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.

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.

The 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

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Major points covered in Table of Contents of this report include:
Consumer Health in Denmark – Industry Overview
EXECUTIVE SUMMARY
OTC sales record modest growth in 2011
Consumer concerns and decreasing unit prices stagnate value growth
Increasing concentration in competitive environment
Chemists/pharmacies continues to be the most common outlet for consumer health products
Stagnant sales predicted for the forecast period
KEY TRENDS AND DEVELOPMENTS
Demographic changes shape demand for consumer health products
Self-medication is one of the drivers of sales
Market maturity slows down the growth rates
Distribution channels in heavy competition with each other
Online presence expands in consumer health
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services 2006-2011
Table 2 Life Expectancy at Birth 2006-2011
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2006-2011
Table 4 Sales of Consumer Health by Category: % Value Growth 2006-2011
Table 5 Consumer Health Company Shares 2007-2011
Table 6 Consumer Health Brand Shares 2008-2011
Table 7 Penetration of Private Label by Category 2006-2011
Table 8 Sales of Consumer Health by Distribution Format: % Analysis 2006-2011
Table 9 Sales of Consumer Health by Category and Distribution Format: % Analysis 2011
Table 10 Forecast Sales of Consumer Health by Category: Value 2011-2016
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2011-2016
APPENDIX
Consumer Health in Denmark – Company Profiles
Adult Mouth Care in Denmark – Category Analysis
Analgesics in Denmark – Category Analysis
Calming and Sleeping in Denmark – Category Analysis
Cough, Cold and Allergy (Hay Fever) Remedies in Denmark – Category Analysis
Digestive Remedies in Denmark – Category Analysis
Ear Care in Denmark – Category Analysis
Emergency Contraception in Denmark – Category Analysis
Eye Care in Denmark – Category Analysis
Herbal/Traditional Products in Denmark – Category Analysis
Medicated Skin Care in Denmark – Category Analysis
NRT Smoking Cessation Aids in Denmark – Category Analysis
Sports Nutrition in Denmark – Category Analysis
Vitamins and Dietary Supplements in Denmark – Category Analysis
Weight Management in Denmark – Category Analysis
Wound Care in Denmark – Category Analysis

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