- Danish parents were more critical than ever and were highly demanding in terms of the quality of baby food. The majority of parents preferred to make food for their babies at home, which was also influenced by media and general social perceptions that fresh homemade food was healthier for babies. Homemade alternatives allowed parents to choose which ingredients to include and to have more control over the quality of food they gave to their babies, in addition to the fact that it was cheaper than purchasing prepared food. While Danes continued to display relatively negative attitudes towards industrially prepared baby food, active lifestyles and the increasing pace of modern living led to growing demand for convenient solutions. Health-conscious parents created growing demand for organic baby food in Denmark, which Danes found as a healthier alternative to homemade food compared to non-organic baby food products. Nonetheless, baby food sales per capita remained relatively small in Denmark comparing to other Western Europe countries at the end of the review period.
- Baby food in Denmark remained highly concentrated in 2015, with the three main leaders Semper AB, Nestlé Danmark A/S and Arvid Nordquist ApS together accounting for a retail value sales share of 93%. Sempler AB continued as to lead the category, on a retail value sales share of 39%. The company's brands had high presence and availability in Denmark. The company’s position was also attributable to its wide portfolio of baby food products, frequent launches of new products, active presence in social media and ongoing marketing activities. Arvid Nordquist, being one of Semper's main competitors, focused on providing a wide array of organic baby food products. Meanwhile, Nestlé Denmark, which exited both dried and prepared baby food in 2011, focused solely on milk formula.
- At the beginning of 2015, the Danish Health and Medicines Authority published changes in their recommendations for infant and baby nutrition. The official recommendation now is that instead of 6 months, parents should wait for a full year prior to introducing cow‘s milk to their children's diets. Instead, children should only receive breast milk or formula milk during this period. The reason underlying this change is that cow's milk is three times higher in protein and has low iron content, which could negatively affect the health and development of babies. These changes might influence parents and serve to increase sales of milk formula in Denmark, especially in light of the declining trends that breastfeeding witnessed over the review period.
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Discover the latest market trends and uncover sources of future market growth for the Baby food industry in Denmark with research from Euromonitor's team of in-country analysts.
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If you're in the Baby food industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.
The Baby food in Denmark market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Baby food in Denmark?
- What are the major brands in Denmark?
- How are latest breastfeeding rates impacting retail performance?
- Are government initiatives to promote breastfeeding constraining market performance?
- What are market opportunities for higher priced functional, organic and ethically sourced baby food?
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This industry report originates from Passport, our Packaged Food market research database.
Table of Contents
Baby Food in Denmark - Category Analysis
- Table 1 Sales of Baby Food by Category: Volume 2010-2015
- Table 2 Sales of Baby Food by Category: Value 2010-2015
- Table 3 Sales of Baby Food by Category: % Volume Growth 2010-2015
- Table 4 Sales of Baby Food by Category: % Value Growth 2010-2015
- Table 5 NBO Company Shares of Baby Food: % Value 2011-2015
- Table 6 LBN Brand Shares of Baby Food: % Value 2012-2015
- Table 7 Distribution of Baby Food by Format: % Value 2010-2015
- Table 8 Forecast Sales of Baby Food by Category: Volume 2015-2020
- Table 9 Forecast Sales of Baby Food by Category: Value 2015-2020
- Table 10 Forecast Sales of Baby Food by Category: % Volume Growth 2015-2020
- Table 11 Forecast Sales of Baby Food by Category: % Value Growth 2015-2020
Baby Food in Denmark - Company Profiles
Arla Foods Amba in Packaged Food (Denmark)
- Summary 1 Arla Foods Amba: Key Facts
- Summary 2 Arla Foods Amba: Operational Indicators
- Summary 3 Arla Foods Amba: Competitive Position 2015
Packaged Food in Denmark - Industry Context
Premiumisation and health and wellness drive growth in 2015
New private label lines impact 2015
Major players continue to dominate as small manufacturers gain value share
Discounters takes value share from other retail channels
Packaged food expected to grow further over the forecast period
KEY TRENDS AND DEVELOPMENTS
Premiumisation and exotic flavours to maintain consumer interest
Consumers’ busier lifestyles call for more convenient packaged food options
Health and wellness remains a key factor in packaged food in 2015
Private label continues expanding in 2015
FOODSERVICE: KEY TRENDS AND DEVELOPMENTS
Trends: Sales to Foodservice
Trends: Consumer Foodservice
- Table 12 Foodservice Sales of Packaged Food by Category: Volume 2010-2015
- Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2010-2015
- Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2015-2020
- Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020
- Table 16 Sales of Packaged Food by Category: Volume 2010-2015
- Table 17 Sales of Packaged Food by Category: Value 2010-2015
- Table 18 Sales of Packaged Food by Category: % Volume Growth 2010-2015
- Table 19 Sales of Packaged Food by Category: % Value Growth 2010-2015
- Table 20 GBO Company Shares of Packaged Food: % Value 2011-2015
- Table 21 NBO Company Shares of Packaged Food: % Value 2011-2015
- Table 22 LBN Brand Shares of Packaged Food: % Value 2012-2015
- Table 23 Penetration of Private Label by Category: % Value 2010-2015
- Table 24 Distribution of Packaged Food by Format: % Value 2010-2015
- Table 25 Distribution of Packaged Food by Format and Category: % Value 2015
- Table 26 Forecast Sales of Packaged Food by Category: Volume 2015-2020
- Table 27 Forecast Sales of Packaged Food by Category: Value 2015-2020
- Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2015-2020
- Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2015-2020
- Summary 4 Research Sources