Soft
Soft Drinks

Soft Drinks in Denmark

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: 142  |  Publication date: Jul 2007
Cost: 
GBP950.00

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

Health and wellness a driving force

Despite a decline in overall carbonates sales, sales of low-calorie carbonates and their share of total carbonates sales continued to grow in 2006. Growth was driven by the heightened health consciousness of consumers who are, more than ever, attuned to the need to carefully monitor the drinks and foodstuffs they consume. This trend also fuelled growth of bottled water sales, especially still bottled water. Another example of this trend is the strong growth of the newly launched low-calorie sports drinks Faxe Kondi Light and Onside Sport Light.

Cross-border trade a constant issue

Cross-border trade with Germany is a constant problem and an area of debate among interested parties in Danish soft drinks sales, as the estimated value of cross-border trade in soft drinks demonstrated a steady increase throughout the review period. Danish-generated sales of soft drinks would seem to suggest that the overall consumption of soft drinks is declining. However, when the estimated value of cross-border trade is factored in, overall Danish consumption of soft drinks has remained relatively stable since 2000. This is costing the Danish state heavily in lost revenue and employment creation opportunities, and is limiting producers’ revenue growth.

Danes want quality

Perhaps emerging as a backlash to the growth of discounters on the Danish retail landscape, consumers are demonstrating a strong interest in specialised, high quality and premium priced soft drinks. This motivated the launch of a number of premium positioned products from producers such as Rynkeby Foods and Royal Unibrew during the course of 2006. Also emerging in 2006 is the development of both a gourmet carbonate and a smoothie niche. This points to a weakening of consumer price sensitivity as both gourmet carbonates and smoothies retail at premium prices, but are earmarked by trade commentators as areas of high growth potential.

Innovation increasing segmentation

In an effort to stem the growth of private label products, branded producers have turned to innovation as a source of differentiation. This saw the launch of new packaging formats which, in particular, are catering for single-portion and on-the-go consumption needs. Until 2006, the bulk of juice sales were constrained to family-sized 1- and 2-litre cartons. However, 2006 witnessed the launch of a number of single-portion juices, which are in turn encouraging consumers to view juices as a healthy and convenient alternative to carbonates.

Domestic brands fight back

Danish carbonates sales continue to be dominated by global and well-recognised brands. Coca-Cola and Coca-Cola Light are the leading brands and their positions on the market remain unchallenged. However the latter years of the review period saw the re-emergence of the Jolly brand. Jolly Cola was actually the leading cola brand in Denmark during the 1970s, but declined in popularity during the 1980s and 1990s to the point of distinction. It is only in the latter years of the review period that the Jolly brand re-emerged, and its nostalgia value delivered noticeable sales success.

Health trend to remain important

The increased awareness of health issues evident among Danish consumers increased in 2006, and is expected to continue growing in importance over the forecast period. Products with a particularly healthy positioning, such as fruit/vegetable juice bottled water will see notable increases, as will “performance” products such as functional drinks. In order to take advantage of this trend manufacturers will need to offer an increasing number of flavours, with a particular focus on packaging formats suitable for on-the-go consumption. Advertising and promotional strategies targeting families are also likely to be key to stimulating growth.

Table of contents

SOFT DRINKS IN DENMARK : MARKET INSIGHT

EXECUTIVE SUMMARY

Health and wellness a driving force

Cross-border trade a constant issue

Danes want quality

Innovation increasing segmentation

Domestic brands fight back

Health trend to remain important

KEY TRENDS AND DEVELOPMENTS

Health and wellness issues come to the fore

Cross-border trade a growing problem

Development of premium segment

Innovation to maintain consumer interest

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2001-2006

Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2001-2006

Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2001-2006

Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2001-2006

Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2006

Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2006

Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2006

Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2006

Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2001-2006

Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2001-2006

Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2001-2006

Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2001-2006

Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2002-2006

Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2006

Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2002-2006

Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2006

Table 17 Company Shares of Off-trade Soft Drinks by Value 2002-2006

Table 18 Brand Shares of Off-trade Soft Drinks by Value 2003-2006

Table 19 Penetration of Private Label (as sold) by Sector by Volume 2002-2006

Table 20 Penetration of Private Label by Sector by Value 2002-2006

Table 21 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2006

Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2006-2011

Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2006-2011

Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2006-2011

Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2006-2011

Table 26 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2006-2011

Table 27 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2006-2011

Table 28 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2006-2011

Table 29 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2006-2011

APPENDIX

Concentrates Conversions

Summary 1 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format

Table 30 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2001-2006

Table 31 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2001-2006

Table 32 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2002-2006

Table 33 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2006

Table 34 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2002-2006

Table 35 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2006

Table 36 Company Shares of Concentrates (RTD) by Off-trade Volume 2002-2006

Table 37 Brand Shares of Concentrates (RTD) by Off-trade Volume 2003-2006

Table 38 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2006-2011

Table 39 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2006-2011

Institutional Bottled Water Sales

Table 40 Sales of Bottled Water to Institutional Channel 2001-2006

Published Data Comparisons

DEFINITIONS

LOCAL COMPANY PROFILES - DENMARK

AQUA D'OR MINERAL WATER A/S - SOFT DRINKS - DENMARK

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Aqua d’Or Mineral Water A/S: Key Facts

Summary 3 Aqua d’Or Mineral Water A/S: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

HARBOE BRYGGERI A/S - SOFT DRINKS - DENMARK

STRATEGIC DIRECTION

KEY FACTS

Summary 4 Harboe Bryggeri A/S: Key Facts

Summary 5 Harboe Bryggeri A/S: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

ROYAL UNIBREW A/S - SOFT DRINKS - DENMARK

STRATEGIC DIRECTION

KEY FACTS

Summary 6 Royal Unibrew A/S: Key Facts

Summary 7 Royal Unibrew A/S: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

RYNKEBY FOODS A/S - SOFT DRINKS - DENMARK

STRATEGIC DIRECTION

KEY FACTS

Summary 8 Rynkeby Foods A/S: Key Facts

Summary 9 Rynkeby Foods A/S: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

CARBONATES IN DENMARK

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

SECTOR DATA

Table 41 On-trade vs Off-trade Sales of Carbonates: Volume 2001-2006

Table 42 On-trade vs Off-trade Sales of Carbonates: Value 2001-2006

Table 43 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2001-2006

Table 44 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2001-2006

Table 45 Off-trade Sales of Carbonates by Subsector: Volume 2001-2006

Table 46 Off-trade Sales of Carbonates by Subsector: Value 2001-2006

Table 47 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2001-2006

Table 48 Off-trade Sales of Carbonates by Subsector: % Value Growth 2001-2006

Table 49 Low Calorie Carbonates by Subsector

Table 50 Company Shares of Carbonates by Off-trade Volume 2002-2006

Table 51 Brand Shares of Carbonates by Off-trade Volume 2003-2006

Table 52 Company Shares of Carbonates by Off-trade Value 2002-2006

Table 53 Brand Shares of Carbonates by Off-trade Value 2003-2006

Table 54 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2006-2011

Table 55 Forecast Off-trade Sales of Carbonates by Subsector: Value 2006-2011

Table 56 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2006-2011

Table 57 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2006-2011

FRUIT/VEGETABLE JUICE IN DENMARK

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2001-2006

Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2001-2006

Table 60 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2001-2006

Table 61 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2001-2006

Table 62 Leading Flavours for 100% Juice: %Volume Breakdown 2003-2006

Table 63 Leading Flavours for Nectars (25-99% Juice): %Volume Breakdown 2003-2006

Table 64 Leading Flavours for Juice Drinks (up to 24% Juice): %Volume Breakdown 2003-2006

Table 65 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006

Table 66 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2002-2006

Table 67 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2006

Table 68 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2002-2006

Table 69 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2006

Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2006-2011

Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2006-2011

Table 72 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2006-2011

Table 73 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2006-2011

BOTTLED WATER IN DENMARK

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 74 Off-trade Sales of Bottled Water: Volume 2001-2006

Table 75 Off-trade Sales of Bottled Water: Value 2001-2006

Table 76 Off-trade Sales of Bottled Water: % Volume Growth 2001-2006

Table 77 Off-trade Sales of Bottled Water: % Value Growth 2001-2006

Table 78 Company Shares of Bottled Water by Off-trade Volume 2002-2006

Table 79 Brand Shares of Bottled Water by Off-trade Volume 2003-2006

Table 80 Company Shares of Bottled Water by Off-trade Value 2002-2006

Table 81 Brand Shares of Bottled Water by Off-trade Value 2003-2006

Table 82 Forecast Off-trade Sales of Bottled Water: Volume 2006-2011

Table 83 Forecast Off-trade Sales of Bottled Water: Value 2006-2011

Table 84 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2006-2011

Table 85 Forecast Off-trade Sales of Bottled Water: % Value Growth 2006-2011

FUNCTIONAL DRINKS IN DENMARK

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 86 Off-trade Sales of Functional Drinks by Subsector: Volume 2001-2006

Table 87 Off-trade Sales of Functional Drinks by Subsector: Value 2001-2006

Table 88 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2001-2006

Table 89 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2001-2006

Table 90 Still vs Carbonated Functional Drinks % Off-Trade Volume 2005-2006

Table 91 Company Shares of Functional Drinks by Off-trade Volume 2002-2006

Table 92 Brand Shares of Functional Drinks by Off-trade Volume 2003-2006

Table 93 Company Shares of Functional Drinks by Off-trade Value 2002-2006

Table 94 Brand Shares of Functional Drinks by Off-trade Value 2003-2006

Table 95 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2006-2011

Table 96 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2006-2011

Table 97 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2006-2011

Table 98 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2006-2011

CONCENTRATES IN DENMARK

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 99 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2001-2006

Table 100 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2001-2006

Table 101 Off-trade Sales of Concentrates by Subsector: Value 2001-2006

Table 102 Off-trade Sales of Concentrates by Subsector: % Value Growth 2001-2006

Table 103 Company Shares of Concentrates by Off-trade Value 2002-2006

Table 104 Brand Shares of Concentrates by Off-trade Value 2003-2006

Table 105 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2006-2011

Table 106 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2006-2011

Table 107 Forecast Off-trade Sales of Concentrates by Subsector: Value 2006-2011

Table 108 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2006-2011

RTD TEA IN DENMARK

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 109 Off-trade Sales of RTD Tea by Subsector: Volume 2001-2006

Table 110 Off-trade Sales of RTD Tea by Subsector: Value 2001-2006

Table 111 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2001-2006

Table 112 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2001-2006

Table 113 Flavours/types of RTD Tea % Off-trade Volume 2005-2006

Table 114 Company Shares of RTD Tea by Off-trade Volume 2002-2006

Table 115 Brand Shares of RTD Tea by Off-trade Volume 2003-2006

Table 116 Company Shares of RTD Tea by Off-trade Value 2002-2006

Table 117 Brand Shares of RTD Tea by Off-trade Value 2003-2006

Table 118 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2006-2011

Table 119 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2006-2011

Table 120 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2006-2011

Table 121 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2006-2011

RTD COFFEE IN DENMARK

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 122 Off-trade Sales of RTD Coffee: Volume 2001-2006

Table 123 Off-trade Sales of RTD Coffee: Value 2001-2006

Table 124 Off-trade Sales of RTD Coffee: % Volume Growth 2001-2006

Table 125 Off-trade Sales of RTD Coffee: % Value Growth 2001-2006

Table 126 Company Shares of RTD Coffee by Off-trade Volume 2002-2006

Table 127 Brand Shares of RTD Coffee by Off-trade Volume 2003-2006

Table 128 Company Shares of RTD Coffee by Off-trade Value 2002-2006

Table 129 Brand Shares of RTD Coffee by Off-trade Value 2003-2006

Table 130 Forecast Off-trade Sales of RTD Coffee: Volume 2006-2011

Table 131 Forecast Off-trade Sales of RTD Coffee: Value 2006-2011

Table 132 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2006-2011

Table 133 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2006-2011

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