Hot Drinks in Denmark
Euromonitor International's Hot Drinks 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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Tables: 56 | Publication date: Jul 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
Coffee; Other hot drinks; Tea
Executive summary
Rise in premium sales
Similar to Danish beer sales, there is a strong consumer demand for premium, gourmet hot drinks. The strong performing Danish economy and resultant increases in disposable incomes has reduced consumers’ price sensitivity. Consequently, consumers are more willing to pay a premium for products that they perceive of being of high quality. This is contributing to the strong performance of Merrild Kaffe A/S’ premium brand Merrild Café Noir and was the motivation behind the recent launch of Kraft Foods Danmark A/S’ premium Gevalia 1853 coffee range.
Changing coffee consumption patterns
Denmark is, by tradition, a heavy per capita consumer of coffee. However there are clear indications that this is changing as younger generations begin to lower their daily coffee intake and start to drink coffee at a later stage in life. Another noticeable consumption pattern change is the growth of instant coffee sales. Previously, Danish consumers would ridicule the thought of consuming instant coffee. However the need for convenience and improving product quality is slowly changing consumer attitudes. Sales of instant coffee grew throughout the review period although instant coffee still only accounted for a small share of hot drinks retail volume sales in 2006.
Health & wellness concerns continue to impact
The health consciousness of Danish consumers is on the rise as all aspects of daily life are being bombarded with communication highlighting the importance of drinking and eating “right”. These concerns have fuelled the growth of black speciality, fruit/herbal and green teas sales throughout the review period. These non-traditional teas are increasing their total share of tea sales at the expense of black teas because consumers perceive them as offering more health benefits. Similarly, coffee sales are declining as consumers have become increasingly cautious about their caffeine intake.
Growing awareness of social issues
Whilst price is and will always remain an important consideration in the decision-making process, its importance is beginning to wane as other factors begin to emerge. One of these factors is social responsibility and its importance as a decision making factor has been fuelled by consumers actively seeking to educate themselves about where and how their drinks/foods are being produced. This is apparent in consumers’ willingness to pay more for guarantees of fair labour practices. Fair trade produce had a retail sales value of approximately DKr100 million in 2005, and during the first six months of 2006 it witnessed retail sales growth of 50%.
Convenience offers a source of growth
The strong growth of instant coffee indicates the importance of convenience to Danish consumers. Instant coffee has grown from negligible sales at the start of the review period to its 2006 position where it commands approximately 4% of hot drinks volume sales. The need for convenience has also manifested itself in recent product innovations such as single-portion instant coffee sachets and Lipton’s launch of loose tea in single-portion pyramid-shaped bags.
Table of contents
HOT DRINKS IN DENMARK : MARKET INSIGHT
EXECUTIVE SUMMARY
Rise in premium sales
Changing coffee consumption patterns
Health & wellness concerns continue to impact
Growing awareness of social issues
Convenience offers a source of growth
KEY TRENDS AND DEVELOPMENTS
Changing coffee consumption patterns
Health & wellness concerns shaping sales
Danish consumers want to be socially responsible
Demand for quality fuelling on-trade sales
MARKET DATA
Table 1 Sales of Hot Drinks by Sector: Volume 2001-2006
Table 2 Sales of Hot Drinks by Sector: Value 2001-2006
Table 3 Sales of Hot Drinks by Sector: % Volume Growth 2001-2006
Table 4 Sales of Hot Drinks by Sector: % Value Growth 2001-2006
Table 5 Hot Drinks Company Shares by Value 2002-2006
Table 6 Hot Drinks Brand Shares by Value 2003-2006
Table 7 Penetration of Private Label by Sector 2002-2006
Table 8 Sales of Hot Drinks by Distribution Format: % Analysis 2001/2006
Table 9 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2006
Table 10 Forecast Sales of Hot Drinks by Sector: Volume 2006-2011
Table 11 Forecast Sales of Hot Drinks by Sector: Value 2006-2011
Table 12 Forecast Sales of Hot Drinks by Sector: % Volume Growth 2006-2011
Table 13 Forecast Sales of Hot Drinks by Sector: % Value Growth 2006-2011
APPENDIX
Imports
Table 14 Imports of Hot Drinks by Sector 2001-2005
Published Data Comparisons
DEFINITIONS
LOCAL COMPANY PROFILES - DENMARK
BKI KAFFE A/S - HOT DRINKS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 1 BKI Kaffe A/S: Key Facts
Summary 2 BKI Kaffe A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
MERRILD KAFFE A/S - HOT DRINKS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Merrild Kaffe A/S: Key Facts
Summary 4 Merrild Kaffe A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
PETER LARSEN KAFFE A/S - HOT DRINKS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Peter Larsen Kaffe A/S: Key Facts
Summary 6 Peter Larsen Kaffe A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
URTEKRAM A/S - HOT DRINKS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Urtekram A/S: Key Facts
Summary 8 Urtekram A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
COFFEE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Coffee by Type: Volume 2001-2006
Table 16 Sales of Coffee by Type: Value 2001-2006
Table 17 Sales of Coffee by Type: % Volume Growth 2001-2006
Table 18 Sales of Coffee by Type: % Value Growth 2001-2006
Table 19 Instant Coffee by Speciality Type 2004-2006
Table 20 Coffee Company Shares 2002-2006
Table 21 Coffee Brand Shares 2003-2006
Table 22 Foodservice Sales of Coffee by Distribution Format 2001/2006
Table 23 Forecast Sales of Coffee by Type: Volume 2006-2011
Table 24 Forecast Sales of Coffee by Type: Value 2006-2011
Table 25 Forecast Sales of Coffee by Type: % Volume Growth 2006-2011
Table 26 Forecast Sales of Coffee by Type: % Value Growth 2006-2011
TEA IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 27 Sales of Tea by Subsector: Volume 2001-2006
Table 28 Sales of Tea by Subsector: Value 2001-2006
Table 29 Sales of Tea by Subsector: % Volume Growth 2001-2006
Table 30 Sales of Tea by Subsector: % Value Growth 2001-2006
Table 31 Fruit/herbal Tea by Type: % Off-trade Volume 2005-2006
Table 32 Other Tea by Type: % Off-trade Volume 2005-2006
Table 33 Tea Company Shares 2002-2006
Table 34 Tea Brand Shares 2003-2006
Table 35 Forecast Sales of Tea by Subsector: Volume 2006-2011
Table 36 Forecast Sales of Tea by Subsector: Value 2006-2011
Table 37 Forecast Sales of Tea by Subsector: % Volume Growth 2006-2011
Table 38 Forecast Sales of Tea by Subsector: % Value Growth 2006-2011
OTHER HOT DRINKS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
Table 39 Sales of Other Hot Drinks by Subsector: Volume 2001-2006
Table 40 Sales of Other Hot Drinks by Subsector: Value 2001-2006
Table 41 Sales of Other Hot Drinks by Subsector: % Volume Growth 2001-2006
Table 42 Sales of Other Hot Drinks by Subsector: % Value Growth 2001-2006
Table 43 Other Hot Drinks Company Shares 2002-2006
Table 44 Other Hot Drinks Brand Shares 2003-2006
Table 45 Forecast Sales of Other Hot Drinks by Subsector: Volume 2006-2011
Table 46 Forecast Sales of Other Hot Drinks by Subsector: Value 2006-2011
Table 47 Forecast Sales of Other Hot Drinks by Subsector: % Volume Growth 2006-2011
Table 48 Forecast Sales of Other Hot Drinks by Subsector: % Value Growth 2006-2011