Whilst birth rates in Denmark had been declining earlier in the review period, they are expected to increase over the forecast period. In fact, already a change in direction is being seen and, whilst the event of COVID-19 and associated uncertainty in 2020 caused many people to delay starting or adding to their families, a stronger focus is re-emerging in 2021.
Liquid standard milk formula is seeing the strongest growth across all positively performing categories in 2021, and this trend is expected to continue across the forecast period. The popularity of this product is attributed to the fact that is bears a closer resemblance to breast milk than powder standard formula milk, the latter seeing sales at less than half the rate of the former.
Semper Danmark ApS is maintaining its lead in baby food in 2021, despite losing small shares, whilst second-placed Arvid Nordquist ApS is seeing growth. In brand terms, competition is tight between the leading Semper brand and Arvid Nordquist’s Hipp brand, with Hipp seeing incremental year-on-year growth since 2015.
Sales are expected to increase further in 2022, before stabilising at slightly lower figures towards the end of the forecast period. This is indicative of decreasing popularity for home-made baby food as consumers return to busier lifestyles in a post-pandemic world.
Milk formula is expected to continue to see healthy growth rates over the forecast period, with liquid standard milk formula maintaining its strongest performance against other sub-categories. This is partly driven by the fact that there are an increasing number of Danish fathers taking paternity leave and liquid variants are the most convenient way to supply the child with milk in the absence of the mother.
There are opportunities for e-commerce and subscription models within baby food. E-commerce has been steadily rising over a number of years and was given an additional boost in 2020 due to the event of COVID-19, with sales through the e-commerce channel remaining high in 2021.
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Understand the latest market trends and future growth opportunities for the Baby Food industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Baby Food research and analysis database.
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