Executive Summary

Mar 2019
Health and wellness in Denmark continues its strong performance

Health and wellness in Denmark continued to see solid growth rates in 2018 as all main categories registered positive growth in retail value sales. Danish consumers continue to increase demand for products that contain ingredients with positive health effects such as those which claim to benefit energy levels, weight loss and general wellbeing.

Health and wellness trend shapes demand

The strong health and wellness trend continued be one of the main contributing factors to the positive development of health and wellness beverages in 2018. In addition to continued strong demand for more organic and natural products, the trend has also led to increased demand for fortified/functional beverages and, in general, beverages that are viewed as healthier due to their lower sugar content.

Royal Unibrew expands its lead in HW 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.

Modern grocery retailers remains the dominant distribution channel

Modern grocery retailers remained the dominant distribution channel for health and wellness beverages in Denmark in 2018 and the channel’s overall value share increased marginally. As demand for health and wellness beverages continues to increase, modern grocery retailers are also increasing the availability of these products in their stores.

Positive growth expected over the forecast period

Health and wellness in Denmark is expected to continue to see positive volume and value growth over the forecast period as demand for healthy products remains strong. However, a certain level of market saturation may set in in some categories over the forecast period as the health and wellness trend become more mature.

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Health and Wellness in Denmark

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Overview

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

The Health and Wellness 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 Health and Wellness in Denmark?
  • What are the major brands in Denmark?
  • Were the sales of health and wellness affected by the global recession?
  • What functional ingredients in food and drinks are in fashion in Denmark?
  • Is the organic movement still growing?
  • Are weight management food and drinks driven by product reformulation?

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 Health and Wellness market research database.

Health and Wellness in Denmark

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

SOURCES

Summary 1 Research Sources

Better For You Beverages in Denmark

HEADLINES

PROSPECTS

Sugar avoidance and a hot summer drive growth in 2018
BFY reduced caffeine beverages continue to struggle
Outlook for BFY reduced sugar and reduced caffeine beverages is mediocre

COMPETITIVE LANDSCAPE

Carlsberg Danmark continues to lead BFY beverages
Private label struggles against powerful brands
Competition set to continue

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2013-2018
Table 18 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 20 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 21 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 22 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Better For You Packaged Food in Denmark

HEADLINES

PROSPECTS

High sugar intake still worries researchers, but it is not the only problem
High salt intake becomes a known problem in Denmark
Self-education in nutrition leads to differentiation between good and bad fats

COMPETITIVE LANDSCAPE

Toms Gruppen A/S leads sugar-free sugar confectionery
Arla Foods Amba rules most BFY dairy categories
Private label has a weak presence in BFY categories

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2013-2018
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2014-2018
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2015-2018
Table 28 Distribution of BFY Packaged Food by Format: % Value 2013-2018
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2018-2023
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2018-2023

Fortified/Functional Beverages in Denmark

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 31 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2013-2018
Table 34 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2013-2018
Table 35 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 36 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 37 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 38 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 39 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Fortified/Functional Packaged Food in Denmark

HEADLINES

PROSPECTS

Updated legal framework shapes fortified/functional packaged food
Age-specific nutrition recommendations shape sales of fortified/functional packaged food
The main fortified/functional ingredients remain unchanged

COMPETITIVE LANDSCAPE

Public health researchers urge food producers to add D vitamins to their products
Mondelez Danmark ApS monopolistically rules FF gum
Kohberg Brød A/S receives negative media attention

CATEGORY DATA

Table 40 Sales of Fortified/Functional Packaged Food by Category: Value 2013-2018
Table 41 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2013-2018
Table 42 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2013-2018
Table 43 Key Functional Ingredients in Fortified/Functional Bread: % Value 2013-2018
Table 44 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2013-2018
Table 45 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2013-2018
Table 46 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2014-2018
Table 47 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2015-2018
Table 48 LBN Brand Shares of Fortified/Functional Bread: % Value 2015-2018
Table 49 Distribution of Fortified/Functional Packaged Food by Format: % Value 2013-2018
Table 50 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2018-2023
Table 51 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2018-2023

Free From in Denmark

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 52 Sales of Free From by Category: Value 2013-2018
Table 53 Sales of Free From by Category: % Value Growth 2013-2018
Table 54 NBO Company Shares of Free From: % Value 2014-2018
Table 55 LBN Brand Shares of Free From: % Value 2015-2018
Table 56 Distribution of Free From by Format: % Value 2013-2018
Table 57 Forecast Sales of Free From by Category: Value 2018-2023
Table 58 Forecast Sales of Free From by Category: % Value Growth 2018-2023

Naturally Healthy Beverages in Denmark

HEADLINES

PROSPECTS

The strong health and wellness trend drives sales of NH beverages
NH bottled water faces a challenge from tap water
Moderate growth expected in the forecast period

COMPETITIVE LANDSCAPE

Rynkeby Foods remains the leading player
Private label’s presence remains strong despite a small decline

CATEGORY DATA

Table 59 Sales of NH Beverages by Category: Value 2013-2018
Table 60 Sales of NH Beverages by Category: % Value Growth 2013-2018
Table 61 NBO Company Shares of NH Beverages: % Value 2014-2018
Table 62 LBN Brand Shares of NH Beverages: % Value 2015-2018
Table 63 Distribution of NH Beverages by Format: % Value 2013-2018
Table 64 Forecast Sales of NH Beverages by Category: Value 2018-2023
Table 65 Forecast Sales of NH Beverages by Category: % Value Growth 2018-2023

Naturally Healthy Packaged Food in Denmark

HEADLINES

PROSPECTS

NH nuts, seeds and trail mixes supports growth
High-fibre products gain positive media coverage
Different inputs on NH honey confuse consumers

COMPETITIVE LANDSCAPE

Pastella continues to lead NH high fibre pasta
Orkla Foods Danmark A/S leads NH high fibre breakfast cereals
Private label increases its share of NH honey to the cost of main players

CATEGORY DATA

Table 66 Sales of NH Packaged Food by Category: Value 2013-2018
Table 67 Sales of NH Packaged Food by Category: % Value Growth 2013-2018
Table 68 NBO Company Shares of NH Packaged Food: % Value 2014-2018
Table 69 LBN Brand Shares of NH Packaged Food: % Value 2015-2018
Table 70 Distribution of NH Packaged Food by Format: % Value 2013-2018
Table 71 Forecast Sales of NH Packaged Food by Category: Value 2018-2023
Table 72 Forecast Sales of NH Packaged Food by Category: % Value Growth 2018-2023

Organic Beverages in Denmark

HEADLINES

PROSPECTS

Organic beverages continues its strong performance
Room for growth remains in organic beverages
Solid growth expected in the forecast period

COMPETITIVE LANDSCAPE

Private label continues its solid performance
Manufacturers respond to increased demand for organic products

CATEGORY DATA

Table 73 Sales of Organic Beverages by Category: Value 2013-2018
Table 74 Sales of Organic Beverages by Category: % Value Growth 2013-2018
Table 75 NBO Company Shares of Organic Beverages: % Value 2014-2018
Table 76 LBN Brand Shares of Organic Beverages: % Value 2015-2018
Table 77 Distribution of Organic Beverages by Format: % Value 2013-2018
Table 78 Forecast Sales of Organic Beverages by Category: Value 2018-2023
Table 79 Forecast Sales of Organic Beverages by Category: % Value Growth 2018-2023

Organic Packaged Food in Denmark

HEADLINES

PROSPECTS

Denmark has the highest organic ratio in the world
Organic products equal high quality in people’s minds
More organic product shelf space simplifies purchasing decisions

COMPETITIVE LANDSCAPE

Private label is among the leading players in organic packaged food
Domestic brands enjoy greater customer trust
Arla Foods Amba leads organic packaged food

CATEGORY DATA

Table 80 Sales of Organic Packaged Food by Category: Value 2013-2018
Table 81 Sales of Organic Packaged Food by Category: % Value Growth 2013-2018
Table 82 NBO Company Shares of Organic Packaged Food: % Value 2014-2018
Table 83 LBN Brand Shares of Organic Packaged Food: % Value 2015-2018
Table 84 Distribution of Organic Packaged Food by Format: % Value 2013-2018
Table 85 Forecast Sales of Organic Packaged Food by Category: Value 2018-2023
Table 86 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2018-2023