Denmark 2019 Supplement/OTC/Rx Report


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80+ pages of NMI research, study supported, providing current consumer insights with data and analysis, including charts, graphs, and illustrations!

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Introduction Overview

Since 2005, NMI’s Global Dietary Supplements/OTC/Rx Consumer Studies are devoted to understanding consumer attitudes and behaviors and their impact on market dynamics!

Natural Marketing Institute (NMI) is pleased to present its Denmark 2019 Supplements/OTC/Rx Report. This comprehensive report analyzes the dietary supplement market from the consumer perspective with 90+ pages of consumer attitudes, behaviors and product usage patterns surrounding dietary supplements, over-the-counter medication and pharmaceuticals.

This research uncovers how consumers integrate this mix of self-care methods into their current lifestyle and reveals the motivations and the challenges they encounter in their pursuit of health. Many factors are driving multiple categories across Denmark. For example, aging drives condition specific needs, and increased consumer knowledge and desire for specific product features and benefits drive sustainable, organic, and plant-based options. The need for education and an understanding of the drivers that affect consumer behavior patterns has never been stronger.

The overall objectives of the report are to develop unique and specific consumer insight to maximize client learnings and opportunities in terms of attracting new consumers, increasing compliance and developing compelling messaging and communications strategies.


Some of the topics covered in the report:

Top “White Space” Opportunity areas

The size and demographic composition of Consumer groups

Highly engaged consumer segments in supplement use

Health and Wellness composition of various supplement user groups

‘Likely User’ groups to buy supplements –Condition management

Understanding NMI’s Health & Wellness consumer segmentation

Demographic Profile of the Health & Wellness Segments

and much more!


Background and Methodology

background and methodology denmark imageCountry: Denmark

Background: In Quarter 1 of 2019, NMI conducted an online quantitative survey to understand Denmark attitudes and usage patterns with regard to dietary supplements in order to assist companies with their health and wellness initiatives on a global basis.

Methodology: Online

Sample size: 1,000 +/- general population respondents

Data collection: March 2019 – April 2019

Report Published: July 2019


Definitions of Consumer Groups within the Report

definitions cponsumer group denmark imageGP – General Population Adults 18+

Millennials – born 1977-1997 (Ages 21-41)

Young Millennials – born 1991-1997 (Ages 21-27)

Older Millennials – born 1977-1990 (Ages 28-41)

Gen X – born 1965-1976 (Ages 42-53)

Boomers – born 1946-1964 (Ages 54-72)

Matures – born 1900-1945 (Ages 73+)

Understanding NMI’s consumer segmentation within the Denmark general population allows marketers to optimize their target products and messages


Executive Summary

Danish consumers are highly engaged in supplement use

  • Consumers feel that food is not nutritious enough and therefore need to “supplement”.
  • Approximately 73% use supplements
  • Their top perceived nutrient deficiencies include Vitamin D and Fish Oil
  • Danish Supplement Users are using an average of 2 supplements a day

Almost a quarter of supplement users (27%) have increased their supplement usage over the past few years

  • Vitamin D, Multivitamins, Fish Oil, Calcium, and Vitamin C are the top supplements used
  • Only 3% of Supplement Users are using probiotics
  • Only 2% are using collagen; with 38% of Collagen Users not knowing the type of use
  • 7% are using fiber, primarily in supplement format and high fiber food

Supplement Users are becoming more discerning about the characteristics of supplements

  • Clinical proof of effectiveness garners the highest importance that drives purchase, followed by unquestionable safety and price
  • A portion of supplement users feel it is important for their supplements to be plant-based (36%), vegetarian (22%), and to contain sustainable, organic and natural ingredients
  • Nutrient bioavailability and absorption are also necessary attributes and provide a strong supplement brand platform

Personalization will provide future opportunities for the supplement industry

  • Half of Supplement Users would be interested in a personalized supplement; with consumers under 55 show significantly more interest than those over 55 years of age
  • Approximately 50% of Supplement Users would also be willing to take a blood test, a DNA test and share personal health data to get a personalized supplement plan


NMI’s Consumer Segmentation

NMI’s Global Health and Wellness consumer segmentation reveals five well-defined segments with distinctive paths toward health and wellness

This proprietary global health and wellness segmentation, based on more than 40 variables, measures commonalities and differences between five distinct consumer groups using k-means cluster analysis. The comprehensive statistical modeling process used to derive NMI’s Health and Wellness consumer segmentation is based on the following techniques and methodologies:

    • Exploratory and confirmatory factor analysis of nearly 200 measures of consumer attitudes and behaviors regarding health and wellness, organic products, supplements, exercise, and many other topics. The analysis identified more than 25 potential factors.
    • The identification of 31 measures from the factor analysis that best represented each of the potential factors and maintained consistency with the previous years’ segmentation solution.
    • K-means cluster analysis which examined numerous potential solutions to determine which segmentation model provided the optimal solution, based on the following criteria:
      • Maximum differentiation between consumer groups
      • Maximum homogeneity within each consumer group
    • NMI’s Health and Wellness Segmentation tool has 92% accuracy in predicting segment membership.

The analysis determined that a five-cluster solution was optimal. The five segments listed below are mutually exclusive. Within each segment, the key attitudinal drivers of health and wellness exert unique levels of influence.


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Table of Contents

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health maintenance demark

Danish consumer’s use of supplements in the past 30 days

Consumer confidence in supplementation to maintain their health

Supplement Users feel they are not getting enough nutrition from the foods they eat

Consumers’ perception about the foods they eat

Danish consumers are managing an array of conditions

Top health conditions Supplement Users are currently managing

Over 15% of Supplement Users are using supplements for energy

Use of condition specific supplements for sports/muscle and mood/depression are showing growth

Consumers show high likelihood to use supplements to manage and prevent a whole host of conditions. (Top and Second Tiers)

Strong opportunities for preventative positioning and messaging

Messaging - proof or tangibility of effectiveness to boost consumer confidence

Consumers show lower confidence in specific supplements


specific supplement use

% of consumers currently using supplements

% of consumers exhibiting lapsed usage

Looking at more specific supplement use by the largest % of the population

Supplements growth over the past 5 years, with herbal/botanical supplements showing the highest growth

Supplement User profile- from Light to Heavy each day

Reasons for lowered usage

Primary supplements used by Danish consumers

Emerging supplements are still showing very low usage

The top supplements showing strong growth over the past 3 years

Variations in generational use of supplements revelations

% of Supplement Users using probiotics

Plant-based protein is growing but usage is still low


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Unquestionable safety and price are very important in purchase decision

Bioavailability, absorption, “size of the dose”, and easy to swallow are attributes showing strong positive growth.

Importance of Messaging in the second tier of important attributes

Prescription medications perceptions and credibility vs. Supplements

Supplement Users’ decision to purchase supplements, other influencers

Social media website influences on supplement purchase decisions

Confidence in Practicioners, need for more advice

A ‘need state’ for personalized supplements

Supplement Users willingness to get a personalized supplement plan

Assurance of ingredient content and health benefit claims

Country of origin impact on purchase

Levels of confusion regarding supplements

Consumers willingness to pay premium pricing


supplement formats and content demark

Innovative formats solutions to “pill adverse” consumers

Preferred supplement formats

Alternative delivery formats showing both preference and most growth

Preference for plant-based supplements

Increasing demand for sustainable and e-friendly ingredients

Segments showing strong orientation toward natural and organic

Certifications also garner a level of importance


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Primary reasons consumers cite for lapsed usage

Opportunities to boost perceptions of effectiveness and increase compliance

The main barrier to supplement use among non-users

Demographic Profile of Supplement Users and Lapsed Users


supplement purchasing behavior denmark

Where do most Danish consumers shop for supplements?

Internet is a solid secondary source and will continue to have greater impact

Channel shopping growth now and future

Two-thirds of Danish consumers are shopping where?

Top brands dominating the Market

Average Monthly spend on supplements among Supplement Users

Consumers understanding of a quality brand diminishes price sensitivity


otc rx demark

Why do 46% of Danish consumers report that their doctor’s usual solution to their health issues is to prescribe a prescription medication?

The conditions for which Danish Supplement Users are taking prescription medications align with the top conditions they are managing which are heart, emotional and digestive issues

Generations show variations in the conditions for which they have used a prescription medication in the past 6 months

Consumer dilemma regarding prescription medications

Consumers high concern with prescription medication interaction with their supplements

Supplement User spending on their prescription medications vs. supplements

Millennials showing concern about nutrient depletion due to prescription use

Danish Supplement Users spending on over-the-counter medications


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For more information kindly contact your NMI rep or Steve French, NMI Managing Partner, at This email address is being protected from spambots. You need JavaScript enabled to view it. or 215-513-7300, ext. 214.

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