Bottled Water in Denmark

PROSPECTS

Convenience drives consumption

Danish tap water is very high quality, and some tests have even found the tap water to be superior quality to many of the bottled water products sold in Denmark. Despite this, Danish consumers continue to buy bottled water, although the growth rates have been erratic.

Strong demand for functionality

Whilst most bottled water categories saw either negative or minor growth rates in 2018, functional bottled water saw a strong performance. One of the main reasons behind the demand for functional bottled water was the health and wellness trend, which resulted in a growing number of Danes becoming physically active and looking for healthier ways to quench their thirst.

Forecast period trends

Convenience is set to remain one of the key growth drivers in bottled water in the forecast period, as Danes continue to lead increasingly busy lifestyles and spend more time outside the home. However, along with the growth in demand, the competition in the category is also set to increase, and the challenge for players will be to find ways to differentiate their products and build brand awareness so consumers see beyond the somewhat generic product.

COMPETITIVE LANDSCAPE

Bottled water remains consolidated

The retail value share held by the three leading players in bottled water, Aqua D’Or Mineral Water, Coca-Cola Tapperierne and Royal Unibrew, declined slightly in 2018, but continued to account for over half of overall sales. The success of the leading players is largely due to their strong brands, which include Aqua D’Or, Carlsberg Kurvand and Egekilde.

Private label struggles against brands

The value share held by private label in bottled water declined throughout the review period, including in 2018, as Danish consumers increasingly turned to branded products. Despite the generic nature of bottled water, the leading brands have been successful in marketing their products and building brand recognition and loyalty amongst Danish consumers.

Forecast period trends

It is unlikely that the forecast period will see any major shifts in the competitive landscape, as the leading players continue to focus on product innovation, supported by wide retail distribution and vast marketing budgets. However, as consumer preferences continue to evolve, and new players enter the market, it is expected that some smaller players will be able to find successful niche segments in which they can challenge the major manufacturers and gain share.

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