Executive Summary

Nov 2019
PROSPECTS
Organic coffee is increasingly popular due to the health trend

Given the growing levels of health awareness in the country, Danish consumers are increasingly choosing more natural and organic food and beverages. This behaviour is especially visible in coffee, where demand for organic products remained strong in 2019.

Fresh coffee beans are increasingly popular as consumers seek quality coffee

Fresh coffee beans was one of the few categories in coffee to record good retail volume growth in 2019. Exposure to more sophisticated and premium types of coffee in cafés and other foodservice outlets has led many Danes to favour products of a similarly high quality when buying coffee for consumption at home.

Fresh coffee beans are also increasingly popular in the on-trade

Foodservice volume sales of coffee continued to witness steady growth in 2019. The coffee culture, already strong in Denmark, continues to develop, with Danes having a growing choice of cafés and specialist coffee shops in which to take a coffee on the way to work or when socialising with friends and family.

COMPETITIVE LANDSCAPE
Merrild Kaffe continues to lead a consolidated field

Coffee in Denmark remained highly consolidated in 2019, with the top four players accounting for the lion’s share of current retail value sales. Merrild Kaffe maintained the overall lead in retail value terms, followed by BKI Foods, Jacobs Douwe Egberts DK and Nestlé Danmark.

Private label products pose a growing threat to the leading brands

The aggregate retail volume share held by private label in coffee in Denmark continued to rise in 2019. Private label products have become a key area of strategic focus for major retailers in the country in recent years.

Innovation is driven by demand for premium coffee

Innovation and product launches are largely driven by demand for premium quality coffee and organic products, as well as a desire to make a difference by buying products with a fairtrade or similar promise. One example is the local Ønsk (“Wish”) brand which promises to support coffee farmers by being in a position to pay a higher price as the player cuts out all middlemen and sources coffee directly from farmers in Nicaragua.

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Coffee in Denmark

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Overview

Discover the latest market trends and uncover sources of future market growth for the Coffee 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 Coffee industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The Coffee 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 Coffee in Denmark?
  • What are the major brands in Denmark?
  • How significant is vending in coffee distribution?
  • How does the increasing number of speciality coffee shops impact retail sales of coffee?
  • How are coffee pods performing 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 Hot Drinks market research database.

Coffee in Denmark - Category analysis

HEADLINES

PROSPECTS

Organic coffee is increasingly popular due to the health trend
Fresh coffee beans are increasingly popular as consumers seek quality coffee
Fresh coffee beans are also increasingly popular in the on-trade

COMPETITIVE LANDSCAPE

Merrild Kaffe continues to lead a consolidated field
Private label products pose a growing threat to the leading brands
Innovation is driven by demand for premium coffee

CATEGORY DATA

Table 1 Retail Sales of Coffee by Category: Volume 2014-2019
Table 2 Retail Sales of Coffee by Category: Value 2014-2019
Table 3 Retail Sales of Coffee by Category: % Volume Growth 2014-2019
Table 4 Retail Sales of Coffee by Category: % Value Growth 2014-2019
Table 5 Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2014-2019
Table 6 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2014-2019
Table 7 NBO Company Shares of Coffee: % Retail Value 2015-2019
Table 8 LBN Brand Shares of Coffee: % Retail Value 2016-2019
Table 9 Forecast Retail Sales of Coffee by Category: Volume 2019-2024
Table 10 Forecast Retail Sales of Coffee by Category: Value 2019-2024
Table 11 Forecast Retail Sales of Coffee by Category: % Volume Growth 2019-2024
Table 12 Forecast Retail Sales of Coffee by Category: % Value Growth 2019-2024
Table 13 Forecast Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2019-2024

Hot Drinks in Denmark - Industry Overview

EXECUTIVE SUMMARY

Overall consumption decline is mitigated to some extent by growth in fresh coffee beans
Impact of rising health awareness is evident across all categories
Merrild Kaffe retains its overall lead in hot drinks
Strong demand for organic products influences innovation
Lower consumption of hot drinks expected over the forecast period

MARKET DATA

Table 14 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2014-2019
Table 15 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2014-2019
Table 16 Retail Sales of Hot Drinks by Category: Volume 2014-2019
Table 17 Retail Sales of Hot Drinks by Category: Value 2014-2019
Table 18 Retail Sales of Hot Drinks by Category: % Volume Growth 2014-2019
Table 19 Retail Sales of Hot Drinks by Category: % Value Growth 2014-2019
Table 20 Foodservice Sales of Hot Drinks by Category: Volume 2014-2019
Table 21 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2014-2019
Table 22 Total Sales of Hot Drinks by Category: Total Volume 2014-2019
Table 23 Total Sales of Hot Drinks by Category: % Total Volume Growth 2014-2019
Table 24 NBO Company Shares of Hot Drinks: % Retail Value 2015-2019
Table 25 LBN Brand Shares of Hot Drinks: % Retail Value 2016-2019
Table 26 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2014-2019
Table 27 Retail Distribution of Hot Drinks by Format: % Volume 2014-2019
Table 28 Retail Distribution of Hot Drinks by Format and Category: % Volume 2019
Table 29 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2019-2024
Table 30 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2019-2024
Table 31 Forecast Retail Sales of Hot Drinks by Category: Volume 2019-2024
Table 32 Forecast Retail Sales of Hot Drinks by Category: Value 2019-2024
Table 33 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2019-2024
Table 34 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2019-2024
Table 35 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2019-2024
Table 36 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2019-2024
Table 37 Forecast Total Sales of Hot Drinks by Category: Total Volume 2019-2024
Table 38 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2019-2024

SOURCES

Summary 1 Research Sources

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