Retailer inventory destocking
Sales depend on channel partners carrying and replenishing products, so lower stock levels can reduce reported revenue.
- Scope
- Europe
- Materiality
- high
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.
| % | |
|---|---|
| Dietary supplements | 80% Herbal and plant-based supplements sold for health and wellness use. |
| Beauty products | 15% Consumer beauty products marketed under the New Nordic brand. |
| E-commerce sales | 5% Direct online sales through the company’s own country-specific web shops. |
New Nordic sells mainly to retail partners and distributors that place its branded products in pharmacies, health...
- Retail partnersprimary
Buy branded products for resale in pharmacies, health stores, and other outlets; they value sell-through and brand pull.
- Distributorsprimary
Import and distribute products in local markets where New Nordic does not sell directly.
- E-commerce consumerssecondary
Purchase directly from New Nordic’s own online stores for convenience and brand-specific products.
- Pharmacy and specialty channel shopperssecondary
End customers seeking herbal supplements and beauty products with a wellness positioning.
New Nordic is headquartered in Malmö, Sweden, and operates through a Nordic base with sales and marketing reach across...
- •Headquartered in Malmö, Sweden
- •Strong Nordic base with wider European distribution
- •North America is a major revenue region
- •Asia/Australia is a smaller but established market
- •Own e-commerce operates in 23 countries
New Nordic’s strategy centers on expanding existing markets rather than relying on new-country entry, using brand...
01
Strengthen existing marketsshort-term
The company is prioritizing deeper penetration where it already has distribution and brand awareness.
02
Product innovation and portfolio expansionmedium-term
New products help the company stay relevant in growing supplement and beauty categories.
03
Build direct-to-consumer reachmedium-term
Own e-commerce improves customer access and reduces reliance on third-party channels.
New Nordic is exposed to demand swings in consumer health products, retailer inventory decisions, and changes in...
Foreign exchange volatility
The company sells across regions and currencies, so currency moves can affect translated revenue and costs.
- Scope
- EUR, GBP, USD and other operating currencies
- Materiality
- high
Consumer trend and demand shifts
Dietary supplements and beauty products are discretionary and depend on consumer preferences and wellness trends.
- Scope
- Global consumer health markets
- Materiality
- high
Regulatory and trade intervention risk
Health products face labeling, import, and market-access requirements that can vary by country.
- Scope
- International markets
- Materiality
- medium
Brand and reputational risk
The business relies on trust in the New Nordic brand and its health positioning.
- Scope
- All markets
- Materiality
- high
Revenue recognition by channel
Reported sales timing
Seasonality
Quarterly revenue and margin volatility
Foreign currency translation
Top-line and earnings translation effects
Inventory and product mix
Gross margin and inventory valuation
Asset impairment and depreciation
Operating profit and balance sheet carrying values
: 11/08/2026