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.

Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes, company and brand shares, distribution and pricing data.

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• 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 mouth care; 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

Strong market performance in 2008

In 2008, the OTC market recorded very positive value growth, stronger than during any previous year of the review period. This was mainly due to a sudden sales boom in 2008 in vitamins and dietary supplements, after years of declining sales as consumer confidence had remained low since 2004. During the review period, the government and media engaged in something that came close to a public scare campaign about the potential dangers of vitamins and dietary supplements. However, following the release of popular books written by nutritionals experts, in 2008 journalists began to focus on the health and wellness benefits of vitamins and dietary supplements.

Convenience is a key growth driver

The strong convenience trend in Denmark is one of the key targets for OTC product development and distribution. Widely available in convenience stores such as 7-Eleven, innovative brands such as Voltaren, Eeze, Lamisil Once, Strepsils and Gerimax drove growth in topical analgesics/anaesthetic, medicated skin care, cough, cold and allergy (hay fever) remedies and vitamins and dietary supplements. These brands are all marketed on the basis of key selling points such as rapid effect and easy to use product formats for consumers on the move. Launched in 2008, the new Gerimax Instant Energy Tyggegummi, for instance, is a ginseng chewing gum supplement with an instant energy effect. It is also the first chewing gum supplement on the Danish market.

Leading multinationals and vitamin and dietary supplement manufacturers performed best

In 2008, OTC healthcare growth was boosted by multinational companies’ large marketing investments in brands such as Nicorette, Livostin, Imodium Plus, Voltaren, Strepsils and Lamisil Once. These brands boosted the market shares of McNeil Denmark and Novartis Healthcare in 2008. The boom in sales of vitamins and dietary supplements was another factor contributing to market growth. In this sector, medium-sized manufacturers such as Heigar and Anjo recorded the strongest performance due to their strong standing in healthfood shops, the most dynamic distribution channel for vitamins and dietary supplements in 2008. Heigar recorded the largest share increase, as the company also drove growth through TV campaigns for the dynamic Fitness Pharma brand range.

Pharmacies and drugstores lost share

Diverse distribution trends were apparent in vitamins and dietary supplements and other OTC sectors in 2008. The only channels to record share increases across all sectors were convenience stores and internet retailing. The strong convenience trend in Denmark is driving growth in both channels. In vitamins and dietary supplements, healthfood shops took share from drugstores and supermarkets, as the channel received many new customers seeking advice before purchasing vitamins and dietary supplements for the first time. Manufacturers are increasingly geared towards mass distribution, and consequently in most other OTC sectors, the large grocery retailers recorded an increase in share, mainly at the expense of pharmacies and drugstores.

Strong growth to continue during forecast period

OTC value sales are expected to continue to grow at a faster rate than during the review period. Consolidating over recent years, many manufacturers are now more geared towards mass distribution. In addition, deteriorating public health is expected to continue to drive up demand for medicines, while manufacturers will increasingly target product innovation towards the convenience trend to drive up value growth. Finally, the health and wellness trend is expected to boost sales of vitamins and dietary supplements, which have significant further growth potential.

Table of contents

OTC HEALTHCARE IN DENMARK : MARKET INSIGHT

EXECUTIVE SUMMARY

Strong market performance in 2008

Convenience is a key growth driver

Leading multinationals and vitamin and dietary supplement manufacturers performed best

Pharmacies and drugstores lost share

Strong growth to continue during forecast period

KEY TRENDS AND DEVELOPMENTS

Liberalisation process slows down

Consolidation strategies begin to bear fruit

Trend towards generics and parallel imports continues

Convenience is a key consumer trend

Long-term decline in public health is a key demand driver

Boom in internet sales continues

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services 2003-2008

Table 2 Life Expectancy at Birth 2003-2008

MARKET DATA

Table 3 Sales of OTC Healthcare by Sector: Value 2003-2008

Table 4 Sales of OTC Healthcare by Sector: % Value Growth 2003-2008

Table 5 OTC Healthcare Company Shares by Value 2004-2008

Table 6 OTC Healthcare Brand Shares by Value 2005-2008

Table 7 Penetration of Private Label by Sector 2003-2008

Table 8 Sales of OTC Healthcare by Distribution Format: % Analysis 2003-2008

Table 9 Sales of OTC Healthcare by Sector and Distribution Format: % Analysis 2008

Table 10 Forecast Sales of OTC Healthcare by Sector: Value 2008-2013

Table 11 Forecast Sales of OTC Healthcare by Sector: % Value Growth 2008-2013

APPENDIX

OTC Registration and Classification

Vitamins & Dietary Supplements Registration and Classification

EU LEGISLATION

European regulatory systems

Marketing authorisations

Distribution

Pricing

Switch Climate

Centralised procedure

Regulation of vitamins and dietary supplements

Regulation of herbal products

Self-medication and Preventative Medicine

Generics

Switches

Summary 1 OTC Healthcare Switches 2005-2007

DEFINITIONS

Summary 2 Research Sources

LOCAL COMPANY PROFILES - DENMARK

ACTAVIS A/S - OTC HEALTHCARE - DENMARK

STRATEGIC DIRECTION

KEY FACTS

Summary 3 Actavis Nordic A/S: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 4 Actavis Nordic A/S: Competitive Position 2008

CEDERROTH A/S - OTC HEALTHCARE - DENMARK

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Cederroth A/S: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 6 Cederroth A/S: Competitive Position 2008

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 2008

NYCOMED DANMARK A/S - OTC HEALTHCARE - DENMARK

STRATEGIC DIRECTION

KEY FACTS

Summary 10 Nycomed Danmark A/S: Key Facts

Summary 11 Nycomed Group: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 12 Nycomed Danmark A/S: Competitive Position 2008

ORIFARM A/S - OTC HEALTHCARE - DENMARK

STRATEGIC DIRECTION

KEY FACTS

Summary 13 Orifarm A/S: Key Facts

Summary 14 Orifarm Group: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 15 Orifarm A/S: Competitive Position 2008

ANALGESICS IN DENMARK

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 12 Sales of Analgesics by Subsector: Value 2003-2008

Table 13 Sales of Analgesics by Subsector: % Value Growth 2003-2008

Table 14 Herbal vs Standard Topical Analgesics 2003-2008

Table 15 Topical Analgesics by Format: % Value Breakdown 2004-2008

Table 16 Analgesics Company Shares by Value 2004-2008

Table 17 Analgesics Brand Shares by Value 2005-2008

Table 18 Forecast Sales of Analgesics by Subsector: Value 2008-2013

Table 19 Forecast Sales of Analgesics by Subsector: % Value Growth 2008-2013

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 2003-2008

Table 21 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2003-2008

Table 22 Sales of Decongestants by Type: Value 2003-2008

Table 23 Sales of Decongestants by Type: % Value Growth 2003-2008

Table 24 Herbal vs Standard Cough, Cold and Allergy (Hay Fever) Remedies 2003-2008

Table 25 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2004-2008

Table 26 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2005-2008

Table 27 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2008-2013

Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2008-2013

DIGESTIVE REMEDIES IN DENMARK

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 29 Sales of Digestive Remedies by Subsector: Value 2003-2008

Table 30 Sales of Digestive Remedies by Subsector: % Value Growth 2003-2008

Table 31 Herbal vs Standard Digestive Remedies 2003-2008

Table 32 Digestive Remedies Company Shares by Value 2004-2008

Table 33 Digestive Remedies Brand Shares by Value 2005-2008

Table 34 Forecast Sales of Digestive Remedies by Subsector: Value 2008-2013

Table 35 Forecast Sales of Digestive Remedies by Subsector: % Value Growth 2008-2013

MEDICATED SKIN CARE IN DENMARK

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 36 Sales of Medicated Skin Care by Subsector: Value 2003-2008

Table 37 Sales of Medicated Skin Care by Subsector: % Value Growth 2003-2008

Table 38 Herbal vs Standard Medicated Skin Care 2003-2008

Table 39 Acne Treatments by Format: % Value Breakdown 2004-2008

Table 40 Medicated Skin Care Company Shares by Value 2004-2008

Table 41 Medicated Skin Care Brand Shares by Value 2005-2008

Table 42 Acne Treatments Brand Shares by Value 2005-2008

Table 43 Hair Loss Treatments Brand Shares by Value 2005-2008

Table 44 Forecast Sales of Medicated Skin Care by Subsector: Value 2008-2013

Table 45 Forecast Sales of Medicated Skin Care by Subsector: % Value Growth 2008-2013

VITAMINS AND DIETARY SUPPLEMENTS IN DENMARK

HEADLINES

TRENDS - VITAMINS

TRENDS – DIETARY SUPPLEMENTS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 46 Dietary Supplements: Brand Ranking by Positioning 2008

SECTOR DATA

Table 47 Sales of Vitamins and Dietary Supplements by Subsector: Value 2003-2008

Table 48 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2003-2008

Table 49 Folic Acid v Other B Vitamins 2004-2008

Table 50 Dietary Supplements by Positioning 2006-2008

Table 51 Vitamins and Dietary Supplements Company Shares by Value 2004-2008

Table 52 Vitamins and Dietary Supplements Brand Shares by Value 2005-2008

Table 53 Vitamins Brand Shares by Value 2005-2008

Table 54 Dietary Supplements Brand Shares by Value 2005-2008

Table 55 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2008-2013

Table 56 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2008-2013

NRT SMOKING CESSATION AIDS IN DENMARK

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 57 Number of Smokers by Gender 2003-2008

SECTOR DATA

Table 58 Sales of Smoking Cessation Aids by Subsector: Value 2003-2008

Table 59 Sales of Smoking Cessation Aids by Subsector: % Value Growth 2003-2008

Table 60 NRT Gum Flavours: % Value Breakdown 2006-2008

Table 61 Smoking Cessation Aids Company Shares by Value 2004-2008

Table 62 Smoking Cessation Aids Brand Shares by Value 2005-2008

Table 63 Forecast Sales of Smoking Cessation Aids by Subsector: Value 2008-2013

Table 64 Forecast Sales of Smoking Cessation Aids by Subsector: % Value Growth 2008-2013

EYE CARE IN DENMARK

SECTOR DATA

Table 65 Sales of Eye Care by Subsector: Value 2003-2008

Table 66 Sales of Eye Care by Subsector: % Value Growth 2003-2008

Table 67 Standard Eye Care by Type: % Value Breakdown 2007-2008

Table 68 Eye Care Company Shares by Value 2004-2008

Table 69 Eye Care Brand Shares by Value 2005-2008

Table 70 Forecast Sales of Eye Care by Subsector: Value 2008-2013

Table 71 Forecast Sales of Eye Care by Subsector: % Value Growth 2008-2013

EAR CARE IN DENMARK

SECTOR DATA

Table 72 Sales of Ear Care: Value 2003-2008

Table 73 Sales of Ear Care: % Value Growth 2003-2008

Table 74 Ear Care Company Shares by Value 2004-2008

Table 75 Ear Care Brand Shares by Value 2005-2008

Table 76 Forecast Sales of Ear Care: Value 2008-2013

Table 77 Forecast Sales of Ear Care: % Value Growth 2008-2013

ADULT MOUTH CARE IN DENMARK

HEADLINES

SECTOR DATA

Table 78 Sales of Adult Mouth Care: Value 2003-2008

Table 79 Sales of Adult Mouth Care: % Value Growth 2003-2008

Table 80 Adult Mouth Care Company Shares by Value 2004-2008

Table 81 Adult Mouth Care Brand Shares by Value 2005-2008

Table 82 Forecast Sales of Adult Mouth Care: Value 2008-2013

Table 83 Forecast Sales of Adult Mouth Care: % Value Growth 2008-2013

CALMING AND SLEEPING PRODUCTS IN DENMARK

SECTOR DATA

Table 84 Sales of Calming and Sleeping Products: Value 2003-2008

Table 85 Sales of Calming and Sleeping Products: % Value Growth 2003-2008

Table 86 Calming and Sleeping Products Company Shares by Value 2004-2008

Table 87 Calming and Sleeping Products Brand Shares by Value 2005-2008

Table 88 Forecast Sales of Calming and Sleeping Products: Value 2008-2013

Table 89 Forecast Sales of Calming and Sleeping Products: % Value Growth 2008-2013

WOUND TREATMENTS IN DENMARK

SECTOR DATA

Table 90 Sales of Wound Treatments by Subsector: Value 2003-2008

Table 91 Sales of Wound Treatments by Subsector: % Value Growth 2003-2008

Table 92 Wound Treatments Company Shares by Value 2004-2008

Table 93 Wound Treatments Brand Shares by Value 2005-2008

Table 94 Forecast Sales of Wound Treatments by Subsector: Value 2008-2013

Table 95 Forecast Sales of Wound Treatments by Subsector: % Value Growth 2008-2013

OTC OBESITY IN DENMARK

SECTOR DATA

Table 96 Forecast Sales of OTC Obesity: Value 2009-2013

Table 97 Forecast Sales of OTC Obesity: % Value Growth 2009-2013

EMERGENCY CONTRACEPTION IN DENMARK

SECTOR DATA

Table 98 Sales of Emergency Contraception: Value 2003-2008

Table 99 Sales of Emergency Contraception: % Value Growth 2003-2008

Table 100 Emergency Contraception Company Shares by Value 2004-2008

Table 101 Emergency Contraception Brand Shares by Value 2005-2008

Table 102 Forecast Sales of Emergency Contraception: Value 2008-2013

Table 103 Forecast Sales of Emergency Contraception: % Value Growth 2008-2013

OTC TRIPTANS IN DENMARK