Executive Summary

Mar 2019
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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Bottled Water in Denmark

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bottled Water 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.

If you're in the Bottled Water industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bottled Water 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  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bottled Water in Denmark?
  • What are the major brands in Denmark?
  • How important is the direct selling method of distribution in Denmark for bottled water sales?
  • What impact have environmental issues (such as sustainable packaging) had on consumer attitudes, category volumes, packaging formulations and/or product innovation in Denmark?

Why buy this report?

  • 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 Soft Drinks market research database.

Bottled Water in Denmark - Category analysis

HEADLINES

PROSPECTS

Convenience drives consumption
Strong demand for functionality
Forecast period trends

COMPETITIVE LANDSCAPE

Bottled water remains consolidated
Private label struggles against brands
Forecast period trends

CATEGORY DATA

Table 1 Off-trade Sales of Bottled Water by Category: Volume 2013-2018
Table 2 Off-trade Sales of Bottled Water by Category: Value 2013-2018
Table 3 Off-trade Sales of Bottled Water by Category: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Bottled Water by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Bottled Water: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Bottled Water: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Bottled Water: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Bottled Water: % Value 2015-2018
Table 9 Forecast Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 10 Forecast Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 11 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023

Soft Drinks in Denmark - Industry Overview

EXECUTIVE SUMMARY

Moderate growth in soft drinks in Denmark
Demand for more natural and functional products drives growth
Carlsberg Danmark and Royal Unibrew share the lead
Growing demand for convenience influences innovation
Soft drinks is expected to see moderate growth over the forecast period

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 26 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 33 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 34 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 35 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 44 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 45 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Denmark
Trends

SOURCES

Summary 1 Research Sources