Packaged Food in Denmark

Packaged Food in Denmark

EXECUTIVE SUMMARY

COVID-19 impact on packaged food

COVID-19 country impact

Company response

Retailing shift

Foodservice vs retail split

What next for packaged food?

FOODSERVICE

Sales to Foodservice

Decreased average unit prices as high quality restaurants close whilst cheaper takeaways continue operating
Fear of food waste spurs on donations to charities and innovative selling solutions
Suppliers focus on demand for high-quality domestic ingredients but largely experience losses

Consumer Foodservice

E-commerce provides lifeline for foodservice companies – no longer the channel for unhealthy food
Hardship for restaurant owners as enforced closures and limitations impact revenue
Restrictions hamper consumer experience whilst authorities clamp down on rules

Category Data

Chart 1 Packaged Food Value Sales Growth Scenarios: 2017-2024
Chart 2 Packaged Food Impact of Drivers on Value Sales: 2016-2024
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2015-2020
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2020-2025
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2020-2025

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2015-2020
Table 6 Sales of Packaged Food by Category: Value 2015-2020
Table 7 Sales of Packaged Food by Category: % Volume Growth 2015-2020
Table 8 Sales of Packaged Food by Category: % Value Growth 2015-2020
Table 9 GBO Company Shares of Packaged Food: % Value 2016-2020
Table 10 NBO Company Shares of Packaged Food: % Value 2016-2020
Table 11 LBN Brand Shares of Packaged Food: % Value 2017-2020
Table 12 Penetration of Private Label by Category: % Value 2015-2020
Table 13 Distribution of Packaged Food by Format: % Value 2015-2020
Table 14 Distribution of Packaged Food by Format and Category: % Value 2020
Table 15 Forecast Sales of Packaged Food by Category: Volume 2020-2025
Table 16 Forecast Sales of Packaged Food by Category: Value 2020-2025
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2020-2025
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Chocolate Confectionery in Denmark

KEY DATA FINDINGS

2020 IMPACT

Chocolate confectionery benefits in 2020 due to increased snacking consumption sparked by lockdown

Tom Gruppen remains leading player whilst innovation continues pushing the boundaries of chocolate confectionery further

Danes forced to shop domestically amidst lockdown as German border closes

RECOVERY AND OPPORTUNITIES

Chocolate confectionery will continue performing well over the forecast period as the government reduces taxes

Dark chocolate could fall in demand as awareness surrounding the product leads to a loss of its healthy status

E-commerce will gather pace over the forecast period as many Danes will still be afraid of contracting the virus

Summary 2 Other Chocolate Confectionery by Product Type: 2020

CATEGORY DATA

Table 19 Sales of Chocolate Confectionery by Category: Volume 2015-2020
Table 20 Sales of Chocolate Confectionery by Category: Value 2015-2020
Table 21 Sales of Chocolate Confectionery by Category: % Volume Growth 2015-2020
Table 22 Sales of Chocolate Confectionery by Category: % Value Growth 2015-2020
Table 23 Sales of Chocolate Tablets by Type: % Value 2015-2020
Table 24 NBO Company Shares of Chocolate Confectionery: % Value 2016-2020
Table 25 LBN Brand Shares of Chocolate Confectionery: % Value 2017-2020
Table 26 Distribution of Chocolate Confectionery by Format: % Value 2015-2020
Table 27 Forecast Sales of Chocolate Confectionery by Category: Volume 2020-2025
Table 28 Forecast Sales of Chocolate Confectionery by Category: Value 2020-2025
Table 29 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2020-2025
Table 30 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2020-2025

Gum in Denmark

KEY DATA FINDINGS

2020 IMPACT

Gums sees current value sales decline in 2020 as lockdown implementations decrease demand

Mondelez Danmark remains leading player in 2020 whilst domestic player True Gum suffers as a result of COVID-19

E-commerce benefits from lockdown whilst the key retail distributors see value shares fall despite being permitted to stay open

RECOVERY AND OPPORTUNITIES

Chewing gum will recover immediately whilst bubble gum takes longer post lockdown

Organic gum will gain popularity over the forecast period

Innovation over the forecast period is expected to boost consumer interest

CATEGORY DATA

Table 31 Sales of Gum by Category: Volume 2015-2020
Table 32 Sales of Gum by Category: Value 2015-2020
Table 33 Sales of Gum by Category: % Volume Growth 2015-2020
Table 34 Sales of Gum by Category: % Value Growth 2015-2020
Table 35 Sales of Gum by Flavour: Rankings 2015-2020
Table 36 NBO Company Shares of Gum: % Value 2016-2020
Table 37 LBN Brand Shares of Gum: % Value 2017-2020
Table 38 Distribution of Gum by Format: % Value 2015-2020
Table 39 Forecast Sales of Gum by Category: Volume 2020-2025
Table 40 Forecast Sales of Gum by Category: Value 2020-2025
Table 41 Forecast Sales of Gum by Category: % Volume Growth 2020-2025
Table 42 Forecast Sales of Gum by Category: % Value Growth 2020-2025

Sugar Confectionery in Denmark

KEY DATA FINDINGS

2020 IMPACT

Sugar confectionery largely benefits in 2020 from the pandemic, however some product areas suffer in response to lockdown

Haribo Lakrids maintains lead whilst organic sugar confectionery continues growing

Pick and mix sales are prohibited under lockdown due to the possibility of contamination

RECOVERY AND OPPORTUNITIES

Mints and lollipops will recover from as soon as 2021 as daily routines return to normal

Cross-border trade will likely lead the government to bring in new tax policies over the forecast period

Organic sugar confectionery will gather pace over the forecast period in response to the outbreak

Summary 3 Other Sugar Confectionery by Product Type: 2020

CATEGORY DATA

Table 43 Sales of Sugar Confectionery by Category: Volume 2015-2020
Table 44 Sales of Sugar Confectionery by Category: Value 2015-2020
Table 45 Sales of Sugar Confectionery by Category: % Volume Growth 2015-2020
Table 46 Sales of Sugar Confectionery by Category: % Value Growth 2015-2020
Table 47 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value 2015-2020
Table 48 NBO Company Shares of Sugar Confectionery: % Value 2016-2020
Table 49 LBN Brand Shares of Sugar Confectionery: % Value 2017-2020
Table 50 Distribution of Sugar Confectionery by Format: % Value 2015-2020
Table 51 Forecast Sales of Sugar Confectionery by Category: Volume 2020-2025
Table 52 Forecast Sales of Sugar Confectionery by Category: Value 2020-2025
Table 53 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2020-2025
Table 54 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2020-2025

Sweet Biscuits, Snack Bars and Fruit Snacks in Denmark

KEY DATA FINDINGS

2020 IMPACT

Sweet biscuits and fruit snacks will largely benefit in 2020 from lockdown, whilst snack bars suffers from consumer confinement

Bisca remains leading player in 2020 whilst the health and wellness trend impacts innovation

E-commerce gathers pace due to lockdown whilst forecourt retailers loses value share due to travel restrictions

RECOVERY AND OPPORTUNITIES

Sweet biscuits will fall in demand post lockdown whilst snack bars perform well as consumers return to focusing on healthy eating

High sugar content of fruit snacks will sway some consumers away from purchasing at the beginning of the forecast period

Protein/energy bars will perform well over the forecast period despite high calorie content

CATEGORY DATA

Table 55 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2015-2020
Table 56 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2015-2020
Table 57 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2015-2020
Table 58 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2015-2020
Table 59 NBO Company Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2016-2020
Table 60 LBN Brand Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2017-2020
Table 61 NBO Company Shares of Sweet Biscuits: % Value 2016-2020
Table 62 LBN Brand Shares of Sweet Biscuits: % Value 2017-2020
Table 63 NBO Company Shares of Snack Bars: % Value 2016-2020
Table 64 LBN Brand Shares of Snack Bars: % Value 2017-2020
Table 65 NBO Company Shares of Fruit Snacks: % Value 2016-2020
Table 66 LBN Brand Shares of Fruit Snacks: % Value 2017-2020
Table 67 Distribution of Sweet Biscuits, Snack Bars and Fruit Snacks by Format: % Value 2015-2020
Table 68 Distribution of Sweet Biscuits by Format: % Value 2015-2020
Table 69 Distribution of Snack Bars by Format: % Value 2015-2020
Table 70 Distribution of Fruit Snacks by Format: % Value 2015-2020
Table 71 Forecast Sales of Biscuits and Snack Bars by Category: Volume 2020-2025
Table 72 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2020-2025
Table 73 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2020-2025
Table 74 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2020-2025

Ice Cream and Frozen Desserts in Denmark

KEY DATA FINDINGS

2020 IMPACT

COVID-19 outbreak impacts sales as consumers become more cautious of contamination of their food

Friskob Is remains leading player whilst vegan ice cream continues to grow in demand

Seasonality and weather impacts ice cream and frozen desserts as well as the COVID-19 outbreak

RECOVERY AND OPPORTUNITIES

Impulse ice cream and unpackaged ice cream will recover as lockdown eases in time for summer

More organic variants are expected over the forecast period as Danes focus on health

The premiumisation trend will gather pace over the forecast period as health conscious consumers will be willing to pay more for better quality products

CATEGORY DATA

Table 75 Sales of Ice Cream and Frozen Desserts by Category: Volume 2015-2020
Table 76 Sales of Ice Cream and Frozen Desserts by Category: Value 2015-2020
Table 77 Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2015-2020
Table 78 Sales of Ice Cream and Frozen Desserts by Category: % Value Growth 2015-2020
Table 79 Sales of Ice Cream by Leading Flavours: Rankings 2015-2020
Table 80 Sales of Impulse Ice Cream by Format: % Value 2015-2020
Table 81 NBO Company Shares of Ice Cream and Frozen Desserts: % Value 2016-2020
Table 82 LBN Brand Shares of Ice Cream and Frozen Desserts: % Value 2017-2020
Table 83 NBO Company Shares of Ice Cream: % Value 2016-2020
Table 84 LBN Brand Shares of Ice Cream: % Value 2017-2020
Table 85 NBO Company Shares of Impulse Ice Cream: % Value 2016-2020
Table 86 LBN Brand Shares of Impulse Ice Cream: % Value 2017-2020
Table 87 NBO Company Shares of Take-home Ice Cream: % Value 2016-2020
Table 88 LBN Brand Shares of Take-home Ice Cream: % Value 2017-2020
Table 89 NBO Company Shares of Frozen Desserts: % Value 2016-2020
Table 90 LBN Brand Shares of Frozen Desserts: % Value 2017-2020
Table 91 Distribution of Ice Cream and Frozen Desserts by Format: % Value 2015-2020
Table 92 Distribution of Ice Cream by Format: % Value 2015-2020
Table 93 Distribution of Frozen Desserts by Format: % Value 2015-2020
Table 94 Forecast Sales of Ice Cream and Frozen Desserts by Category: Volume 2020-2025
Table 95 Forecast Sales of Ice Cream and Frozen Desserts by Category: Value 2020-2025
Table 96 Forecast Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2020-2025
Table 97 Forecast Sales of Ice Cream and Frozen Desserts by Category: % Value Growth 2020-2025

Savoury Snacks in Denmark

KEY DATA FINDINGS

2020 IMPACT

Lockdown changes consumers’ snacking preferences in 2020 as healthy snacking is replaced with indulgent snacking, which negatively benefits savoury snacks overall

Domestic player Kims continues to lead in 2020 due to consumer familiarity and a wide presence across savour snacks

Nuts drops in demand in 2020 despite lower unit prices as consumers favour more indulgent snacks

RECOVERY AND OPPORTUNITIES

Savoury snacks will recover overall from as soon as 2021 as consumers return to their pre lockdown snacking habits

Nuts, seeds and trail mixes will benefit from the health and wellness trend over the forecast period

Potato chips will underperform over the forecast period as Danes prioritise their health

Summary 4 Other Savoury Snacks by Product Type: 2020

CATEGORY DATA

Table 98 Sales of Savoury Snacks by Category: Volume 2015-2020
Table 99 Sales of Savoury Snacks by Category: Value 2015-2020
Table 100 Sales of Savoury Snacks by Category: % Volume Growth 2015-2020
Table 101 Sales of Savoury Snacks by Category: % Value Growth 2015-2020
Table 102 NBO Company Shares of Savoury Snacks: % Value 2016-2020
Table 103 LBN Brand Shares of Savoury Snacks: % Value 2017-2020
Table 104 Distribution of Savoury Snacks by Format: % Value 2015-2020
Table 105 Forecast Sales of Savoury Snacks by Category: Volume 2020-2025
Table 106 Forecast Sales of Savoury Snacks by Category: Value 2020-2025
Table 107 Forecast Sales of Savoury Snacks by Category: % Volume Growth 2020-2025
Table 108 Forecast Sales of Savoury Snacks by Category: % Value Growth 2020-2025

Baby Food in Denmark

KEY DATA FINDINGS

2020 IMPACT

Stockpiling trend has little impact on baby food in 2020

Domestic players utilise organic trend to increase value shares

Stagnating birth rates prevent full potential growth of baby food

RECOVERY AND OPPORTUNITIES

Liquid standard milk formula will continue to perform well thanks to natural image

Baby food in pouches will continue to be impaired by bad press

Organic baby food dwindles slightly post lockdown due to cost concerns

CATEGORY DATA

Table 109 Sales of Baby Food by Category: Volume 2015-2020
Table 110 Sales of Baby Food by Category: Value 2015-2020
Table 111 Sales of Baby Food by Category: % Volume Growth 2015-2020
Table 112 Sales of Baby Food by Category: % Value Growth 2015-2020
Table 113 NBO Company Shares of Baby Food: % Value 2016-2020
Table 114 LBN Brand Shares of Baby Food: % Value 2017-2020
Table 115 Distribution of Baby Food by Format: % Value 2015-2020
Table 116 Forecast Sales of Baby Food by Category: Volume 2020-2025
Table 117 Forecast Sales of Baby Food by Category: Value 2020-2025
Table 118 Forecast Sales of Baby Food by Category: % Volume Growth 2020-2025
Table 119 Forecast Sales of Baby Food by Category: % Value Growth 2020-2025

Butter and Spreads in Denmark

KEY DATA FINDINGS

2020 IMPACT

Butter and spreads benefits from home seclusion

Leading player rejuvenates iconic brand Lurpak

E-commerce gathers pace during lockdown as consumers stay home

RECOVERY AND OPPORTUNITIES

Butter and spreads will see slowed growth post lockdown as consumers bake less

Smørbar products will increase in popularity over the forecast period

Lactose-free will continue to rise in demand thanks to free from trend

CATEGORY DATA

Table 120 Sales of Butter and Spreads by Category: Volume 2015-2020
Table 121 Sales of Butter and Spreads by Category: Value 2015-2020
Table 122 Sales of Butter and Spreads by Category: % Volume Growth 2015-2020
Table 123 Sales of Butter and Spreads by Category: % Value Growth 2015-2020
Table 124 NBO Company Shares of Butter and Spreads: % Value 2016-2020
Table 125 LBN Brand Shares of Butter and Spreads: % Value 2017-2020
Table 126 Distribution of Butter and Spreads by Format: % Value 2015-2020
Table 127 Forecast Sales of Butter and Spreads by Category: Volume 2020-2025
Table 128 Forecast Sales of Butter and Spreads by Category: Value 2020-2025
Table 129 Forecast Sales of Butter and Spreads by Category: % Volume Growth 2020-2025
Table 130 Forecast Sales of Butter and Spreads by Category: % Value Growth 2020-2025

Cheese in Denmark

KEY DATA FINDINGS

2020 IMPACT

Cheese benefits from home seclusion due to its health benefits and good taste

Organic cheese is a success for leading player Arla Foods

Lactalis prevents six tonnes of cheese from going to waste

RECOVERY AND OPPORTUNITIES

Cheese will underperform post lockdown as consumers indulge less and return to work

Organic cheese will be boosted by healthy living post lockdown

Vegan cheese will remain a small niche

CATEGORY DATA

Table 131 Sales of Cheese by Category: Volume 2015-2020
Table 132 Sales of Cheese by Category: Value 2015-2020
Table 133 Sales of Cheese by Category: % Volume Growth 2015-2020
Table 134 Sales of Cheese by Category: % Value Growth 2015-2020
Table 135 Sales of Spreadable Processed Cheese by Type: % Value 2015-2020
Table 136 Sales of Unprocessed Cheese by Type: % Value 2015-2020
Table 137 NBO Company Shares of Cheese: % Value 2016-2020
Table 138 LBN Brand Shares of Cheese: % Value 2017-2020
Table 139 Distribution of Cheese by Format: % Value 2015-2020
Table 140 Forecast Sales of Cheese by Category: Volume 2020-2025
Table 141 Forecast Sales of Cheese by Category: Value 2020-2025
Table 142 Forecast Sales of Cheese by Category: % Volume Growth 2020-2025
Table 143 Forecast Sales of Cheese by Category: % Value Growth 2020-2025

Drinking Milk Products in Denmark

KEY DATA FINDINGS

2020 IMPACT

Milk benefits from lockdown as Danes want to indulge

Plant-based products become the point of focus for a variety of players

Animal welfare and sustainability boost demand for milk alternatives

RECOVERY AND OPPORTUNITIES

Post lockdown will see demand for drinking milk products drop as home baking trend slows

Plant-based products will continue to perform the best over the forecast period

Lactose-free milk will benefit from health and wellness trend

CATEGORY DATA

Table 144 Sales of Drinking Milk Products by Category: Volume 2015-2020
Table 145 Sales of Drinking Milk Products by Category: Value 2015-2020
Table 146 Sales of Drinking Milk Products by Category: % Volume Growth 2015-2020
Table 147 Sales of Drinking Milk Products by Category: % Value Growth 2015-2020
Table 148 NBO Company Shares of Drinking Milk Products: % Value 2016-2020
Table 149 LBN Brand Shares of Drinking Milk Products: % Value 2017-2020
Table 150 Distribution of Drinking Milk Products by Format: % Value 2015-2020
Table 151 Forecast Sales of Drinking Milk Products Products by Category: Volume 2020-2025
Table 152 Forecast Sales of Drinking Milk Products Products by Category: Value 2020-2025
Table 153 Forecast Sales of Drinking Milk Products Products by Category: % Volume Growth 2020-2025
Table 154 Forecast Sales of Drinking Milk Products Products by Category: % Value Growth 2020-2025

Yoghurt and Sour Milk Products in Denmark

KEY DATA FINDINGS

2020 IMPACT

Yoghurt and sour milk sales driven through retail during lockdown

Domestic player Naturmælk suffers from the pandemic as foodservice demand drops

Demand for kefir helps boost sales of sour milk products

RECOVERY AND OPPORTUNITIES

Economic unrest will cause difficulties for yoghurt and sour milk products at the beginning of the forecast period

Flavoured yoghurt will be hampered by the growing awareness of health

Lactose-free yoghurt will continue to grow in demand due to free from trend

CATEGORY DATA

Table 155 Sales of Yoghurt and Sour Milk Products by Category: Volume 2015-2020
Table 156 Sales of Yoghurt and Sour Milk Products by Category: Value 2015-2020
Table 157 Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2015-2020
Table 158 Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2015-2020
Table 159 Sales of Flavoured Yoghurt by Flavour: Rankings 2015-2020
Table 160 NBO Company Shares of Yoghurt and Sour Milk Products: % Value 2016-2020
Table 161 LBN Brand Shares of Yoghurt and Sour Milk Products: % Value 2017-2020
Table 162 Distribution of Yoghurt and Sour Milk Products by Format: % Value 2015-2020
Table 163 Forecast Sales of Yoghurt and Sour Milk Products by Category: Volume 2020-2025
Table 164 Forecast Sales of Yoghurt and Sour Milk Products by Category: Value 2020-2025
Table 165 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2020-2025
Table 166 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2020-2025

Other Dairy in Denmark

KEY DATA FINDINGS

2020 IMPACT

Vegan cream booms amidst lockdown as vegans turn to home baking

Arla foods continues to dominate in 2020 with little competition other than private label

Quark benefits from home confinement in 2020

RECOVERY AND OPPORTUNITIES

Coffee whiteners will continue to underperform as consumers prioritise coffee flavour

Cream will return to underperforming despite the spike in demand during lockdown

Chilled dairy desserts will be a popular work snack post lockdown

CATEGORY DATA

Table 167 Sales of Other Dairy by Category: Volume 2015-2020
Table 168 Sales of Other Dairy by Category: Value 2015-2020
Table 169 Sales of Other Dairy by Category: % Volume Growth 2015-2020
Table 170 Sales of Other Dairy by Category: % Value Growth 2015-2020
Table 171 Sales of Cream by Type: % Value 2015-2020
Table 172 NBO Company Shares of Other Dairy: % Value 2016-2020
Table 173 LBN Brand Shares of Other Dairy: % Value 2017-2020
Table 174 Distribution of Other Dairy by Format: % Value 2015-2020
Table 175 Forecast Sales of Other Dairy by Category: Volume 2020-2025
Table 176 Forecast Sales of Other Dairy by Category: Value 2020-2025
Table 177 Forecast Sales of Other Dairy by Category: % Volume Growth 2020-2025
Table 178 Forecast Sales of Other Dairy by Category: % Value Growth 2020-2025

Edible Oils in Denmark

KEY DATA FINDINGS

2020 IMPACT

Foodservice closures alter shares of edible oils

Increased demand for premium ingredients as consumers seek to recreate the restaurant experience at home

Increasing unemployment and diminishing incomes sees some consumers opting for cheaper edible oils

RECOVERY AND OPPORTUNITIES

Foodservice set for recovery as restrictions are relaxed

Convenience trend expected to regain importance as consumers resume busy lifestyles

Increased interest in recipe experimentation expected as consumers stability returns

CATEGORY DATA

Table 179 Sales of Edible Oils by Category: Volume 2015-2020
Table 180 Sales of Edible Oils by Category: Value 2015-2020
Table 181 Sales of Edible Oils by Category: % Volume Growth 2015-2020
Table 182 Sales of Edible Oils by Category: % Value Growth 2015-2020
Table 183 NBO Company Shares of Edible Oils: % Value 2016-2020
Table 184 LBN Brand Shares of Edible Oils: % Value 2017-2020
Table 185 Distribution of Edible Oils by Format: % Value 2015-2020
Table 186 Forecast Sales of Edible Oils by Category: Volume 2020-2025
Table 187 Forecast Sales of Edible Oils by Category: Value 2020-2025
Table 188 Forecast Sales of Edible Oils by Category: % Volume Growth 2020-2025
Table 189 Forecast Sales of Edible Oils by Category: % Value Growth 2020-2025

Ready Meals in Denmark

KEY DATA FINDINGS

2020 IMPACT

Ready meals continue benefitting from convenience trend during lockdown

Foodservice and e-commerce sales rise due to social distancing measures

Health trend benefits more trusted domestic companies and private label

RECOVERY AND OPPORTUNITIES

Convenience set to continue being a key factor in consumer purchasing decisions

Consumers expected to indulge as economy recovers

Growing number of players to offer plant-based varieties

CATEGORY DATA

Table 190 Sales of Ready Meals by Category: Volume 2015-2020
Table 191 Sales of Ready Meals by Category: Value 2015-2020
Table 192 Sales of Ready Meals by Category: % Volume Growth 2015-2020
Table 193 Sales of Ready Meals by Category: % Value Growth 2015-2020
Table 194 Sales of Chilled Ready Meals by Ethnicity: % Value 2015-2020
Table 195 Sales of Frozen Ready Meals by Ethnicity: % Value 2015-2020
Table 196 NBO Company Shares of Ready Meals: % Value 2016-2020
Table 197 LBN Brand Shares of Ready Meals: % Value 2017-2020
Table 198 Distribution of Ready Meals by Format: % Value 2015-2020
Table 199 Forecast Sales of Ready Meals by Category: Volume 2020-2025
Table 200 Forecast Sales of Ready Meals by Category: Value 2020-2025
Table 201 Forecast Sales of Ready Meals by Category: % Volume Growth 2020-2025
Table 202 Forecast Sales of Ready Meals by Category: % Value Growth 2020-2025

Sauces, Dressings and Condiments in Denmark

KEY DATA FINDINGS

2020 IMPACT

Table 203 benefits from the convenience and organic trend

Demand for cooking sauces and spices increases in line with growing popularity of traditional Danish dishes

Beuvais debuts first ketchup with keyhole labelling

RECOVERY AND OPPORTUNITIES

Greater scope for new products following recovery from COVID-19

Foodservice and retail landscape set to revert as consumers likely to return to previous purchasing behaviours

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

CATEGORY DATA

Table 204 Sales of Sauces, Dressings and Condiments by Category: Volume 2015-2020
Table 205 Sales of Sauces, Dressings and Condiments by Category: Value 2015-2020
Table 206 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2015-2020
Table 207 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2015-2020
Table 208 Sales of Cooking Sauces by Type: % Value 2015-2020
Table 209 NBO Company Shares of Sauces, Dressings and Condiments: % Value 2016-2020
Table 210 LBN Brand Shares of Sauces, Dressings and Condiments: % Value 2017-2020
Table 211 Distribution of Sauces, Dressings and Condiments by Format: % Value 2015-2020
Table 212 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2020-2025
Table 213 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2020-2025
Table 214 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2020-2025
Table 215 Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2020-2025

Sweet Spreads in Denmark

KEY DATA FINDINGS

2020 IMPACT

Increase in home-baking revives growth of jams and preserves

Dynamic growth of Nutella within Denmark

Jakobsen doubles up inventory supply to meet demands of immunity-conscious consumers

RECOVERY AND OPPORTUNITIES

Danes expected to seek cheaper chocolate spreads abroad

Bad news for jams and preserves as home cooking trend set to come to an end

Plan for increasing Danish honey production meets resistance

CATEGORY DATA

Table 216 Sales of Sweet Spreads by Category: Volume 2015-2020
Table 217 Sales of Sweet Spreads by Category: Value 2015-2020
Table 218 Sales of Sweet Spreads by Category: % Volume Growth 2015-2020
Table 219 Sales of Sweet Spreads by Category: % Value Growth 2015-2020
Table 220 Sales of Jams and Preserves by Leading Flavours: Rankings 2015-2020
Table 221 NBO Company Shares of Sweet Spreads: % Value 2016-2020
Table 222 LBN Brand Shares of Sweet Spreads: % Value 2017-2020
Table 223 Distribution of Sweet Spreads by Format: % Value 2015-2020
Table 224 Forecast Sales of Sweet Spreads by Category: Volume 2020-2025
Table 225 Forecast Sales of Sweet Spreads by Category: Value 2020-2025
Table 226 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2020-2025
Table 227 Forecast Sales of Sweet Spreads by Category: % Value Growth 2020-2025

Soup in Denmark

KEY DATA FINDINGS

2020 IMPACT

Soup remains a popular lockdown food choice

Foodservice sales of soup suffer under COVID-19 restrictions

Low price and convenience maintain growth in instant soup

RECOVERY AND OPPORTUNITIES

Foodservice set to regain shares from retail as consumers resume eating-out

Consumers likely to opt for higher quality soups as economy recovers

Retail growth expected for soup as convenience trend continues

CATEGORY DATA

Table 228 Sales of Soup by Category: Volume 2015-2020
Table 229 Sales of Soup by Category: Value 2015-2020
Table 230 Sales of Soup by Category: % Volume Growth 2015-2020
Table 231 Sales of Soup by Category: % Value Growth 2015-2020
Table 232 Sales of Soup by Leading Flavours: Rankings 2015-2020
Table 233 NBO Company Shares of Soup: % Value 2016-2020
Table 234 LBN Brand Shares of Soup: % Value 2017-2020
Table 235 Distribution of Soup by Format: % Value 2015-2020
Table 236 Forecast Sales of Soup by Category: Volume 2020-2025
Table 237 Forecast Sales of Soup by Category: Value 2020-2025
Table 238 Forecast Sales of Soup by Category: % Volume Growth 2020-2025
Table 239 Forecast Sales of Soup by Category: % Value Growth 2020-2025

Baked Goods in Denmark

KEY DATA FINDINGS

2020 IMPACT

Stable retail sales for baked goods, whilst foodservice suffers under COVID-19 safety measures

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

Changing tastes and purchasing behaviours force companies to adapt

RECOVERY AND OPPORTUNITIES

Sales expected to normalise for both retail and foodservice; heightened interest in cake mixes and e-commerce set to continue

Unpackaged leavened bread set to have greater appeal than packaged

Health and wellness trend expected to offer innovation opportunities

CATEGORY DATA

Table 240 Sales of Baked Goods by Category: Volume 2015-2020
Table 241 Sales of Baked Goods by Category: Value 2015-2020
Table 242 Sales of Baked Goods by Category: % Volume Growth 2015-2020
Table 243 Sales of Baked Goods by Category: % Value Growth 2015-2020
Table 244 Sales of Pastries by Type: % Value 2015-2020
Table 245 NBO Company Shares of Baked Goods: % Value 2016-2020
Table 246 LBN Brand Shares of Baked Goods: % Value 2017-2020
Table 247 Distribution of Baked Goods by Format: % Value 2015-2020
Table 248 Forecast Sales of Baked Goods by Category: Volume 2020-2025
Table 249 Forecast Sales of Baked Goods by Category: Value 2020-2025
Table 250 Forecast Sales of Baked Goods by Category: % Volume Growth 2020-2025
Table 251 Forecast Sales of Baked Goods by Category: % Value Growth 2020-2025

Breakfast Cereals in Denmark

KEY DATA FINDINGS

2020 IMPACT

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

Children’s breakfast cereals posts growth due to more at-home breakfasts

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

RECOVERY AND OPPORTUNITIES

Continued growth despite the challenge from snack bars

Brand competition unlikely to be defined by price as consumers opt for health benefits and quality

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

CATEGORY DATA

Table 252 Sales of Breakfast Cereals by Category: Volume 2015-2020
Table 253 Sales of Breakfast Cereals by Category: Value 2015-2020
Table 254 Sales of Breakfast Cereals by Category: % Volume Growth 2015-2020
Table 255 Sales of Breakfast Cereals by Category: % Value Growth 2015-2020
Table 256 NBO Company Shares of Breakfast Cereals: % Value 2016-2020
Table 257 LBN Brand Shares of Breakfast Cereals: % Value 2017-2020
Table 258 Distribution of Breakfast Cereals by Format: % Value 2015-2020
Table 259 Forecast Sales of Breakfast Cereals by Category: Volume 2020-2025
Table 260 Forecast Sales of Breakfast Cereals by Category: Value 2020-2025
Table 261 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2020-2025
Table 262 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2020-2025

Processed Meat and Seafood in Denmark

KEY DATA FINDINGS

2020 IMPACT

Reversal of red meat trend as consumers opt for well-known dishes in uncertainty

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

Expansion plans to address the threat from private label

RECOVERY AND OPPORTUNITIES

Domestic meat sales to decline; foodservice and e-commerce set to grow

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

Limited consumption of fish not expected to change despite location

CATEGORY DATA

Table 263 Sales of Processed Meat and Seafood by Category: Volume 2015-2020
Table 264 Sales of Processed Meat and Seafood by Category: Value 2015-2020
Table 265 Sales of Processed Meat and Seafood by Category: % Volume Growth 2015-2020
Table 266 Sales of Processed Meat and Seafood by Category: % Value Growth 2015-2020
Table 267 Sales of Shelf Stable Processed Red Meat by Type: % Volume Breakdown 2015-2020
Table 268 Sales of Chilled Processed Red Meat by Type: % Volume Breakdown 2015-2020
Table 269 Sales of Frozen Processed Red Meat by Type: % Volume Breakdown 2015-2020
Table 270 Sales of Frozen Processed Poultry by Type: % Value Breakdown 2015-2020
Table 271 Sales of Frozen Processed Seafood by Type: % Value Breakdown 2015-2020
Table 272 NBO Company Shares of Processed Meat and Seafood: % Value 2016-2020
Table 273 LBN Brand Shares of Processed Meat and Seafood: % Value 2017-2020
Table 274 Distribution of Processed Meat and Seafood by Format: % Value 2015-2020
Table 275 Forecast Sales of Processed Meat and Seafood by Category: Volume 2020-2025
Table 276 Forecast Sales of Processed Meat and Seafood by Category: Value 2020-2025
Table 277 Forecast Sales of Processed Meat and Seafood by Category: % Volume Growth 2020-2025
Table 278 Forecast Sales of Processed Meat and Seafood by Category: % Value Growth 2020-2025

Processed Fruit and Vegetables in Denmark

KEY DATA FINDINGS

2020 IMPACT

Limited decrease in frozen processed potatoes as takeaways sustain sales

Frozen processed vegetables and frozen fruit experience greater demand for home cooking during lockdown

Private label dominates most categories due to lack of brand preference

RECOVERY AND OPPORTUNITIES

Processed fruits and vegetables growth set to be driven by increased openness to new foods and flexitarian diets

Frozen fruit and shelf stable beans set to grow as consumers better understand the health benefits

Climate change could hamper the performance of Danish companies

CATEGORY DATA

Table 279 Sales of Processed Fruit and Vegetables by Category: Volume 2015-2020
Table 280 Sales of Processed Fruit and Vegetables by Category: Value 2015-2020
Table 281 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2015-2020
Table 282 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2015-2020
Table 283 Sales of Frozen Processed Vegetables by Type: % Value Breakdown 2015-2020
Table 284 NBO Company Shares of Processed Fruit and Vegetables: % Value 2016-2020
Table 285 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2017-2020
Table 286 Distribution of Processed Fruit and Vegetables by Format: % Value 2015-2020
Table 287 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2020-2025
Table 288 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2020-2025
Table 289 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2020-2025
Table 290 Forecast Sales of Processed Fruit and Vegetables by Category: % Value Growth 2020-2025

Rice, Pasta and Noodles in Denmark

KEY DATA FINDINGS

2020 IMPACT

Opposing responses to pandemic both drive sales of pasta

Budget-friendly, convenient instant noodles remain a favourite among younger consumers

The gluten-free trend affects both rice and pasta

RECOVERY AND OPPORTUNITIES

Average unit prices to drop as consumers continue to feel the effects of COVID-19

Convenience affects purchasing decisions, with pasta and noodles benefiting

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

CATEGORY DATA

Table 291 Sales of Rice, Pasta and Noodles by Category: Volume 2015-2020
Table 292 Sales of Rice, Pasta and Noodles by Category: Value 2015-2020
Table 293 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2015-2020
Table 294 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2015-2020
Table 295 Sales of Instant Noodles by Leading Flavours: Rankings 2015-2020
Table 296 NBO Company Shares of Rice, Pasta and Noodles: % Value 2016-2020
Table 297 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2017-2020
Table 298 NBO Company Shares of Rice: % Value 2016-2020
Table 299 LBN Brand Shares of Rice: % Value 2017-2020
Table 300 NBO Company Shares of Pasta: % Value 2016-2020
Table 301 LBN Brand Shares of Pasta: % Value 2017-2020
Table 302 NBO Company Shares of Noodles: % Value 2016-2020
Table 303 LBN Brand Shares of Noodles: % Value 2017-2020
Table 304 Distribution of Rice, Pasta and Noodles by Format: % Value 2015-2020
Table 305 Distribution of Rice by Format: % Value 2015-2020
Table 306 Distribution of Pasta by Format: % Value 2015-2020
Table 307 Distribution of Noodles by Format: % Value 2015-2020
Table 308 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2020-2025
Table 309 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2020-2025
Table 310 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2020-2025
Table 311 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2020-2025

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