Executive Summary

Oct 2019
PROSPECTS
Slow growth in sleep aids as consumers turn to other ways of promoting sleep

Volume sales of sleep aids continued to decline in 2019 as Danish consumers are increasingly interested in more holistic approaches to getting better sleep, rather than taking OTC products. This holistic approach forms part of the wider health and wellness trend and focuses on exercise, yoga, meditation and hypnosis as part of generally healthier and less stressful lifestyles.

Decreasing consumer interest in Rx sleep aids supports sales of OTC sleep aids

Sales of prescription sleep aids are on the decline in Denmark and this is linked to widespread consumer concerns over the propensity for these products to fuel addiction, not to mention the dangers they present in terms of an overdose being potentially fatal. This situation has the potential to present strong opportunities for sales of OTC sleep aids, which are seen as more natural and far less harmful than prescription alternatives.

Trend towards the use of melatonin to regulate sleep patterns comes under scrutiny

Recent years have seen the use of melatonin supplements increase among the Danish population as people increasingly perceive these as a natural and effective way to regulate sleep patterns and promote the chances of a good night’s sleep. However, recent years have seen Danish doctors warn against the increased use of melatonin, particularly among children and young adults, as the long-term effects of this substance remain uncertain.

COMPETITIVE LANDSCAPE
Strict restrictions on the use of product claims in advertising inhibit category players

The Danish Medicines Agency estimating that around 15% of Danes have problems sleeping and that 25% suffer from stress, which is a major contributor to sleep problems. Despite this the growth, sales of sleep aids in Denmark remain modest and one major reason for this is that huge numbers of Danish consumers still view taking sleep aids as something inherently negative, even if they are only taking herbal/traditional OTC products.

The chances of futures switches from Rx to OTC sleep aids very unlikely

With prescription sleep aids widely viewed as inherently dangerous and unhealthy products, it is very unlikely that any of the sleep aids currently listed under Rx status will be switched to OTC status in the near future. In particular, the Danish health authorities are very concerned about the potential for the overuse of sleep aids in general.

High online sales linked to loose restrictions on herbal/traditional products

Relatively high online sales of sleep aids are linked to the fact that all products in the category are herbal/traditional products. This means that there are few restrictions on the online distribution of OTC sleep aids, marking the product area out from other OTC consumer health categories.

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Sleep Aids in Denmark

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Overview

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

The Sleep 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
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sleep Aids in Denmark?
  • What are the major brands in Denmark?
  • What is the market size of Sleep Aids in Denmark?
  • What are the major brands in Denmark?
  • Do herbal/traditional brands like Passiflora or Dormiplant available?
  • Do consumers in Denmark use calming or sleeping products?

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

Sleep Aids in Denmark - Category analysis

HEADLINES

PROSPECTS

Slow growth in sleep aids as consumers turn to other ways of promoting sleep
Decreasing consumer interest in Rx sleep aids supports sales of OTC sleep aids
Trend towards the use of melatonin to regulate sleep patterns comes under scrutiny

COMPETITIVE LANDSCAPE

Strict restrictions on the use of product claims in advertising inhibit category players
The chances of futures switches from Rx to OTC sleep aids very unlikely
High online sales linked to loose restrictions on herbal/traditional products

CATEGORY DATA

Table 1 Sales of Sleep Aids: Value 2014-2019
Table 2 Sales of Sleep Aids: % Value Growth 2014-2019
Table 3 NBO Company Shares of Sleep Aids: % Value 2015-2019
Table 4 LBN Brand Shares of Sleep Aids: % Value 2016-2019
Table 5 Forecast Sales of Sleep Aids: Value 2019-2024
Table 6 Forecast Sales of Sleep Aids: % 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