Health and Wellness Packaged Food in Denmark
Euromonitor International's Health and Wellness Packaged Food in Denmark market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Chapters: 11 | Tables: 154 | Publication date: Jan 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Breakdown by health and wellness category; Breakdown by packaged food sector
Table of contents
1. INTRODUCTION
2. EXECUTIVE SUMMARY
Value growth slows in 2005
Naturally healthy products lead
High penetration of organic food
Legislation restricts development of fortified/functional food
Supermarkets/hypermarkets dominates value sales
3. MARKET BACKGROUND
3.1 LEGISLATION
National Legislation
EU Legislation
3.2 FORTIFICATION AS STANDARD
3.3 LIFESTYLES
3.4 FOOD CULTURE
3.5 OBESITY RATES
3.6 ORGANIC FRESH FOOD
4. HEALTH AND WELLNESS FOOD SALES
4.1 MARKET PERFORMANCE
2005 Headlines
Slowing growth in 2005
New product development attempts to maintain value growth in reduced fat products
High fibre bread ingrained in Danish diet
Strong demand for organic continues to grow
Food intolerance products enjoy strong growth from low base
Fortified/functional still struggling in Denmark
Table 1 Retail Sales of Packaged Food by Health and Wellness Category: Value 2002-2005
Table 2 Retail Sales of Packaged Food by Health and Wellness Category: % Value Growth 2002-2005
4.2 KEY TRENDS AND DEVELOPMENTS
Packaging trends
New ways of marketing to circumvent legislation
Linking reduced fat products to well known organisations and celebrities
Resistance to inflated prices
4.3 KEY FUNCTIONAL INGREDIENTS
Lactic acid
4.4 RETAIL DISTRIBUTION
Retail distribution trends
Supermarkets/hypermarkets dominates
4.5 RETAILER ACTIVITY AND PRIVATE LABEL TRENDS
Retailer activity
Private label trends
4.6 FORECAST MARKET PERFORMANCE
Forecast headlines
Healthy growth expected
Naturally healthy products set to lead growth despite maturity
Organic packaged food reaching a plateau
Denmark still not ready for fortified/functional food
Mixed performances ahead for BFY products
FFI remains niche
Table 3 Forecast Retail Sales of Packaged Food by Health and Wellness Category: Value 2005-2010
Table 4 Forecast Retail Sales of Packaged Food by Health and Wellness Category: % Value Growth 2005-2010
5. CONFECTIONERY
5.1 CONFECTIONERY BY HEALTH AND WELLNESS CATEGORY
2005 Headlines
Growth remains modest but stable in 2005
Organic enjoys strongest value growth in 2005
Stimorol and V6 drive growth in functional gum
Better for you represents largest HW category
Forecast performance
Steady growth ahead
Fortified/functional set to enjoy highest growth rate
Organic chocolate slowly advancing
Mixed fortunes for BFY confectionery
Table 5 Retail Sales of Confectionery by Health and Wellness Category: Value 2002-2005
Table 6 Retail Sales of Confectionery by Health and Wellness Category: % Value Growth 2002-2005
Table 7 Forecast Retail Sales of Confectionery by Health and Wellness Category: Value 2005-2010
Table 8 Forecast Retail Sales of Confectionery by Health and Wellness Category: % Value Growth 2005-2010
Table 9 Sugarised Vs Sugar-free Functional Sugar Confectionery % Breakdown by Type 2005
Table 10 Sugarised Vs Sugar-free Functional Gum % Breakdown by Type 2005
5.2 BRAND ANALYSIS
Stimorol leads HW gum
Aurion – an important HW confectionery brand
Table 11 Chocolate Confectionery – Organic: Brand Rankings by Health and Wellness Category 2004
Table 12 Chocolate Confectionery – BFY Reduced Sugar: Brand Rankings by Health and Wellness Category 2004
Table 13 Sugar Confectionery – Organic: Brand Rankings by Health and Wellness Category 2004
Table 14 Sugar Confectionery – Fortified/Functional: Brand Rankings by Health and Wellness Category 2004
Table 15 Sugar Confectionery – BFY Reduced Sugar: Brand Rankings by Health and Wellness Category 2004
Table 16 Sugar Confectionery – FFI Diabetic: Brand Rankings by Health and Wellness Category 2004
Table 17 Gum – Fortified/Functional: Brand Rankings by Health and Wellness Category 2004
Table 18 Gum – BFY Reduced Sugar: Brand Rankings by Health and Wellness Category 2004
5.3 KEY FUNCTIONAL INGREDIENTS
5.4 NEW PRODUCT DEVELOPMENTS
Summary 1 Health and Wellness Confectionery: New Product Launches 2004/2005
6. BAKERY PRODUCTS
6.1 BAKERY PRODUCTS BY HEALTH AND WELLNESS CATEGORY
2005 Headlines
Forecast performance
Table 19 Retail Sales of Bakery Products by Health and Wellness Category: Value 2002-2005
Table 20 Retail Sales of Bakery Products by Health and Wellness Category: % Value Growth 2002-2005
Table 21 Forecast Retail Sales of Bakery Products by Health and Wellness Category: Value 2005-2010
Table 22 Forecast Retail Sales of Bakery Products by Health and Wellness Category: % Value Growth 2005-2010
Table 23 Bakery Products – FFI Gluten-free: Brand Rankings by Health and Wellness Category 2004
Table 24 Bread – Organic: Brand Rankings by Health and Wellness Category 2004
Table 25 Bread – Fortified/Functional: Brand Rankings by Health and Wellness Category 2004
Table 26 Bread – BFY Reduced Carb: Brand Rankings by Health and Wellness Category 2004
Table 27 Bread – BFY Reduced Salt: Brand Rankings by Health and Wellness Category 2004
Table 28 Bread – High Fibre: Brand Rankings by Health and Wellness Category 2004
Table 29 Biscuits – Organic: Brand Rankings by Health and Wellness Category 2004
Table 30 Biscuits – BFY Reduced Sugar: Brand Rankings by Health and Wellness Category 2004
Table 31 Biscuits – BFY Reduced Carb: Brand Rankings by Health and Wellness Category 2004
Table 32 Biscuits – High Fibre: Brand Rankings by Health and Wellness Category 2004
Table 33 Breakfast Cereals – Organic: Brand Rankings by Health and Wellness Category 2004
Table 34 Breakfast Cereals – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 35 Breakfast Cereals – BFY Combination: Brand Rankings by Health and Wellness Category 2004
Table 36 Breakfast Cereals – High Fibre: Brand Rankings by Health and Wellness Category 2004
7. DAIRY PRODUCTS
DAIRY PRODUCTS BY HEALTH AND WELLNESS CATEGORY
2005 headlines
The consistent growth of health and wellness products
Consumers go organic
Flavoured milk drinks show highest growth
Retro-fever helps Cocio Chocolademælk reach new heights
Milking it: how this category is attracting new fans
Probiotic yoghurt to experience highest growth
The future looks healthy
Table 37 Retail Sales of Dairy Products by Health and Wellness Category: Value 2002-2005
Table 38 Retail Sales of Dairy Products by Health and Wellness Category: % Value Growth 2002-2005
Table 39 Forecast Retail Sales of Dairy Products by Health and Wellness Category: Value 2005-2010
Table 40 Forecast Retail Sales of Dairy Products by Health and Wellness Category: % Value Growth 2005-2010
Table 41 Standard Fat Vs Fat-reduced Fortified/functional Yoghurt: % Breakdown by Type 2005
Table 42 Spoonable Vs Drinking Fortified/functional Yoghurt: % Breakdown by Type 2005
7.2 BRAND ANALYSIS
Arla is still top dog for milk
How low fat can cheese go?
Table 43 Milk – Organic: Brand Rankings by Health and Wellness Category 2004
Table 44 Milk – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 45 Flavoured Milk Drinks – BFY Reduced Sugar: Brand Rankings by Health and Wellness Category 2004
Table 46 Flavoured Milk Drinks – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 47 Soy Milk – Organic: Brand Rankings by Health and Wellness Category 2004
Table 48 Soy Milk – Naturally Healthy: Brand Rankings by Health and Wellness Category 2004
Table 49 Sour Milk Drinks – Naturally Healthy: Brand Rankings by Health and Wellness Category 2004
Table 50 Cream – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 51 Cheese – Organic: Brand Rankings by Health and Wellness Category 2004
Table 52 Cheese – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 53 Yoghurt – Organic: Brand Rankings by Health and Wellness Category 2004
Table 54 Yoghurt – Fortified/Functional: Brand Rankings by Health and Wellness Category 2004
Table 55 Yoghurt – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 56 Chilled and Shelf Stable Desserts – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 57 Fromage Frais and Quark – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
7.3 PRICING STRATEGIES
8. OILS AND FATS
8.1 OILS AND FATS BY HEALTH AND WELLNESS CATEGORY
2005 headlines
Strong performance of better for you spreadable oils and fats
Rapeseed oil’s versatility attracts further fans
Organic olive oil sees an almost 30% value growth
The three biggest olive oil manufacturers
Butter becomes fashionable again
Low-fat trend set to continue
Table 58 Retail Sales of Oils and Fats by Health and Wellness Category: Value 2002-2005
Table 59 Retail Sales of Oils and Fats by Health and Wellness Category: % Value Growth 2002-2005
Table 60 Forecast Retail Sales of Oils and Fats by Health and Wellness Category: Value 2005-2010
Table 61 Forecast Retail Sales of Oils and Fats by Health and Wellness Category: % Value Growth 2005-2010
8.2 BRAND ANALYSIS
Olive oil
Foodservice chooses rapeseed over olive oil
Margarine losing popularity
Table 62 Olive Oil – Organic: Brand Rankings by Health and Wellness Category 2004
Table 63 Olive Oil – Naturally Healthy: Brand Rankings by Health and Wellness Category 2004
Table 64 Vegetable and Seed Oil – Organic: Brand Rankings by Health and Wellness Category 2004
Table 65 Butter – Organic: Brand Rankings by Health and Wellness Category 2004
Table 66 Butter – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 67 Butter – BFY Reduced Salt: Brand Rankings by Health and Wellness Category 2004
Table 68 Margarine – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 69 Spreadable Oils and Fats – Fortified/Functional: Brand Rankings by Health and Wellness Category 2004
Table 70 Spreadable Oils and Fats – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 71 Spreadable Oils and Fats – BFY Combination: Brand Rankings by Health and Wellness Category 2004
8.3 PRICING STRATEGIES
Summary 2 Pricing: Standard vs HW: Oils and Fats 2005
9. SWEET AND SAVOURY SNACKS
9.1 SWEET AND SAVOURY SNACKS BY HEALTH AND WELLNESS CATEGORY
2005 headlines
Forecast performance
Table 72 Retail Sales of Sweet and Savoury Snacks by Health and Wellness Category: Value 2002-2005
Table 73 Retail Sales of Sweet and Savoury Snacks by Health and Wellness Category: % Value Growth 2002-2005
Table 74 Forecast Retail Sales of Sweet and Savoury Snacks by Health and Wellness Category: Value 2005-2010
Table 75 Forecast Retail Sales of Sweet and Savoury Snacks by Health and Wellness Category: % Value Growth 2005-2010
9.2 BRAND ANALYSIS
Table 76 Sweet and Savoury Snacks – Organic: Brand Rankings by Health and Wellness Category 2004
Table 77 Sweet and Savoury Snacks – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
9.3 NEW PRODUCT DEVELOPMENTS
Summary 3 Health and Wellness Sweet and Savoury Snacks: New Product Launches 2004/5
9.4 PRICING STRATEGIES
Summary 4 Pricing: Standard vs HW: Sweet and Savoury Snacks 2005
10. READY MEALS
10.1 READY MEALS BY HEALTH AND WELLNESS CATEGORY
2005 Headlines
Future outlook
Table 78 Retail Sales of Ready Meals by Health and Wellness Category: Value 2002-2005
Table 79 Retail Sales of Ready Meals by Health and Wellness Category: % Value Growth 2002-2005
Table 80 Forecast Retail Sales of Ready Meals by Health and Wellness Category: Value 2005-2010
Table 81 Forecast Retail Sales of Ready Meals by Health and Wellness Category: % Value Growth 2005-2010
10.2 BRAND ANALYSIS
Table 82 Frozen Ready Meals – Organic: Brand Rankings by Health and Wellness Category 2004
Table 83 Frozen Ready Meals – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 84 Chilled Ready Meals – Organic: Brand Rankings by Health and Wellness Category 2004
NEW PRODUCT DEVELOPMENTS
Paradoxical consumers
Summary 5 Health and Wellness Ready Meals: New Product Launches 2004/5
10.4 PRICING STRATEGIES
Summary 6 Pricing: Standard vs HW: Ready Meals 2005
11. SECTOR SUMMARIES
11.1 SNACK BARS
Negligible HW sales in 2005
Nordisk Kellogg's A/S ruling likely to deter manufacturers
Table 85 Retail Sales of Snack Bars by Health and Wellness Category: Value 2002-2005
Table 86 Retail Sales of Snack Bars by Health and Wellness Category: % Value Growth 2002-2005
Table 87 Forecast Retail Sales of Snack Bars by Health and Wellness Category: Value 2005-2010
Table 88 Forecast Retail Sales of Snack Bars by Health and Wellness Category: % Value Growth 2005-2010
Table 89 Snack Bars – Organic: Brand Rankings by Health and Wellness Category 2004
Table 90 Snack Bars – BFY Reduced Carb: Brand Rankings by Health and Wellness Category 2004
11.2 SPREADS
BFY spreads sees a dynamic performance in 2005
Organic spreads enjoys strong position
Naturally healthy honey already mature
Table 91 Retail Sales of Spreads by Health and Wellness Category: Value 2002-2005
Table 92 Retail Sales of Spreads by Health and Wellness Category: % Value Growth 2002-2005
Table 93 Forecast Retail Sales of Spreads by Health and Wellness Category: Value 2005-2010
Table 94 Forecast Retail Sales of Spreads by Health and Wellness Category: % Value Growth 2005-2010
Table 95 Jams and Preserves – Organic: Brand Rankings by Health and Wellness Category 2004
Table 96 Jams and Preserves – BFY Reduced Sugar: Brand Rankings by Health and Wellness Category 2004
Table 97 Honey – Organic: Brand Rankings by Health and Wellness Category 2004
Table 98 Honey – Naturally Healthy: Brand Rankings by Health and Wellness Category 2004
Table 99 Nut-based Spreads – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
11.3 ICE CREAM
Organic ice cream is on the up
Low fat gives light relief
Water-based ice cream gains new fans
Hjem Is’ fat-free ice cream more popular than Polar Is’ organic offering
Table 100 Retail Sales of Ice Cream by Health and Wellness Category: Value 2002-2005
Table 101 Retail Sales of Ice Cream by Health and Wellness Category: % Value Growth 2002-2005
Table 102 Forecast Retail Sales of Ice Cream by Health and Wellness Category: Value 2005-2010
Table 103 Forecast Retail Sales of Ice Cream by Health and Wellness Category: % Value Growth 2005-2010
Table 104 Ice Cream – Organic: Brand Rankings by Health and Wellness Category 2004
Table 105 Ice Cream – BFY Combination: Brand Rankings by Health and Wellness Category 2004
Summary 7 Health and Wellness Ice Cream: New Product Launches 2004/5
11.4 BABY FOOD
Organic is considered the safe option
The future for baby food
Table 106 Retail Sales of Baby Food by Health and Wellness Category: Value 2002-2005
Table 107 Retail Sales of Baby Food by Health and Wellness Category: % Value Growth 2002-2005
Table 108 Forecast Retail Sales of Baby Food by Health and Wellness Category: Value 2005-2010
Table 109 Forecast Retail Sales of Baby Food by Health and Wellness Category: % Value Growth 2005-2010
Table 110 Milk Formula – Organic: Brand Rankings by Health and Wellness Category 2004
Table 111 Milk Formula – FFI Lactose-free: Brand Rankings by Health and Wellness Category 2004
Table 112 Prepared Baby Food – Organic: Brand Rankings by Health and Wellness Category 2004
Table 113 Dried Baby Food – Organic: Brand Rankings by Health and Wellness Category 2004
Table 114 Other Baby Food – Organic: Brand Rankings by Health and Wellness Category 2004
Summary 8 Health and Wellness Baby Food: New Product Launches 2004/5
11.5 SAUCES, DRESSINGS AND CONDIMENTS
Overall performance
Growing demand for low fat dressings
Many health and wellness ranges yet to be developed
Table 115 Retail Sales of Sauces, Dressings and Condiments by Health and Wellness Category: Value 2002-2005
Table 116 Retail Sales of Sauces, Dressings and Condiments by Health and Wellness Category: % Value Growth 2002-2005
Table 117 Forecast Retail Sales of Sauces, Dressings and Condiments by Health and Wellness Category: Value 2005-2010
Table 118 Forecast Retail Sales of Sauces, Dressings and Condiments by Health and Wellness Category: % Value Growth 2005-2010
Table 119 Soy-based Sauces – Organic: Brand Rankings by Health and Wellness Category 2004
Table 120 Mayonnaise – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 121 Salad Dressings – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Summary 9 Health and Wellness Sauces, Dressings and Condiments: New Product Launches 2004/5
11.6 SOUP
Low demand for HW soup
Restrictive environment for fortified products
Table 122 Retail Sales of Soup by Health and Wellness Category: Value 2002-2005
Table 123 Retail Sales of Soup by Health and Wellness Category: % Value Growth 2002-2005
Table 124 Forecast Retail Sales of Soup by Health and Wellness Category: Value 2005-2010
Table 125 Forecast Retail Sales of Soup by Health and Wellness Category: % Value Growth 2005-2010
Table 126 Soup – Organic: Brand Rankings by Health and Wellness Category 2004
11.7 PASTA
Expanding range of HW pasta
High fibre
Sales of organic pasta driven by fresh products
Table 127 Retail Sales of Pasta by Health and Wellness Category: Value 2002-2005
Table 128 Retail Sales of Pasta by Health and Wellness Category: % Value Growth 2002-2005
Table 129 Forecast Retail Sales of Pasta by Health and Wellness Category: Value 2005-2010
Table 130 Forecast Retail Sales of Pasta by Health and Wellness Category: % Value Growth 2005-2010
Table 131 Pasta – Organic: Brand Rankings by Health and Wellness Category 2004
Summary 10 Health and Wellness: New Product Launches 2004/5
11.8 FROZEN PROCESSED FOOD
Sector Performance
Convenience food that meets health and wellness concerns
Strong interest for organic produce in Denmark
Addressing quality concerns
Table 132 Retail Sales of Frozen Processed Food by Health and Wellness Category: Value 2002-2005
Table 133 Retail Sales of Frozen Processed Food by Health and Wellness Category: % Value Growth 2002-2005
Table 134 Forecast Retail Sales of Frozen Processed Food by Health and Wellness Category: Value 2005-2010
Table 135 Forecast Retail Sales of Frozen Processed Food by Health and Wellness Category: % Value Growth 2005-2010
Table 136 Frozen processed Food - Organic: Brand Rankings by Health and Wellness Category 2004
Table 137 Frozen processed Food - BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004
Table 138 Soy-based Frozen Meat Substitutes: Brand Rankings by Health and Wellness Category 2004
11.9 CHILLED PROCESSED FOOD
Sector performance
Strong campaigning for organic meat
New regulations regarding organic fish
Table 139 Retail Sales of Chilled Processed Food by Health and Wellness Category: Value 2002-2005
Table 140 Retail Sales of Chilled Processed Food by Health and Wellness Category: % Value Growth 2002-2005
Table 141 Forecast Retail Sales of Chilled Processed Food by Health and Wellness Category: Value 2005-2010
Table 142 Forecast Retail Sales of Chilled Processed Food by Health and Wellness Category: % Value Growth 2005-2010
Table 143 Chilled Processed Food – Organic: Brand Rankings by Health and Wellness Category 2004
Table 144 Chilled Processed Food – BFY Reduced Fat: Brand Rankings by Health and Wellness Category 2004