Soft Drinks in Denmark
Euromonitor International's Soft 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: 143 | Publication date: Jun 2008
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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Strong volume growth recorded for 2007
Total volume sales increased once more in 2007 after enjoying growth over 2005 and 2006. Growth in 2007 was higher than that recorded for the review period as a whole and clearly demonstrated the strong impetus the health & wellness trend has given to Danish soft drinks sales. Bottled water, fruit/vegetable juice and low calorie carbonates in particular have benefited greatly from this trend. New product launches, in particular Coca-Cola Zero, have also had a positive impact on 2007 volume growth.
Health & wellness concerns drive low calorie growth
Low calorie carbonates is a strong growth area within total Danish soft drinks sales. This is driven by the increased health awareness of consumers and their demand for soft drinks that meet their health & wellness concerns. Low calorie carbonates are perceived as “the healthy alternative” and are accordingly increasing their market share. Estimates for 2007 indicate that low calorie carbonates holds a market share of approximately 34% of total carbonates sales. This is a dramatic increase on the year 2000 results when low calorie carbonates had a market share of only 13%. This strong review period growth indicates how the health & wellness trend is dictating the direction of Danish soft drinks sales.
Domestic players dominate sales
The Danish soft drinks market is dominated by domestic players such as Carlsberg Danmark, Royal Unibrew, Rynkeby Foods and Aqua d’Or Mineral Water. Carlsberg and Royal Unibrew are the respective Danish licence holders of the brands Coca-Cola and Pepsi Cola, and this is a key reason as to why these two domestic players have dominating positions within carbonate sales. Rynkeby Foods is the clear market leader within fruit/vegetable juice with a broad and varied product portfolio which no other market competitor can match. Aqua d’Or has benefited strongly from increased still bottled water sales in recent years and this has allowed the company to establish a market leadership position within bottled water.
Grocery outlets account for the bulk of sales
Grocery outlets such as discounters, hypermarkets and supermarkets control off-trade distribution. The growth in the number of discounter outlets on the market in recent years has allowed the channel to win share from supermarkets/hypermarkets in particular. This in turn has also facilitated the growth of private label sales. Convenience stores such as the 7-Eleven chain are an important distribution channel for less known and specialised soft drinks such as smoothies, RTD teas and energy drinks.
Volume growth expected over the forecast period
Danish soft drinks sales are expected to demonstrate strong volume growth over the forecast period. This increase will be driven by health & wellness focused segments of total sales such as low calorie carbonates and bottled water sales. The recent launch of Coca-Cola Zero on the market has boosted already strong low calorie carbonates sales in Denmark and the impact of this launch is expected to be carried forward into the forecast period.
Table of contents
SOFT DRINKS IN DENMARK : MARKET INSIGHT
EXECUTIVE SUMMARY
Strong volume growth recorded for 2007
Health & wellness concerns drive low calorie growth
Domestic players dominate sales
Grocery outlets account for the bulk of sales
Volume growth expected over the forecast period
KEY TRENDS AND DEVELOPMENTS
Disposable income increases encouraging segmentation growth
Cross-border trade a constant concern
Aging population presents challenges
Health & wellness concerns driving low calorie growth
Single-household numbers increasing
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Published Data Comparisons
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 32 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 33 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 34 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 35 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 36 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 37 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - DENMARK
HARBOES BRYGGERI A/S - SOFT DRINKS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Harboes Bryggeri A/S: Key Facts
Summary 3 Harboes Bryggeri A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Harboes Bryggeri A/S: Competitive Position 2007
PEBAS SCANDINAVIA A/S - SOFT DRINKS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Pebas Scandinavia A/S: Key Facts
Summary 6 Pebas Scandinavia A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
ROYAL UNIBREW A/S - SOFT DRINKS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Royal Unibrew A/S: Key Facts
Summary 8 Royal Unibrew A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Royal Unibrew A/S: Competitive Position 2007
RYNKEBY FOODS A/S - SOFT DRINKS - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Rynkeby Foods A/S: Key Facts
Summary 11 Rynkeby Foods A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Rynkeby Foods A/S: Competitive Position 2007
CARBONATES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 38 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 39 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 40 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 41 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 42 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 43 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 44 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 45 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 46 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 47 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 48 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 49 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 50 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
Table 54 Low Calorie Carbonates by Subsector 2003-2007
FRUIT/VEGETABLE JUICE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 59 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2007
Table 60 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2007
Table 61 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2007
Table 62 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 63 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 64 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 65 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 66 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 67 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 68 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Institutional Bottled Water Sales
Table 71 Sales of Bottled Water to Institutional Channel 2003-2007
SECTOR DATA
Table 72 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 73 Off-trade Sales of Bottled Water: Value 2002-2007
Table 74 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 75 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 76 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 77 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 78 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 79 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 80 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 81 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 82 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 83 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 84 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 85 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 86 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 87 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 88 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 89 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 90 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 91 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 92 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 93 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 94 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 95 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Concentrates Conversions
Summary 13 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
SECTOR DATA
Table 96 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 97 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 98 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 99 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 100 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 101 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 102 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 103 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 104 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 105 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 106 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 107 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 108 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 109 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 110 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2007
Table 111 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 112 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 113 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 114 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 115 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 116 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 117 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 118 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012
RTD COFFEE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 119 Off-trade Sales of RTD Coffee: Volume 2002-2007
Table 120 Off-trade Sales of RTD Coffee: Value 2002-2007
Table 121 Off-trade Sales of RTD Coffee: % Volume Growth 2002-2007
Table 122 Off-trade Sales of RTD Coffee: % Value Growth 2002-2007
Table 123 Company Shares of RTD Coffee by Off-trade Volume 2003-2007
Table 124 Brand Shares of RTD Coffee by Off-trade Volume 2004-2007
Table 125 Company Shares of RTD Coffee by Off-trade Value 2003-2007
Table 126 Brand Shares of RTD Coffee by Off-trade Value 2004-2007
Table 127 Forecast Off-trade Sales of RTD Coffee: Volume 2007-2012
Table 128 Forecast Off-trade Sales of RTD Coffee: Value 2007-2012
Table 129 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2007-2012
Table 130 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2007-2012