OTC/ Consumer Health market Denmark with the most important distributors and importers

Table of Contents

1. Executive Summary............................................................................................................................... 3

2. Market Overview and Market Volume....................................................................................................3

2.1 Size of the OTC medicines market..................................................................................................3

2.2 Pharmacy turnover and non-medicine products.............................................................................3

2.3 Composition of retail OTC sales......................................................................................................4

2.4 Market trends...................................................................................................................................4

3. Market Structure and Distribution Channels..........................................................................................4

3.1 Pharmacies......................................................................................................................................4

3.2 Retail sale of liberalised OTC medicines.........................................................................................4

3.3 Drugstores, grocery retail and discounters......................................................................................4

3.4 Health food stores and online shops...............................................................................................5

4. Key Players............................................................................................................................................5

5. Market Opportunities for New Foreign Suppliers...................................................................................5

5.1 Branded products............................................................................................................................5

5.2 Private label / no-name products.....................................................................................................5

5.3 Product groups with particularly good sales potential.....................................................................5

6. Market Access Requirements................................................................................................................ 6

6.1 Requirements for all suppliers.........................................................................................................6

6.2 Suppliers from the EU/EEA.............................................................................................................7

6.3 Suppliers from non-EU Europe (e.g. United Kingdom, Switzerland, Norway, Turkey)...................7

6.4 Suppliers from outside Europe (e.g. USA, Asia, Latin America, Africa)..........................................7

7. Directory of Importers and Distribution Partners....................................................................................8

7.1 Pharmaceutical full-line wholesalers (pharmacy channel)..............................................................8

7.2 OTC, pharma and consumer-health importers and distributors......................................................8

7.3 Drugstore and discount chains......................................................................................................10

7.4 Grocery retail purchasing organisations........................................................................................10

7.5 Online pharmacies and online health shops.................................................................................11

7.6 Organic, natural health and health food specialists......................................................................12

7.7 FMCG, non-food and cosmetics distributors.................................................................................12

7.8 Useful institutions.......................................................................................................................... 13

8. Practical Recommendations for Market Entry......................................................................................13

9. Sources and Methodology....................................................................................................................13

9.1 Methodology..................................................................................................................................13

9.2 Main sources.................................................................................................................................14

1. Executive Summary

Denmark is a small (5.9 million inhabitants) but affluent, highly digital and well-organised self-care market. Consumers are health-conscious, trust pharmacies and pharmacy-grade quality, and pay close attention to allergy-friendly, perfume-free and environmentally labelled products. For foreign suppliers the market is attractive because it is compact and transparent: a handful of wholesalers, retail groups and online shops cover most of the country. • Market volume: OTC medicines generated DKK 2.1 bn (about EUR 280 m, at pharmacy purchase prices) in 2024 (+3%). In addition, Danish pharmacies sold "other goods" – vitamins, minerals, skin care and similar – worth roughly DKK 2.4 bn (about EUR 320 m). Supplements, cosmetics and medical devices sold through Matas, supermarkets, health food stores and online shops add a considerably larger volume. • Channels: 533 pharmacies and pharmacy branches (owned by licensed pharmacists) are supplied by just two full-line wholesalers, Nomeco and Tjellesen Max Jenne. Around 80 liberalised OTC substances may also be sold in more than 4,000 retail outlets (supermarkets, kiosks, petrol stations). Matas dominates the drugstore channel; online health shops are growing fast. • Opportunities: food supplements (vitamin D, omega-3, magnesium, probiotics, women's health), medical-device based self-care (nasal sprays, cold and allergy, lice, wound care), allergy-friendly dermocosmetics and sun care, natural/organic products and private label for retail chains. • Access: EU suppliers enjoy free movement but must comply with Danish specifics (Danish-language labelling, notification of food supplements, national vitamin/mineral limits, DKMA rules for OTC medicines). Suppliers from outside the EU additionally need an EU importer/responsible person, customs clearance and, for medicines, EU batch release. • Recommended entry route: for medicines and medical devices a Danish/Nordic consumer-health partner holding the regulatory responsibilities; for supplements and cosmetics a combination of a distributor and early online listings (Med24, Apopro, Matas) to build sell-out evidence before approaching the retail chains.