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: 80 | Publication date: Apr 2009
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
Volume sales record decrease
The total volume sales of Danish hot drinks decreased in 2008. The decline was most pronounced in other hot drinks. Volume downturn was driven by a number of interrelated consumer trends. In 2008, Danes actively reduced their consumption of coffee and this negatively impacted volume growth. In addition, health and wellness concerns also encouraged volume decline as consumers migrated from hot drinks that were perceived as ‘unhealthy’.
Health and wellness trend impacts sales development
Danish consumers became increasingly health conscious in 2008 and this is tailored their purchasing patterns. Products with a negative health perception, such as other hot drinks, declined. Conversely, products with a positive health perception, such as green tea, increased in sales. Health and wellness concerns also impacted negatively on coffee sales, especially with young, professional female consumers.
Danish hot drinks sales are concentrated
There were a relatively small number of players in Danish hot drinks in 2008. Coffee, in particular, was concentrated among three main operators – Merrild Kaffe A/S, Kraft Foods Danmark A/S and BKI Kaffe A/S. Similarly, tea sales were concentrated among three main players – Merrild, Unilever Danmark A/S and Haugen-Gruppen Denmark AS. This scenario is unlikely to change during the forecast period, as grocery retailers are actively operating a strategy of promoting private label at the expense of branded alternatives. This will lower the opportunity for marginal category entry in order to gain access to mass distribution channels.
Distribution is the domain of the mass retailer
Mass distribution channels, such as supermarkets/hypermarkets and discounters, continued to dominate hot drinks sales in Denmark in 2008. The importance of the discounter retail format as a distribution channel intensified through the increase in the absolute number of discounters’ outlets in the country. In 2008, the retail volume share of independent retailers continued its decline. This was also attributable to the increase in the number of discounters in Denmark.
Forecast suggests continued volume decline
Total Danish hot drinks’ sales are expected to record a volume decrease over the forecast period. This will be due to consumers continuing to lower their consumption of coffee. Health and wellness concerns will persist on having a negative impact on the direction of sales. This is expected to be most pronounced in coffee and other hot drinks. In the case of the latter, chocolate-based hot drinks will struggle to shake off consumer perception of this product being ‘unhealthy’. Consequently, it is anticipated that consumers will lower their consumption of chocolate-based hot drinks over the forecast years. A weakening national economy over the forecast period may have a negative impact on the development of premium sales and a positive impact on the development of private label sales.
Table of contents
HOT DRINKS IN DENMARK : MARKET INSIGHT
EXECUTIVE SUMMARY
Volume sales record decrease
Health and wellness trend impacts sales development
Danish hot drinks sales are concentrated
Distribution is the domain of the mass retailer
Forecast suggests continued volume decline
KEY TRENDS AND DEVELOPMENTS
Economic slowdown dampens consumer confidence
The ‘green’ consumer
Growth of single households
Health and wellness concerns shape sales
Coffee consumption patterns changing
MARKET DATA
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2003-2008
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2003-2008
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2003-2008
Table 4 Retail Sales of Hot Drinks by Sector: Value 2003-2008
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2003-2008
Table 7 Total Sales of Hot Drinks by Sector: Total Volume 2003-2008
Table 8 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2003-2008
Table 9 Hot Drinks Company Shares by Value 2004-2008
Table 10 Hot Drinks Brand Shares by Value 2005-2008
Table 11 Penetration of Private Label by Sector 2004-2008
Table 12 Sales of Hot Drinks by Distribution Format: % Analysis 2003-2008
Table 13 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2008
Table 14 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2008-2013
Table 15 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2008-2013
Table 16 Forecast Retail Sales of Hot Drinks by Sector: Volume 2008-2013
Table 17 Forecast Retail Sales of Hot Drinks by Sector: Value 2008-2013
Table 18 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 19 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2008-2013
Table 20 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2008-2013
Table 21 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 22 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2008-2013
Table 23 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2008-2013
APPENDIX
Published Data Comparisons
Production/Import/Export Data
Table 24 Imports of Hot Drinks by Sector 2001-2007
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - DENMARK
BKI KAFFE A/S - HOT DRINKS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 2 BKI Kaffe A/S: Key Facts
Summary 3 BKI Kaffe A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 BKI Kaffe A/S: Competitive Position 2008
HAUGEN-GRUPPEN DENMARK AS - HOT DRINKS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Haugen-Gruppen Denmark A/S: Key Facts
Summary 6 Haugen-Gruppen Denmark A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Haugen-Gruppen Denmark A/S: Competitive Position 2008
PETER LARSEN KAFFE A/S - HOT DRINKS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Peter Larsen Kaffe A/S: Key Facts
Summary 9 Peter Larsen Kaffe A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Peter Larsen Kaffe A/S: Competitive Position 2008
URTEKRAM A/S - HOT DRINKS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Urtekram A/S: Key Facts
Summary 12 Urtekram A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Urtekram A/S: Competitive Position 2008
COFFEE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 25 Coffee Machine Sales: 2002-2007
Table 26 Instant Coffee by Speciality Type 2004-2008
Table 27 Retail Sales of Coffee by Type: Volume 2003-2008
Table 28 Retail Sales of Coffee by Type: Value 2003-2008
Table 29 Retail Sales of Coffee by Type: % Volume Growth 2003-2008
Table 30 Retail Sales of Coffee by Type: % Value Growth 2003-2008
Table 31 Standard Vs Coffee Pods 2004-2008
Table 32 Coffee Company Shares 2004-2008
Table 33 Coffee Brand Shares 2005-2008
Table 34 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
Table 35 Forecast Retail Sales of Coffee by Type: Value 2008-2013
Table 36 Forecast Retail Sales of Coffee by Type: % Volume Growth 2008-2013
Table 37 Forecast Retail Sales of Coffee by Type: % Value Growth 2008-2013
Table 38 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
Table 39 Forecast Retail Sales of Coffee by Type: Value 2008-2013
Table 40 Forecast Retail Sales of Coffee by Type: % Volume Growth 2008-2013
Table 41 Forecast Retail Sales of Coffee by Type: % Value Growth 2008-2013
TEA IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Fruit/Herbal Tea by Type: % Off-trade Volume 2005-2008
Table 43 Other Tea by Type: % Off-trade Volume 2005-2008
Table 44 Retail Sales of Tea by Subsector: Volume 2003-2008
Table 45 Retail Sales of Tea by Subsector: Value 2003-2008
Table 46 Retail Sales of Tea by Subsector: % Volume Growth 2003-2008
Table 47 Retail Sales of Tea by Subsector: % Value Growth 2003-2008
Table 48 Tea Company Shares 2004-2008
Table 49 Tea Brand Shares 2005-2008
Table 50 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
Table 51 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
Table 52 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2008-2013
Table 53 Forecast Retail Sales of Tea by Subsector: % Value Growth 2008-2013
Table 54 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
Table 55 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
Table 56 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2008-2013
Table 57 Forecast Retail Sales of Tea by Subsector: % Value Growth 2008-2013
OTHER HOT DRINKS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Retail Sales of Other Hot Drinks by Subsector: Volume 2003-2008
Table 59 Retail Sales of Other Hot Drinks by Subsector: Value 2003-2008
Table 60 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2003-2008
Table 61 Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2003-2008
Table 62 Other Hot Drinks Company Shares 2004-2008
Table 63 Other Hot Drinks Brand Shares 2005-2008
Table 64 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume 2008-2013
Table 65 Forecast Retail Sales of Other Hot Drinks by Subsector: Value 2008-2013
Table 66 Forecast Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2008-2013
Table 67 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2008-2013