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

PROSPECTS

Denmark’s climate continues to support category sales growth

The cold and wet weather that tends to prevail in Denmark for much of the year and the strong fluctuations in temperatures that are often seen during changes of season continue to sustain strong demand for cough remedies, decongestants and pharyngeal preparations. Temperatures in Denmark fluctuate significantly between seasons and can range from the mid-30s Celsius in summer to -20 Celsius in winter.

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

Sales of cough, cold and allergy (hay fever) remedies are dominated by products that treat the symptoms of specific ailments as and when they arise, rather than contributing to efforts to prevent the onset of the symptoms in the first place. Unfortunately, this places the category somewhat out of step with the prevailing trends in consumer health in Denmark, specifically the increasing preference for using vitamins and dietary supplements as the core of a preventative approach to managing illness.

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

On average, the Danish summers are becoming longer and warmer, which is leading to extended pollen seasons and subsequent increases in demand for antihistamines/allergy remedies (systemic). Recent climatic trends have seen a major change from previous decades, with summers longer and drier winters less severe.

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare maintains its position as the category leader

2019 saw GSK Consumer Healthcare remain the strong leader in cough, cold and allergy (hay fever) remedies as its leading brands Otrivin, Alnok and Mucolysin maintained their strong positions and solid performances during the year. However, the company faces stronger competition, particularly in antihistamines/allergy remedies (systemic), due to the ongoing increase in the importance of generic products.

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

Private label remains a negligible player in cough, cold and allergy (hay fever) remedies as the majority of consumers are unwilling to place their trust in products that are not offered under familiar brands. Although sales of generic products are rising, private label continues to have an image problem in Denmark.

Sales continue to shift towards grocery retailers and internet retailing

Towards the end of the review period, sales of cough, cold and allergy (hay fever) remedies continue to shift towards grocery retailers and internet retailing. The main reason for this is that the increasingly busy lifestyles being led by many Danish consumers mean that they are becoming more interested in the convenience that grocery retailers and internet retailing have to offer.

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