Executive Summary

Mar 2019
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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Naturally Healthy Packaged Food in Denmark

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Overview

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

The Naturally Healthy Packaged Food 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 Naturally Healthy Packaged Food in Denmark?
  • What are the major brands in Denmark?
  • Which dietary supplement grew the fastest in the past year?

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

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Naturally Healthy Packaged Food in Denmark - Category analysis

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 1 Sales of NH Packaged Food by Category: Value 2013-2018
Table 2 Sales of NH Packaged Food by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of NH Packaged Food: % Value 2014-2018
Table 4 LBN Brand Shares of NH Packaged Food: % Value 2015-2018
Table 5 Distribution of NH Packaged Food by Format: % Value 2013-2018
Table 6 Forecast Sales of NH Packaged Food by Category: Value 2018-2023
Table 7 Forecast Sales of NH Packaged Food 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