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

PROSPECTS

Extended pollen season supports growth

While Danish summers remained short and winters were cold the weather started getting warmer in past decades. This resulted in warmer winters and longer summers, which again led to more pollen.

Danish weather impacts sales

Temperatures in Denmark fluctuate greatly between seasons and can range from mid-30s Celsius in summer to minus 20 degrees in winter. The weather is also unstable and can quickly change from warm and sunny to cold and wet within the same week or even day.

Chemists/pharmacies loses ground to other channels

Chemists/pharmacies remained the leading channel for cough, cold and allergy (hay fever) remedies in 2018; however, the channel continued to lose ground to modern grocery retailers and internet retailing as a growing number of Danish consumers chose to purchase OTC medication when doing their grocery shopping or via online shopping. The reason behind the shift in purchasing habits was the increasingly busy lifestyles led by Danes, which made convenience an important factor.

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare remains the leading player

GSK Consumer Healthcare remained the leading player in cough, cold and allergy (hay fever) remedies in Denmark in 2018 as a result of the company’s leading position in decongestants, cough remedies and antihistamines/allergy remedies (systemic). GSK Consumer Healthcare’s position is supported by strong brands such as Otrivin, Mucolysin and Alnok, which all enjoy a high level of brand recognition supported by strong marketing efforts.

Sales of private label products remain negligible

Sales of private label products and generics in cough, cold and allergy (hay fever) remedies remained negligible in 2018. Branded products with standard or premium positioning compete in this category on the basis of trusted brand image, which is reinforced by intense marketing efforts, making it difficult for economy-positioned alternatives.

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