Following solid growth in 2020, which was mostly fuelled by increased demand for vitamins and supplements, the category recorded slightly positive growth in 2021. Part of this growth was driven by another period of demand for these products early in the year as a new wave of COVID-19 infections hit the country, and also by positive growth for beauty specialist retailers and optical goods stores as demand for these products increased as life became more normal in the latter part of the year.
With strong growth in e-commerce, the one category that has resisted online shopping the most is optical goods stores. This is because getting an eye exam/vision test is an important part of purchasing new glasses for most consumers, as is trying on glasses before buying.
As Denmark achieved high COVID-19 vaccination rates in the middle of 2021, the infection rates declined and this directly impacted pharmacy sales, which ended the year with a small decline following strong growth in 2020. Whilst many consumers continued to take vitamins and other supplements to strengthen their immune system, the sale of painkillers and other medicines to treat COVID-19 symptoms recorded fast decline.
Chemists/pharmacies are expected to see a slight decline in value sales terms over the forecast period to 2026. This is mostly due to the growth in online pharmacies where players such as Webapoteket and Med24 are set to continue to see a strong performance, whilst other new players continue to enter the market.
The health and wellness trend in Denmark received an extra boost during COVID-19 and many consumers became even more intent on improving their immune system and overall health. This is expected to lead to positive growth for both drugstores and vitamin retailers over the forecast period.
E-commerce is set to remain the fastest-growing channel over the forecast period. During the COVID-19 pandemic, many new consumers turned to online shopping and it is expected that many of them will continue their new-found online shopping habit, plus new consumers are also expected to discover benefits of e-commerce going forward.
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Understand the latest market trends and future growth opportunities for the Health and Beauty Specialist Retailers industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of chemists/pharmacies, drugstores/parapharmacies, beauty specialist retailers, optical goods stores and other healthcare specialist retailers.See All of Our Definitions
This report originates from Passport, our Health and Beauty Specialist Retailers research and analysis database.
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