OTC Healthcare in Denmark
Euromonitor International's OTC Healthcare in Denmark market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 94 | Publication date: Nov 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Adult mouthcare; Allergy care; Analgesics; Calming and sleeping products; Child-specific OTC healthcare; Cough; cold and allergy (hay fever) remedies; Digestive remedies; Ear care; Emergency contraception; Eye care; Medicated skin care; NRT Smoking cessation aids; OTC obesity; OTC statins; OTC triptans; Vitamins and dietary supplements; Wound treatments
Executive summary
Danes increasingly willing to self-medicate
The retail value of Danish OTC sales increased once more in 2006 as Danish consumers demonstrated their willingness to self-medicate. Rising medical costs and the hectic speed of modern-day life are two key factors encouraging the self-medication trend. Additionally, the role distribution liberalisation has played in providing a strong impetus to the self-medication trend cannot be underplayed. This was particularly evident in the growth of NRT smoking cessation aids throughout the review period.
Cosmetic innovations blurring boundaries
With cosmetic products becoming more advanced the boundaries between what constitutes an OTC healthcare product and a cosmetic product are becoming blurred. This is particularly relevant in medicated skin care, where sales are facing increased competition from cosmetics. With cosmetic products becoming increasingly advanced in their product formulations and stated functionalities, medicated skin care products are feeling the effects of this increased competition.
Weak consumer confidence in cough remedies
Cough remedies continue to struggle to gain consumer confidence in the face of questions regarding their effectiveness. Indeed, it is the case that national agencies are advising consumers that the overall documented evidence of cough remedies’ effectiveness is weak. This is resulting in consumers thinking twice before purchasing cough remedies. Producers of cough remedies have been slow to dispel consumer concerns and the latter years of the review period saw a clear migration of consumers away from cough remedies to other alternatives, such as nasal sprays and pharyngeal preparations.
Sales of vitamins and dietary supplements mature
Growth rates in the latter years of the review period indicated that vitamins and dietary supplements sales have reached maturity, with an estimated two thirds of the population consuming these products on a regular basis. This was also evident in producers’ increasing efforts to segment sales, with products aimed at different age groups and with added extra ingredients readily available in Danish stores. Additionally, sales growth in the latter years of the review period were negatively effected by nutritional experts claiming that the consumption of vitamin and mineral supplements is unnecessary for the vast majority of Danes. According to them, the consumption of fresh vegetables is a better source of daily nutritional requirements.
Danes struggle to digest their modern lifestyles
According to trade commentators, there are three overriding growth drivers within digestive remedies sales. These are stress, an ageing population, and poor eating habits. Danes lead increasingly hectic lifestyles and consequently stress complaints and poor eating habits are widespread throughout all segments of an ageing population. This is encouraging digestive remedies sales growth, combined with consumer willingness to self-medicate digestive complaints.
Table of contents
OTC HEALTHCARE IN DENMARK : MARKET INSIGHT
EXECUTIVE SUMMARY
Danes increasingly willing to self-medicate
Cosmetic innovations blurring boundaries
Weak consumer confidence in cough remedies
Sales of vitamins and dietary supplements mature
Danes struggle to digest their modern lifestyles
KEY TRENDS AND DEVELOPMENTS
Competition from cosmetic products
Private label increasingly relevant in OTC sales
Product segmentation is a value driver
Danish population is growing older
Consumers more willing to self-medicate
MARKET INDICATORS
Table 1 Life Expectancy at Birth 2001-2006
MARKET DATA
Table 2 Sales of OTC Healthcare by Sector: Value 2001-2006
Table 3 Sales of OTC Healthcare by Sector: % Value Growth 2001-2006
Table 4 OTC Healthcare Company Shares by Retail Value 2002-2006
Table 5 OTC Healthcare Brand Shares by Retail Value 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of OTC Healthcare by Distribution Format: % Analysis 2001/2006
Table 8 Sales of OTC Healthcare by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of OTC Healthcare by Sector: Value 2006-2011
Table 10 Forecast Sales of OTC Healthcare by Sector: % Value Growth 2006-2011
APPENDIX
OTC Registration and Classification
Advertising
Packaging and Labelling
Distribution
De-reimbursement
Vitamins and Dietary Supplements Registration and Classification
Generics
Consumer Expenditure on Health Goods and Medical Services
Table 11 Consumer Expenditure on Health Goods and Medical Services 2001-2006
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - DENMARK
CEDERROTH A/S - OTC HEALTHCARE - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Cederroth A/S: Key Facts
Summary 3 Cederroth A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Table 12 Summary3 Cederroth A/S: Competitive Position 2006
DANSK DROGE A/S - OTC HEALTHCARE - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Dansk Droge A/S: Key Facts
Summary 5 Dansk Droge A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Dansk Droge A/S: Competitive Position 2006
FERROSAN A/S - OTC HEALTHCARE - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Ferrosan A/S: Key Facts
Summary 8 Ferrosan A/S: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 9 Ferrosan A/S: Competitive Position 2006
MATAS A/S - OTC HEALTHCARE - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Matas A/S: Key Facts
Summary 11 Matas A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Matas A/S: Competitive Position 2006
NYCOMED DANMARK A/S - OTC HEALTHCARE - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Nycomed Danmark A/S: Key Facts
Summary 14 Nycomed Danmark A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Nycomed Danmark A/S: Competitive Position 2006
ANALGESICS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 13 Sales of Analgesics by Subsector: Value 2001-2006
Table 14 Sales of Analgesics by Subsector: % Value Growth 2001-2006
Table 15 Herbal vs Standard Topical Analgesics 2001/2006
Table 16 Analgesics Company Shares by Retail Value 2002-2006
Table 17 Analgesics Brand Shares by Retail Value 2003-2006
Table 18 Forecast Sales of Analgesics by Subsector: Value 2006-2011
Table 19 Forecast Sales of Analgesics by Subsector: % Value Growth 2006-2011
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 20 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2001-2006
Table 21 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2001-2006
Table 22 Sales of Decongestants by Type: Value 2001-2006
Table 23 Sales of Decongestants by Type: % Value Growth 2001-2006
Table 24 Herbal vs Standard Cough, Cold and Allergy (Hay Fever) Remedies 2001/2006
Table 25 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Retail Value 2002-2006
Table 26 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Retail Value 2003-2006
Table 27 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2006-2011
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2006-2011
DIGESTIVE REMEDIES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 29 Sales of Digestive Remedies by Subsector: Value 2001-2006
Table 30 Sales of Digestive Remedies by Subsector: % Value Growth 2001-2006
Table 31 Herbal vs Standard Digestive Remedies 2001/2006
Table 32 Digestive Remedies Company Shares by Retail Value 2002-2006
Table 33 Digestive Remedies Brand Shares by Retail Value 2003-2006
Table 34 Forecast Sales of Digestive Remedies by Subsector: Value 2006-2011
Table 35 Forecast Sales of Digestive Remedies by Subsector: % Value Growth 2006-2011
MEDICATED SKIN CARE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 36 Sales of Medicated Skin Care by Subsector: Value 2001-2006
Table 37 Sales of Medicated Skin Care by Subsector: % Value Growth 2001-2006
Table 38 Herbal vs Standard Medicated Skin Care 2001/2006
Table 39 Medicated Skin Care Company Shares by Retail Value 2002-2006
Table 40 Medicated Skin Care Brand Shares by Retail Value 2003-2006
Table 41 Acne Treatments Brand Shares by Retail Value 2003-2006
Table 42 Hair Loss Treatments Brand Shares by Retail Value 2003-2006
Table 43 Forecast Sales of Medicated Skin Care by Subsector: Value 2006-2011
Table 44 Forecast Sales of Medicated Skin Care by Subsector: % Value Growth 2006-2011
VITAMINS AND DIETARY SUPPLEMENTS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Sales of Vitamins and Dietary Supplements by Subsector: Value 2001-2006
Table 46 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2001-2006
Table 47 Sales of Vitamins by Type: Value 2001-2006
Table 48 Sales of Vitamins by Type: % Value Growth 2001-2006
Table 49 Vitamins and Dietary Supplements Company Shares by Retail Value 2002-2006
Table 50 Vitamins and Dietary Supplements Brand Shares by Retail Value 2003-2006
Table 51 Vitamins Brand Shares by Retail Value 2003-2006
Table 52 Sales of Dietary Supplements by Type: Value 2001-2006
Table 53 Sales of Dietary Supplements by Type: % Value Growth 2001-2006
Table 54 Dietary Supplements Brand Shares by Retail Value 2003-2006
Table 55 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2006-2011
Table 56 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2006-2011
NRT SMOKING CESSATION AIDS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 57 Number of Smokers by Gender 2001-2006
SECTOR DATA
Table 58 Sales of Smoking Cessation Aids by Subsector: Value 2001-2006
Table 59 Sales of Smoking Cessation Aids by Subsector: % Value Growth 2001-2006
Table 60 Smoking Cessation Aids Company Shares by Retail Value 2002-2006
Table 61 Smoking Cessation Aids Brand Shares by Retail Value 2003-2006
Table 62 Forecast Sales of Smoking Cessation Aids by Subsector: Value 2006-2011
Table 63 Forecast Sales of Smoking Cessation Aids by Subsector: % Value Growth 2006-2011
EYE CARE IN DENMARK
HEADLINES
SECTOR DATA
Table 64 Sales of Eye Care by Subsector: Value 2001-2006
Table 65 Sales of Eye Care by Subsector: % Value Growth 2001-2006
Table 66 Eye Care Company Shares by Retail Value 2002-2006
Table 67 Eye Care Brand Shares by Retail Value 2003-2006
Table 68 Forecast Sales of Eye Care by Subsector: Value 2006-2011
Table 69 Forecast Sales of Eye Care by Subsector: % Value Growth 2006-2011
EAR CARE IN DENMARK
HEADLINES
ADULT MOUTHCARE IN DENMARK
HEADLINES
CALMING AND SLEEPING PRODUCTS IN DENMARK
HEADLINES
WOUND TREATMENTS IN DENMARK
HEADLINES
SECTOR DATA
Table 70 Sales of Wound Treatments by Subsector: Value 2001-2006
Table 71 Sales of Wound Treatments by Subsector: % Value Growth 2001-2006
Table 72 Wound Treatments Company Shares by Retail Value 2002-2006
Table 73 Wound Treatments Brand Shares by Retail Value 2003-2006
Table 74 Forecast Sales of Wound Treatments by Subsector: Value 2006-2011
Table 75 Forecast Sales of Wound Treatments by Subsector: % Value Growth 2006-2011
EMERGENCY CONTRACEPTION IN DENMARK
HEADLINES
SECTOR DATA
Table 76 Sales of Emergency Contraception by Subsector: Value 2001-2006
Table 77 Sales of Emergency Contraception by Subsector: % Value Growth 2001-2006
Table 78 Forecast Sales of Emergency Contraception by Subsector: Value 2006-2011
Table 79 Forecast Sales of Emergency Contraception by Subsector: % Value Growth 2006-2011