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 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.
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.
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.
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 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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This industry report originates from Passport, our Hot Drinks market research database.