The Health and wellbeing market is evolving and offering consumers new products and services. The competition in this marketplace is intense and online sales are impacting both assortment and pricing. The public sector is increasingly seeking ways to control the higher costs of healthcare, and these measures offer the pharmaceutical service providers new opportunities, but on the other hand put pressure on pricing of products and services. The pharmaceutical market is expected to continue to grow also in 2019.

Changes in the pharmaceutical regulatory environment along with changes in pricing and reimbursement of medicines continued to impact the markets in which Oriola operates. In Sweden the obligation for wholesalers to deliver pharmaceuticals to pharmacies within 24 hours from receiving the orders, as well as new rules for return of products by pharmacies to wholesalers took effect in 2018. In Finland the social and healthcare reform will change the financing and structures of healthcare, from primary care to specialised treatments. The pharmacy sector regulation did not take any major steps in 2018 but the pressure for change is growing.


The value of the Finnish pharmaceutical market was 2.6 billion euros in 2018. The estimated annual growth until 2022 is approximately 1.5 per cent. (Source: LTK & IQVIA)

  • There are approximately 815 pharmacy outlets and 600 proprietary pharmacists in Finland (source: The Association of Finnish pharmacies)
  • Medicines are allowed to be sold only in pharmacies, nicotine replacement therapy products can also be sold at grocery trade stores


The total value of the Swedish pharmaceutical market was 4.3 billion euros in 2018. The estimated annual growth until 2022 is approximately 5 per cent. (Source: Reveal & IQVIA)

  • There are 1,428 pharmacies in Sweden (Source: Apoteksföreningen)
  • The market share of Oriola’s Kronans Apotek chain was 17 per cent in 2018 (Source: Apoteksföreningen)
  • Online sales in pharmacy market grew by 38% to 8% of the market by the end of 2018
  • Prescription medicines are only sold in pharmacies, part of the OTC products are available in the grocery trade shops