Executive Summary

Mar 2019
PROSPECTS
FF beverages benefits from demand for energy drinks

FF energy drinks accounted for the majority of total FF beverages value sales throughout the forecast period and in 2018 continued to achieve strong growth. The growth in FF energy drinks is partly driven by the strong demand from younger consumers who are receptive to new product launches.

Demand for FF beverages drives innovation efforts

Throughout the review period, Danish consumers continued to show increased interested in purchasing beverages which not only taste good but also have added functionality, assisting their healthy lifestyle trends. The growing demand for beverages with functional ingredients or drinks enriched with various kinds of vitamins and minerals is also driving innovation and new product launches as manufacturers seek to satisfy the growing demand for these products.

Strong growth to continue

It is expected that demand for FF beverages will continue to increase over the forecast period, thereby creating further incentive for manufacturers to invest and launch new products. It is also likely that the strong potential of FF beverages will attract new players seeking to challenge existing brands.

COMPETITIVE LANDSCAPE
Royal Unibrew becomes the leading player in FF beverages

In June 2018, Royal Unibrew A/S acquired Danish company Bev.Con ApS, the company behind the popular Cult brand, in a deal valued at DKK350 million.

The presence of private label remains marginal

The value share of private label in FF beverages was marginal throughout the review period. FF beverages in Denmark is consolidated and dominated by strong brands with wide retail distribution and large marketing budgets.

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Fortified/Functional Beverages in Denmark

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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Beverages 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.

The Fortified/Functional Beverages 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
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

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 Passport market research database.

Fortified/Functional Beverages in Denmark - Category analysis

HEADLINES

PROSPECTS

FF beverages benefits from demand for energy drinks
Demand for FF beverages drives innovation efforts
Strong growth to continue

COMPETITIVE LANDSCAPE

Royal Unibrew becomes the leading player in FF beverages
The presence of private label remains marginal

CATEGORY DATA

Table 1 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 2 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 3 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2013-2018
Table 4 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2013-2018
Table 5 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 6 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 7 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 8 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 9 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Health and Wellness in Denmark - Industry Overview

EXECUTIVE SUMMARY

Health and wellness in Denmark continues its strong performance
Health and wellness trend shapes demand
Royal Unibrew expands its lead in HW beverages
Modern grocery retailers remains the dominant distribution channel
Positive growth expected over the forecast period

MARKET DATA

Table 10 Sales of Health and Wellness by Type: Value 2013-2018
Table 11 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Category: Value 2013-2018
Table 13 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 14 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 15 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 16 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 17 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 18 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 19 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 20 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 24 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 25 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources