sweden consumer price index, 2005-2010 (2000=100) 185
Table 154: Sweden exchange rate, 2000-2005 185