Soft Drinks in Denmark

December 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Soft Drinks industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

If you're in the Soft Drinks industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Soft Drinks in Denmark report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Soft Drinks in Denmark?
  • To what extent are health considerations impacting consumption of Soft Drinks in Denmark?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Denmark?
  • Which are the leading brands in Soft Drinks in Denmark?
  • What potential exists for multinational or domestic soft drinks companies to expand in Denmark?
  • How are products distributed in Soft Drinks in Denmark?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?
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Soft Drinks in Denmark

Soft drinks in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2022
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2022
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2022
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2022
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2023
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2023
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2019-2023
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2020-2023
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2018-2023
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2018-2023
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2018-2023
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2023
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2023-2028
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2023-2028
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2023-2028
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2023-2028
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2023-2028
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2023-2028
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2023-2028
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2023-2028
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2023-2028
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2023-2028
Fountain sales in Denmark

DISCLAIMER

Summary 1 Research Sources

Bottled Water in Denmark

KEY DATA FINDINGS

Flavoured and functional bottled water lead growth
New product developments boost functional bottled water sales
Sparkling flavoured bottled water buoyed by product innovation
Health trend has positive impact, while eco-consciousness works in the other direction
Continued growth expected in functional bottled water
Flavoured bottled water to attract consumers looking for alternatives to carbonates
Table 33 Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 34 Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 35 Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 36 Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023
Table 37 NBO Company Shares of Off-trade Bottled Water: % Volume 2019-2023
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Volume 2020-2023
Table 39 NBO Company Shares of Off-trade Bottled Water: % Value 2019-2023
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Value 2020-2023
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Volume 2023-2028
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Value 2023-2028
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2023-2028
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2023-2028

Carbonates in Denmark

KEY DATA FINDINGS

Shift to reduced sugar carbonates
Manufacturers focus on reduced sugar variants
Emergence of craft carbonates
Health and wellness trend driving ongoing switch to reduced sugar carbonates
Cola carbonates out of synch with evolving demand trends
Unclear future for craft carbonates
Table 45 Off-trade vs On-trade Sales of Carbonates: Volume 2018-2023
Table 46 Off-trade vs On-trade Sales of Carbonates: Value 2018-2023
Table 47 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2018-2023
Table 48 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2018-2023
Table 49 Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 50 Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 51 Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 52 Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 53 Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 54 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023
Table 55 NBO Company Shares of Off-trade Carbonates: % Volume 2019-2023
Table 56 LBN Brand Shares of Off-trade Carbonates: % Volume 2020-2023
Table 57 NBO Company Shares of Off-trade Carbonates: % Value 2019-2023
Table 58 LBN Brand Shares of Off-trade Carbonates: % Value 2020-2023
Table 59 Forecast Off-trade Sales of Carbonates by Category: Volume 2023-2028
Table 60 Forecast Off-trade Sales of Carbonates by Category: Value 2023-2028
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2023-2028
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2023-2028
Table 63 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2023-2028
Table 64 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2023-2028

Concentrates in Denmark

KEY DATA FINDINGS

Concentrates suffers from lack of investment and unhealthy image
Shift towards more natural products
Powder concentrates suffers from lack of availability and narrow product offer
More rapid decline ahead
Powder concentrates expected to see further decline
Opportunities for private label segment
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 65 Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 66 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 67 Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 68 Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023
Table 69 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2020-2023
Table 70 NBO Company Shares of Off-trade Concentrates: % Value 2019-2023
Table 71 LBN Brand Shares of Off-trade Concentrates: % Value 2020-2023
Table 72 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2023
Table 73 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2023
Table 74 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2023
Table 75 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2023
Table 76 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2023-2028
Table 77 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2023-2028
Table 78 Forecast Off-trade Sales of Concentrates by Category: Value 2023-2028
Table 79 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2023-2028

Juice in Denmark

KEY DATA FINDINGS

Two categories drive moderate growth
Health consciousness dampens demand
Leaders lose share
Health awareness set to play key role
Trend towards fortification and functionality across categories
Struggles ahead for reconstituted 100% juice
Table 80 Off-trade Sales of Juice by Category: Volume 2018-2023
Table 81 Off-trade Sales of Juice by Category: Value 2018-2023
Table 82 Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 83 Off-trade Sales of Juice by Category: % Value Growth 2018-2023
Table 84 NBO Company Shares of Off-trade Juice: % Volume 2019-2023
Table 85 LBN Brand Shares of Off-trade Juice: % Volume 2020-2023
Table 86 NBO Company Shares of Off-trade Juice: % Value 2019-2023
Table 87 LBN Brand Shares of Off-trade Juice: % Value 2020-2023
Table 88 Forecast Off-trade Sales of Juice by Category: Volume 2023-2028
Table 89 Forecast Off-trade Sales of Juice by Category: Value 2023-2028
Table 90 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2023-2028
Table 91 Forecast Off-trade Sales of Juice by Category: % Value Growth 2023-2028

RTD Coffee in Denmark

KEY DATA FINDINGS

New product launches support continued growth
Leading player loses share
Private label development spurs category’s expansion
Expanded availability and large pack sizes
Constraints on value growth
Signs of polarisation
Table 92 Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 93 Off-trade Sales of RTD Coffee: Value 2018-2023
Table 94 Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 95 Off-trade Sales of RTD Coffee: % Value Growth 2018-2023
Table 96 NBO Company Shares of Off-trade RTD Coffee: % Volume 2019-2023
Table 97 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2020-2023
Table 98 NBO Company Shares of Off-trade RTD Coffee: % Value 2019-2023
Table 99 LBN Brand Shares of Off-trade RTD Coffee: % Value 2020-2023
Table 100 Forecast Off-trade Sales of RTD Coffee: Volume 2023-2028
Table 101 Forecast Off-trade Sales of RTD Coffee: Value 2023-2028
Table 102 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2023-2028
Table 103 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2023-2028

RTD Tea in Denmark

KEY DATA FINDINGS

Health and wellness trend plays key role in category growth
RTD tea gaining a healthier image
Strong performance from carbonated RTD tea and kombucha
Contraction of regular RTD tea to slow down category growth
Continued growth in reduced sugar RTD tea
Kombucha to continue to gain ground
Table 104 Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 105 Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 106 Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 107 Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023
Table 108 Leading Flavours for Off-trade RTD Tea: % Volume 2018-2023
Table 109 NBO Company Shares of Off-trade RTD Tea: % Volume 2019-2023
Table 110 LBN Brand Shares of Off-trade RTD Tea: % Volume 2020-2023
Table 111 NBO Company Shares of Off-trade RTD Tea: % Value 2019-2023
Table 112 LBN Brand Shares of Off-trade RTD Tea: % Value 2020-2023
Table 113 Forecast Off-trade Sales of RTD Tea by Category: Volume 2023-2028
Table 114 Forecast Off-trade Sales of RTD Tea by Category: Value 2023-2028
Table 115 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2023-2028
Table 116 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2023-2028

Energy Drinks in Denmark

KEY DATA FINDINGS

Shift to reduced sugar products occurring in energy drinks too
Constant demand for novelty
Leading brands benefit from high levels of consumer loyalty and awareness
Potential threats
Reduced sugar energy drinks to benefit from consumer migration
Increasing competition from outside the category
Table 117 Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 118 Off-trade Sales of Energy Drinks: Value 2018-2023
Table 119 Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 120 Off-trade Sales of Energy Drinks: % Value Growth 2018-2023
Table 121 NBO Company Shares of Off-trade Energy Drinks: % Volume 2019-2023
Table 122 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2020-2023
Table 123 NBO Company Shares of Off-trade Energy Drinks: % Value 2019-2023
Table 124 LBN Brand Shares of Off-trade Energy Drinks: % Value 2020-2023
Table 125 Forecast Off-trade Sales of Energy Drinks: Volume 2023-2028
Table 126 Forecast Off-trade Sales of Energy Drinks: Value 2023-2028
Table 127 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2023-2028
Table 128 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2023-2028

Sports Drinks in Denmark

KEY DATA FINDINGS

Dramatic success of Prime doubles category sales
Prime underlines growing role of social media
Regular sports drinks feels impact of innovation in other categories
Further growth expected for reduced sugar sports drinks
New brands expected in reduced sugar sports drinks, while the broader category needs to extend its consumer base
Work needed to improve on-trade sales
Table 129 Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 130 Off-trade Sales of Sports Drinks: Value 2018-2023
Table 131 Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 132 Off-trade Sales of Sports Drinks: % Value Growth 2018-2023
Table 133 NBO Company Shares of Off-trade Sports Drinks: % Volume 2019-2023
Table 134 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2020-2023
Table 135 NBO Company Shares of Off-trade Sports Drinks: % Value 2019-2023
Table 136 LBN Brand Shares of Off-trade Sports Drinks: % Value 2020-2023
Table 137 Forecast Off-trade Sales of Sports Drinks: Volume 2023-2028
Table 138 Forecast Off-trade Sales of Sports Drinks: Value 2023-2028
Table 139 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2023-2028
Table 140 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2023-2028
The following categories and subcategories are included:

Soft Drinks

      • Carbonated Natural Mineral Bottled Water
      • Carbonated Spring Bottled Water
      • Carbonated Purified Bottled Water
      • Still Flavoured Bottled Water
      • Sparkling Flavoured Bottled Water
    • Functional Bottled Water
      • Still Natural Mineral Bottled Water
      • Still Spring Bottled Water
      • Still Purified Bottled Water
    • Regular Carbonates
    • Reduced Sugar Carbonates
      • Regular Cola Carbonates
      • Reduced Sugar Cola Carbonates
      • Regular Non-Cola Carbonates
      • Reduced Sugar Non-Cola Carbonates
        • Regular Lemonade/Lime
        • Reduced Sugar Lemonade/Lime
        • Regular Tonic Water/Mixers/Other Bitters
        • Reduced Sugar Tonic Water/Mixers/Other Bitters
        • Regular Orange Carbonates
        • Reduced Sugar Orange Carbonates
        • Regular Other Non-Cola Carbonates
        • Reduced Sugar Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Juice Drinks (up to 24% Juice)
    • Nectars (25-99% Juice)
    • Coconut and Other Plant Waters
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
      • Regular Still RTD Tea
      • Reduced Sugar Still RTD Tea
    • Regular Energy Drinks
    • Reduced Sugar Energy Drinks
    • Regular Sports Drinks
    • Reduced Sugar Sports Drinks
  • Asian Speciality Drinks

Soft Drinks

This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.

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This report originates from Passport, our Soft Drinks research and analysis database.

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