Executive Summary

Oct 2019
PROSPECTS
Denmark’s rising birth rate set to underpin growth in paediatric consumer health

2019 saw further increases in Denmark’s birth rate as the country bucked the general trends in Europe. While most European countries are experiencing declining birth rates, motivating governments to offer incentives to would-be parents, Denmark’s birth rate is on the rebound as the country’s famously high standard of living and high happiness index ratings have contributed to a general enthusiasm for starting families among young adults.

Danish parents increasingly reluctant to medicate their children

One trend that is likely to put pressure on sales of paediatric consumer products during the forecast period is the increasing reluctance of Danish parents to medicate their children. Many Danish parents are becoming increasingly focused on using as little medication as possible for their children.

Official recommendations boost sales in paediatric vitamins and dietary supplements

Sales of paediatric vitamins and dietary supplements continue to benefit from the official recommendations of the Danish Health Authority stating that all children between two weeks and two years of age should be given 10µg of vitamin D in liquid form per day. the recommendation for iron meanwhile is 8mg per day for children born prematurely or with a low birth weight.

COMPETITIVE LANDSCAPE
Major international brands remained the leading players in paediatric consumer health

Strong brands remain dominant in paediatric consumer health as Danish parents generally prefer to trust well-known brands to provide safe and efficient products for their children. Thus, GSK Consumer Healthcare, Norgine Danmark and Orkla Care maintain the strongest presence in paediatric consumer health, controlling well over two-thirds of category value sales in 2019.

Private label remains an insignificant player in paediatric consumer health

Private label has so far found it very difficult to compete in paediatric consumer health. The main issue that private label players face is that consumers tend to favour strong international brands in paediatric consumer health, for the reasons stated above.

The shift towards natural products likely to influence sales during the forecast period

As demand for more natural products continues to rise in all categories of consumer health, it is increasingly likely that the leading players in paediatric consumer health will focus their innovation efforts on the development of all-natural products, organic products and vegan products. This is part of the general shift towards “clean” products which is evident in numerous fmcg industries, including notably consumer health.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Paediatric Consumer Health in Denmark

SAMPLES

FAQS ABOUT SAMPLES

Delivery

Files are delivered directly into your account within a few minutes of purchase. 

Overview

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

The Paediatric Consumer Health 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 Paediatric Consumer Health in Denmark?
  • What are the major brands in Denmark?
  • What are the most popular formats for  treatments?
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:

 Consumer Health market research database

Paediatric Consumer Health in Denmark - Category analysis

HEADLINES

PROSPECTS

Denmark’s rising birth rate set to underpin growth in paediatric consumer health
Danish parents increasingly reluctant to medicate their children
Official recommendations boost sales in paediatric vitamins and dietary supplements

COMPETITIVE LANDSCAPE

Major international brands remained the leading players in paediatric consumer health
Private label remains an insignificant player in paediatric consumer health
The shift towards natural products likely to influence sales during the forecast period

CATEGORY DATA

Table 1 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 2 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 3 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 4 NBO Company Shares of Paediatric Consumer Health: % Value 2015-2019
Table 5 LBN Brand Shares of Paediatric Consumer Health: % Value 2016-2019
Table 6 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 7 Forecast Sales of Paediatric Consumer Health 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