Digestive Remedies in Denmark

PROSPECTS

Ageing population supports strong growth in sales of digestive remedies

The average age of the Danish population continues to increase as the country’s substantial population of baby boomers has now reached retirement age, with the first cohort of baby boomers now entering their twilight years. This has resulted in increased demand in several digestive remedies categories as older consumers tend to experience digestive discomfort on a more regular basis.

Health and wellness trend continues to impede sales growth

Health and wellness remains a major consumer trend in Denmark and for many years has encouraged many people to lead healthier lifestyles, with healthier diets at the centre of this. This has reduced demand for digestive remedies, particularly among younger consumer segments as the prevalence of digestive discomfort and digestive disorders has been reduced due to the increased popularity of healthier diets.

Paediatric laxatives continues to register strong growth from a low base

Paediatric laxatives was again the most dynamic digestive remedies category in 2019 and this is largely due to the low base from which sales in the category are rising. Another factor supporting growth is that Danish parents and generally quite comfortable using OTC products to self-medicate their children whenever necessary.

COMPETITIVE LANDSCAPE

Norgine remains the leading brand due to the strong popularity of its brand Movicol

Norgine Denmark continued to lead sales in digestive remedies in 2019 through its laxatives brands Moviprep and Movicol. Movicol is the leading brand of digestive remedies in Denmark and its popularity is testament to its parent company’s investment in marketing and its ability to reassure parents that its products are perfectly safe for children.

Multinational players continue to benefit from the general preference for well-known brands

Danish consumers tend to be more prepared to place their trust in familiar brands when it comes to OTC medication. Towards the end of the review period this contributed to the strong consolidation seen in sales of digestive remedies as consumers continued to opt for strong brands.

Chemists/pharmacies maintains its dominant position in the distribution of digestive remedies

Chemists/pharmacies remained by far the dominant category in digestive remedies in 2019, accounting for the vast majority of sales. This is mainly due to the restrictions placed on the retail distribution of the most popular products in this category, which means that they are often available only to chemists/pharmacies.

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