Table of Content

Consumer Health in Denmark
Euromonitor International
September 2021

List Of Contents And Tables

CONSUMER HEALTH IN DENMARK
EXECUTIVE SUMMARY
Consumer health in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for consumer health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2016-2021
Table 2 Life Expectancy at Birth 2016-2021
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2016-2021
Table 4 Sales of Consumer Health by Category: % Value Growth 2016-2021
Table 5 NBO Company Shares of Consumer Health: % Value 2017-2021
Table 6 LBN Brand Shares of Consumer Health: % Value 2018-2021
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2016-2021
Table 8 Distribution of Consumer Health by Format: % Value 2016-2021
Table 9 Distribution of Consumer Health by Format and Category: % Value 2021
Table 10 Forecast Sales of Consumer Health by Category: Value 2021-2026
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2021-2026
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
SOURCES
Summary 1 Research Sources
ANALGESICS IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Analgesics in demand to alleviate side effects of COVID-19 vaccines
The analgesics landscape is highly consolidated as GlaxoSmithKline retains its lead in 2021
Growth in e-commerce slows
PROSPECTS AND OPPORTUNITIES
Normal growth patterns resume over forecast period
Analgesics innovate through further segmentation
Messaging important for value sales of paediatric analgesics
CATEGORY DATA
Table 12 Sales of Analgesics by Category: Value 2016-2021
Table 13 Sales of Analgesics by Category: % Value Growth 2016-2021
Table 14 NBO Company Shares of Analgesics: % Value 2017-2021
Table 15 LBN Brand Shares of Analgesics: % Value 2018-2021
Table 16 Forecast Sales of Analgesics by Category: Value 2021-2026
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2021-2026
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
2021 sees coughs, colds and allergies remedies correct itself from slump in 2020
GSK Consumer Healthcare maintains its leading position, as generics also continue to gain ground?
E-commerce registers steady growth
PROSPECTS AND OPPORTUNITIES
Permanent changed behaviour could slightly dampen value sales for cough and cold products
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 2016-2021
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2016-2021
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2021
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2018-2021
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2021-2026
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2021-2026
DIGESTIVE REMEDIES IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Impact of COVID-19 on value sales of certain products still lingers in 2021
Strong presence of leading brands makes it hard for smaller players to cut-through?
E-commerce continues to gain value share
PROSPECTS AND OPPORTUNITIES
Healthier eating could dampen growth rates over forecast period
The ageing population will drive strong growth for digestive remedies across the forecast period?
Increase birth rate drives value growth of paediatric digestive remedies
CATEGORY DATA
Table 24 Sales of Digestive Remedies by Category: Value 2016-2021
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2016-2021
Table 26 NBO Company Shares of Digestive Remedies: % Value 2017-2021
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2018-2021
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2021-2026
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2021-2026
DERMATOLOGICALS IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Social distancing measures continue to hamper spread of lice
GSK Consumer Healthcare continues to lead the landscape?
Hair loss treatments continue downward trend
PROSPECTS AND OPPORTUNITIES
Good quality and natural ingredients key trends over forecast period
The ageing population of the country continues to support growth across the forecast period
Social stigma of certain products benefits online sales
CATEGORY DATA
Table 30 Sales of Dermatologicals by Category: Value 2016-2021
Table 31 Sales of Dermatologicals by Category: % Value Growth 2016-2021
Table 32 NBO Company Shares of Dermatologicals: % Value 2017-2021
Table 33 LBN Brand Shares of Dermatologicals: % Value 2018-2021
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2018-2021
Table 35 Forecast Sales of Dermatologicals by Category: Value 2021-2026
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2021-2026
NRT SMOKING CESSATION AIDS IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Continued solid current value growth due to several factors
New legislation reduces visibility of tobacco products
E-commerce continues to grow
PROSPECTS AND OPPORTUNITIES
Bad reputation of vaping products benefits NRT products
Reduced smoking prevalence will lead to long term decline
Modern grocery retailers gain value share
CATEGORY INDICATORS
Table 37 Number of Smokers by Gender 2016-2021
CATEGORY DATA
Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2016-2021
Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2016-2021
Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2017-2021
Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2018-2021
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2021-2026
Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2021-2026
SLEEP AIDS IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
With fear around COVID-19 abating, value growth slows
No changes in the landscape in 2021, as Orkla Care continues to lead
Sleep aids suffer from negative reputation
PROSPECTS AND OPPORTUNITIES
Limited constant value growth over forecast period
Growth stymied by strict legislation regarding claims
Innovation needed to push growth over forecast period
CATEGORY DATA
Table 44 Sales of Sleep Aids: Value 2016-2021
Table 45 Sales of Sleep Aids: % Value Growth 2016-2021
Table 46 NBO Company Shares of Sleep Aids: % Value 2017-2021
Table 47 LBN Brand Shares of Sleep Aids: % Value 2018-2021
Table 48 Forecast Sales of Sleep Aids: Value 2021-2026
Table 49 Forecast Sales of Sleep Aids: % Value Growth 2021-2026
EYE CARE IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Eye care affected by pollen season more than COVID-19
The competitive landscape continues to be driven by well-known brands
E-commerce continues to gain value share
PROSPECTS AND OPPORTUNITIES
Moderate growth over forecast period, with allergy eye care registering higher growth
Standard eye care set to be boosted by the ageing population
Allergy vaccines could stymie growth over long term
CATEGORY DATA
Table 50 Sales of Eye Care by Category: Value 2016-2021
Table 51 Sales of Eye Care by Category: % Value Growth 2016-2021
Table 52 NBO Company Shares of Eye Care: % Value 2017-2021
Table 53 LBN Brand Shares of Eye Care: % Value 2018-2021
Table 54 Forecast Sales of Eye Care by Category: Value 2021-2026
Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2021-2026
WOUND CARE IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for wound care still below pre pandemic levels
Beiersdorf continues to lead; however, private label offerings continue to have a solid share of the landscape
Pricing main driver of value sales
PROSPECTS AND OPPORTUNITIES
Wound care will recover quickly once society opens up fully
Innovation needed to stand out from competition
The high birth rate of the country and the increasing ageing population both support growth for wound care
CATEGORY DATA
Table 56 Sales of Wound Care by Category: Value 2016-2021
Table 57 Sales of Wound Care by Category: % Value Growth 2016-2021
Table 58 NBO Company Shares of Wound Care: % Value 2017-2021
Table 59 LBN Brand Shares of Wound Care: % Value 2018-2021
Table 60 Forecast Sales of Wound Care by Category: Value 2021-2026
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2021-2026
VITAMINS IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Growth return to more normal levels
Orkla Care leads but closely followed by Takeda Pharma
Multi-vitamins star performer in 2021
PROSPECTS AND OPPORTUNITIES
Steady value growth over forecast period
Increased evidence of vital importance of vitamin D
Launch of innovative formats are set to drive sales across the next five years
CATEGORY DATA
Table 62 Sales of Vitamins by Category: Value 2016-2021
Table 63 Sales of Vitamins by Category: % Value Growth 2016-2021
Table 64 Sales of Multivitamins by Positioning: % Value 2016-2021
Table 65 NBO Company Shares of Vitamins: % Value 2017-2021
Table 66 LBN Brand Shares of Vitamins: % Value 2018-2021
Table 67 Forecast Sales of Vitamins by Category: Value 2021-2026
Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2021-2026
DIETARY SUPPLEMENTS IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Normal consumer behaviour resumes
Status quo remains in 2021
Old familiars still account for majority of value sales
PROSPECTS AND OPPORTUNITIES
Segmentation key to growth over forecast period
Holistic approach to health drives value sales?
Ageing population drives value growth for supplements that alleviate certain medical conditions
CATEGORY DATA
Table 69 Sales of Dietary Supplements by Category: Value 2016-2021
Table 70 Sales of Dietary Supplements by Category: % Value Growth 2016-2021
Table 71 Sales of Dietary Supplements by Positioning: % Value 2016-2021
Table 72 NBO Company Shares of Dietary Supplements: % Value 2017-2021
Table 73 LBN Brand Shares of Dietary Supplements: % Value 2018-2021
Table 74 Forecast Sales of Dietary Supplements by Category: Value 2021-2026
Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2021-2026
WEIGHT MANAGEMENT AND WELLBEING IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Weight gain during lockdowns drives value growth
Nupo maintains its lead following its new product launches, while e-commerce continues to grow its share?
Slimming teas show potential
PROSPECTS AND OPPORTUNITIES
Bleak outlook for weight loss products
E-commerce continues to grow at healthy pace
OTC Obesity worst performing product over forecast period
CATEGORY DATA
Table 76 Sales of Weight Management and Wellbeing by Category: Value 2016-2021
Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2016-2021
Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2017-2021
Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2018-2021
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2021-2026
Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2021-2026
SPORTS NUTRITION IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Slower recovery than expected due to continued high infection rate of COVID-19
BodyLab and Myprotein benefit from e-commerce platforms, whereas Maxim and Nutramino see a decline in share due to their reliance on physical retailers
Convenience and RTD a growing trend
PROSPECTS AND OPPORTUNITIES
Rosy outlook over forecast period
Growth supported by health and wellness trend
E-commerce is key battleground
CATEGORY DATA
Table 82 Sales of Sports Nutrition by Category: Value 2016-2021
Table 83 Sales of Sports Nutrition by Category: % Value Growth 2016-2021
Table 84 NBO Company Shares of Sports Nutrition: % Value 2017-2021
Table 85 LBN Brand Shares of Sports Nutrition: % Value 2018-2021
Table 86 Forecast Sales of Sports Nutrition by Category: Value 2021-2026
Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2021-2026
HERBAL/TRADITIONAL PRODUCTS IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Only moderate growth as low prevalence of common colds stymies growth
Cloetta Danmark leads sales within the fragmented competitive landscape
Sleep aids return to normal growth trajectory
PROSPECTS AND OPPORTUNITIES
Healthy value growth over forecast period
Further fragmentation and segmentation over forecast period
Online competition putting pressure on manufacturers
CATEGORY DATA
Table 88 Sales of Herbal/Traditional Products by Category: Value 2016-2021
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2016-2021
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2017-2021
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2018-2021
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2021-2026
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2021-2026
PAEDIATRIC CONSUMER HEALTH IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Normal patterns resume
Official recommendations boost sales in paediatric vitamins and dietary supplements
PROSPECTS AND OPPORTUNITIES
Rising birth rate drives value sales over forecast period
Shift towards natural products over forecast period
Players focus on child-friendly design
CATEGORY DATA
Table 94 Sales of Paediatric Consumer Health by Category: Value 2016-2021
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2016-2021
Table 96 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2021
Table 97 NBO Company Shares of Paediatric Consumer Health: % Value 2017-2021
Table 98 LBN Brand Shares of Paediatric Consumer Health: % Value 2018-2021
Table 99 Forecast Sales of Paediatric Consumer Health by Category: Value 2021-2026
Table 100 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2021-2026