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