Executive Summary

Mar 2019
PROSPECTS
Free from diets feature in the healthy Danish lifestyle

Free from gluten and lactose diets became somewhat a synonym for healthy lifestyle in Denmark in 2018. The main reason behind the growing popularity of free from products is that Danes, to an increasing degree, want to decide what to put into their bodies all the way to the last detail.

The Danish milk debate continues

There is an ongoing milk debate (the mælkedebatten) between Danish milk producers and those who support free from dairy products or milk alternatives. Sales of free from dairy products continued to increase in 2018, while the volume of milk sales decreased, suggesting that a rethink of marketing strategies needs to be implemented to return sales of milk to growth.

Negative criticism of the free from gluten diet slows down growth

The number of people diagnosed with a gluten allergy is significantly lower than those who avoid gluten. Researchers have begun to warn people against the diet, unless they actually have a gluten allergy.

COMPETITIVE LANDSCAPE
Conflict of interest seen between free from and traditional dairy players

Free from dairy products are gaining further popularity in Denmark, to dairy manufacturers’ cost. Arla Foods Amba has set a strategic goal to put dairy milk consumption back on a growth track.

Arla Foods Amba reports explosive growth in free from lactose products

Danish dairy giant Arla considers that the demand for its free from lactose products is growing so rapidly that they can be called mainstream. The company is not shy about publicly stating the success of these products.

Arvid Nordquist ApS and Semper AB continue to rule in free from gluten bread

The significant and continuous growth of free from gluten bread in the review period offers ideal market penetration conditions for new players. However, in 2018, the Schär and Semper brands continued to command the majority value share.

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Free From in Denmark

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Overview: Discover the latest market trends and uncover sources of future market growth for the Food Intolerance 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 Food Intolerance 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.

Free From in Denmark - Category analysis

HEADLINES

PROSPECTS

Free from diets feature in the healthy Danish lifestyle
The Danish milk debate continues
Negative criticism of the free from gluten diet slows down growth

COMPETITIVE LANDSCAPE

Conflict of interest seen between free from and traditional dairy players
Arla Foods Amba reports explosive growth in free from lactose products
Arvid Nordquist ApS and Semper AB continue to rule in free from gluten bread

CATEGORY DATA

Table 1 Sales of Free From by Category: Value 2013-2018
Table 2 Sales of Free From by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Free From: % Value 2014-2018
Table 4 LBN Brand Shares of Free From: % Value 2015-2018
Table 5 Distribution of Free From by Format: % Value 2013-2018
Table 6 Forecast Sales of Free From by Category: Value 2018-2023
Table 7 Forecast Sales of Free From 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 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

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