Denmark

Wound care was negatively impacted by COVID-19 in 2020. With people going out less due to lockdowns and less outdoor activities and gyms being closed, there was less injuries as a result, which fed into lower value sales for wound care. In addition,…

With the closure of gyms and in general people being less active and spending more time at home snacking doe to COVID-19, many Danes gained weight during the lockdowns and this led to higher demand for weight loss supplements in particular, which…

The pandemic was a boon to vitamins, with value sales registering double-digit current value growth in 2020, as many consumers looked to vitamins, and in particular vitamin C, to support their immune systems and protect themselves from COVID-19.…

Following a strong decline in 2020 it was hoped that sports nutrition would see an equally strong recovery in 2021 but that didn’t happen and the product area is only expected to register a moderate increase in sales. A further wave of COVID-19 in…

In 2020, sleep aids registered a significant increase in value sales as the stress caused by the fear of COVID-19 led to a surge in people finding it difficult to sleep and as a result, purchased sleep aids. While COVID-19 is still a threat in 2021,…

Paediatric consumer health is expected to register positive value growth in 2021, though a little lower than in 2020. Due to COVID-19 in 2020, there was elevated growth in products such as analgesics and vitamins, however the boost was not as high as…

NRT smoking cessation aids is expected to register healthy current value growth in 2021, similar to the growth registered in 2020. COVID-19 has put the spotlight on lung health and Danish people continue to purchase NRT smoking cessation aids in…

Overall herbal/traditional products is expected to register a minimal increase in current value sales in 2021, on par with its performance in 2020. The reason for the low value growth is that its largest product in terms of value sales,…

Eye care was largely unaffected by COVID-19. However, more times spent in front of computer screens due to lockdowns in 2020 led to dry eyes. As society gradually opens up in 2021, current value growth of products for dry eyes is expected to be lower…

Digestive remedies were largely unaffected by COVID-19 in 2020, though some products did not perform well such as diarrhoeal remedies, which was in part due to less eating in restaurants. Motion sickness remedies also did not perform well, as people…

Dietary supplements are big business in Denmark and in fact it is the largest consumer health product area in terms of value sales. In 2021, dietary supplement is expected to register current value growth, though growth will be lower than in 2020.…

Dermatologicals is expected to return to current value growth in 2021, after a slight decline in 2020. One product that was particularly affected by COVID-19 was antiparasitics/lice (head and body) treatments. With schools and child care facilities…

Cough, cold and allergy remedies is expected to register a small increase in current value sales in 2021 as the segment corrects itself after the decline in 2020, which was caused by a smaller prevalence of cold and flu due to increased social…

Overall, consumer health is expected to register a small increase in current value sales in 2021, which will be lower than the value growth registered in 2020. In 2021, products that were impacted by COVID-19 in 2020, either positively or negatively,…

Analgesics registered unprecedented growth in 2020, due to COVID-19, as consumers took analgesics to alleviate symptoms of the virus. There was also a degree of stockpiling early in the pandemic. In 2021, analgesics is expected to register negative…

Gross incomes in Denmark are expected to remain above the regional growth rate over 2021-2040, driven by stable economic growth and a generous welfare system. The country’s middle class is set to remain one of the strongest in Europe, although…

Yoghurt and sour milk products is faring slightly better than butter and spreads, cheese, and drinking milk products in 2021, albeit still recording small declines. Even though the free-from dairy sub-category is one of the superstars in dairy retail…

Other dairy is seeing declines in 2021, compared to the uptick seen in 2020 due to consumers spending more time at home, alongside the home-cooking and home-baking trends. However, the re-opening of foodservice in 2021 is placing downwards pressure…

Drinking milk products is seeing declines again in 2021, following the boost seen in 2020 where retail sales picked up in accordance with foodservice closures. This returns to the declining trend seen pre-pandemic, with milk facing a number of…

Cheese is in declines in 2021, following a boost in sales in 2020 due to consumers being at home for longer periods of time during the COVID-19 lockdowns and foodservice closures, resulting in home-cooking trends and more snacking occasions. In…