Bottled Water in Denmark

PROSPECTS

Consumers prefer still bottled water for pure hydration purposes

Still bottled water continued to dominate volume sales of bottled water in 2019 and to witness positive volume growth. Danish consumers continue to select still bottled water over carbonated products when they require it for pure hydration purposes.

Flavoured bottled water continues to increase in popularity

Despite the very high quality of Danish tap water, consumers remain willing to pay a relatively high price for bottled water. This is partly due to the on-the-go convenience of bottled water, but also due to the variants available being viewed as healthier soft drink alternatives to carbonates.

Functional bottled water sees increasing demand as consumers become more physically active

Functional bottled water is still a relatively small category in Denmark but is seeing strong growth rates. The health and wellness trend in the country is encouraging a growing number of Danes to become physically active and engage in exercise or sports.

COMPETITIVE LANDSCAPE

The leading position of Aqua D’Or is challenged by smaller brands

Aqua D’Or continued to lead bottled water in Denmark with the biggest off-trade value share in 2019. This strong brand, which leads both still and carbonated bottled water in Denmark, enjoys wide distribution and high levels of recognition amongst Danish consumers.

Private label continues to struggle against brands

Private label ranges, including Denice, AQUAvand and First Price, maintained relatively solid combined off-trade value and volume shares within bottled water in Denmark in 2019, although these were lower than at the start of the review period due to Danish consumers increasingly turning to branded products. The main obstacle to private label’s wider penetration of bottled water in Denmark is that it is not present in convenience store outlets such as 7-Eleven where significant sales of branded bottled water occur, frequently purchased by consumers while on the go.

Innovation is necessary to drive growth for both brands and private label

As bottled water in Denmark is mature, it is likely that growth will come from product innovation in categories such as functional and flavoured bottled water. These are still relatively new categories with strong growth potential given the right level of innovation and product launches.

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