Dermatologicals in Denmark

PROSPECTS

Consumer desire for privacy supports growth in online sales

Social stigma associated with skin conditions slowly started waning in Denmark but continued to support growth of internet sales for dermatologicals in 2018. Although marketing campaigns and a generally more open attitude towards health-related issues in Denmark helped minimise the embarrassment some consumers felt about discussing these issues there remained a certain level of social stigma related to products such as haemorrhoid treatments, vaginal antifungals and antiparasitics/lice treatments with some consumers reluctant to even walk into a pharmacy to purchase them.

Hair loss treatments is among few declining categories

Hair loss treatments continued to decline in 2018 as Danish men increasingly rejected treating hair loss. Part of the reason behind the declining demand for hair loss treatments was some level of taboo associated with using the products and the fact that many Danes believed them to be ineffective.

COMPETITIVE LANDSCAPE

Dermatologicals in Denmark continues to be dominated by multinationals

Large international players continued to dominate dermatologicals in Denmark in 2018 with the four leading players McNeil Denmark, Bayer Danmark, GlaxoSmithKline Consumer HealthCare and Omega ACO all being multinationals and accounting for slightly more than half of total value sales combined. The leading local player was Orifarm Generics which had some success in the category.

Private label struggles against strong brands

The value share held by private label in dermatologicals remained marginal in 2018 and saw a minor decline over the review period. This was largely because many Danish consumers of dermatologicals are quality conscious and concerned with other factors such as quality of ingredients and effectiveness.

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