Denmark has an ageing population and the proportion of the country’s population aged 65 and over increased steadily over the course of the review period. This is because chronic mild to moderate pain remains prevalent among the older population.
Product differentiation remained an important strategy for the leading players in analgesics in 2019 as they focused on the development of new products that offer specific benefits in addition to basic pain relief and this is likely to continue driving growth in analgesics during the forecast period. One example of an innovative new products seen in the category during 2019 is Panodil Extra by GSK Consumer Healthcare, which combines paracetamol and caffeine to provide relief from pain and fever while at the same time providing extra energy.
2019 saw systemic diclofenac remain scheduled as a prescription-only medicine as Danish researchers continued to warn against the potential for serious side-effects from diclofenac in tablet form. One recent study has shown that systemic diclofenac can increase the risk of cardiovascular disease.
Analgesics remains a highly consolidated OTC category in Denmark as consumers tend to be more willing to place their trust in well-known brands that can guarantee a supply of safe, high-quality products. The result of this general preference for leading brands is that the category’s top three players GlaxoSmithKline Consumer HealthCare A/S, Takeda Pharma A/S and Meda A/S account for well over three-quarters of retail value sales.
2019 saw sales of analgesics through modern grocery retailers continue to increase, while sales through chemists/pharmacies continued to decline. The basis of this trend is that more Danes are purchasing OTC medication while doing their grocery shopping.
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This industry report originates from Passport, our Consumer Health market research database.