As the health and wellness trend continued to sweep through Denmark throughout the review period, a growing number of Danish consumers sought to minimise their sugar consumption as part of a healthier lifestyle. Although the trend has resulted in some consumers largely abandoning carbonates, it has also led to growing demand for reduced sugar carbonates as many consumers consider them to be a healthier alternative.
While the health and wellness trend has resulted in an ever-growing number of Danish consumers looking to minimise their sugar consumption, there has been little debate regarding the potential health consequences of excessive caffeine consumption. As a result, value sales of BFY reduced caffeine beverages remained minor throughout the review period and, in 2018, consisted mainly of reduced caffeine coffee products of Merrild and Nescafé.
While the health and wellness trend will continue to develop over the forecast period, the summer seen in 2018 is unlikely to be repeated on a regular basis. Consequently, the performance of BFY reduced sugar beverages is expected to be more volatile, with lower growth than that seen in 2018.
Carlsberg Danmark A/S remained the leading player in BFY beverages in Denmark in 2018, although the company’s retail value share decreased over the review period as competition continued to increase. The main reason behind the decline of Carlsberg’s value share was a continued strong performance by Royal Unibrew A/S as Pepsi Max won value share from Coca-Cola Zero and Coca-Cola Light in the ongoing price war between the two leading manufacturers.
The retail volume share held by private label in BFY beverages remained relatively minor and stagnant in 2018. One of the contributing factors to this is the ongoing price war between Coca-Cola Zero and Coca-Cola Light and Pepsi Max.
There are no signs that the strong competition between Carlsberg Danmark and Royal Unibrew will slow down over the forecast period. It is likely that the rivalry between Pepsi Max, on one side, and Coca-Cola Zero and Coca-Cola Light, on the other, will persist.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Better For You Beverages industry in Denmark with research from Euromonitor's team of in-country analysts.
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