Consumer Health in Denmark - Research and Markets

Despite sound underlying economic fundamentals, the war in Ukraine is having a negative impact, with the resultant energy crisis leading to high inflation and dampening volume sales somewhat. As a result, while overall consumer health is expected to see an increase in current value sales in 2022, constant value sales are expected to fall. In addition, while the pandemic led to a boon in consumer health, now that fears around the virus have abated, this is leading to less demand for products such...

The 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 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 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 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2017-2022
Table 2 Life Expectancy at Birth 2017-2022

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2017-2022
Table 4 Sales of Consumer Health by Category: % Value Growth 2017-2022
Table 5 NBO Company Shares of Consumer Health: % Value 2018-2022
Table 6 LBN Brand Shares of Consumer Health: % Value 2019-2022
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2017-2022
Table 8 Distribution of Consumer Health by Format: % Value 2017-2022
Table 9 Distribution of Consumer Health by Format and Category: % Value 2022
Table 10 Forecast Sales of Consumer Health by Category: Value 2022-2027
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2022-2027

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine

DISCLAIMERDEFINITIONS

SOURCES

Summary 1 Research Sources

ANALGESICS IN DENMARKKEY DATA FINDINGS

2022 DEVELOPMENTS

Fall in constant value sales in 2022
The analgesics landscape is highly consolidated as GlaxoSmithKline retains its lead in 2022
CBD as an ingredient continues to grow in popularity

PROSPECTS AND OPPORTUNITIES

Moderate constant value growth over forecast period
Topical analgesics performs well
Analgesics suffers from lack of innovation

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2017-2022
Table 13 Sales of Analgesics by Category: % Value Growth 2017-2022
Table 14 NBO Company Shares of Analgesics: % Value 2018-2022
Table 15 LBN Brand Shares of Analgesics: % Value 2019-2022
Table 16 Forecast Sales of Analgesics by Category: Value 2022-2027
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2022-2027

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

2022 DEVELOPMENTS

Slight fall in constant value sales in 2022
GSK Consumer Healthcare maintains its leading position, as generics also continue to gain ground
CBD as an ingredient continues to grow in popularity

PROSPECTS AND OPPORTUNITIES

Muted constant value growth over forecast period
Vaccines for allergies could dampen value growth of allergy remedies over long term
Climate changes leads to increased allergies

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2017-2022
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2017-2022
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2018-2022
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2022
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2022-2027
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2022-2027

DIGESTIVE REMEDIES IN DENMARKKEY DATA FINDINGS

2022 DEVELOPMENTS

Decline in constant value sales in 2022
No significant innovation

PROSPECTS AND OPPORTUNITIES

Healthier lifestyles dampen volume sales
The ageing population will drive growth for digestive remedies
Pharmacies hold onto value share

CATEGORY DATA

Table 24 Sales of Digestive Remedies by Category: Value 2017-2022
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2017-2022
Table 26 NBO Company Shares of Digestive Remedies: % Value 2018-2022
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2019-2022
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2022-2027
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2022-2027

DERMATOLOGICALS IN DENMARKKEY DATA FINDINGS

2022 DEVELOPMENTS

Decline in constant value sales in 2022
Omega ACO continues to lead the landscape
Hair loss treatments benefits from society returning to normal

PROSPECTS AND OPPORTUNITIES

Moderate value and volume growth over forecast period
Ageing population and climate change support growth across the forecast period
Social stigma of certain products benefits online sales

CATEGORY DATA

Table 30 Sales of Dermatologicals by Category: Value 2017-2022
Table 31 Sales of Dermatologicals by Category: % Value Growth 2017-2022
Table 32 NBO Company Shares of Dermatologicals: % Value 2018-2022
Table 33 LBN Brand Shares of Dermatologicals: % Value 2019-2022
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2019-2022
Table 35 Forecast Sales of Dermatologicals by Category: Value 2022-2027
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2022-2027

SLEEP AIDS IN DENMARKKEY DATA FINDINGS

2022 DEVELOPMENTS

Slight increase in volume sales in 2022
No changes in the landscape in 2021, as Orkla Care continues to lead
Quality sleep seen as important part of health and wellness

PROSPECTS AND OPPORTUNITIES

Moderate constant value growth over forecast period
Players continue to innovate
Other relaxation methods could dampen demand for sleep aids

CATEGORY DATA

Table 37 Sales of Sleep Aids: Value 2017-2022
Table 38 Sales of Sleep Aids: % Value Growth 2017-2022
Table 39 NBO Company Shares of Sleep Aids: % Value 2018-2022
Table 40 LBN Brand Shares of Sleep Aids: % Value 2019-2022
Table 41 Forecast Sales of Sleep Aids: Value 2022-2027
Table 42 Forecast Sales of Sleep Aids: % Value Growth 2022-2027

EYE CARE IN DENMARKKEY DATA FINDINGS

2022 DEVELOPMENTS

Fall in volume sales in 2022
The competitive landscape continues to be driven by well-known brands
Fierce competition eats away at margins

PROSPECTS AND OPPORTUNITIES

Increased time spent on screens supports value sales of standard eye care
Standard eye care boosted by ageing population
Allergy eye care registers higher growth

CATEGORY DATA

Table 43 Sales of Eye Care by Category: Value 2017-2022
Table 44 Sales of Eye Care by Category: % Value Growth 2017-2022
Table 45 NBO Company Shares of Eye Care: % Value 2018-2022
Table 46 LBN Brand Shares of Eye Care: % Value 2019-2022
Table 47 Forecast Sales of Eye Care by Category: Value 2022-2027
Table 48 Forecast Sales of Eye Care by Category: % Value Growth 2022-2027

WOUND CARE IN DENMARKKEY DATA FINDINGS

2022 DEVELOPMENTS

Slight fall in volume sales in 2022
Pricing main driver of value sales

PROSPECTS AND OPPORTUNITIES

Moderate growth over forecast period
Added-value needed to stand out from the crowd

CATEGORY DATA

Table 49 Sales of Wound Care by Category: Value 2017-2022
Table 50 Sales of Wound Care by Category: % Value Growth 2017-2022
Table 51 NBO Company Shares of Wound Care: % Value 2018-2022
Table 52 LBN Brand Shares of Wound Care: % Value 2019-2022
Table 53 Forecast Sales of Wound Care by Category: Value 2022-2027
Table 54 Forecast Sales of Wound Care by Category: % Value Growth 2022-2027

VITAMINS IN DENMARKKEY DATA FINDINGS

2022 DEVELOPMENTS

Weak performance in 2022
Orkla Care continues to lead in 2022
E-commerce now a significant channel

PROSPECTS AND OPPORTUNITIES

Healthy growth over forecast period
Innovation needed in multivitamins
Vitamins combine rather than compete with lifestyle and dietary supplements

CATEGORY DATA

Table 55 Sales of Vitamins by Category: Value 2017-2022
Table 56 Sales of Vitamins by Category: % Value Growth 2017-2022
Table 57 Sales of Multivitamins by Positioning: % Value 2017-2022
Table 58 NBO Company Shares of Vitamins: % Value 2018-2022
Table 59 LBN Brand Shares of Vitamins: % Value 2019-2022
Table 60 Forecast Sales of Vitamins by Category: Value 2022-2027
Table 61 Forecast Sales of Vitamins by Category: % Value Growth 2022-2027

DIETARY SUPPLEMENTS IN DENMARKKEY DATA FINDINGS

2022 DEVELOPMENTS

Constant value decline in 2022, as consumers less concerned about COVID-19
Status quo remains in 2022
E-commerce now a significant channel

PROSPECTS AND OPPORTUNITIES

Segmentation key to growth over forecast period
Dietary supplements combine rather than compete with vitamins
Increased veganism sees increased demand for dietary supplements

CATEGORY DATA

Table 62 Sales of Dietary Supplements by Category: Value 2017-2022
Table 63 Sales of Dietary Supplements by Category: % Value Growth 2017-2022
Table 64 Sales of Dietary Supplements by Positioning: % Value 2017-2022
Table 65 NBO Company Shares of Dietary Supplements: % Value 2018-2022
Table 66 LBN Brand Shares of Dietary Supplements: % Value 2019-2022
Table 67 Forecast Sales of Dietary Supplements by Category: Value 2022-2027
Table 68 Forecast Sales of Dietary Supplements by Category: % Value Growth 2022-2027

WEIGHT MANAGEMENT AND WELLBEING IN DENMARKKEY DATA FINDINGS

2022 DEVELOPMENTS

Fall in volume sales in 2022
No change in status quo in 2022
E-commerce and direct selling significant channels

PROSPECTS AND OPPORTUNITIES

Muted constant value growth over forecast period
Increasing competition from product such as protein bars
E-commerce continues to grow at healthy pace

CATEGORY DATA

Table 69 Sales of Weight Management and Wellbeing by Category: Value 2017-2022
Table 70 Sales of Weight Management and Wellbeing by Category: % Value Growth 2017-2022
Table 71 NBO Company Shares of Weight Management and Wellbeing: % Value 2018-2022
Table 72 LBN Brand Shares of Weight Management and Wellbeing: % Value 2019-2022
Table 73 Forecast Sales of Weight Management and Wellbeing by Category: Value 2022-2027
Table 74 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2022-2027

SPORTS NUTRITION IN DENMARKKEY DATA FINDINGS

2022 DEVELOPMENTS

Healthy value growth in 2022
BodyLab and Nutramino continue to lead but competition is heating up
Added protein key trend

PROSPECTS AND OPPORTUNITIES

Rosey outlook over forecast period
E-commerce is key battleground
Increased number of vegan influences product development

CATEGORY DATA

Table 75 Sales of Sports Nutrition by Category: Value 2017-2022
Table 76 Sales of Sports Nutrition by Category: % Value Growth 2017-2022
Table 77 NBO Company Shares of Sports Nutrition: % Value 2018-2022
Table 78 LBN Brand Shares of Sports Nutrition: % Value 2019-2022
Table 79 Forecast Sales of Sports Nutrition by Category: Value 2022-2027
Table 80 Forecast Sales of Sports Nutrition by Category: % Value Growth 2022-2027

HERBAL/TRADITIONAL PRODUCTS IN DENMARKKEY DATA FINDINGS

2022 DEVELOPMENTS

Fall in constant value sales in 2022
Cloetta Danmark leads sales within the fragmented competitive landscape
Dietary supplements best performing product

PROSPECTS AND OPPORTUNITIES

Moderate growth over forecast period
Focus on climate change widens consumer base
Increased segmentation way of standing out from the crowd

CATEGORY DATA

Table 81 Sales of Herbal/Traditional Products by Category: Value 2017-2022
Table 82 Sales of Herbal/Traditional Products by Category: % Value Growth 2017-2022
Table 83 NBO Company Shares of Herbal/Traditional Products: % Value 2018-2022
Table 84 LBN Brand Shares of Herbal/Traditional Products: % Value 2019-2022
Table 85 Forecast Sales of Herbal/Traditional Products by Category: Value 2022-2027
Table 86 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2022-2027

PAEDIATRIC CONSUMER HEALTH IN DENMARKKEY DATA FINDINGS

2022 DEVELOPMENTS

Decline in constant value sales in 2022
Major international players continue to lead
Vitamins and dietary supplements sees continued value sales

PROSPECTS AND OPPORTUNITIES

Muted growth over forecast period
Shift towards natural products over forecast period
Players focus on child-friendly design

CATEGORY DATA

Table 87 Sales of Paediatric Consumer Health by Category: Value 2017-2022
Table 88 Sales of Paediatric Consumer Health by Category: % Value Growth 2017-2022
Table 89 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2017-2022
Table 90 NBO Company Shares of Paediatric Consumer Health: % Value 2018-2022
Table 91 LBN Brand Shares of Paediatric Consumer Health: % Value 2019-2022
Table 92 Forecast Sales of Paediatric Consumer Health by Category: Value 2022-2027
Table 93 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2022-2027

NRT SMOKING CESSATION AIDS IN DENMARKKEY DATA FINDINGS

2022 DEVELOPMENTS

Volume sales unchanged in 2022
Stable competitive landscape
E-commerce now a significant channel

PROSPECTS AND OPPORTUNITIES

Bad reputation of vaping products benefits NRT products
Potential consumer base continues to contract
Little innovation expected

CATEGORY INDICATORS

Table 94 Number of Smokers by Gender 2017-2022

CATEGORY DATA

Table 95 Sales of NRT Smoking Cessation Aids by Category: Value 2017-2022
Table 96 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2017-2022
Table 97 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2018-2022
Table 98 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2019-2022
Table 99 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2022-2027
Table 100 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2022-2027