As a result of school closings and other pandemic-inspired restrictions in 2020, children are spending more time at home in 2020 and, in turn, parents are looking for a variety of hot drinks to serve to them. Perhaps not surprisingly, retail volume sales and value sales of chocolate-based flavoured powder drinks—chocolate-based flavoured powder drinks are the sole segment in the other hot drinks category in Denmark—are thus both set to post growth in 2020, albeit marginal growth, after sluggish performances during the review period.
Increasingly, there has been a strong belief amongst many Danish consumers, especially parents, that sugar-laden chocolate-based flavoured powder drinks are unhealthy. Regardless, chocolate-based flavoured powder drinks are a convenient hot drinks option, and that has boosted their appeal in 2020, particularly amongst stay-at-home families, despite their nutrition- and health-related concerns.
Nestlé Danmark A/S is set to maintain its very strong lead in other hot drinks in retail value terms in 2020, due mainly to the performance of its popular Nesquik brand in chocolate-based flavoured powder drinks. The company also offers the Nestlé Choco Hot brand.
After a slight uptick in 2020, retail volume sales of other hot drinks, i.e.
Although the combined value share of private label in chocolate-based flavoured powder drinks remains negligible, there are nevertheless numerous private label players present in the category. As Danish retailers expand their private label ranges over the forecast period in light of the anticipated heightened price-sensitivity, there is a likelihood that they may include affordable private label chocolate-based flavoured powder drinks products, particularly as established branded players reduce their marketing and new product development efforts over the forecast period in response to the growing popularity of the health and wellness trend.
In line with the increasingly popular health and wellness trend and in light of greater focus on health awareness brought about by the COVID-19 pandemic, there are certainly opportunities for smaller players in the other hots drinks category to capture value share over the forecast period through the development and launch of new, healthier hot drinks. In particular, reduced-sugar variants of chocolate-based flavoured powder drinks are likely to prove popular.
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This report originates from Passport, our Other Hot Drinks research and analysis database.
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