Consumer Health in Denmark

Consumer Health in Denmark

EXECUTIVE SUMMARY

COVID-19 impact on consumer health

COVID-19 country impact

Company response

Retailing shift

What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-2020
Table 2 Life Expectancy at Birth 2015-2020

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2015-2020
Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020
Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2015-2020
Table 8 Distribution of Consumer Health by Format: % Value 2015-2020
Table 9 Distribution of Consumer Health by Format and Category: % Value 2020
Table 10 Forecast Sales of Consumer Health by Category: Value 2020-2025
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in Denmark

KEY DATA FINDINGS

2020 IMPACT

As consumers purchases increase due to COVID-19, the Danish Medicines Board implements rules to curb stockpiling of analgesics

Changes in retailing due to COVID-19, as consumers increasingly move to e-commerce during the lockdown period

The analgesics landscape is highly consolidated as GlaxoSmithKline Consumer HealthCare A/S retains its lead in 2020

RECOVERY AND OPPORTUNITIES

Following a decline in 2021, a solid performance is expected across the forecast period, as topical analgesics/anaesthetic lead growth

The ageing population in Denmark will drive positive value and volume growth across the forecast period

Innovation is set to drive sales; however, prescription medication and alternative treatments remain a threat to growth

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2015-2020
Table 13 Sales of Analgesics by Category: % Value Growth 2015-2020
Table 14 NBO Company Shares of Analgesics: % Value 2016-2020
Table 15 LBN Brand Shares of Analgesics: % Value 2017-2020
Table 16 Forecast Sales of Analgesics by Category: Value 2020-2025
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025

Cough, Cold and Allergy (Hay Fever) Remedies in Denmark

KEY DATA FINDINGS

2020 IMPACT

COVID-19 leads to an increase in sales of cough remedies, as consumers prepare for potential cases of infection

Antihistamines/allergy remedies continues to record positive growth as the warmer, longer summers increase the demand for allergy products

GSK Consumer Healthcare maintains its leading position, as generics also continue to gain ground

RECOVERY AND OPPORTUNITIES

Stable growth is predicted for the forecast period, driven by medicated confectionery and antihistamines/allergy remedies

Antihistamines/allergy remedies (systemic) remains a key driver of growth, although long-term vaccines remain a threat across the forecast period

The significant growth for vitamin C in 2020, and the growing trend of preventative healthcare will stifle growth across the forecast period

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025

Digestive Remedies in Denmark

KEY DATA FINDINGS

2020 IMPACT

A change in consumers eating habits due to COVID-19 restrictions, impacts growth for digestive remedies

Motion sickness remedies record a decline, as travel is halted due to COVID-19 restrictions and lockdowns

Norgine Denmark continues to lead, as the strong presence of leading brands makes it hard for smaller players to cut-through

RECOVERY AND OPPORTUNITIES

Healthy growth across the forecast period, as consumers eat out, socialise at events and increase their travel

The ageing population will drive strong growth for digestive remedies across the forecast period

Despite positive sales across the forecast period, healthier lifestyles are set to stifle growth for digestive remedies

CATEGORY DATA

Table 24 Sales of Digestive Remedies by Category: Value 2015-2020
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
Table 26 NBO Company Shares of Digestive Remedies: % Value 2016-2020
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025

Dermatologicals in Denmark

KEY DATA FINDINGS

2020 IMPACT

The outbreak of COVID-19 does not impact growth for dermatologicals, however, a decline in demand is seen for some products, due to lockdown restrictions

Hair loss treatments decline as consumers question their effectiveness, and the fashion for a bald or shaved head continues

RECOVERY AND OPPORTUNITIES

Sales of antiparasitics/lice (head and body) treatment will benefit from lockdown being reversed, as the product drives the highest growth across the forecast period

The ageing population of the country continues to support growth across the forecast period

Following a boost in use due to COVID-19, a preference for discretion will continue to see e-commerce grow across the forecast period

CATEGORY DATA

Table 30 Sales of Dermatologicals by Category: Value 2015-2020
Table 31 Sales of Dermatologicals by Category: % Value Growth 2015-2020
Table 32 NBO Company Shares of Dermatologicals: % Value 2016-2020
Table 33 LBN Brand Shares of Dermatologicals: % Value 2017-2020
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2017-2020
Table 35 Forecast Sales of Dermatologicals by Category: Value 2020-2025
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025

NRT Smoking Cessation Aids in Denmark

KEY DATA FINDINGS

2020 IMPACT

The outbreak of COVID-19 encourages some consumers to quit smoking, through awareness that the severity of the virus may be higher among smokers

Vapour products are not popular in Denmark, and this contributes to ongoing consumer interest in NRT Smoking cessation aids

Nicorette and Nicotinell continue to dominate the landscape, as COVID-19 leads to an increase in e-commerce sales

RECOVERY AND OPPORTUNITIES

The COVID-19 virus and increasing interest in health and wellness supports growth across the forecast period

Many consumers in Denmark use NRT smoking cessation aids for longer than recommended, contributing to higher sales growth over the forecast period

The dominance of the two leading players discourages innovation across the forecast period

CATEGORY INDICATORS

Table 37 Number of Smokers by Gender 2015-2020

CATEGORY DATA

Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2015-2020
Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2016-2020
Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2017-2020
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025

Sleep Aids in Denmark

KEY DATA FINDINGS

2020 IMPACT

Despite a rise in stress due to COVID-19, growth in sleep aids is only set to rise slightly, as some consumers prefer not to rely on the products

Prescription sleep aids are a growing threat to sales, as the effectiveness of herbal/traditional products is questioned

No changes in the landscape in 2020, as Orkla Care A/S continues to lead, and the use of e-commerce rises

RECOVERY AND OPPORTUNITIES

Growth is set to be positive, increasing from 2021 as stress and anxieties continue into the early forecast period

Growth is stifled as consumers turn to alternative ways of promoting sleep, including yoga, exercise and meditation

While COVID-19 boosts e-commerce sales in 2020, high online sales over the forecast period will benefit from the looser restrictions on herbal/traditional products

CATEGORY DATA

Table 44 Sales of Sleep Aids: Value 2015-2020
Table 45 Sales of Sleep Aids: % Value Growth 2015-2020
Table 46 NBO Company Shares of Sleep Aids: % Value 2016-2020
Table 47 LBN Brand Shares of Sleep Aids: % Value 2017-2020
Table 48 Forecast Sales of Sleep Aids: Value 2020-2025
Table 49 Forecast Sales of Sleep Aids: % Value Growth 2020-2025

Eye Care in Denmark

KEY DATA FINDINGS

2020 IMPACT

The outbreak of COVID-19 has little impact on value growth in 2020, with the longer drier summer continuing to drive demand for allergy eye care

Heightened screen-time during the COVID-19 lockdown leads to ongoing use of standard eye care

The competitive landscape continues to be driven by well-known brands, as private label offerings fail to have a place on the landscape

RECOVERY AND OPPORTUNITIES

Ongoing growth will be supported by screen use and a rise in allergies, boosting sales on the landscape

Innovation and product development that focuses on specific needs will drive growth across the forecast period

Increasing use of allergy vaccines could threaten growth for allergy eye care across the forecast period

CATEGORY DATA

Table 50 Sales of Eye Care by Category: Value 2015-2020
Table 51 Sales of Eye Care by Category: % Value Growth 2015-2020
Table 52 NBO Company Shares of Eye Care: % Value 2016-2020
Table 53 LBN Brand Shares of Eye Care: % Value 2017-2020
Table 54 Forecast Sales of Eye Care by Category: Value 2020-2025
Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2020-2025

Wound Care in Denmark

KEY DATA FINDINGS

2020 IMPACT

Sales of wound care decline slightly, as the COVID-19 lockdown closes gyms and reduces physical activity and injuries

The high birth rate of the country and the increasing ageing population both support growth for wound care

Beiersdorf A/S continues to lead; however, private label offerings continue to have a solid share of the landscape

RECOVERY AND OPPORTUNITIES

As outdoor activities resume, growth is set to increase from 2021, driven by sticking plasters/adhesive bandages

The rise in active lifestyles will continue to support growth for wound care across the forecast period

Growth is set to be supported by innovation, as players have the opportunity to create diverse ranges of products across the forecast period

CATEGORY DATA

Table 56 Sales of Wound Care by Category: Value 2015-2020
Table 57 Sales of Wound Care by Category: % Value Growth 2015-2020
Table 58 NBO Company Shares of Wound Care: % Value 2016-2020
Table 59 LBN Brand Shares of Wound Care: % Value 2017-2020
Table 60 Forecast Sales of Wound Care by Category: Value 2020-2025
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025

Vitamins in Denmark

KEY DATA FINDINGS

2020 IMPACT

Sales of vitamin D increase due to the lockdown period, as consumers grow wary of reduced exposure to natural vitamin D

Orkla Care A/S leads the landscape, as e-commerce sales rise due to home-seclusion during the lockdown period

RECOVERY AND OPPORTUNITIES

Growth is set to decline following the uplift in 2020; however, sales will be positive by 2022, boosted by vitamin D

Immunity-boosting ingredients and the launch of innovative formats are set to drive sales across the next five years

Innovation in multivitamins is set to drive sales, as players focus on launches for specific audiences

CATEGORY DATA

Table 62 Sales of Vitamins by Category: Value 2015-2020
Table 63 Sales of Vitamins by Category: % Value Growth 2015-2020
Table 64 Sales of Multivitamins by Positioning: % Value 2015-2020
Table 65 NBO Company Shares of Vitamins: % Value 2016-2020
Table 66 LBN Brand Shares of Vitamins: % Value 2017-2020
Table 67 Forecast Sales of Vitamins by Category: Value 2020-2025
Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025

Dietary Supplements in Denmark

KEY DATA FINDINGS

2020 IMPACT

Demand for immunity boosting dietary supplements increases as media stories suggest they are beneficial against COVID-19

The health and wellness trend sees an increased interest due to COVID-19, boosting growth in dietary supplements

Orkla Care maintains its leading position, as Matas improves its share, recording a rise in e-commerce sales

RECOVERY AND OPPORTUNITIES

Growth across the forecast will be steady, while players have the opportunity to launch more specific, targeted products

The holistic approach to health and the demand for clean living results in combination herbal/traditional dietary supplements driving the strongest growth

Opportunity for both private label players and e-commerce, as retailers focus on their offerings, and their online platforms

CATEGORY DATA

Table 69 Sales of Dietary Supplements by Category: Value 2015-2020
Table 70 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
Table 71 Sales of Dietary Supplements by Positioning: % Value 2015-2020
Table 72 NBO Company Shares of Dietary Supplements: % Value 2016-2020
Table 73 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
Table 74 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025

Weight Management and Wellbeing in Denmark

KEY DATA FINDINGS

2020 IMPACT

The outbreak of COVID-19 does not significantly impact on weight management and wellbeing, as meal replacements continue to drive the bulk of value growth

Meal replacement benefits from a loyal and dedicated consumer base, although the health and wellness trend represents a growing threat

Nupo A/S maintains its lead following its new product launches, while e-commerce continues to grow its share

RECOVERY AND OPPORTUNITIES

Growth will decline across the forecast period as the health and wellness trend challenges sales of OTC obesity and weight loss supplements

A holistic approach to weight loss leads to a decline in growth across the forecast period, as weight management products suffer from a negative perception

Product innovation will align to growing trends, with players responding to the increasing demand for products that fit within a healthier lifestyle

CATEGORY DATA

Table 76 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025

Sports Nutrition in Denmark

KEY DATA FINDINGS

2020 IMPACT

Sports nutrition records a sharp decline in growth, as COVID-19 restrictions close gyms and disrupt consumers regular workout routines

As the health and wellness trend increases, vegan sports protein products become widely available in the country

BodyLab and MyProtein benefit from e-commerce platforms, whereas Maxim and Nutramino see a decline in share due to their reliance on physical retailers

RECOVERY AND OPPORTUNITIES

Following a decline due to the COVID-19 lockdown, growth will peak in 2021 as consumers return to their previous workout regimes

The rising demand for convenience will drive growth in protein/energy bars, while supporting sales of sports protein RTDs

Players have the opportunity to boost growth over the forecast period, by targeting specific consumer groups

CATEGORY DATA

Table 82 Sales of Sports Nutrition by Category: Value 2015-2020
Table 83 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
Table 84 NBO Company Shares of Sports Nutrition: % Value 2016-2020
Table 85 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
Table 86 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025

Herbal/Traditional Products in Denmark

KEY DATA FINDINGS

2020 IMPACT

Herbal/ traditional cough, cold and allergy (hay fever) products record the highest growth as consumers look to fight off the threat of COVID-19

Sales of sleep aids increase as the outbreak of COVID-19 leads to increased stress and anxiety across the country

Cloetta Danmark leads sales within the fragmented competitive landscape

RECOVERY AND OPPORTUNITIES

Following a decline in sales in 2021, steady growth is predicted for the rest of the forecast period

Herbal/traditional products benefits from the health and wellness trend, with a rising interest in natural and holistic healthcare

Herbal/traditional cough, cold and allergy (hay fever) remedies set to drive value sales, as combination products benefit from their ease and convenience

CATEGORY DATA

Table 88 Sales of Herbal/Traditional Products by Category: Value 2015-2020
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2015-2020
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2020-2025
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025

Paediatric Consumer Health in Denmark

KEY DATA FINDINGS

2020 IMPACT

Stockpiling leads to shortages of paediatric consumer health, as consumers panic buy paediatric analgesics and paediatric cough, cold and allergy remedies

Official recommendations boost sales in paediatric vitamins and dietary supplements in 2020

Major international players lead, as e-commerce records a spike in sales, due to the outbreak of COVID-19

RECOVERY AND OPPORTUNITIES

After low-level growth in 2021, steady growth is expected for the forecast period, driven by vitamins and dietary supplements and digestive remedies

Parents growing increasingly reluctant to medicate their children represents a threat to growth across the forecast period

The shift towards natural products will influence innovation and sales across the forecast period

CATEGORY DATA

Table 94 Sales of Paediatric Consumer Health by Category: Value 2015-2020
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
Table 96 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
Table 97 NBO Company Shares of Paediatric Consumer Health: % Value 2016-2020
Table 98 LBN Brand Shares of Paediatric Consumer Health: % Value 2017-2020
Table 99 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 100 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025

---