Digestive Remedies in Denmark

PROSPECTS

Healthy lifestyle trend impacts sales of digestive remedies

The health and wellness trend continued to rage in Denmark throughout the review period and into 2018. As a result of this trend a greater number of consumers started eating healthier foods, taking vitamins and supplements and exercising more.

Changing demographic supports growth

While increasingly healthy lifestyles limited demand in certain categories within digestive remedies to a certain extent, there were also factors that supported positive development in sales. One of these was the changing demographic of the Danish population which saw the number of Danes aged 65 and older as well as the birth rate increase over the review period and in 2018.

COMPETITIVE LANDSCAPE

Multinationals dominate digestive remedies in Denmark

Multinational players continued to dominate digestive remedies in Denmark in 2018 with the five leading manufacturers – Norgine Danmark, Meda, Takeda Pharma, McNeil Denmark and BGP Products – accounting for close to two thirds of total value sales in 2018. The leading players all market strong brands in Denmark that benefit from strong brand recognition and loyalty as consumers in this category often continue to buy the same brand if they find a product that works for them.

Generics is set to challenge brands in digestive remedies

The penetration of generics in digestive remedies slowly increased with the leading generics NBO Orifarm Generics ranking sixth in value share terms in 2018. The penetration of generics was highest in diarrhoeal remedies where Imolope by Orifarm Generics was the second highest selling product in 2018, only surpassed by Imodium from McNeil Denmark.

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