Consumer Health in Denmark

Report
101 Pages
September 2023
Region: Denmark
Euromonitor International
ID: 2555672

Consumer health in Denmark is registering solid current value growth in 2023, albeit at a slightly slower rate than seen in the latter half of the review period; however, this growth is partly driven by strong inflation, which has resulted in price increases. Although inflation is not as high as in 2022, it was especially noticeable in the first half of 2023 and impacted manufacturing and distribution costs.

The analyst's Consumer Health in Denmark report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.

Product coverage:
Allergy Care, Herbal/Traditional Products, OTC, Paediatric Consumer Health, Sports Nutrition, Vitamins and Dietary Supplements, Weight Management and Wellbeing.

Data coverage:
Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Consumer Health market;
Pinpoint growth sectors and identify factors driving change;
Understand the competitive environment, the market’s major players and leading brands;
Use five-year forecasts to assess how the market is predicted to develop.

CONSUMER HEALTH IN DENMARK

EXECUTIVE SUMMARY

Consumer health in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2018-2023
Table 2 Life Expectancy at Birth 2018-2023

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2018-2023
Table 4 Sales of Consumer Health by Category: % Value Growth 2018-2023
Table 5 NBO Company Shares of Consumer Health: % Value 2019-2023
Table 6 LBN Brand Shares of Consumer Health: % Value 2020-2023
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2018-2023
Table 8 Distribution of Consumer Health by Format: % Value 2018-2023
Table 9 Distribution of Consumer Health by Format and Category: % Value 2023
Table 10 Forecast Sales of Consumer Health by Category: Value 2023-2028
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2023-2028

APPENDIX

Over the counter registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DISCLAIMERDEFINITIONS

SOURCES

Summary 1 Research Sources

ANALGESICS IN DENMARKKEY DATA FINDINGS

2023 DEVELOPMENTS

Moderate current value sales growth in 2023, partly driven by inflation
The analgesics landscape is highly consolidated as GlaxoSmithKline retains its lead
CBD continues to grow in popularity as an alternative pain reliever

PROSPECTS AND OPPORTUNITIES

Moderate current value growth is expected over the forecast period
Topical analgesics is set to perform well thanks to a post-pandemic surge in sporting activity
Analgesics will continue to use suffer from lack of innovation and stagnation

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2018-2023
Table 13 Sales of Analgesics by Category: % Value Growth 2018-2023
Table 14 NBO Company Shares of Analgesics: % Value 2019-2023
Table 15 LBN Brand Shares of Analgesics: % Value 2020-2023
Table 16 Forecast Sales of Analgesics by Category: Value 2023-2028
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2023-2028

COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN DENMARKKEY DATA FINDINGS

2023 DEVELOPMENTS

Growth in current value sales in 2023 partly reflects inflationary pressures on average unit prices.
GSK Consumer Healthcare maintains its leading position, but generics continue to gain ground
CBD continues to grow in popularity as a natural alternative remedy

PROSPECTS AND OPPORTUNITIES

Muted current value growth over the forecast period will reflect inflationary pressures and changes in consumer behaviour
Vaccines could dampen current value growth of allergy remedies over the long term
Climate change is set to increase the prevalence of allergies such as hay fever

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2023
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2023
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2023-2028
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2023-2028

DIGESTIVE REMEDIES IN DENMARKKEY DATA FINDINGS

2023 DEVELOPMENTS

Current value sales growth driven by inflation and a return to international travel in 2023
Strong presence of key brands makes it difficult for smaller players to break through
No significant innovation in a mature category

PROSPECTS AND OPPORTUNITIES

Hectic pace of life may boost sales of digestive remedies in the coming years
Ageing population will help drive category growth
Pharmacies will hold onto value share but slowly lose ground to e-commerce

CATEGORY DATA

Table 24 Sales of Digestive Remedies by Category: Value 2018-2023
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2018-2023
Table 26 NBO Company Shares of Digestive Remedies: % Value 2019-2023
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2020-2023
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2023-2028
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2023-2028

DERMATOLOGICALS IN DENMARKKEY DATA FINDINGS

2023 DEVELOPMENTS

Current value sales growth for dermatologicals in 2023
Omega ACO retains its lead in 2023 ahead of GSK consumer health and McNeil Denmark.
Non-grocery retailers continues to dominate, but e-commerce is gradually gaining ground

PROSPECTS AND OPPORTUNITIES

Moderate growth expected for dermatologicals over the forecast period
An ageing population and climate change will support growth in the years ahead
Social stigma of certain products will continue to benefit online sales

CATEGORY DATA

Table 30 Sales of Dermatologicals by Category: Value 2018-2023
Table 31 Sales of Dermatologicals by Category: % Value Growth 2018-2023
Table 32 NBO Company Shares of Dermatologicals: % Value 2019-2023
Table 33 LBN Brand Shares of Dermatologicals: % Value 2020-2023
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2020-2023
Table 35 Forecast Sales of Dermatologicals by Category: Value 2023-2028
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2023-2028

NRT SMOKING CESSATION AIDS IN DENMARKKEY DATA FINDINGS

2023 DEVELOPMENTS

Volume and current value growth in 2023 for NRT smoking cessation aids
Competitive landscape remains stable, dominated by Nicorette and Nicotinell
E-commerce is now a significant channel, challenging pharmacies

PROSPECTS AND OPPORTUNITIES

Potential consumer base continues to contract, dampening opportunities for growth
Negative reputation of vaping products will continue to benefit NRT smoking cessation aids
Little innovation expected in the coming years as the key players maintain their duopoly
CATEGORY INDICATORS
Table 37 Number of Smokers by Gender 2018-2023

CATEGORY DATA

Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2018-2023
Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2018-2023
Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2019-2023
Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2020-2023
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2023-2028
Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2023-2028

SLEEP AIDS IN DENMARKKEY DATA FINDINGS

2023 DEVELOPMENTS

Current value growth reflects inflationary pressures in 2023
Orkla Care continues to lead sleep aids in 2023, ahead of Natupharma
Quality sleep is seen as an essential part of health and wellness

PROSPECTS AND OPPORTUNITIES

Moderate current value growth is expected over the forecast period
Players will continue to innovate in order to stand out from the crowd
Other relaxation methods could dampen demand for sleep aids in the years ahead

CATEGORY DATA

Table 44 Sales of Sleep Aids: Value 2018-2023
Table 45 Sales of Sleep Aids: % Value Growth 2018-2023
Table 46 NBO Company Shares of Sleep Aids: % Value 2019-2023
Table 47 LBN Brand Shares of Sleep Aids: % Value 2020-2023
Table 48 Forecast Sales of Sleep Aids: Value 2023-2028
Table 49 Forecast Sales of Sleep Aids: % Value Growth 2023-2028

EYE CARE IN DENMARKKEY DATA FINDINGS

2023 DEVELOPMENTS

Eye care sees current and volume sales growth in 2023 as inflation rises and consumers spend more time on screens and in contact with allergens
The competitive landscape continues to be driven by well-known brands
Fierce competition eats away at profit margins

PROSPECTS AND OPPORTUNITIES

Increased time spent on screens supports value sales of standard eye care
Standard eye care will be boosted by Denmark’s ageing population
Allergy eye care is set to register growth as the climate becomes warmer

CATEGORY DATA

Table 50 Sales of Eye Care by Category: Value 2018-2023
Table 51 Sales of Eye Care by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of Eye Care: % Value 2019-2023
Table 53 LBN Brand Shares of Eye Care: % Value 2020-2023
Table 54 Forecast Sales of Eye Care by Category: Value 2023-2028
Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2023-2028

WOUND CARE IN DENMARKKEY DATA FINDINGS

2023 DEVELOPMENTS

Current value and volume sales growth in 2023 for wound care
Beiersdorf leads but private label offerings continue to have a solid share of the landscape
Pricing is the main driver of value sales in 2023

PROSPECTS AND OPPORTUNITIES

Moderate growth likely over the forecast period unless significant innovation is seen
Distribution channel landscape will remain stable, but e-commerce will gain ground
Offering added value will be necessary for players to stand out from the crowd

CATEGORY DATA

Table 56 Sales of Wound Care by Category: Value 2018-2023
Table 57 Sales of Wound Care by Category: % Value Growth 2018-2023
Table 58 NBO Company Shares of Wound Care: % Value 2019-2023
Table 59 LBN Brand Shares of Wound Care: % Value 2020-2023
Table 60 Forecast Sales of Wound Care by Category: Value 2023-2028
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2023-2028

VITAMINS IN DENMARKKEY DATA FINDINGS

2023 DEVELOPMENTS

Reduced demand for vitamins is offset by price increases as a result of inflation
Orkla Care is set to retain its lead in 2023 thanks to the popular range Livol
E-commerce is now a significant distribution channel for sales of vitamins in Denmark

PROSPECTS AND OPPORTUNITIES

Healthy growth is expected over the forecast period
Innovation will be needed to sustain growth in multivitamins
Vitamins combine with lifestyle and dietary supplements

CATEGORY DATA

Table 62 Sales of Vitamins by Category: Value 2018-2023
Table 63 Sales of Vitamins by Category: % Value Growth 2018-2023
Table 64 Sales of Multivitamins by Positioning: % Value 2018-2023
Table 65 NBO Company Shares of Vitamins: % Value 2019-2023
Table 66 LBN Brand Shares of Vitamins: % Value 2020-2023
Table 67 Forecast Sales of Vitamins by Category: Value 2023-2028
Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2023-2028

DIETARY SUPPLEMENTS IN DENMARKKEY DATA FINDINGS

2023 DEVELOPMENTS

Current value growth in 2023 as inflation bites
Orkla Care retains the lead in 2023 thanks to a solid portfolio
E-commerce is now a significant distribution channel for dietary supplements

PROSPECTS AND OPPORTUNITIES

Segmentation will be key for growth over the forecast period
Dietary supplements will combine rather than compete with vitamins
Rise of veganism will see increased demand for dietary supplements

CATEGORY DATA

Table 69 Sales of Dietary Supplements by Category: Value 2018-2023
Table 70 Sales of Dietary Supplements by Category: % Value Growth 2018-2023
Table 71 Sales of Dietary Supplements by Positioning: % Value 2018-2023
Table 72 NBO Company Shares of Dietary Supplements: % Value 2019-2023
Table 73 LBN Brand Shares of Dietary Supplements: % Value 2020-2023
Table 74 Forecast Sales of Dietary Supplements by Category: Value 2023-2028
Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2023-2028

WEIGHT MANAGEMENT AND WELLBEING IN DENMARKKEY DATA FINDINGS

2023 DEVELOPMENTS

Current value sales of weight management increase in 2023
The competitive landscape remains stable, with Nutricia still on top
E-commerce and direct selling are significant channels for weight management products

PROSPECTS AND OPPORTUNITIES

Modest current value growth for over the counter obesity over the forecast period
Increasing competition likely from products such as protein bars
E-commerce will continue to grow at a healthy pace

CATEGORY DATA

Table 76 Sales of Weight Management and Wellbeing by Category: Value 2018-2023
Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023
Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2019-2023
Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2020-2023
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2023-2028
Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2023-2028

SPORTS NUTRITION IN DENMARKKEY DATA FINDINGS

2023 DEVELOPMENTS

Healthy current value growth for sports nutrition in 2023
BodyLab and Nutramino continue to lead, but competition is intensifying
Increased protein products are a key trend in 2023

PROSPECTS AND OPPORTUNITIES

Rosy outlook for sports nutrition over the forecast period
E-commerce will remain a key battleground for players
The rise of veganism will influence new product development

CATEGORY DATA

Table 82 Sales of Sports Nutrition by Category: Value 2018-2023
Table 83 Sales of Sports Nutrition by Category: % Value Growth 2018-2023
Table 84 NBO Company Shares of Sports Nutrition: % Value 2019-2023
Table 85 LBN Brand Shares of Sports Nutrition: % Value 2020-2023
Table 86 Forecast Sales of Sports Nutrition by Category: Value 2023-2028
Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2023-2028

HERBAL/TRADITIONAL PRODUCTS IN DENMARKKEY DATA FINDINGS

2023 DEVELOPMENTS

Current value sales growth reflects rising inflation in 2023
Pharmacies is still on top, but e-commerce gains further ground
Cloetta Danmark leads sales within the fragmented competitive landscape

PROSPECTS AND OPPORTUNITIES

Innovation and differentiation will characterise herbal/traditional products over the forecast period
Moderate current value growth likely over the forecast period
E-commerce will continue to threaten sales via traditional retail channels in the years ahead

CATEGORY DATA

Table 88 Sales of Herbal/Traditional Products by Category: Value 2018-2023
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2018-2023
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2019-2023
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2020-2023
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2023-2028
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2023-2028

PAEDIATRIC CONSUMER HEALTH IN DENMARKKEY DATA FINDINGS

2023 DEVELOPMENTS

Vitamins and dietary supplements sees robust current value sales, but paediatric analgesics registers only minor growth
Pharmacies continues to represent most sales, but e-commerce gains ground
GSK Consumer Healthcare continues to lead in 2023 thanks to the popularity of Panodil

PROSPECTS AND OPPORTUNITIES

A consolidated competitive landscape will hamper the chances of smaller players
Shift towards natural products will continue apace over forecast period
Players set to continue to focus on child-friendly designs in the years ahead

CATEGORY DATA

Table 94 Sales of Paediatric Consumer Health by Category: Value 2018-2023
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023
Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2019-2023
Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2020-2023
Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2023-2028
Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2023-2028

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