Naturally Healthy Packaged Food in Denmark

PROSPECTS

NH nuts, seeds and trail mixes supports growth

A tax reduction on nuts, seeds and trail mixes in Denmark has resulted in a decreased unit price. Sales have been further boosted by the fitness trend.

High-fibre products gain positive media coverage

High fibre variants of bread, breakfast cereals, rice and pasta enjoyed positive media attention in 2018. A number of articles covered the comeback of the high fibre diet in 2018 and suggested that including high-fibre food in meals can help weight loss.

Different inputs on NH honey confuse consumers

Danish consumers receive several different inputs regarding NH honey, and, in some cases, the inputs are conflicting. On the positive side, they mention the high antioxidant, vitamin and protein levels, while, on the negative side, the high calorie level of honey worries health-conscious Danes.

COMPETITIVE LANDSCAPE

Pastella continues to lead NH high fibre pasta

Orkla Foods Danmark A/S continued to lead NH high fibre pasta in 2018 despite negative media attention towards the Pastella brand. Even though a scandal involved only vegetable pasta, its high fibre pasta carries the same name.

Orkla Foods Danmark A/S leads NH high fibre breakfast cereals

One of the keys to the company’s success comes from its OTA Solgryn brand. The strength of the brand is due to tradition, rather than innovation.

Private label increases its share of NH honey to the cost of main players

The changing consumer view of private label is making its mark in naturally healthy categories too, where quality is especially important for consumers. Big players such as Jakobsen & Hvam A/S still dominated NH honey, but the distance became shorter for private label in 2018.

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