New Nordic Healthbrands
New Nordic Healthbrands AB is a Swedish consumer health company based in Malmö that develops and markets dietary supplements and beauty products. Its business is built around branded, plant-based products sold through retail partners and its own e-commerce channels across Europe, North America, and selected markets in Asia-Pacific.
Fiscal year 2025 · change from previous year
Development 2021–2025
Business
Share of revenueHerbal and plant-based supplements sold for health and wellness use.
Consumer beauty products marketed under the New Nordic brand.
Direct online sales through the company’s own country-specific web shops.
Customers
New Nordic sells mainly to retail partners and distributors that place its branded products in pharmacies, health stores, and other consumer channels. It also sells directly to consumers through its own e-commerce sites in 23 countries, which gives it a second route to market and helps support brand visibility.
Buy branded products for resale in pharmacies, health stores, and other outlets; they value sell-through and brand pull.
Import and distribute products in local markets where New Nordic does not sell directly.
Purchase directly from New Nordic’s own online stores for convenience and brand-specific products.
End customers seeking herbal supplements and beauty products with a wellness positioning.
Strategy
New Nordic’s strategy centers on expanding existing markets rather than relying on new-country entry, using brand building, distribution breadth, and product innovation to support growth. The company also emphasizes its herbal expertise and direct e-commerce presence as ways to deepen customer reach and strengthen its position in dietary supplements.
The company is prioritizing deeper penetration where it already has distribution and brand awareness.
New products help the company stay relevant in growing supplement and beauty categories.
Own e-commerce improves customer access and reduces reliance on third-party channels.
Geography
New Nordic is headquartered in Malmö, Sweden, and operates through a Nordic base with sales and marketing reach across Europe, North America, China, Vietnam, Hong Kong, and Australia. In 2025, reported revenue was split 27% in the Nordics, 42% in the rest of Europe, 27% in North America, and 4% in Asia/Australia, showing a broad but still regionally concentrated footprint.
Risks
New Nordic is exposed to demand swings in consumer health products, retailer inventory decisions, and changes in consumer preferences. Its international footprint also creates foreign exchange, regulatory, trade, and geopolitical exposure, while brand reputation and product launches are important because the business depends on trust and repeat purchases.
- Retailer inventory destockingImpact: High
Sales depend on channel partners carrying and replenishing products, so lower stock levels can reduce reported revenue.
Exposure: Europe
- Foreign exchange volatilityImpact: MediumLikelihood: Medium
The company sells across regions and currencies, so currency moves can affect translated revenue and costs.
Exposure - Consumer trend and demand shiftsImpact: MediumLikelihood: Medium
Dietary supplements and beauty products are discretionary and depend on consumer preferences and wellness trends.
Exposure: Global consumer health markets
- Regulatory and trade intervention riskImpact: MediumLikelihood: Medium
Health products face labeling, import, and market-access requirements that can vary by country.
Exposure: International markets
- Brand and reputational riskImpact: MediumLikelihood: Medium
The business relies on trust in the New Nordic brand and its health positioning.
Exposure: All markets
Accounting
Judgemental itemsRetail sell-in and direct e-commerce sales may be recognized at different points in time, affecting quarterly comparability.
Impact: Reported sales timing
Consumer health products can have uneven demand across quarters, which affects trend interpretation.
Impact: Quarterly revenue and margin volatility
Operations span multiple currencies, so exchange rates can move reported revenue and costs.
Impact: Top-line and earnings translation effects
Changes in mix and channel stocking can alter gross margin and working capital.
Impact: Gross margin and inventory valuation
The reports note a relatively small asset base, so valuation assumptions on intangibles and fixed assets remain relevant.
Impact: Operating profit and balance sheet carrying values
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Last updated: 24/09/2026