Look Towards A New Future

Mar 16, 2012

Consumer Health in Denmark

The report 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

OTC sales record modest growth in 2011

Value sales of consumer health increased slightly in Denmark in 2011. In comparison to 2010, the market registered a stronger growth rate. With the more favourable economic context, demand was in general slightly higher. Even though consumer health products continued to be necessities, safety concerns and a downward price trend were the key factors preventing a stronger value growth in OTC sales. Experts’ warnings raised consumers’ concern about the side effects and potential risks of taking certain products such as calming and sleeping, NRT smoking cessation aids and vitamins and dietary supplements. Categories regarded as necessities, such as digestive remedies, analgesics or cough, cold and allergy (hay fever) remedies maintained value growth in 2011.

Denmark Consumer Health Market

Published: March 2012
Price: Single User License: US$ 2400

Consumer concerns and decreasing unit prices stagnate value growth

Physicians and nutrition experts have been increasingly warning Danish consumers about the dangers of overuse, the possible side effects and the possibility of dependency when taking vitamins, herbal/traditional products and NRT smoking cessation aids. Furthermore, the National Food Institute also suggested that it is not necessary for adolescents to take dietary supplements as most people can get the necessary vitamins and minerals through a healthy diet. Thus unfavourable views from the authorities and experts made consumers think twice before purchasing these products. This, together with the decreasing average unit prices, was the key factor behind the slowdown in value growth of consumer health products. The development of private label, cheaper generic products and expanding distribution affected unit prices in a downwards trajectory.

Chemists/pharmacies continues to be the most common outlet for consumer health products

Chemists/pharmacies continue to be the leading outlet channel for consumer health sales. Yet despite the fact that this channel accounts for the majority of consumer health sales, it is losing its foothold as other outlet channels, such as parapharmacies/drugstores, discounters and internet retailing, are gaining in importance. A significant amount of NRT cessation aids, vitamins and dietary supplements, sports nutrition, wound care and weight management products are purchased through other channels, such as grocery retailers and through internet retailing. This is due to convenience, as consumers find it convenient to shop for their healthcare products whilst doing their grocery shopping.

Stagnant sales predicted for the forecast period

Sales of consumer health are expected to record a minimal constant value CAGR over the forecast period. Growth will remain driven by similar factors as in the review period including the health and wellness trend, self-medication, an ageing Danish population and increased product segmentation. Market maturity, increased competition from private label and cheaper generic and parallel imports will remain the most significant challenge to value sales in consumer health.