Executive Summary

Mar 2019
PROSPECTS
Sugar avoidance and a hot summer drive growth in 2018

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.

BFY reduced caffeine beverages continue to struggle

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.

Outlook for BFY reduced sugar and reduced caffeine beverages is mediocre

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.

COMPETITIVE LANDSCAPE
Carlsberg Danmark continues to lead BFY beverages

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.

Private label struggles against powerful brands

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.

Competition set to continue

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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Better For You Beverages in Denmark

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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.

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.

The Better For You Beverages 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
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

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  • 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

This industry report originates from Passport, our Passport market research database.

Better For You Beverages in Denmark - Category analysis

HEADLINES

PROSPECTS

Sugar avoidance and a hot summer drive growth in 2018
BFY reduced caffeine beverages continue to struggle
Outlook for BFY reduced sugar and reduced caffeine beverages is mediocre

COMPETITIVE LANDSCAPE

Carlsberg Danmark continues to lead BFY beverages
Private label struggles against powerful brands
Competition set to continue

CATEGORY DATA

Table 1 Sales of BFY Beverages by Category: Value 2013-2018
Table 2 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 4 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 5 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 6 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 7 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Health and Wellness in Denmark - Industry Overview

EXECUTIVE SUMMARY

Health and wellness in Denmark continues its strong performance
Health and wellness trend shapes demand
Royal Unibrew expands its lead in HW beverages
Modern grocery retailers remains the dominant distribution channel
Positive growth expected over the forecast period

MARKET DATA

Table 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources