2022 saw per capita sales of bottled water remain high in Denmark as the COVID-19 pandemic had little overall impact on sales in a category in which demand remains highly inelastic. Danes buy a significant amount of bottled water per year and while the COVID-pandemic undoubtedly put pressure on demand during 2020, the biggest threat to category sales towards the end of the review period was the possibility that taxes on these products would be raised.
Recent years have seen the bottled recommended some pressure due to consumers concerned about the proliferation of plastic waste turning to tap water as an alternative. Assessing people adopt the use of refillable and reusable water bottles, which have become increasingly popular personal accessories, especially among younger consumers.
One particularly interesting concept that emerged in bottled water towards the end of the review period was that the Danish company Postevand (Tapwater in English) began selling tap water in biologically degradable liquid brick cartons. The entire marketing message behind this new product involves reinforcing the importance of drinking tap water wherever possible as a way of making a meaningful contribution to the wider effort to reduce plastic waste.
With the COVID-19 pandemic having sharpened the health and wellness focus of Danish consumers considerably over the course of 2020, the forecast period is expected to see the importance of fortified/functional bottled water increase substantially. Indeed, towards the end of the review period Nutrify Aps launched the first bottled water in Denmark containing fibre.
One of the most important long-term social trends to have emerged from the COVID-19 situation in Denmark is the substantial shift towards working from home that has been seen among the country’s white-collar professionals, service industry personnel and office workers. With the strict adherence to the principles of social distancing and home seclusion having encouraged many companies and organisations to allow many workers to work from home, wherever possible, the advantages of having certain members of staff avoiding coming into the office have become apparent.
2020 saw a dramatic decline in sales of bottled water in the foodservice channel as the government-enforced quarantine lockdown meant that restaurants, bars, pubs, cafés and fast food outlets were unavailable to the Danish population for extended period. Furthermore, even after the lockdown was lifted, many people were reluctant to socialise outside of home out of a fear of contagion and as a result of the strict approach taken to home seclusion and social distancing in the country during the year.
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This report originates from Passport, our Bottled Water research and analysis database.
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