Dermatologicals in Denmark

PROSPECTS

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

Water hardness is increasing in Denmark, especially in the country’s capital and largest city Copenhagen. This is likely to be contributing to the increasingly common occurrence of eczema among children in the city.

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

2019 saw increasing demand for antiparasitics/lice (head and body) treatments and this is mainly due to the increasing frequency of lice infestations in Danish schools. As Danish parents are increasingly prepared to place their trust in lice shampoos to treat their children’s lice infestations quick and efficiently, the category’s leading companies have launched a range of natural-based products which are becoming the preferred method of treating this increasingly widespread problem.

Hair loss treatments continues to decline due to scepticism among consumers

Sales of hair loss treatments continue to decline as few Danish men believe that these products work, while growing numbers of balding men choose to shave their heads or crop their hair very short, rather than keep their hair long and attempt to reverse the natural balding process. Furthermore, it has recently become more acceptable and even trendy to be bald or to have very short cropped hair, which is increasingly seen as masculine and sexy.

COMPETITIVE LANDSCAPE

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

2019 saw GSK Consumer Healthcare from sixth to first position in dermatologicals as the company integrated two major cold sore treatments brands from its parent company GlaxoSmithKline Plc: Zovir and Zoviduo. This resulted in McNeil Denmark and Bayer Danmark sliding into second and third positions respectively despite each player registering a strong performance during the year.

Preference for privacy and discretion boosts online sales of dermatologicals

Sales of dermatologicals through internet retailing continue to increase in Denmark, largely at the expense of chemists/pharmacies. The main reasons for this are the increasingly widespread availability of these products online as availability improves and, in particular, the fact that many Danish consumers remain far more comfortable buying certain types of dermatologicals online due to the privacy and discretion that the channel offers.

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

Sales of dermatologicals remain dominated by major international brands and this is mainly because many Danish consumers are concerned about putting inferior quality products on their skin. This motivates them to look for products that are made using the highest quality ingredients and which they perceive can deliver the performance that they want.

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