Naturally Healthy Packaged Food in Denmark

PROSPECTS

Naturally healthy products are popular, however in most categories they carry additional health claims

Naturally healthy products are popular in Denmark, however in most categories they carry additional health claims and growth rates are therefore manifesting in those categories. For instance, many naturally healthy NPDs are also organic or fortified and functional.

Consumers’ interest in other types of bread outweighs the high fibre trend

The share of NH high fibre bread continues to decline. Rye bread (rugbrød) has a strong tradition in Denmark, however Danes are increasingly starting to experiment with white bread, especially when it comes to unpackaged formats.

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, whilst on the negative side, the high calorie level of honey worries health-conscious Danes.

COMPETITIVE LANDSCAPE

Increasing popularity of private label in NH high fibre bread and NH cereal bars

There is increasing competition in NH high fibre bread and the rising popularity of private label is causing issues for brands like Kohberg maintaining their profitability in the price wars. As a way out, the company is starting to add additional health claims to its products to justify the price (like the increasingly popular protein bread).

Price sensitivity overrides preference towards locally-produced NH honey

Price sensitivity seems to override the preference towards locally-produced variants in NH honey. There is an increasing ratio of imported honey - especially from Ukraine and Hungary - in the largest Danish honey company Jakobsen’s portfolio.

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