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.

Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.

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

Volume growth for Danish soft drinks sales

Danish soft drinks sales recorded positive volume growth in 2008. Growth, however, was marginally lower than the CAGR recorded for the review period as a whole. Strong volume growth was recorded in energy drinks sales. Energy drinks sales have been driven by new product launches such as Burn, and the continued success of the domestic brand Cult. Bottled water sales also continued to record strong volume growth in 2008.

Health & wellness concerns remain a driver of sales

Health & wellness concerns continue to have an impact on Danish soft drink sales. Consumers are increasingly health conscious and are consequently tailoring their consumption patterns to match their concerns. Bottled water sales and juice sales have benefited strongly from this trend. The trend is also evident in carbonates sales. Low calorie carbonates are increasing their overall share of total carbonates sales at the expense of regular carbonates. This trend has further been boosted by the high-profile launch of Coca-Cola Zero.

Nevertheless, despite the health and wellness trend Danish consumers are still becoming increasingly overweight. Indeed the Danish government has been advised to increase duty on food and beverages with high sugar content.

Green issues important

Danish consumers show a keen interest in green issues. For soft drinks this has resulted in a trend towards more organic products, which became available in carbonates, fruit/vegetable juice and concentrates. Issues regarding reduced amounts of packaging and the so-called carbon footprint were also discussed. The latter in particular became an issue in bottled water; however the debate failed to impact on sales which continued to grow.

Carlsberg – the key market player

Carlsberg Danmark controls a dominant position in the soft drinks market. The company is the NBO of the Coca-Cola brand and this is the main reason for its dominant position. However Carlsberg is also a market leader in terms of innovation as its 2008 launch of Carlsberg Sport indicates. Rynkeby Foods is also an important market player. Rynkeby is focused on juice and concentrates sales. The company is a key market innovator and launched a number of new products in 2008 that are likely to further drive the growing premium juice niche.

Grocery retailers control distribution

Supermarkets/hypermarkets is the key distribution channel for soft drinks sales in Denmark. The growth in the number of discounter outlets on the market in recent years has allowed the channel to win share from supermarkets in particular. This in turn has also facilitated the growth of private label sales on the market. 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.

Continued volume growth forecast

Total soft drinks sales in Denmark are expected to increase during the forecast period. The CAGR volume growth for the forecast period is expected to be lower than the CAGR recorded for the review period. This reflects the high maturity of soft drinks sales on the market. However health & wellness positioned products are expected to outperform their “less healthy” counterparts. Bottled water and low calorie carbonates sales are earmarked as forecast period growth categories, whilst carbonates is set to decline. In value terms the economic slowdown will restrain growth in value sales, especially in more premium products such as 100% juice.

Table of contents

SOFT DRINKS IN DENMARK : MARKET INSIGHT

EXECUTIVE SUMMARY

Volume growth for Danish soft drinks sales

Health & wellness concerns remain a driver of sales

Green issues important

Carlsberg – the key market player

Grocery retailers control distribution

Continued volume growth forecast

KEY TRENDS AND DEVELOPMENTS

Economic slowdown dampens consumer confidence

Obesity – a multitude of health consequences

Cross-border trade a constant concern

The “green” consumer

Growth of single households

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008

Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008

Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008

Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008

Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008

Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008

Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008

Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008

Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008

Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008

Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008

Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008

Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008

Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008

Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008

Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008

Table 17 Company Shares of Off-trade Soft Drinks by Value 2004-2008

Table 18 Brand Shares of Off-trade Soft Drinks by Value 2005-2008

Table 19 Penetration of Private Label (as sold) by Sector by Volume 2003-2008

Table 20 Penetration of Private Label by Sector by Value 2003-2008

Table 21 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008

Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013

Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013

Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013

Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013

Table 26 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013

Table 27 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013

Table 28 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013

Table 29 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013

APPENDIX

Fountain Sales in Denmark

TRENDS

SECTOR DATA

Table 30 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008

Table 31 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008

Table 32 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008

Table 33 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008

Table 34 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2008

Table 35 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2008

Table 36 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008

Table 37 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008

Table 38 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013

Table 39 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013

DEFINITIONS

Summary 1 Research Sources

LOCAL COMPANY PROFILES - DENMARK

BRYGGERIET VESTFYEN A/S - SOFT DRINKS - DENMARK

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Bryggeriet Vestfyen A/S: Key Facts

Summary 3 A/S Bryggeriet Vestfyen: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 4 Bryggeriet Vestfyen A/S: Competitive Position 2008

HARBOES BRYGGERI A/S - SOFT DRINKS - DENMARK

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Harboes Bryggeri A/S: Key Facts

Summary 6 Harboes Bryggeri A/S: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 7 Harboes Bryggeri A/S: Competitive Position 2008

NAKED FRUIT A/S - SOFT DRINKS - DENMARK

STRATEGIC DIRECTION

KEY FACTS

Summary 8 Naked Fruits A/S: Key Facts

COMPANY BACKGROUND

COMPETITIVE POSITIONING

PEBAS SCANDINAVIA A/S - SOFT DRINKS - DENMARK

STRATEGIC DIRECTION

KEY FACTS

Summary 9 Pebas A/S: Key Facts

Summary 10 Pebas A/S: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

ROYAL UNIBREW A/S - SOFT DRINKS - DENMARK

STRATEGIC DIRECTION

KEY FACTS

Summary 11 Royal Unibrew A/S: Key Facts

Summary 12 Royal Unibrew A/S: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 13 Royal Unibrew A/S: Competitive Position 2008

RYNKEBY FOODS A/S - SOFT DRINKS - DENMARK

STRATEGIC DIRECTION

KEY FACTS

Summary 14 Rynkeby Foods A/S: Key Facts

Summary 15 Rynkeby Foods A/S: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 16 Rynkeby Foods A/S: Competitive Position 2008

CARBONATES IN DENMARK

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 40 Low Calorie Carbonates by Subsector

Table 41 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008

Table 42 Off-trade Sales of Carbonates by Subsector: Value 2003-2008

Table 43 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008

Table 44 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008

Table 45 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008

Table 46 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008

Table 47 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008

Table 48 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008

Table 49 Company Shares of Carbonates by Off-trade Volume 2004-2008

Table 50 Brand Shares of Carbonates by Off-trade Volume 2005-2008

Table 51 Company Shares of Carbonates by Off-trade Value 2004-2008

Table 52 Brand Shares of Carbonates by Off-trade Value 2005-2008

Table 53 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013

Table 54 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013

Table 55 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013

Table 56 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013

FRUIT/VEGETABLE JUICE IN DENMARK

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008

Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008

Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008

Table 60 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008

Table 61 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008

Table 62 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008

Table 63 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008

Table 64 Chilled Vs Ambient Reconstituted 100% Juice: % Analysis 2003-2008

Table 65 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008

Table 66 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008

Table 67 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008

Table 68 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008

Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013

Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013

Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013

Table 72 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013

BOTTLED WATER IN DENMARK

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Institutional Bottled Water Sales

Table 73 Sales of Bottled Water to Institutional Channel 2004-2008

Table 74 Off-trade Sales of Bottled Water: Volume 2003-2008

Table 75 Off-trade Sales of Bottled Water: Value 2003-2008

Table 76 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008

Table 77 Off-trade Sales of Bottled Water: % Value Growth 2003-2008

Table 78 Company Shares of Bottled Water by Off-trade Volume 2004-2008

Table 79 Brand Shares of Bottled Water by Off-trade Volume 2005-2008

Table 80 Company Shares of Bottled Water by Off-trade Value 2004-2008

Table 81 Brand Shares of Bottled Water by Off-trade Value 2005-2008

FUNCTIONAL DRINKS IN DENMARK

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 82 Still vs Carbonated Functional Drinks % Off-trade Volume 2005-2008

Table 83 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008

Table 84 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008

Table 85 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008

Table 86 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008

Table 87 Company Shares of Functional Drinks by Off-trade Volume 2004-2008

Table 88 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008

Table 89 Company Shares of Functional Drinks by Off-trade Value 2004-2008

Table 90 Brand Shares of Functional Drinks by Off-trade Value 2005-2008

Table 91 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013

Table 92 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013

Table 93 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013

Table 94 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013

CONCENTRATES IN DENMARK

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Concentrates Conversions

Table 95 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format

Table 96 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008

Table 97 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008

Table 98 Off-trade Sales of Concentrates by Subsector: Value 2003-2008

Table 99 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008

Table 100 Company Shares of Concentrates by Off-trade Value 2004-2008

Table 101 Brand Shares of Concentrates by Off-trade Value 2005-2008

Table 102 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013

Table 103 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013

Table 104 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013

Table 105 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013

RTD TEA IN DENMARK

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 106 Off-trade Sales of RTD Tea by Subsector: Volume 2003-2008

Table 107 Off-trade Sales of RTD Tea by Subsector: Value 2003-2008

Table 108 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2003-2008

Table 109 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2003-2008

Table 110 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2008

Table 111 Company Shares of RTD Tea by Off-trade Volume 2004-2008

Table 112 Brand Shares of RTD Tea by Off-trade Volume 2005-2008

Table 113 Company Shares of RTD Tea by Off-trade Value 2004-2008

Table 114 Brand Shares of RTD Tea by Off-trade Value 2005-2008

Table 115 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013

Table 116 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013

Table 117 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013

Table 118 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013

RTD COFFEE IN DENMARK

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 119 Off-trade Sales of RTD Coffee: Volume 2003-2008

Table 120 Off-trade Sales of RTD Coffee: Value 2003-2008

Table 121 Off-trade Sales of RTD Coffee: % Volume Growth 2003-2008

Table 122 Off-trade Sales of RTD Coffee: % Value Growth 2003-2008

Table 123 Company Shares of RTD Coffee by Off-trade Volume 2004-2008

Table 124 Brand Shares of RTD Coffee by Off-trade Volume 2005-2008

Table 125 Company Shares of RTD Coffee by Off-trade Value 2004-2008

Table 126 Brand Shares of RTD Coffee by Off-trade Value 2005-2008

Table 127 Forecast Off-trade Sales of RTD Coffee: Volume 2008-2013

Table 128 Forecast Off-trade Sales of RTD Coffee: Value 2008-2013

Table 129 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2008-2013

Table 130 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2008-2013