As life resumed a greater degree of normality after the height of the COVID-19 pandemic in 2020 and 2021, the market adjusted to pre-pandemic consumption patterns in 2022. As a result, off-trade volume growth of hot drinks was lower than during the pandemic, while on-trade sales experienced a strong increase as consumers returned to consuming hot drinks in consumer foodservice outlets and at their workplaces.
The health and wellness trend continued to impact hot drinks in 2022 as demand for organic products increased. In response to this growing demand, manufacturers introduced more organic products.
Hot drinks in Denmark continued to be characterised by major players such as Merrild Kaffe A/S, BKI Foods A/S and Jacobs Douwe Egberts DK Aps, which combined accounted for over half of the market sales in both volume and value terms. The leading players increased their combined market share in 2022 largely due to strong brand recognition, wide retail distribution and continued product innovation and new product launches.
Retailing e-commerce continued to be the fastest growing channel in 2022 although the growth in online sales was slower in 2022 than during the pandemic. Essentially the pandemic propelled the growth of retailing e-commerce to a level which would normally have taken several years to achieve.
Foodservice recovered well in 2022 as consumers returned to foodservice outlets. There was also growth in tourism thanks to the lifting of all COVID-19 restrictions, which helped foodservice sales to grow.
Hot drinks is expected to return to pre-pandemic sales levels over the forecast period with the overall market seeing moderate volume growth. Coffee will remain the largest category and achieve the highest growth as Danish consumers continue to embrace coffee consumption.
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Understand the latest market trends and future growth opportunities for the Hot Drinks industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of Coffee, Tea, and Other Hot Drinks.See All of Our Definitions
This report originates from Passport, our Hot Drinks research and analysis database.
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