While minimising sugar intake is especially important during the COVID-19 pandemic due to the negative affect of sugar on one’s immune system and as Danish consumers attempt to stay as healthy as possible, many consumers are choosing bottled water over reduced sugar beverages. This is mainly as a result of mixed opinions in Denmark regarding the healthiness of reduced sugar variants.
While BFY reduced caffeine beverages’ retail value sales growth rate has been struggling over the review period, the category saw relatively healthy growth in 2020. As a result of the pandemic and subsequent lockdown, on-trade closures and closed borders drove Danish consumption towards domestic retail products.
E-commerce sales of better for you beverages were positively impacted by the COVID-19 pandemic in 2020. Although the channel shift was marginal it was mainly as a result of consumers wanting to minimise physical contact because of the pandemic rather than the convenience trend.
The overall better for you beverages category is expected to see decreased constant retail value sales in 2021, but recovery is likely thereafter at sluggish constant retail value growth rates. The forecast CAGR is set to be marginally higher than that of the review period.
BFY reduced sugar beverages is the largest category within BFY and set to see decreased retail value growth at 2020 prices in 2021 as a result of on-trade sales increases after the non-essential retail closures in 2020. However, sales are expected to increase again thereafter and the forecast CAGR is predicted to be higher than the review period CAGR.
Despite the respite in current retail value sales of BFY reduced caffeine beverages in 2020, the category is expected to resume its downward trajectory of most of the review period and is set to see decreased growth in constant retail value and volume terms over the entire forecast period. The 2021 decline in retail value sales at constant 2020 prices is expected to be the most significant and will be largely as a result of cafés reopening.
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Understand the latest market trends and future growth opportunities for the Better For You Beverages 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 Better For You Beverages research and analysis database.
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