Consumer Health in Denmark

Consumer Health in Denmark

EXECUTIVE SUMMARY

Positive growth continues as consumer health benefits from prevailing consumer trends

Sales growth accelerates again in 2019 due to favourable lifestyle and demographic factors

GSK Consumer Health and Orkla Care remain the leading players

The shift towards online sales continues in non-regulated categories

Few changes expected to be seen in a stable and settled industry

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 2 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2014-2019
Table 4 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 6 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 8 Distribution of Consumer Health by Format: % Value 2014-2019
Table 9 Distribution of Consumer Health by Format and Category: % Value 2019
Table 10 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources

Consumer Health in Denmark

EXECUTIVE SUMMARY

Positive growth continues as consumer health benefits from prevailing consumer trends

Sales growth accelerates again in 2019 due to favourable lifestyle and demographic factors

GSK Consumer Health and Orkla Care remain the leading players

The shift towards online sales continues in non-regulated categories

Few changes expected to be seen in a stable and settled industry

MARKET INDICATORS

Table 12 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 13 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 14 Sales of Consumer Health by Category: Value 2014-2019
Table 15 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 16 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 17 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 18 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 19 Distribution of Consumer Health by Format: % Value 2014-2019
Table 20 Distribution of Consumer Health by Format and Category: % Value 2019
Table 21 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 22 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

DEFINITIONS

SOURCES

Summary 2 Research Sources

Analgesics in Denmark

HEADLINES

PROSPECTS

The ageing of the Danish population to contribute to growth in analgesics

Innovation and new product development spur category growth

Systemic diclofenac remains Rx-only as researchers warn of potential side effects

COMPETITIVE LANDSCAPE

Sales of analgesics remain highly consolidated

Grocery retailers continues to gain ground, at the expense of chemists/pharmacies

CATEGORY DATA

Table 23 Sales of Analgesics by Category: Value 2014-2019
Table 24 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 25 NBO Company Shares of Analgesics: % Value 2015-2019
Table 26 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 27 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 28 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

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

HEADLINES

PROSPECTS

Denmark’s climate continues to support category sales growth

A more holistic and preventative approach to health care continues to suppress sales

Longer, drier summers contribute to higher incidence of allergies and hay fever

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare maintains its position as the category leader

Private label continues to suffer from the general preference for leading brands

Sales continue to shift towards grocery retailers and internet retailing

CATEGORY DATA

Table 29 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 30 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 31 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 32 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 33 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 34 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Dermatologicals in Denmark

HEADLINES

PROSPECTS

Alkaline quality of Denmark’s tap water contributes to rising incidence of eczema

Lice infestations positive for sales of antiparasitics/lice (head and body) treatments

Hair loss treatments continues to decline due to scepticism among consumers

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare leaps into first position with the integration of new brands

Preference for privacy and discretion boosts online sales of dermatologicals

Branded players benefit from the preference for well-known high-quality products

CATEGORY DATA

Table 35 Sales of Dermatologicals by Category: Value 2014-2019
Table 36 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 37 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 38 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 39 LBN Brand Shares of Hair Loss Treatments: % Value 2016-2019
Table 40 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 41 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Dietary Supplements in Denmark

HEADLINES

PROSPECTS

The overall health and wellness trend continues to underpin growth in dietary supplements

The holistic approach to health and beauty benefits sales in dietary supplements

Rising demand for “clean” products set to remain highly positive for category sales

COMPETITIVE LANDSCAPE

Orkla Care maintains its leading position in dietary supplements

Private label set to improve its position over the course of the forecast period

Sales continue to shift online as consumers seek greater convenience’s

CATEGORY DATA

Table 42 Sales of Dietary Supplements by Category: Value 2014-2019
Table 43 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 44 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 45 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 46 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 47 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 48 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Digestive Remedies in Denmark

HEADLINES

PROSPECTS

Ageing population supports strong growth in sales of digestive remedies

Health and wellness trend continues to impede sales growth

Paediatric laxatives continues to register strong growth from a low base

COMPETITIVE LANDSCAPE

Norgine remains the leading brand due to the strong popularity of its brand Movicol

Multinational players continue to benefit from the general preference for well-known brands

Chemists/pharmacies maintains its dominant position in the distribution of digestive remedies

CATEGORY DATA

Table 49 Sales of Digestive Remedies by Category: Value 2014-2019
Table 50 Sales of Digestive Remedies by Category: % Value Growth 2014-2019
Table 51 NBO Company Shares of Digestive Remedies: % Value 2015-2019
Table 52 LBN Brand Shares of Digestive Remedies: % Value 2016-2019
Table 53 Forecast Sales of Digestive Remedies by Category: Value 2019-2024
Table 54 Forecast Sales of Digestive Remedies by Category: % Value Growth 2019-2024

Eye Care in Denmark

HEADLINES

PROSPECTS

Longer, hotter, drier summers boost demand for allergy eye care

Standard eye care benefits from rising demand due to increased screen time

New product development likely to be key in a category lacking dynamism

COMPETITIVE LANDSCAPE

Chemists/pharmacies remains dominant in the retail distribution of eye care

Low sales of eye care continue to suppress innovation and company activity

Private label remains absent from eye care

CATEGORY DATA

Table 55 Sales of Eye Care by Category: Value 2014-2019
Table 56 Sales of Eye Care by Category: % Value Growth 2014-2019
Table 57 NBO Company Shares of Eye Care: % Value 2015-2019
Table 58 LBN Brand Shares of Eye Care: % Value 2016-2019
Table 59 Forecast Sales of Eye Care by Category: Value 2019-2024
Table 60 Forecast Sales of Eye Care by Category: % Value Growth 2019-2024

Herbal/Traditional Products in Denmark

HEADLINES

PROSPECTS

Herbal/traditional products benefits from rising interest in natural and holistic healthcare

Herbal/traditional cough, cold and allergy (hay fever) remedies remains dominant

Combination herbal/traditional dietary supplements continues to register strong growth

COMPETITIVE LANDSCAPE

Cloetta Danmark leads sales with its iconic medicated confectionery brand Läkerol

Private label slated for strong growth from a low base

Fragmented competitive environment continues to characterise herbal/traditional products

CATEGORY DATA

Table 61 Sales of Herbal/Traditional Products by Category: Value 2014-2019
Table 62 Sales of Herbal/Traditional Products by Category: % Value Growth 2014-2019
Table 63 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 64 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 65 Forecast Sales of Herbal/Traditional Products by Category: Value 2019-2024
Table 66 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2019-2024

NRT Smoking Cessation Aids in Denmark

HEADLINES

PROSPECTS

Increasing numbers of smokers are quitting for health reasons, supporting sales

Low demand for vapour products contributes to ongoing consumer interest in NRT

Wide availability of NRT smoking cessation aids supports category sales

COMPETITIVE LANDSCAPE

McNeil Denmark and GSK Consumer Health remain dominant

The dominance of the two leading players discourages innovation

Long usage periods likely to be contributing to sales growth

CATEGORY INDICATORS

Table 67 Number of Smokers by Gender 2014-2019

CATEGORY DATA

Table 68 Sales of NRT Smoking Cessation Aids by Category: Value 2014-2019
Table 69 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2014-2019
Table 70 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2015-2019
Table 71 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2016-2019
Table 72 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2019-2024
Table 73 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2019-2024

Paediatric Consumer Health in Denmark

HEADLINES

PROSPECTS

Denmark’s rising birth rate set to underpin growth in paediatric consumer health

Danish parents increasingly reluctant to medicate their children

Official recommendations boost sales in paediatric vitamins and dietary supplements

COMPETITIVE LANDSCAPE

Major international brands remained the leading players in paediatric consumer health

Private label remains an insignificant player in paediatric consumer health

The shift towards natural products likely to influence sales during the forecast period

CATEGORY DATA

Table 74 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 75 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 76 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 77 NBO Company Shares of Paediatric Consumer Health: % Value 2015-2019
Table 78 LBN Brand Shares of Paediatric Consumer Health: % Value 2016-2019
Table 79 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 80 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Sleep Aids in Denmark

HEADLINES

PROSPECTS

Slow growth in sleep aids as consumers turn to other ways of promoting sleep

Decreasing consumer interest in Rx sleep aids supports sales of OTC sleep aids

Trend towards the use of melatonin to regulate sleep patterns comes under scrutiny

COMPETITIVE LANDSCAPE

Strict restrictions on the use of product claims in advertising inhibit category players

The chances of futures switches from Rx to OTC sleep aids very unlikely

High online sales linked to loose restrictions on herbal/traditional products

CATEGORY DATA

Table 81 Sales of Sleep Aids: Value 2014-2019
Table 82 Sales of Sleep Aids: % Value Growth 2014-2019
Table 83 NBO Company Shares of Sleep Aids: % Value 2015-2019
Table 84 LBN Brand Shares of Sleep Aids: % Value 2016-2019
Table 85 Forecast Sales of Sleep Aids: Value 2019-2024
Table 86 Forecast Sales of Sleep Aids: % Value Growth 2019-2024

Sports Nutrition in Denmark

HEADLINES

PROSPECTS

Rising demand for convenience encourages consumers towards emerging categories

Further segmentation as category players seek to target specific consumer groups

Vegan sports protein products slated for strong growth

COMPETITIVE LANDSCAPE

Scandza’s Bodylab remains the leading brand in sports nutrition

Strong growth in online sales continues, with internet retailing now the leading distribution channel

Nutramino’s troubles with regulatory officials a reminder of marketing limitations

CATEGORY DATA

Table 87 Sales of Sports Nutrition by Category: Value 2014-2019
Table 88 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 89 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 90 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 91 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 92 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Vitamins in Denmark

HEADLINES

PROSPECTS

Multivitamins continues to account for the vast majority of category sales

Dynamic growth in vitamin D stems from concerns over short sunlight hours

Demand for vitamin C remains strong due to the high prevalence of colds and flu

COMPETITIVE LANDSCAPE

Private label becomes a more important player in vitamins

Online sales set to continue growing as consumers prioritise convenience

Chained retailer Matas acquires online retailer Firtal

CATEGORY DATA

Table 93 Sales of Vitamins by Category: Value 2014-2019
Table 94 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 95 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 96 NBO Company Shares of Vitamins: % Value 2015-2019
Table 97 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 98 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 99 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Weight Management and Wellbeing in Denmark

HEADLINES

PROSPECTS

The more holistic approach to weight loss is bad news for weight management and wellbeing

Slimming teas conforms to demand for more holistic products, spurring sales growth

Meal replacement maintains a loyal and dedicated consumer base

COMPETITIVE LANDSCAPE

Miller replacement brand Nupo continues to lead weight management and wellbeing

Non-store retailing becomes more influential as distant selling suits the category

Product innovation likely to be the key to success during the forecast period

CATEGORY DATA

Table 100 Sales of Weight Management and Wellbeing by Category: Value 2014-2019
Table 101 Sales of Weight Management and Wellbeing by Category: % Value Growth 2014-2019
Table 102 NBO Company Shares of Weight Management and Wellbeing: % Value 2015-2019
Table 103 LBN Brand Shares of Weight Management and Wellbeing: % Value 2016-2019
Table 104 Forecast Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 105 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024

Wound Care in Denmark

HEADLINES

PROSPECTS

Growth supported by innovation and the increasingly diverse range of products

Active lifestyles continue to support rising demand for wound care

Specific demographic factors continue to support growth in wound care

COMPETITIVE LANDSCAPE

Maturity of demand and lack of innovation results in a stagnant category

Brand loyalty remains lower in wound care than other OTC categories

Innovation likely to become more important during the forecast period

CATEGORY DATA

Table 106 Sales of Wound Care by Category: Value 2014-2019
Table 107 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 108 NBO Company Shares of Wound Care: % Value 2015-2019
Table 109 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 110 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 111 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024

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