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