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Country Report

Denmark Flag Beer in Denmark

| Pages: 47

Price: US$990

About this Report

Executive Summary

TRENDS

  • In 2014, beer in Denmark recorded positive development in total volume terms. This performance came after years of volume declines. Growth was mainly driven by a downwards pressure on unit prices for two key reasons. Firstly, the excise duty level on beer was reduced by Skatteministeriet (the Danish Ministry of Taxation) during July 2013 by 15%, as part of government actions to fight the illegal trade and the high level of cross-border shopping. Second, strong competition within beer and ongoing high consumer demand for such alcoholic drinks resulted in manufacturers offering consumers their brands at competitive prices. Danes, who are known to be price sensitive, benefited from price decreases resulting in a 2% increase in total volume sales in 2014.

COMPETITIVE LANDSCAPE

  • With a volume share of 53%, Carlsberg Danmark continued to lead beer in 2014. Carlsberg Danmark led beer throughout the review period, and in 2014, the company maintained its top ranking. Carlsberg Danmark is responsible for the production and marketing of the two leading brands of beer in Denmark, Tuborg Grøn and Carlsberg Pilsner, which together accounted for a volume share of 31% within beer in 2014. Carlsberg Danmark benefits from wide distribution in all channels, a good presence in both off- and on-trade outlets, high brand recognition, long tradition and a good understanding of the Danish market.

PROSPECTS

  • There are no expectations of important events within beer during the forecast period and total volume sales are expected to grow at a CAGR of 1% over the period. A lower level of excise tax, which began in July 2013, is a key factor in the expected positive performance, as Danish consumers are highly influenced by price levels. Evidence of this can be seen from 2014, when total volume sales grew after several consecutive years of decline. In public discussions, there are arguments to lower the excise duty on beer even more, since a strong increase in local regulated beer sales would limit the illegal trade from foreign countries, put more tax money into the state treasury and create more employment possibilities to the benefit of all citizens.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beer industry in Denmark with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beer industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The Beer 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 volume shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Beer in Denmark?
  • What are the major brands in Denmark?
  • How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
  • What are the most popular flavours within non-alcoholic beer?
  • What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
  • Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
  • Has the recession benefited domestic lager over imported lager?

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 Alcoholic Drinks market research database.

Table of Contents

Beer in Denmark - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY BACKGROUND

Lager price band methodology

  • Summary 1 Lager by Price Band 2014
  • Table 1 Number of Breweries 2009-2014

CATEGORY DATA

  • Table 2 Sales of Beer by Category: Total Volume 2009-2014
  • Table 3 Sales of Beer by Category: Total Value 2009-2014
  • Table 4 Sales of Beer by Category: % Total Volume Growth 2009-2014
  • Table 5 Sales of Beer by Category: % Total Value Growth 2009-2014
  • Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2009-2014
  • Table 7 Sales of Beer by Off-trade vs On-trade: Value 2009-2014
  • Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2009-2014
  • Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2009-2014
  • Table 10 GBO Company Shares of Beer: % Total Volume 2010-2014
  • Table 11 NBO Company Shares of Beer: % Total Volume 2010-2014
  • Table 12 LBN Brand Shares of Beer: % Total Volume 2011-2014
  • Table 13 Production, Imports and Exports of Beer: Total Volume 2008-2013
  • Table 14 Imports of Beer by Country of Origin: Total Volume 2008-2013
  • Table 15 Imports of Beer by Country of Origin: Total Value 2008-2013
  • Table 16 Exports of Beer by Country of Destination: Total Volume 2008-2013
  • Table 17 Exports of Beer by Country of Destination: Total Value 2008-2013
  • Table 18 Forecast Sales of Beer by Category: Total Volume 2014-2019
  • Table 19 Forecast Sales of Beer by Category: Total Value 2014-2019
  • Table 20 Forecast Sales of Beer by Category: % Total Volume Growth 2014-2019
  • Table 21 Forecast Sales of Beer by Category: % Total Value Growth 2014-2019

Beer in Denmark - Company Profiles

Harboes Bryggeri A/S in Alcoholic Drinks (Denmark)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Harboes Bryggeri A/S: Key Facts
  • Summary 3 Harboes Bryggeri A/S: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 4 Harboes Bryggeri A/S: Competitive Position 2014

Royal Unibrew A/S in Alcoholic Drinks (Denmark)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Royal Unibrew A/S: Key Facts
  • Summary 6 Royal Unibrew A/S: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 7 Royal Unibrew A/S: Competitive Position 2014

Alcoholic Drinks in Denmark - Industry Context

Alcoholic drinks records a positive performance in 2014

Beer records volume growth in 2014

Domestic companies dominate alcoholic drinks

Grocery retailers dominates sales of alcoholic drinks in 2014

Alcoholic drinks is set to record volume growth

KEY TRENDS AND DEVELOPMENTS

Consumption of alcoholic drinks related to economic factors

Different alcoholic drinks for different consumer groups in Denmark

Strong competition within the distribution of alcoholic drinks

Key new product launches

  • Summary 8 Key New Product Developments 2014

MARKET BACKGROUND

Legislation

  • Table 22 Number of On-trade Establishments by Type 2009-2014

TAXATION AND DUTY LEVIES

  • Table 23 Taxation and Duty Levies on Alcoholic Drinks 2014
  • Table 24 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2014
  • Table 25 Selling Margin of a Typical Beer Brand in Retail Channel Which Uses Wholesalers 2014
  • Table 26 Selling Margin of a Typical Beer Brand in Retail Channel Which Does Not Use Wholesalers 2014
  • Table 27 Selling Margin of a Typical Wine Brand in Retail Channels that do not use Wholesalers 2014
  • Table 28 Selling Margin of a Typical Spirits Brand in Retail Channel Which Does Not Use Wholesalers 2014

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty-free

Cross-border/private imports

MARKET INDICATORS

  • Table 29 Retail Consumer Expenditure on Alcoholic Drinks 2009-2014

MARKET DATA

  • Table 30 Sales of Alcoholic Drinks by Category: Total Volume 2009-2014
  • Table 31 Sales of Alcoholic Drinks by Category: Total Value 2009-2014
  • Table 32 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2009-2014
  • Table 33 Sales of Alcoholic Drinks by Category: % Total Value Growth 2009-2014
  • Table 34 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2014
  • Table 35 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2014
  • Table 36 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2014
  • Table 37 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2014
  • Table 38 GBO Company Shares of Alcoholic Drinks: % Total Volume 2010-2014
  • Table 39 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2009-2014
  • Table 40 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2014
  • Table 41 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
  • Table 42 Forecast Sales of Alcoholic Drinks by Category: Total Value 2014-2019
  • Table 43 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
  • Table 44 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019

DEFINITIONS

Published data comparisons

SOURCES

  • Summary 9 Research Sources

Segmentation

This market research report includes the following:

  • Beer
    • Dark Beer
      • Ale
      • Sorghum
      • Weissbier/Weizen/Wheat Beer
    • Lager
      • Flavoured/Mixed Lager
      • Standard Lager
        • Premium Lager
          • Domestic Premium Lager
          • Imported Premium Lager
        • Mid-Priced Lager
          • Domestic Mid-Priced Lager
          • Imported Mid-Priced Lager
        • Economy Lager
          • Domestic Economy Lager
          • Imported Economy Lager
      • Lager by Origin
        • Domestic Lager
          • Domestic Premium Lager
          • Domestic Mid-Priced Lager
          • Domestic Economy Lager
        • Imported Lager
          • Imported Premium Lager
          • Imported Mid-Priced Lager
          • Imported Economy Lager
    • Non/Low Alcohol Beer
    • Stout

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Exports by Country - Value
  • Exports by Country - Volume
  • Imports by Country - Value
  • Imports by Country - Volume
  • Off-trade vs On-trade
  • Products by Ingredient
  • Trade Statistics - Value
  • Trade Statistics - Volume
  • Ale By Type

Market size details:

  • Off-trade volume
  • Off-trade volume % growth
  • Off-trade volume per capita
  • On-trade volume
  • On-trade volume % growth
  • On-trade volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Off-trade value retail selling price % growth
  • Off-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price % growth
  • On-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price % growth
  • Total value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price % growth
  • Off-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price % growth
  • On-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price % growth
  • Total value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade rtd volume
  • Off-trade rtd volume % growth
  • Off-trade rtd volume per capita
  • On-trade rtd volume
  • On-trade rtd volume % growth
  • On-trade rtd volume per capita
  • Total rtd volume
  • Total rtd volume % growth
  • Total rtd volume per capita
  • Off-trade volume litres of pure alcohol
  • Off-trade volume litres of pure alcohol % growth
  • Off-trade volume litres of pure alcohol per capita
  • On-trade volume litres of pure alcohol
  • On-trade volume litres of pure alcohol % growth
  • On-trade volume litres of pure alcohol per capita
  • Total volume litres of pure alcohol
  • Total volume litres of pure alcohol % growth
  • Total volume litres of pure alcohol per capita

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