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Country Report

Denmark Flag Ready Meals in Denmark

| Pages: 70

Price: US$900

About this Report

Executive Summary

TRENDS

  • Growing Danish consumer interest in gourmet gastronomy –and its intrinsic link to demand for natural, organic, locally sourced and artisanal products– was a key growth constraint in ready meals volume sales in 2013. Most ready meal products present in Denmark are poorly positioned against this trend and are viewed by a growing consumer group as highly industrial and thus unhealthy and of poor quality in terms of taste.One exception is the small local manufacturer Hanegal, which promotes artisanal production methods. In addition, the Hanegal and Urtekram brands and a few private label lines are the only organic ready meals in Denmark and their distribution and exposure is limited. Another exception is the brand Santa Maria, which promotes dinner mixes, such as its new Tex MexPizza Tortilla, which are claimed to “make homecooking more convenient and allow the consumer to mix in fresh produce” – thus positioning them much more strongly towards artisanal.

COMPETITIVE LANDSCAPE

  • In 2013, the leading player in ready meals was Tulip Food Co with a retail value share of 18%. The company owns the Steff Houlberg and Livretter brands, among others, which mainly offer traditional Danish meat-based canned/preserved, chilled and frozen ready meals. Unilever Danmark was ranked second in ready meals with a value share of 10% in 2013. Unilever’s international brand range Knorr led both the dinner mixes and dried ready meals Third-ranked branded player Beauvais held a value share of 7% in ready meals. Its Beauvais brand range offers mainly traditional Danish meat-based canned/preserved ready meals and it led the category with 55% share of value sales. Its premium frozen pizza brand Grandiosa held a 17% value share of its category.

PROSPECTS

  • The gourmet gastronomy trend, with consumer concerns about the health and quality of industrial products, is likely to impact the ready meals category over the forecast period. The trend is furthermore likely to strengthen with economic recovery, albeit slow, and increasing consumer expenditure during the latter years of the forecast period. There is, however, a shortage of such products in Danish grocery retail. For example, organic ready meal value sales are forecast to grow by a 6% CAGR, nonetheless reaching only just over 1% of ready meals value sales by 2018. Given the presence of more premium brands positioning on gourmet gastronomy selling points like organic, local produce and artisanal, forecast period growth in ready meals sales will most likely speed up.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Ready Meals 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 Ready Meals industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The Ready Meals 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 Ready Meals in Denmark?
  • What are the major brands in Denmark?
  • Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than eating at home?
  • How are manufacturers leveraging popular restaurant chains to help more austere consumers recreate a restaurant experience at home?
  • How much are consumers willing to pay for convenience?

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

Ready Meals in Denmark - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Sales of Ready Meals by Category: Volume 2008-2013
  • Table 2 Sales of Ready Meals by Category: Value 2008-2013
  • Table 3 Sales of Ready Meals by Category: % Volume Growth 2008-2013
  • Table 4 Sales of Ready Meals by Category: % Value Growth 2008-2013
  • Table 5 Sales of Ready Meals by Vegetarian vs Non-vegetarian: % Value 2013
  • Table 6 Sales of Chilled Ready Meals by Ethnicity: % Value 2008-2013
  • Table 7 Sales of Frozen Ready Meals by Ethnicity: % Value2008-2013
  • Table 8 NBO Company Shares of Ready Meals: % Value2009-2013
  • Table 9 LBN Brand Shares of Ready Meals: % Value2010-2013
  • Table 10 Distribution of Ready Meals by Format: % Value2008-2013
  • Table 11 Forecast Sales of Ready Meals by Category: Volume 2013-2018
  • Table 12 Forecast Sales of Ready Meals by Category: Value 2013-2018
  • Table 13 Forecast Sales of Ready Meals by Category: % Volume Growth 2013-2018
  • Table 14 Forecast Sales of Ready Meals by Category: % Value Growth 2013-2018

Ready Meals in Denmark - Company Profiles

Coop Danmark A/S in Packaged Food (Denmark)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Coop Danmark A/S: Key Facts
  • Summary 2 Coop Danmark A/S: Operational Indicators

COMPANY BACKGROUND

INTERNET STRATEGY

  • Summary 3 Coop Danmark A/S: Share of Sales Generated by Internet Retailing

PRIVATE LABEL

  • Summary 4 Coop Danmark A/S: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 5 Coop Danmark A/S: Competitive Position 2013

Hanegal A/S in Packaged Food (Denmark)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Hanegal A/S: Key Facts
  • Summary 7 Hanegal A/S: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 8 Hanegal A/S: Competitive Position 2013

Tulip Food Co in Packaged Food (Denmark)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 9 Tulip Food Co: Key Facts
  • Summary 10 Tulip Food Co: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 11 Tulip Food Co: Competitive Position 2013

Packaged Food in Denmark - Industry Context

EXECUTIVE SUMMARY

Moderately positive performance exhibited in packaged food in 2013

Unpopular fat tax is no more

Price polarisation remains evident

Value for money facilitates a strong trend towards discounters

Slow and steady wins the race

KEY TRENDS AND DEVELOPMENTS

Unpopular fat tax abolished

Health and wellness is the enduring trend in packaged food

Hectic lifestyles drive the demand for on-the-go solutions

Prolonged economic uncertainty shapes consumers’ pursuit of promotions and value-added alternatives

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends – sales to foodservice

Trends – foodservice

Prospects

Category Data

  • Table 15 Foodservice Sales of Packaged Food by Category: Volume 2008-2013
  • Table 16 Foodservice Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 17 Forecast Foodservice Sales of Packaged Food by Category: Volume 2013-2018
  • Table 18 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018

IMPULSE AND INGULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 19 Sales of Impulse and Indulgence Products by Category: Volume 2008-2013
  • Table 20 Sales of Impulse and Indulgence Products by Category: Value 2008-2013
  • Table 21 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2008-2013
  • Table 22 Sales of Impulse and Indulgence Products by Category: % Value Growth 2008-2013
  • Table 23 NBO Company Shares of Impulse and Indulgence Products: % Value 2009-2013
  • Table 24 LBN Brand Shares of Impulse and Indulgence Products: % Value 2010-2013
  • Table 25 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2013-2018
  • Table 26 Forecast Sales of Impulse and Indulgence Products by Category: Value 2013-2018
  • Table 27 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2013-2018
  • Table 28 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2013-2018

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 29 Sales of Meal Solutions by Category: Volume 2008-2013
  • Table 30 Sales of Meal Solutions by Category: Value 2008-2013
  • Table 31 Sales of Meal Solutions by Category: % Volume Growth 2008-2013
  • Table 32 Sales of Meal Solutions by Category: % Value Growth 2008-2013
  • Table 33 NBO Company Shares of Meal Solutions: % Value 2009-2013
  • Table 34 LBN Brand Shares of Meal Solutions: % Value 2010-2013
  • Table 35 Forecast Sales of Meal Solutions by Category: Volume 2013-2018
  • Table 36 Forecast Sales of Meal Solutions by Category: Value 2013-2018
  • Table 37 Forecast Sales of Meal Solutions by Category: % Volume Growth 2013-2018
  • Table 38 Forecast Sales of Meal Solutions by Category: % Value Growth 2013-2018

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 39 Sales of Nutrition/Staples by Category: Volume 2008-2013
  • Table 40 Sales of Nutrition/Staples by Category: Value 2008-2013
  • Table 41 Sales of Nutrition/Staples by Category: % Volume Growth 2008-2013
  • Table 42 Sales of Nutrition/Staples by Category: % Value Growth 2008-2013
  • Table 43 NBO Company Shares of Nutrition/Staples: % Value 2009-2013
  • Table 44 LBN Brand Shares of Nutrition/Staples: % Value 2010-2013
  • Table 45 Forecast Sales of Nutrition/Staples by Category: Volume 2013-2018
  • Table 46 Forecast Sales of Nutrition/Staples by Category: Value 2013-2018
  • Table 47 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2013-2018
  • Table 48 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2013-2018

MARKET DATA

  • Table 49 Sales of Packaged Food by Category: Volume 2008-2013
  • Table 50 Sales of Packaged Food by Category: Value 2008-2013
  • Table 51 Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 52 Sales of Packaged Food by Category: % Value Growth 2008-2013
  • Table 53 GBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 54 NBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 55 LBN Brand Shares of Packaged Food: % Value 2010-2013
  • Table 56 Penetration of Private Label by Category: % Value 2008-2013
  • Table 57 Distribution of Packaged Food by Format: % Value 2008-2013
  • Table 58 Distribution of Packaged Food by Format and Category: % Value 2013
  • Table 59 Forecast Sales of Packaged Food by Category: Volume 2013-2018
  • Table 60 Forecast Sales of Packaged Food by Category: Value 2013-2018
  • Table 61 Forecast Sales of Packaged Food by Category: % Volume Growth 2013-2018
  • Table 62 Forecast Sales of Packaged Food by Category: % Value Growth 2013-2018

SOURCES

  • Summary 12 Research Sources

Segmentation

This market research report includes the following:

  • Ready Meals
    • Canned/Preserved Ready Meals
    • Chilled Pizza
    • Chilled Ready Meals
    • Dinner Mixes
    • Dried Ready Meals
    • Frozen Pizza
    • Frozen Ready Meals
    • Prepared Salads

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
  • Analysis By Ethnicity
  • Vegetarian vs Non-vegetarian

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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