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.
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.
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.
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 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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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.
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The Fortified/Functional Beverages in Denmark market research report includes:
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