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: 142 | 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
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