Packaged Food in Denmark

Packaged Food in Denmark

EXECUTIVE SUMMARY

Expectations of quality and the demand for convenience drive growth

Greater education changes consumers’ priorities in packaged food

Private label leads, but some domestic players perform well due to consumer trust

Internet retailing and discounters benefit from the falling shares of supermarkets and hypermarkets

Continued growth, with a focus on convenience and healthy options

FOODSERVICE

Sales to Foodservice

Changing consumer demands lead foodservice packaged food players to update their portfolios
Higher value than volume growth expected, due to the use of higher-quality and healthier foods
Public foodservice operators aim to purchase healthy ingredients at low prices

Consumer Foodservice

Continued growth, but high turnover of outlets
Demand rises for high-quality restaurants, but sales still fuelled by fast food
Online ordering and home delivery see strong growth, and are no longer limited to unhealthy fast food

Category Data

Table 1 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2014-2019
Table 6 Sales of Packaged Food by Category: Value 2014-2019
Table 7 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 8 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 9 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 10 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 11 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 12 Penetration of Private Label by Category: % Value 2014-2019
Table 13 Distribution of Packaged Food by Format: % Value 2014-2019
Table 14 Distribution of Packaged Food by Format and Category: % Value 2019
Table 15 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 16 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Sauces, Dressings and Condiments in Denmark

HEADLINES

PROSPECTS

Slowing growth for cooking and dry sauces, as they are time-consuming

Table 19 benefits from the convenience and organic trend

Herbs and spices receive positive media coverage

COMPETITIVE LANDSCAPE

Private label leads, but brands hold strong positions in specific categories

Quality issues at Graasten Salater hamper growth

Competition from private label leads a company to refocus

CATEGORY DATA

Table 20 Sales of Sauces, Dressings and Condiments by Category: Volume 2014-2019
Table 21 Sales of Sauces, Dressings and Condiments by Category: Value 2014-2019
Table 22 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2014-2019
Table 23 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2014-2019
Table 24 Sales of Cooking Sauces by Type: % Value 2014-2019
Table 25 NBO Company Shares of Sauces, Dressings and Condiments: % Value 2015-2019
Table 26 LBN Brand Shares of Sauces, Dressings and Condiments: % Value 2016-2019
Table 27 Distribution of Sauces, Dressings and Condiments by Format: % Value 2014-2019
Table 28 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2019-2024
Table 29 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2019-2024
Table 30 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2019-2024
Table 31 Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2019-2024

Baked Goods in Denmark

HEADLINES

PROSPECTS

Structural transformation in leavened bread as consumers’ tastes change

Bake-off gives significant competition to bakeries, leading to closures

Health and wellness variants continue to perform well

COMPETITIVE LANDSCAPE

Leading branded players see declines due to bake-off

Lantmännen Schulstad’s more sustainable packaging establishes a green image

Gluten-free players continue to see growth, although this is starting to slow

CATEGORY DATA

Table 32 Sales of Baked Goods by Category: Volume 2014-2019
Table 33 Sales of Baked Goods by Category: Value 2014-2019
Table 34 Sales of Baked Goods by Category: % Volume Growth 2014-2019
Table 35 Sales of Baked Goods by Category: % Value Growth 2014-2019
Table 36 Sales of Pastries by Type: % Value 2014-2019
Table 37 NBO Company Shares of Baked Goods: % Value 2015-2019
Table 38 LBN Brand Shares of Baked Goods: % Value 2016-2019
Table 39 Distribution of Baked Goods by Format: % Value 2014-2019
Table 40 Forecast Sales of Baked Goods by Category: Volume 2019-2024
Table 41 Forecast Sales of Baked Goods by Category: Value 2019-2024
Table 42 Forecast Sales of Baked Goods by Category: % Volume Growth 2019-2024
Table 43 Forecast Sales of Baked Goods by Category: % Value Growth 2019-2024

Breakfast Cereals in Denmark

HEADLINES

PROSPECTS

Continued growth despite the challenge from snack bars

Hot cereals sees strong growth for health reasons, but lacks convenience

Volume decline for children’s breakfast cereals due to unhealthy perception

COMPETITIVE LANDSCAPE

Strength of Axa and Kornkammeret brands maintains Lantmännen Cerealia’s lead

Nordisk Kellogg’s attempt to turn around its decline

Better quality and improving consumer perceptions lead to growth for private label

CATEGORY DATA

Table 44 Sales of Breakfast Cereals by Category: Volume 2014-2019
Table 45 Sales of Breakfast Cereals by Category: Value 2014-2019
Table 46 Sales of Breakfast Cereals by Category: % Volume Growth 2014-2019
Table 47 Sales of Breakfast Cereals by Category: % Value Growth 2014-2019
Table 48 NBO Company Shares of Breakfast Cereals: % Value 2015-2019
Table 49 LBN Brand Shares of Breakfast Cereals: % Value 2016-2019
Table 50 Distribution of Breakfast Cereals by Format: % Value 2014-2019
Table 51 Forecast Sales of Breakfast Cereals by Category: Volume 2019-2024
Table 52 Forecast Sales of Breakfast Cereals by Category: Value 2019-2024
Table 53 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2019-2024
Table 54 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2019-2024

Processed Fruit and Vegetables in Denmark

HEADLINES

PROSPECTS

Little movement for frozen processed potatoes due to opposing trends

Meat-free meals lead to rising demand for shelf stable beans

Frozen fruit grows as consumers better understand the health benefits

COMPETITIVE LANDSCAPE

Coop Danmark leads due to its environmental focus

Private label dominates most categories due to lack of brand preference

Climate change could hamper the performance of Danish companies

CATEGORY DATA

Table 55 Sales of Processed Fruit and Vegetables by Category: Volume 2014-2019
Table 56 Sales of Processed Fruit and Vegetables by Category: Value 2014-2019
Table 57 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2014-2019
Table 58 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2014-2019
Table 59 Sales of Frozen Processed Vegetables by Type: % Value Breakdown 2014-2019
Table 60 NBO Company Shares of Processed Fruit and Vegetables: % Value 2015-2019
Table 61 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2016-2019
Table 62 Distribution of Processed Fruit and Vegetables by Format: % Value 2014-2019
Table 63 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2019-2024
Table 64 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2019-2024
Table 65 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2019-2024
Table 66 Forecast Sales of Processed Fruit and Vegetables by Category: % Value Growth 2019-2024

Processed Meat and Seafood in Denmark

HEADLINES

PROSPECTS

Meat-free days and meat-free diets gain popularity, boosting meat alternatives

Transition to a healthier diet leads to declines for red meat and growth for poultry

The Danish fish consumption paradox – why Danes will not eat more fish

COMPETITIVE LANDSCAPE

Expansion plans to address the threat from private label

Naturli’ meat substitutes see dynamic growth, which is expected to continue

Supermarkets promote meat-free days

CATEGORY DATA

Table 67 Sales of Processed Meat and Seafood by Category: Volume 2014-2019
Table 68 Sales of Processed Meat and Seafood by Category: Value 2014-2019
Table 69 Sales of Processed Meat and Seafood by Category: % Volume Growth 2014-2019
Table 70 Sales of Processed Meat and Seafood by Category: % Value Growth 2014-2019
Table 71 Sales of Shelf Stable Processed Red Meat by Type: % Volume Breakdown 2014-2019
Table 72 Sales of Chilled Processed Red Meat by Type: % Volume Breakdown 2014-2019
Table 73 Sales of Frozen Processed Red Meat by Type: % Volume Breakdown 2014-2019
Table 74 Sales of Frozen Processed Poultry by Type: % Value Breakdown 2014-2019
Table 75 Sales of Frozen Processed Seafood by Type: % Value Breakdown 2014-2019
Table 76 NBO Company Shares of Processed Meat and Seafood: % Value 2015-2019
Table 77 LBN Brand Shares of Processed Meat and Seafood: % Value 2016-2019
Table 78 Distribution of Processed Meat and Seafood by Format: % Value 2014-2019
Table 79 Forecast Sales of Processed Meat and Seafood by Category: Volume 2019-2024
Table 80 Forecast Sales of Processed Meat and Seafood by Category: Value 2019-2024
Table 81 Forecast Sales of Processed Meat and Seafood by Category: % Volume Growth 2019-2024
Table 82 Forecast Sales of Processed Meat and Seafood by Category: % Value Growth 2019-2024

Rice, Pasta and Noodles in Denmark

HEADLINES

PROSPECTS

The gluten-free trend affects both rice and pasta

Convenience affects purchasing decisions, with pasta and noodles benefiting

Convenience, taste and price maintain the popularity of instant noodles

COMPETITIVE LANDSCAPE

Case dropped against Orkla’s Pastella Grøntsagsbånd, ending the uncertainty

Quality helps Haugen-Gruppen increase its share in instant noodle cups

Prices and improving reputation set to maintain private label dominance in rice

CATEGORY DATA

Table 83 Sales of Rice, Pasta and Noodles by Category: Volume 2014-2019
Table 84 Sales of Rice, Pasta and Noodles by Category: Value 2014-2019
Table 85 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2014-2019
Table 86 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2014-2019
Table 87 Sales of Instant Noodles by Leading Flavours: Rankings 2014-2019
Table 88 NBO Company Shares of Rice, Pasta and Noodles: % Value 2015-2019
Table 89 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2016-2019
Table 90 NBO Company Shares of Rice: % Value 2015-2019
Table 91 LBN Brand Shares of Rice: % Value 2016-2019
Table 92 NBO Company Shares of Pasta: % Value 2015-2019
Table 93 LBN Brand Shares of Pasta: % Value 2016-2019
Table 94 NBO Company Shares of Noodles: % Value 2015-2019
Table 95 LBN Brand Shares of Noodles: % Value 2016-2019
Table 96 Distribution of Rice, Pasta and Noodles by Format: % Value 2014-2019
Table 97 Distribution of Rice by Format: % Value 2014-2019
Table 98 Distribution of Pasta by Format: % Value 2014-2019
Table 99 Distribution of Noodles by Format: % Value 2014-2019
Table 100 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2019-2024
Table 101 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2019-2024
Table 102 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2019-2024
Table 103 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2019-2024

Edible Oils in Denmark

HEADLINES

PROSPECTS

Consumers look for higher-quality olive oil, leading to rising prices

Growth hampered to some extent by ready meals and foodservice

Standard rapeseed oil remains most popular for everyday cooking

COMPETITIVE LANDSCAPE

Coop Danmark performs well in olive oil due to confirmation of its quality

Premium brands benefit from rising consumer interest

Private label leads oils for everyday cooking

CATEGORY DATA

Table 104 Sales of Edible Oils by Category: Volume 2014-2019
Table 105 Sales of Edible Oils by Category: Value 2014-2019
Table 106 Sales of Edible Oils by Category: % Volume Growth 2014-2019
Table 107 Sales of Edible Oils by Category: % Value Growth 2014-2019
Table 108 NBO Company Shares of Edible Oils: % Value 2015-2019
Table 109 LBN Brand Shares of Edible Oils: % Value 2016-2019
Table 110 Distribution of Edible Oils by Format: % Value 2014-2019
Table 111 Forecast Sales of Edible Oils by Category: Volume 2019-2024
Table 112 Forecast Sales of Edible Oils by Category: Value 2019-2024
Table 113 Forecast Sales of Edible Oils by Category: % Volume Growth 2019-2024
Table 114 Forecast Sales of Edible Oils by Category: % Value Growth 2019-2024

Ready Meals in Denmark

HEADLINES

PROSPECTS

Busy lives, rising quality and changing priorities stimulate growth

Strong growth for chilled products due to their perceived health and higher quality

Ready meals increasingly access consumers’ self-indulgence budget

COMPETITIVE LANDSCAPE

Coop and Cofoco cooperate to offer high-quality products

Coop Danmark grows due to cooperation with Løgismose Meyers

Home-made look appeals to consumers, but not at any price

CATEGORY DATA

Table 115 Sales of Ready Meals by Category: Volume 2014-2019
Table 116 Sales of Ready Meals by Category: Value 2014-2019
Table 117 Sales of Ready Meals by Category: % Volume Growth 2014-2019
Table 118 Sales of Ready Meals by Category: % Value Growth 2014-2019
Table 119 Sales of Chilled Ready Meals by Ethnicity: % Value 2014-2019
Table 120 Sales of Frozen Ready Meals by Ethnicity: % Value 2014-2019
Table 121 NBO Company Shares of Ready Meals: % Value 2015-2019
Table 122 LBN Brand Shares of Ready Meals: % Value 2016-2019
Table 123 Distribution of Ready Meals by Format: % Value 2014-2019
Table 124 Forecast Sales of Ready Meals by Category: Volume 2019-2024
Table 125 Forecast Sales of Ready Meals by Category: Value 2019-2024
Table 126 Forecast Sales of Ready Meals by Category: % Volume Growth 2019-2024
Table 127 Forecast Sales of Ready Meals by Category: % Value Growth 2019-2024

Soup in Denmark

HEADLINES

PROSPECTS

Low prices and health trend maintain the lead of frozen soup

Chilled soup sees the highest growth due to the perception of freshness

Low price and convenience maintain growth in instant soup

COMPETITIVE LANDSCAPE

Mou maintains its lead in frozen soup with advertising and long-standing presence

Knorr continues to dominate powder products and addresses the health trend

Chilled soup sees cooperation between Coop and Cofoco

CATEGORY DATA

Table 128 Sales of Soup by Category: Volume 2014-2019
Table 129 Sales of Soup by Category: Value 2014-2019
Table 130 Sales of Soup by Category: % Volume Growth 2014-2019
Table 131 Sales of Soup by Category: % Value Growth 2014-2019
Table 132 Sales of Soup by Leading Flavours: Rankings 2014-2019
Table 133 NBO Company Shares of Soup: % Value 2015-2019
Table 134 LBN Brand Shares of Soup: % Value 2016-2019
Table 135 Distribution of Soup by Format: % Value 2014-2019
Table 136 Forecast Sales of Soup by Category: Volume 2019-2024
Table 137 Forecast Sales of Soup by Category: Value 2019-2024
Table 138 Forecast Sales of Soup by Category: % Volume Growth 2019-2024
Table 139 Forecast Sales of Soup by Category: % Value Growth 2019-2024

Sweet Spreads in Denmark

HEADLINES

PROSPECTS

Health trend impacts jams and preserves, but not chocolate spreads

Legislative changes hamper growth in nut and seed based spreads

Plan for increasing Danish honey production meets resistance

COMPETITIVE LANDSCAPE

Nutella remains dominant in chocolate spreads despite cross-border shopping

Orkla leads jams and preserves but Fynbo Foods sees a better performance

Loss of trust expected if players do not accurately label their honey

CATEGORY DATA

Table 140 Sales of Sweet Spreads by Category: Volume 2014-2019
Table 141 Sales of Sweet Spreads by Category: Value 2014-2019
Table 142 Sales of Sweet Spreads by Category: % Volume Growth 2014-2019
Table 143 Sales of Sweet Spreads by Category: % Value Growth 2014-2019
Table 144 Sales of Jams and Preserves by Leading Flavours: Rankings 2014-2019
Table 145 NBO Company Shares of Sweet Spreads: % Value 2015-2019
Table 146 LBN Brand Shares of Sweet Spreads: % Value 2016-2019
Table 147 Distribution of Sweet Spreads by Format: % Value 2014-2019
Table 148 Forecast Sales of Sweet Spreads by Category: Volume 2019-2024
Table 149 Forecast Sales of Sweet Spreads by Category: Value 2019-2024
Table 150 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2019-2024
Table 151 Forecast Sales of Sweet Spreads by Category: % Value Growth 2019-2024

Sauces, Dressings and Condiments in Denmark

HEADLINES

PROSPECTS

Slowing growth for cooking and dry sauces, as they are time-consuming

Table 152 benefits from the convenience and organic trend

Herbs and spices receive positive media coverage

COMPETITIVE LANDSCAPE

Private label leads, but brands hold strong positions in specific categories

Quality issues at Graasten Salater hamper growth

Competition from private label leads a company to refocus

CATEGORY DATA

Table 153 Sales of Sauces, Dressings and Condiments by Category: Volume 2014-2019
Table 154 Sales of Sauces, Dressings and Condiments by Category: Value 2014-2019
Table 155 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2014-2019
Table 156 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2014-2019
Table 157 Sales of Cooking Sauces by Type: % Value 2014-2019
Table 158 NBO Company Shares of Sauces, Dressings and Condiments: % Value 2015-2019
Table 159 LBN Brand Shares of Sauces, Dressings and Condiments: % Value 2016-2019
Table 160 Distribution of Sauces, Dressings and Condiments by Format: % Value 2014-2019
Table 161 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2019-2024
Table 162 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2019-2024
Table 163 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2019-2024
Table 164 Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2019-2024

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