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Austria ear care market: Sigmapharm Arzneimittel the dominant player with 81% value share

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PR-Inside.com: 2014-04-18 15:59:03
Sigmapharm Arzneimittel led the Austria ear care market in 2012, holding an 81% value share, generated by its prominent brands Normison and Cerustop. The company managed to obtain its significant share by marketing its brands as high-quality domestic products, which is very appealing to Austrians.

Ear care saw very good performance in 2012, benefiting from the growing number of health-conscious Austrians. Consumers in Austria pay a great deal of attention to the medicines used for the treatment of areas such as the eyes and ears, as these are considered very delicate. For this reason, the demand for high-quality brands which provide great efficacy was noticeable within ear care in Austria in 2012.

Due to the fact that ear care is still a niche category with rather moderate sales in 2012, it is expected to show positive development over the forecast period due to its growth potential. In addition, the growing number of health-conscious consumers, as well as the growing number of Austrians faced with increasingly busy lifestyles and noisier surroundings in the future, is also expected to push sales, especially in urban areas.

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