Executive Summary

Oct 2019
PROSPECTS
Increasing numbers of smokers are quitting for health reasons, supporting sales

NRT smoking cessation aids continued to generate positive sales growth in 2019 as the health and wellness trend continued to encourage more Danish smokers to quit smoking. Apart from the obvious health benefits of quitting tobacco use, the other major reason behind the desire to quit smoking among Danish consumers is that smoking is becoming increasingly socially unacceptable.

Low demand for vapour products contributes to ongoing consumer interest in NRT

Vapour products have not become as popular in Denmark as in many other European countries and this means that they present less competition to NRT smoking cessation aids. In some countries, vapour products are widely considered to be an ideal way to smoking by helping people to wean themselves off nicotine.

Wide availability of NRT smoking cessation aids supports category sales

One major reason behind the strong popularity of NRT smoking cessation aids in Denmark is that these products are widely available in many grocery retailers and online as well as in chemists/pharmacies. This makes it relatively easy for smokers to access these products.

COMPETITIVE LANDSCAPE
McNeil Denmark and GSK Consumer Health remain dominant

NRT smoking cessation aids in Denmark is effectively a duopoly, with the category’s two leading players McNeil Denmark and GSK Consumer Healthcare combined accounting for almost all sales in 2019 with their respective brands Nicorette and Nicotinell. Local player Orifarm Generics is the only other player present in the category with its relatively cheap brand Nicovel.

The dominance of the two leading players discourages innovation

The fact that the two leading brands in NRT smoking cessation aids, Nicorette and Nicotinell, account for the vast majority of category sales means that neither of these players have much incentive to innovate or launch new products. Indeed, recent years have seen McNeil Denmark and GSK Consumer Healthcare happy to maintain the status quo and this means that the category saw very little change and scant new product development during the review period, as well as in 2019.

Long usage periods likely to be contributing to sales growth

Although the recommended usage period for NRT smoking cessation aids is only 3-6 months, it is common in Denmark for consumers to continue using these products for up to one year as they attempt to get up smoking. Although this is not ideal in terms of the reaching of guidelines having potential for harmful side effects, it is positive for category sales as it means that consumers are using 2-4 times the volume of NRT smoking cessation aids as consumers in many other countries who stick to the clinical guidelines.

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Overview

Discover the latest market trends and uncover sources of future market growth for the NRT Smoking Cessation Aids 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 NRT Smoking Cessation Aids industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The NRT Smoking Cessation Aids 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
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of NRT Smoking Cessation Aids in Denmark?
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  • How have tobacco bans affected the sales of NRT Smoking Cessation Aids?

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

NRT Smoking Cessation Aids in Denmark - Category analysis

HEADLINES

PROSPECTS

Increasing numbers of smokers are quitting for health reasons, supporting sales
Low demand for vapour products contributes to ongoing consumer interest in NRT
Wide availability of NRT smoking cessation aids supports category sales

COMPETITIVE LANDSCAPE

McNeil Denmark and GSK Consumer Health remain dominant
The dominance of the two leading players discourages innovation
Long usage periods likely to be contributing to sales growth

CATEGORY INDICATORS

Table 1 Number of Smokers by Gender 2014-2019

CATEGORY DATA

Table 2 Sales of NRT Smoking Cessation Aids by Category: Value 2014-2019
Table 3 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2015-2019
Table 5 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2016-2019
Table 6 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2019-2024
Table 7 Forecast Sales of NRT Smoking Cessation Aids 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 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format: % Value 2014-2019
Table 16 Distribution of Consumer Health by Format and Category: % Value 2019
Table 17 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 18 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 19 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 20 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 21 Sales of Consumer Health by Category: Value 2014-2019
Table 22 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 23 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 24 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 25 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 26 Distribution of Consumer Health by Format: % Value 2014-2019
Table 27 Distribution of Consumer Health by Format and Category: % Value 2019
Table 28 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 29 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