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Although all categories maintained stable retail volume sales or saw growth in 2019, the stagnating birth rate from 2016 prevented better growth in baby food. The increasingly hectic lifestyles of Danish parents are making prepared baby food and dried baby food more attractive options, providing some growth opportunities.
Study criticising baby food in pouches could lead to changes in packaging format
Criticism of baby food in pouches is attracting broad media attention. A Danish study concluded that baby food in pouches can slow down a baby’s development, as they need to have physical contact with their food in order to be able to develop.
Boom in organic baby food appears to have stabilised due to price-sensitivity
As in many other packaged food categories, the organic trend had a major impact on baby food in Denmark. Organic baby food showed significant growth in both prepared and dried baby food, resulting in a higher share of organic products compared with non-organic.
Competition from locally sourced baby food reduces share of leading player
Semper Danmark continued to lead baby food in retail value terms in 2019, with its Semper and Allomin brands. However, the company saw a further decline in its value share, due to the continued decline of its Semper brand, which remains the only brand in Denmark that sells non-organic baby food.
Strong performances for two domestic players with high quality and organic products
Domestic brand Lovemade made its first attempt at market entry seven years ago. It made a successful comeback in 2017, and saw strong double-digit value growth in both 2018 and 2019.
Semper hedges its bets by offering both organic and non-organic brands
The booming demand for organic dried and prepared baby food during the review period had a destructive effect on the shares of brands focusing on non-organic products. The Semper brand is now the only brand in Denmark that sells non-organic baby food, and saw a continuous share decline in 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.
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 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
Expectations of quality and the demand for convenience drive growth
Greater education changes consumers’ priorities in packaged food
Private label leads, but some domestic players perform well due to consumer trust
Internet retailing and discounters benefit from the falling shares of supermarkets and hypermarkets
Continued growth, with a focus on convenience and healthy options
Sales to Foodservice
Changing consumer demands lead foodservice packaged food players to update their portfolios Higher value than volume growth expected, due to the use of higher-quality and healthier foods Public foodservice operators aim to purchase healthy ingredients at low prices
Continued growth, but high turnover of outlets Demand rises for high-quality restaurants, but sales still fuelled by fast food Online ordering and home delivery see strong growth, and are no longer limited to unhealthy fast food
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2014-2019 Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019 Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024 Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 5 Sales of Packaged Food by Category: Volume 2014-2019 Table 6 Sales of Packaged Food by Category: Value 2014-2019 Table 7 Sales of Packaged Food by Category: % Volume Growth 2014-2019 Table 8 Sales of Packaged Food by Category: % Value Growth 2014-2019 Table 9 GBO Company Shares of Packaged Food: % Value 2015-2019 Table 10 NBO Company Shares of Packaged Food: % Value 2015-2019 Table 11 LBN Brand Shares of Packaged Food: % Value 2016-2019 Table 12 Penetration of Private Label by Category: % Value 2014-2019 Table 13 Distribution of Packaged Food by Format: % Value 2014-2019 Table 14 Distribution of Packaged Food by Format and Category: % Value 2019 Table 15 Forecast Sales of Packaged Food by Category: Volume 2019-2024 Table 16 Forecast Sales of Packaged Food by Category: Value 2019-2024 Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024 Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024
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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.