Executive Summary

Oct 2019
PROSPECTS
Herbal/traditional products benefits from rising interest in natural and holistic healthcare

2019 saw Danish consumers continue to demand more natural products in many areas of their daily consumption and this influenced demand for fresh food, packaged food, soft drinks and consumer health. In consumer health, a major shift was seen towards herbal/traditional products over the course of the review period and this trend continued into 2019.

Herbal/traditional cough, cold and allergy (hay fever) remedies remains dominant

Herbal/traditional cough, cold and allergy(hay fever) remedies continues to comprise the largest share of herbal/traditional products value sales. This is mainly due to the fact that medicated confectionery is very widely available in many retail outlets in Denmark, with herbal/traditional among the category’s leading names.

Combination herbal/traditional dietary supplements continues to register strong growth

Combination herbal/traditional dietary supplements continued to see strong growth in 2019 as a growing segment of Danish consumers are looking for natural products that support their efforts to gain complete nutrition in one easy dosage. While many consumers are looking to improve their nutritional intake by taking various supplements, growing numbers of people prefer to take just one product that offers their desired outcomes rather than having to research the effects of various products and taking a range of supplements.

COMPETITIVE LANDSCAPE
Cloetta Danmark leads sales with its iconic medicated confectionery brand Läkerol

Cloetta Danmark remains the leading player in herbal/traditional products in this can be attributed to the enduring popularity of the company’s iconic brand Läkerol. Läkerol has been available in Denmark generations and remains the second leading name in medicated confectionery.

Private label slated for strong growth from a low base

The presence of private label in herbal/traditional products remained marginal in 2019 as Denmark’s leading chained retailers have so far focused their innovation efforts in private label consumer health on vitamins and non-herbal/traditional dietary supplements. However, as demand for herbal/traditional products continues to rise, becomes increasingly likely that new private label products will be launched in the category.

Fragmented competitive environment continues to characterise herbal/traditional products

Herbal/traditional products remains the most fragmented consumer health category in Denmark, with the 10 leading players accounting for around half of total category value sales. The main reason for this uncharacteristically high levels of fragmentation is that the leading manufacturers of herbal/traditional products are generally smaller local manufacturers that use premium ingredients and target smaller consumer groups than the major multinationals that dominate most other consumer health categories.

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Herbal/Traditional Products in Denmark

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Overview

Discover the latest market trends and uncover sources of future market growth for the Herbal/Traditional Products industry in Denmark with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Herbal/Traditional Products industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The Herbal/Traditional Products in Denmark market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Herbal/Traditional Products in Denmark?
  • What are the major brands in Denmark?
  • What is the market size of Herbal/Traditional Products in Denmark?
  • What are the major brands in Denmark?
  • Are Ayurvedic or Traditional Chinese Medicine products available in Denmark?
  • Which traditional products, like charcoal, bird’s nest, camphor, valerian, or menthol, are popular?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Herbal/Traditional Products in Denmark - Category analysis

HEADLINES

PROSPECTS

Herbal/traditional products benefits from rising interest in natural and holistic healthcare
Herbal/traditional cough, cold and allergy (hay fever) remedies remains dominant
Combination herbal/traditional dietary supplements continues to register strong growth

COMPETITIVE LANDSCAPE

Cloetta Danmark leads sales with its iconic medicated confectionery brand Läkerol
Private label slated for strong growth from a low base
Fragmented competitive environment continues to characterise herbal/traditional products

CATEGORY DATA

Table 1 Sales of Herbal/Traditional Products by Category: Value 2014-2019
Table 2 Sales of Herbal/Traditional Products by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 4 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 5 Forecast Sales of Herbal/Traditional Products by Category: Value 2019-2024
Table 6 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2019-2024

Consumer Health in Denmark - Industry Overview

EXECUTIVE SUMMARY

Positive growth continues as consumer health benefits from prevailing consumer trends
Sales growth accelerates again in 2019 due to favourable lifestyle and demographic factors
GSK Consumer Health and Orkla Care remain the leading players
The shift towards online sales continues in non-regulated categories
Few changes expected to be seen in a stable and settled industry

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources

Consumer Health in Denmark - Industry Overview

EXECUTIVE SUMMARY

Positive growth continues as consumer health benefits from prevailing consumer trends
Sales growth accelerates again in 2019 due to favourable lifestyle and demographic factors
GSK Consumer Health and Orkla Care remain the leading players
The shift towards online sales continues in non-regulated categories
Few changes expected to be seen in a stable and settled industry

MARKET INDICATORS

Table 18 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 19 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 20 Sales of Consumer Health by Category: Value 2014-2019
Table 21 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 22 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 23 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 24 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 25 Distribution of Consumer Health by Format: % Value 2014-2019
Table 26 Distribution of Consumer Health by Format and Category: % Value 2019
Table 27 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 28 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 2 Research Sources