| Primary rationales |
| Increased accessibility to NPMs | Increased freedom of choice |
| Increased discretion |
| Decreased consumer safety | Shift in perception of NPMs |
| Decreased counselling |
| Assistant rationales |
| Increased/reduced costs for consumers | Display, advertising and impulse buying |
| Increased price competition |
| No need for scheme | No demand from consumers |
| Works in neighboring countries | No complications in Sweden or Norway |
| Populations similar to that in Denmark |
| Rationales not presented in documents |
| Economic interests | Increased sales of medicines |
| Shift from generic to brand NPMs |
