Beer saw strong off-trade volume growth in 2020 as the government’s COVID-19 measures saw sales shift from the on-trade to the off-trade. A temporary border lockdown between Denmark and Germany also acted as a sales driver for beer, especially in southern Denmark.
Non/low alcohol beer, especially non alcoholic beer, continued to see dynamic growth in off- and on-trade volume terms in 2021. The demand for non/low alcohol beer registered strong off- and on-trade volume growth throughout the review period with several factors contributing to this growth.
Total volume sales of beer saw a strong recovery in 2021 as consumers returned to on-trade outlets in greater numbers. Restrictions on on-trade outlets in 2020 dealt a heavy blow to on-trade beer sales but as restrictions were eased in 2021 they saw a significant recovery.
Consumers are showing greater concern over their health and lifestyle habits and this is likely to have a significant influence on beer sales. In line with this, non alcoholic beer continues to see dynamic growth, with this pattern set to continue over the forecast period.
Micro-breweries and craft beer is likely to get back on track over the forecast period. Up until the outbreak of COVID-19 in 2020 the number of microbreweries and craft beer products had been growing rapidly in Denmark.
Beer is projected to see modest growth in total volume terms over the forecast period, with stronger growth likely to be undermined by a growing preference for quality over quantity. Consumers are expected to increasingly turn to premium options, while mid-priced and economy options are expected to see declining sales.
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An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
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