Consumer Health in 2025: The big picture
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 travel and experiences most are still purchasing vitamins and dietary supplements and OTC products as normal, although some are changing to cheaper products such as private label or generics. This price sensitivity has prevented consumer health from seeing strong growth in value terms in 2025.
Key trends in 2025
A growing number of Danish consumers are focusing on preventative health and leading healthier lifestyles with the aim of improving their overall health and boosting their immune system. They are doing this to help prevent health problems and to reduce their reliance on medication to fix issues after they occur. These more holistic behaviours include taking more exercise, following a healthier and more balanced diet, and adopting stress management techniques like meditation and spending time in nature. For many of these consumers, they are supplementing these behaviours with vitamins and dietary supplements and in some cases also sports nutrition products. This is also part of their approach to healthy living, thereby supporting growth in these categories while putting some pressure on demand for certain OTC products.
Competitive landscape
Orkla Care, Orifarm and GSK Consumer Healthcare remain the leading companies in consumer health in Denmark in 2025. These companies own several of the most popular brands across various categories, with these brands benefiting from widespread distribution as well as enjoying high levels of consumer confidence and brand recognition. Despite the presence of these major players, the market remains fragmented, with a substantial portion of sales attributed to numerous smaller companies. This fragmentation reflects a diverse competitive environment where both large and small players contribute to the overall market dynamics. The stability observed in 2025 underscores the resilience of the established players while highlighting the ongoing competitive challenges faced by newer and smaller entrants.
Channel developments
Pharmacies remains the leading distribution channel within consumer health in 2025, but it has continued to see a decline in its value share. This is because a growing number of consumers are turning to online shopping for convenience and to access lower prices. Rather than queuing at traditional pharmacies consumers are becoming increasingly drawn to the convenience of online shopping, especially for products and brands which they are already familiar with.
What next for Consumer Health?
Consumer health in Denmark is expected to see steady growth over the forecast period in value terms (at constant 2025 prices). The Danish economy is expected to continue improving in 2026 and over the forecast period resulting in consumers having more disposable income and feeling more secure about spending money. However, with ongoing challenges facing Europe, including Russia’s war in Ukraine, the situation remains volatile and any escalations or new geopolitical issues could have a negative impact on the Danish economy. OTC in general is expected to see continued positive growth over the forecast period in value terms. Meanwhile, vitamins and dietary supplements and sports nutrition should continue to benefit from the healthy living trend and are also expected to be the two most dynamic categories within consumer health over the forecast period.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Health in Denmark report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Health in Denmark?
- Which are the leading brands in Consumer Health in Denmark?
- How are products distributed in Consumer Health in Denmark?
- How has the regulatory and operating environment for Consumer Health changed in Denmark?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Consumer Health in Denmark
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for Consumer Health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Analgesics in Denmark
KEY DATA FINDINGS
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
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
Sleep Aids in Denmark
KEY DATA FINDINGS
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
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
Cough, Cold and Allergy (Hay Fever) Remedies in Denmark
KEY DATA FINDINGS
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
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
Dermatologicals in Denmark
KEY DATA FINDINGS
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
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
Digestive Remedies in Denmark
KEY DATA FINDINGS
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
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
Eye Care in Denmark
KEY DATA FINDINGS
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
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
NRT Smoking Cessation Aids in Denmark
KEY DATA FINDINGS
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
Drop in smoking prevalence likely to limit growth opportunities
Alternative options present further obstacles to growth
Distribution landscape set to continue evolving
Wound Care in Denmark
KEY DATA FINDINGS
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
Steady growth projected fuelled by active lifestyles
New product development could be key to tackling market maturity
Private label still full of potential
Sports Nutrition in Denmark
KEY DATA FINDINGS
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
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
Dietary Supplements in Denmark
KEY DATA FINDINGS
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
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
Vitamins in Denmark
KEY DATA FINDINGS
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
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
Weight Management and Wellbeing in Denmark
KEY DATA FINDINGS
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
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
Herbal/Traditional Products in Denmark
KEY DATA FINDINGS
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
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
Paediatric Consumer Health in Denmark
KEY DATA FINDINGS
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
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
The following categories and subcategories are included:
Consumer Health
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- Adult Mouth Care
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- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
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- Topical Analgesics/Anaesthetic
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- Sleep Aids
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- Antihistamines/Allergy Remedies (Systemic)
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
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- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
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- Medicated Shampoos
- Topical Antifungals
- Vaginal Antifungals
- Hair Loss Treatments
- Nappy (Diaper) Rash Treatments
- Antiparasitics/Lice (Head and Body) Treatments
- Antipruritics
- Cold Sore Treatments
- Haemorrhoid Treatments
- Paediatric Dermatologicals
- Topical Allergy Remedies/Antihistamines
- Topical Germicidals/Antiseptics
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
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- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
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- Emergency Contraception
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- Allergy Eye Care
- Standard Eye Care
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- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
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- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
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- Combination Dietary Supplements
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- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
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- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
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- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
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- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
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- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Paediatric Dermatologicals
- Nappy (Diaper) Rash Treatments
- Paediatric Vitamins and Dietary Supplements
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Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
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This report originates from Passport, our Consumer Health research and analysis database.
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