Boston, MA -- (SBWIRE) -- 06/20/2014 -- Health authorities, doctors, nutritional experts and media are largely sceptical in their attitudes towards vitamins and dietary supplements in Denmark. Official recommendations state that Danes with a normal lifestyle and normal nutritional habits take in sufficient vitamins, minerals, and omega fatty acids to avoid health problems. Hence, the health benefits of vitamins and dietary supplements are indirectly questioned. Moreover, clinical research has raised a debate, if vitamins and dietary supplements may not in fact be harmful, a debate which media has willingly offered intense attention to. Having this cultural environment in mind, vitamins and dietary supplements could in general consider it a success, that vitamins and dietary supplements penetration is as high as 60% in Denmark. On the other hand, frequent and drastic fluctuations in sales following positive or negative media exposure, shows that vitamins and dietary supplements is still vulnerable to the context it must develop within.
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Vitamins and dietary supplements was led by Axellus with value share of 22% in 2013. Axellus was formed in 2007 as a merger between Danish and Norwegian vitamins and dietary supplements companies and has a clear ambition to be a preferred supplier in the company's home markets, which include Scandinavia, and the Baltic States. Due to the company's size, Axellus has the strength to invest in product development and to support launches with sufficient marketing. Moreover, Axellus benefits from a status as the leading supplier to grocery retailers.
The strong health trend which is visible across many industries in Denmark is expected to continue over the forecast period. Over decades, the increased possibilities for treating and preventing bad health have led to the view that illness is not a blow of fate, but something which can be avoided. Reciprocally, staying healthy has become the responsibility of each individual person. However, fulfilling this duty requires knowledge, self-discipline and strong mental resources. The clever, the educated and the rich are also the healthy ones. This has led to a culture where health is a status symbol. Living a healthy lifestyle is a way of demonstrating your resources. While this trend is nothing new, it is becoming increasingly strong as can be seen from numerous launches of health positioned products across the FMCG industries. The development will continue over the forecast period and serve as the main driver behind sales of vitamins and dietary supplements.
Discover the latest market trends and uncover sources of future market growth for the Vitamins and Dietary Supplements industry in Denmark with research from Euromonitor's team of in-country analysts.
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The Vitamins and Dietary Supplements 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
Our market research reports answer questions such as:
- What is the market size of Vitamins and Dietary Supplements in Denmark?
- What are the major brands in Denmark?
- Which dietary supplement grew the fastest in the past year?
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