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.
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.
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.
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 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.
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.
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