Following a small decline in volume sales in 2017, alcoholic drinks in Denmark posted a marginal increase in 2018. One of the main contributory factors to this increase in volume sales was the summer weather.
Demand for craft and micro-produced products continued to increase across several categories in 2018, leading to a notable rise in the number of manufacturers and products available. In beer alone, 32 new breweries saw the light of day in 2018, bringing the total number in Denmark to 206, while the total number of new beers launched in 2017 exceeded 1,600.
The two brewery giants Carlsberg Danmark and Royal Unibrew continued to dominate the Danish alcoholic drinks market in 2018. The position of these two players is mainly due to their strength in beer as well as cider/perry, in which they offer the most popular brands in Denmark.
Discounters, hypermarkets and supermarkets remained the leading distribution channels for alcoholic drinks in Denmark in 2018. In line with general retailing trends in Denmark, discounters and hypermarkets are seeing the most positive development in grocery retailing, while supermarkets are becoming less popular with Danish consumers.
Alcoholic drinks in Denmark is expected to record modest annual volume growth over the forecast period. In value terms, the industry’s forecast period performance is set to be somewhat more positive as the general trend towards premiumisation and craft beverages is expected to lead to consumers purchasing products with a higher price tag, thereby increasing average unit price.
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This industry report originates from Passport, our Alcoholic Drinks market research database.