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Bottled Water in Denmark
January 2022
2021 DEVELOPMENTS
Easing of pandemic restrictions depresses off-trade demand growth
Having accelerated sharply in 2020, the rate of growth in off-trade volume sales of bottled water slowed significantly during 2021. During 2020, Denmark’s borders remained closed for extended periods – a measure taken to control the spread of COVID-19.
COVID-19 has made many more reluctant to use water fountains
During the review period, bottled water acquired a negative image among some local consumers due to the plastic waste that it creates. As a result, tap water has grown in popularity as an alternative, with refillable and reusable water bottles an increasingly popular personal accessory, especially among younger consumers.
Alternative packaging formats emerge in response to environmental concerns
One particularly interesting concept that emerged in bottled water during the latter part of the review period was that the Danish company Postevand (Tapwater in English) began selling tap water in biologically degradable liquid brick cartons. The 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.
PROSPECTS AND OPPORTUNITIES
Sustainability issue will lead more manufacturers to seek alternatives to PET bottles
The rate of growth in off-trade volume sales of bottled water will accelerate during 2022 and be moderate for the forecast period as a whole. Bottled water has a very healthful reputation, which is likely to see it grow in popularity at the expense of other types of soft drinks, such as carbonates.
An environmental tax could be levied on bottled water
The biggest threat to bottled water sales in Denmark is the possibility that taxes on these products could be raised. Indeed, the country’s largest political party has proposed the introduction of a tax on bottled water in an effort to encourage local consumers to drink more tap water.
E-commerce will continue to grow in importance, but impulsive nature of many bottled water purchases limits its potential
Off-trade volume sales of bottled water through e-commerce rose by more than half during 2020 and continued to expand in 2021. This channel will continue to grow in importance during the forecast period, with manufacturers and retailers increasing their investment in it.
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Overview:
Understand the latest market trends and future growth opportunities for the Bottled Water industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bottled Water industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bottled Water in Denmark report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Bottled Water in Denmark?
To what extent are health considerations impacting consumption of Bottled Water in Denmark?
How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Bottled Water in Denmark?
Which are the leading brands in Bottled Water in Denmark?
What potential exists for multinational or domestic soft drinks companies to expand in Denmark?
How are products distributed in Bottled Water in Denmark?
How is the rise of e-commerce changing the retail and competitive landscape?
How have home seclusion and social distancing measures following COVID-19 impacted sales of Bottled Water?
How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
Where is future growth expected to be most dynamic?
Bottled Water in Denmark - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
Easing of pandemic restrictions depresses off-trade demand growth
COVID-19 has made many more reluctant to use water fountains
Alternative packaging formats emerge in response to environmental concerns
PROSPECTS AND OPPORTUNITIES
Sustainability issue will lead more manufacturers to seek alternatives to PET bottles
An environmental tax could be levied on bottled water
E-commerce will continue to grow in importance, but impulsive nature of many bottled water purchases limits its potential
CATEGORY DATA
Table 1 Off-trade Sales of Bottled Water by Category: Volume 2016-2021Table 2 Off-trade Sales of Bottled Water by Category: Value 2016-2021Table 3 Off-trade Sales of Bottled Water by Category: % Volume Growth 2016-2021Table 4 Off-trade Sales of Bottled Water by Category: % Value Growth 2016-2021Table 5 NBO Company Shares of Off-trade Bottled Water: % Volume 2017-2021Table 6 LBN Brand Shares of Off-trade Bottled Water: % Volume 2018-2021Table 7 NBO Company Shares of Off-trade Bottled Water: % Value 2017-2021Table 8 LBN Brand Shares of Off-trade Bottled Water: % Value 2018-2021Table 9 Forecast Off-trade Sales of Bottled Water by Category: Volume 2021-2026Table 10 Forecast Off-trade Sales of Bottled Water by Category: Value 2021-2026Table 11 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2021-2026Table 12 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2021-2026
Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021Table 23 Off-trade Sales of Soft Drinks by Category: Value 2016-2021Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021Table 25 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021Table 26 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021Table 27 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021Table 28 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021Table 29 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021Table 30 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021Table 31 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2016-2021Table 32 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2016-2021Table 33 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021Table 34 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026Table 39 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026Table 41 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026Table 42 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026Table 43 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026Table 44 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2021-2026
APPENDIX
Fountain sales in Denmark
Trends
DISCLAIMER
SOURCES
Summary 1 Research Sources
The following categories and subcategories are included:
Bottled Water
Carbonated Natural Mineral Bottled Water
Carbonated Spring Bottled Water
Carbonated Purified Bottled Water
Still Flavoured Bottled Water
Sparkling Flavoured Bottled Water
Functional Bottled Water
Still Natural Mineral Bottled Water
Still Spring Bottled Water
Still Purified Bottled Water
Bottled Water
This category is the aggregation of still bottled water (spring, mineral & purified), carbonated bottled water (spring, mineral & purified), flavoured bottled water and functional bottled water.
Bulk bottled water is split out separately. It is defined as packaged drinking water – purified, spring or mineral – that is packaged in a container of 8 litres or larger. The bulk bottled water data types apply to Still Bottled Water and Carbonated Bottled Water but do not apply to functional or flavoured bottled water.
Bulk water is classified according to the new Bulk retail volume and Bulk retail value data type regardless of channel of sale: bulk water sold via retail locations and bulk water delivered direct to a consumer’s home is included. Bulk water sold to institutions (offices, schools etc.) remains excluded.