Executive Summary

Oct 2019
PROSPECTS
Multivitamins continues to account for the vast majority of category sales

Multivitamins remain highly popular among Danish consumers and many people take multivitamins on a daily basis as a backup in case their diet is not varied enough and lacking in important nutrients. However, this also means that demand for multivitamins is fairly mature.

Dynamic growth in vitamin D stems from concerns over short sunlight hours

Vitamin D continues to register solid growth in Denmark and 2019 saw it retained its status as the country’s most dynamic vitamins category. Increasing numbers of Danes are taking vitamin D due to the limited availability of sunlight in Denmark for much of the year.

Demand for vitamin C remains strong due to the high prevalence of colds and flu

Denmark’s cold and damp climate and the very low temperatures experienced across the country between December and February mean that colds, flu and other respiratory illnesses are all too common, especially during winter months. With the general attitudes towards healthcare in the country increasingly shifting towards a more preventative approach, demand for vitamin C remains robust.

COMPETITIVE LANDSCAPE
Private label becomes a more important player in vitamins

Demand for private label vitamins continues to increase in Denmark as consumers come to regard these products as representing very good value for money. The main reason for this is that the category’s leading private label players continue to improve their vitamins, resulting in increases in the numbers of Danes that are prepared to place their trust in private label products for their daily multivitamins and single vitamins.

Online sales set to continue growing as consumers prioritise convenience

Over the course of the review period, online sales of vitamins increased strongly as many consumers turn to internet retailing in general in search of greater convenience when shopping for a wide variety of products. Internet retailing is set to continue seeing strong growth in sales of vitamins over the forecast period as the number of online stores increases and the variety of products available online expands.

Chained retailer Matas acquires online retailer Firtal

2019 saw chained drugstores/parapharmacies player Matas acquire online retail giant Firtal group for DKK130 million in an explicit effort to strengthen its online presence. This is also a reaction to the extreme pressure that Matas is facing in the distribution of consumer health products due to fierce competition, as well as the ongoing shift of sales to online channels.

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OVERVIEW

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

The Vitamins 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 Vitamins in Denmark?
  • What are the major brands in Denmark?
  • Are combination products with acetaminophen still popular?
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, our Consumer Health market research database.

Vitamins in Denmark - Category analysis

HEADLINES

PROSPECTS

Multivitamins continues to account for the vast majority of category sales
Dynamic growth in vitamin D stems from concerns over short sunlight hours
Demand for vitamin C remains strong due to the high prevalence of colds and flu

COMPETITIVE LANDSCAPE

Private label becomes a more important player in vitamins
Online sales set to continue growing as consumers prioritise convenience
Chained retailer Matas acquires online retailer Firtal

CATEGORY DATA

Table 1 Sales of Vitamins by Category: Value 2014-2019
Table 2 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 3 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Vitamins: % Value 2015-2019
Table 5 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 6 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 7 Forecast Sales of Vitamins 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