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Herbal/Traditional Products in Austria

Austria herbal products market: Sanova Pharma the key industry player

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2014-04-18 15:55:03 - Herbal/Traditional Products in Austria - a new market research report on

The Austria herbal products market was highly fragmented in 2012. Sanova Pharma led, accounting for a 9% share of value sales, generated through the good performance of its brands Prospan, Baldrian Sanova Nerven, Baldrian Nachtruhe and Bioflorin. The good performance of the company within herbal/traditional products can mainly be explained by the strong presence of its brands Baldrian Sanova Nerven and Baldrian Nachtruhe within herbal/traditional calming and sleeping products, which saw the best performance in 2012.

Herbal/traditional products was positively influenced by the general health and wellness trend in 2012. With a growing number of people in Austria concerned about their health, and thus opting for healthy lifestyles, demand for herbal/traditional products within consumer health increased in 2012. The growing health



awareness amongst Austrians caused many consumers to rethink their current lifestyles and to opt for natural products, which are perceived as the healthiest choice.

The demand for herbal/traditional products is expected to persist in the short to medium term. With an increasing number of health-conscious consumers in Austria over the next five years, natural products are expected to play an important role. This is predicted to further push sales of herbal/traditional products. In addition, the strong increase expected in the older population over the forecast period is predicted to have a positive effect on sales of herbal/traditional products by the end of 2017.

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