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Consumer Health in Denmark

Publisher Euromonitor International
Published Oct 08, 2025
Length 96 Pages
SKU # EP20476195

Description

Consumer health in Denmark has seen positive growth in current value terms in 2025. The Danish economy has remained relatively strong in 2025 with stable inflation rates, lower interest rates, increasing real wages and an increase in consumer spending. However, many consumers continue to spend more on experiences such as dining out, concerts, and travelling, while many consumers also remain worried about the future leading to a focus on savings. While many consumers prefer to spend money on trav...

Euromonitor International's Consumer Health in Denmark report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Allergy Care, Herbal/Traditional Products, OTC, Paediatric Consumer Health, Sports Nutrition, Vitamins and Dietary Supplements, Weight Management and Wellbeing.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Consumer Health market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

96 Pages
Consumer Health in Denmark
Euromonitor International
October 2025
List Of Contents And Tables
CONSUMER HEALTH IN DENMARK
EXECUTIVE SUMMARY
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for Consumer Health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2020-2025
Table 2 Life Expectancy at Birth 2020-2025
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2020-2025
Table 4 Sales of Consumer Health by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Consumer Health: % Value 2021-2025
Table 6 LBN Brand Shares of Consumer Health: % Value 2022-2025
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2020-2025
Table 8 Distribution of Consumer Health by Format: % Value 2020-2025
Table 9 Distribution of Consumer Health by Format and Category: % Value 2025
Table 10 Forecast Sales of Consumer Health by Category: Value 2025-2030
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2025-2030
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2024-2025
DISCLAIMER
DEFINITIONS
SOURCES
Summary 2 Research Sources
ANALGESICS IN DENMARK
KEY DATA FINDINGS
2025 DEVELOPMENTS
Demand for analgesics increases as consumers pursue busy and more active lives
Competitive landscape remains highly consolidated with GSK on top
Online pharmacies continue to cannibalise sales at offline outlets
PROSPECTS AND OPPORTUNITIES
Demand expected to remain stable but alternative treatments could limit growth
Players could target new consumer groups to drive sales growth
Online pharmacies set to continue gaining share
CATEGORY DATA
Table 12 Sales of Analgesics by Category: Value 2020-2025
Table 13 Sales of Analgesics by Category: % Value Growth 2020-2025
Table 14 NBO Company Shares of Analgesics: % Value 2021-2025
Table 15 LBN Brand Shares of Analgesics: % Value 2022-2025
Table 16 Forecast Sales of Analgesics by Category: Value 2025-2030
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2025-2030
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN DENMARK
KEY DATA FINDINGS
2025 DEVELOPMENTS
Rise in allergies boosts demand while nasal sprays gain favour
Little change in the competitive landscape as consumers turn to tried and tested brands
E-commerce continues to gain share at the expense of traditional pharmacies
PROSPECTS AND OPPORTUNITIES
Environmental changes should boost demand for antihistamines/allergy remedies
Herbal/traditional products and a preventative approach to health set to inform demand
E-commerce still full of potential
CATEGORY DATA
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2025
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2022-2025
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2025-2030
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2025-2030
DIGESTIVE REMEDIES IN DENMARK
KEY DATA FINDINGS
2025 DEVELOPMENTS
A return to busy, fast-paced lifestyles fuelling demand for digestive remedies
Orifarm remains on top with well-known and trusted brands
Pharmacies dominate but sales continue to shift online
PROSPECTS AND OPPORTUNITIES
Digestive remedies set to benefit from a broad range of key growth drivers
Consumers expected to look for alternative ways to improve their digestive health
E-commerce set to expand as demand grows
CATEGORY DATA
Table 24 Sales of Digestive Remedies by Category: Value 2020-2025
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2020-2025
Table 26 NBO Company Shares of Digestive Remedies: % Value 2021-2025
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2022-2025
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2025-2030
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2025-2030
DERMATOLOGICALS IN DENMARK
KEY DATA FINDINGS
2025 DEVELOPMENTS
As awareness around skin health grows consumers show more willingness to seek treatment
GSK and Bayer retain the lead with tried and tested brands
Pharmacies dominate but more sales shift online
PROSPECTS AND OPPORTUNITIES
Bright outlook for dermatologicals as consumers invest in their health and appearance
Consumers expected to stick with tried and tested products
Lice expected to remain a growing concern
CATEGORY DATA
Table 30 Sales of Dermatologicals by Category: Value 2020-2025
Table 31 Sales of Dermatologicals by Category: % Value Growth 2020-2025
Table 32 NBO Company Shares of Dermatologicals: % Value 2021-2025
Table 33 LBN Brand Shares of Dermatologicals: % Value 2022-2025
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2022-2025
Table 35 Forecast Sales of Dermatologicals by Category: Value 2025-2030
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2025-2030
NRT SMOKING CESSATION AIDS IN DENMARK
KEY DATA FINDINGS
2025 DEVELOPMENTS
Drop in smoking prevalence reducing the potential audience for NRT smoking cessation aids
Duopoly persists with limited scope for new entrants
Consumers continue to shift online in search of value and convenience
PROSPECTS AND OPPORTUNITIES
Drop in smoking prevalence likely to limit growth opportunities
Alternative options present further obstacles to growth
Distribution landscape set to continue evolving
CATEGORY INDICATORS
Table 37 Number of Smokers by Gender 2020-2025
CATEGORY DATA
Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025
Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2021-2025
Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2022-2025
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2025-2030
Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2025-2030
SLEEP AIDS IN DENMARK
KEY DATA FINDINGS
2025 DEVELOPMENTS
Lack of sleep a growing concern for Danes
A strong distribution reach and brand awareness key to success
Health and beauty specialists dominate but lose further share to e-commerce
PROSPECTS AND OPPORTUNITIES
Sleep deprivation a growing concern for younger consumers
Other alternatives could present increased competition for OTC sleep aids
The future of melatonin under the microscope
CATEGORY DATA
Table 44 Sales of Sleep Aids: Value 2020-2025
Table 45 Sales of Sleep Aids: % Value Growth 2020-2025
Table 46 NBO Company Shares of Sleep Aids: % Value 2021-2025
Table 47 LBN Brand Shares of Sleep Aids: % Value 2022-2025
Table 48 Forecast Sales of Sleep Aids: Value 2025-2030
Table 49 Forecast Sales of Sleep Aids: % Value Growth 2025-2030
EYE CARE IN DENMARK
KEY DATA FINDINGS
2025 DEVELOPMENTS
Challenging conditions present sales opportunities for eye care
Competition increases as players look to benefit from the growing demand for eye care
Eye care sales continue to shift online as consumers look for value and convenience
PROSPECTS AND OPPORTUNITIES
Key growth drivers expected to remain in place thereby fuelling demand for eye care
Manufacturers could look to target specific groups with tailored eye care solutions
Innovation could be key to success
CATEGORY DATA
Table 50 Sales of Eye Care by Category: Value 2020-2025
Table 51 Sales of Eye Care by Category: % Value Growth 2020-2025
Table 52 NBO Company Shares of Eye Care: % Value 2021-2025
Table 53 LBN Brand Shares of Eye Care: % Value 2022-2025
Table 54 Forecast Sales of Eye Care by Category: Value 2025-2030
Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2025-2030
WOUND CARE IN DENMARK
KEY DATA FINDINGS
2025 DEVELOPMENTS
Increase in physical activity boosting demand for wound care
Hansaplast retains its lead but private label makes strong gains
Consumers looking for the best deals when shopping for wound care
PROSPECTS AND OPPORTUNITIES
Steady growth projected fuelled by active lifestyles
New product development could be key to tackling market maturity
Private label still full of potential
CATEGORY DATA
Table 56 Sales of Wound Care by Category: Value 2020-2025
Table 57 Sales of Wound Care by Category: % Value Growth 2020-2025
Table 58 NBO Company Shares of Wound Care: % Value 2021-2025
Table 59 LBN Brand Shares of Wound Care: % Value 2022-2025
Table 60 Forecast Sales of Wound Care by Category: Value 2025-2030
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2025-2030
VITAMINS IN DENMARK
KEY DATA FINDINGS
2025 DEVELOPMENTS
Vitamins seen as a staple product among many Danes
Local players the big winners in vitamins in 2025
Sales continue to shift online as consumers look for value and convenience
PROSPECTS AND OPPORTUNITIES
Vitamin C and D set to benefit from recommendations from health bodies
Private label will look to win share from mid-priced brands
Multivitamins could become more personalised
CATEGORY DATA
Table 62 Sales of Vitamins by Category: Value 2020-2025
Table 63 Sales of Vitamins by Category: % Value Growth 2020-2025
Table 64 Sales of Multivitamins by Positioning: % Value 2020-2025
Table 65 NBO Company Shares of Vitamins: % Value 2021-2025
Table 66 LBN Brand Shares of Vitamins: % Value 2022-2025
Table 67 Forecast Sales of Vitamins by Category: Value 2025-2030
Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030
DIETARY SUPPLEMENTS IN DENMARK
KEY DATA FINDINGS
2025 DEVELOPMENTS
Health and wellness trend continues to fuel strong demand for dietary supplements
Orkla Care leads a highly competitive category
Online sales on the rise as consumers look for the best deals
PROSPECTS AND OPPORTUNITIES
Increasing knowledge and awareness set to fuel growth in dietary supplements
Private label expected to win share from mid-priced brands
Focus on inner beauty set to fuel demand and inform new product development
CATEGORY DATA
Table 69 Sales of Dietary Supplements by Category: Value 2020-2025
Table 70 Sales of Dietary Supplements by Category: % Value Growth 2020-2025
Table 71 Sales of Dietary Supplements by Positioning: % Value 2020-2025
Table 72 NBO Company Shares of Dietary Supplements: % Value 2021-2025
Table 73 LBN Brand Shares of Dietary Supplements: % Value 2022-2025
Table 74 Forecast Sales of Dietary Supplements by Category: Value 2025-2030
Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2025-2030
WEIGHT MANAGEMENT AND WELLBEING IN DENMARK
KEY DATA FINDINGS
2025 DEVELOPMENTS
Explosion of GLP-1s puts pressure on sales of weight management and wellbeing
Nutricia leads thanks to its broad customer base
Consumers turning to e-commerce for reasons of convenience and value
PROSPECTS AND OPPORTUNITIES
Sales set to grow despite increasing competition from alternative weight loss options
GLP-1s present challenges and opportunities to the market
High protein products could present a further threat to category growth
CATEGORY DATA
Table 76 Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2021-2025
Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2022-2025
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2025-2030
Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2025-2030
SPORTS NUTRITION IN DENMARK
KEY DATA FINDINGS
2025 DEVELOPMENTS
The target audience for sports protein expands fuelling strong growth
Glanbia remains on top but competition heats up
E-commerce remains key to the success of sports protein
PROSPECTS AND OPPORTUNITIES
Strong focus on health and fitness should pay dividends for sports protein
More vegan products expected to be seen in the market
E-commerce set to play a key role in the future of sports nutrition
CATEGORY DATA
Table 82 Sales of Sports Nutrition by Category: Value 2020-2025
Table 83 Sales of Sports Nutrition by Category: % Value Growth 2020-2025
Table 84 NBO Company Shares of Sports Nutrition: % Value 2021-2025
Table 85 LBN Brand Shares of Sports Nutrition: % Value 2022-2025
Table 86 Forecast Sales of Sports Nutrition by Category: Value 2025-2030
Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2025-2030
HERBAL/TRADITIONAL PRODUCTS IN DENMARK
KEY DATA FINDINGS
2025 DEVELOPMENTS
Sales benefit from consumers taking a more holistic approach to their health
Cloetta leads an increasingly fragmented market
More consumers shift online in search of convenience and value
PROSPECTS AND OPPORTUNITIES
Positive outlook as more consumers go in search of natural solutions
Little space for private label as consumers turn to trusted brands
E-commerce set to continue gaining ground as the online offer expands
CATEGORY DATA
Table 88 Sales of Herbal/Traditional Products by Category: Value 2020-2025
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2021-2025
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2022-2025
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2025-2030
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2025-2030
PAEDIATRIC CONSUMER HEALTH IN DENMARK
KEY DATA FINDINGS
2025 DEVELOPMENTS
Focus on preventative health boosting sales of paediatric consumer health products
Competition heats up in paediatric analgesics
Pharmacies dominate sales but e-commerce continues to win share
PROSPECTS AND OPPORTUNITIES
Increase in the birth rate should provide a boost to sales
Competition likely to increase as retailers invest in their private label lines
Focus on preventative health set to boost sales of paediatric vitamins and dietary supplements
CATEGORY DATA
Table 94 Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2021-2025
Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2022-2025
Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2025-2030
Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2025-2030

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