Executive Summary

Nov 2019
PROSPECTS
Meat-free days and meat-free diets gain popularity, boosting meat alternatives

Overall processed meat and seafood saw negligible current value growth in 2019. However, the meat-free days trend and meat-free diets drove strong growth in meat alternatives.

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

Volume and current value sales of red meat are decreasing annually, whilst at the same time sales of poultry are increasing in most categories, which shows the transition towards a healthier diet. This is important, since Danes consume almost double the amount of red meat officially recommended by the Danish health authorities today.

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

It is somewhat of a paradox that although Denmark is surrounded by sea, and the country has a very well-developed fishing industry, the consumption of fish and seafood is low. Although generally considered healthy amongst Danish consumers, seafood was not able to present significant growth rates in the review period.

COMPETITIVE LANDSCAPE
Expansion plans to address the threat from private label

Private label held by far the highest combined share in processed meat and seafood in 2019. In order to deal with the threat from private label, some players are looking to acquisition.

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

In 2018, Naturli’ Foods launched its soy-based “plantefars” meat substitute, which aims to be an alternative to minced beef. The entry was so successful – way beyond expectations – that production had to be tripled to keep up with demand.

Supermarkets promote meat-free days

Supermarkets such as Kvickly and Netto have seen the increasing popularity of the meat-free trend in Denmark, and are selling the advantages of meat-free days to consumers. The motivation behind this is easy to understand: private label is very strong in processed vegetables, which are one of the main substitutes for processed meat, whilst the private label share is less significant within processed meat.

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Processed Meat and Seafood in Denmark

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Overview

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

The Processed Meat and Seafood 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 Processed Meat and Seafood 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

This industry report originates from Passport.

Processed Meat and Seafood in Denmark - Category analysis

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 1 Sales of Processed Meat and Seafood by Category: Volume 2014-2019
Table 2 Sales of Processed Meat and Seafood by Category: Value 2014-2019
Table 3 Sales of Processed Meat and Seafood by Category: % Volume Growth 2014-2019
Table 4 Sales of Processed Meat and Seafood by Category: % Value Growth 2014-2019
Table 5 Sales of Shelf Stable Processed Red Meat by Type: % Volume Breakdown 2014-2019
Table 6 Sales of Chilled Processed Red Meat by Type: % Volume Breakdown 2014-2019
Table 7 Sales of Frozen Processed Red Meat by Type: % Volume Breakdown 2014-2019
Table 8 Sales of Frozen Processed Poultry by Type: % Value Breakdown 2014-2019
Table 9 Sales of Frozen Processed Seafood by Type: % Value Breakdown 2014-2019
Table 10 NBO Company Shares of Processed Meat and Seafood: % Value 2015-2019
Table 11 LBN Brand Shares of Processed Meat and Seafood: % Value 2016-2019
Table 12 Distribution of Processed Meat and Seafood by Format: % Value 2014-2019
Table 13 Forecast Sales of Processed Meat and Seafood by Category: Volume 2019-2024
Table 14 Forecast Sales of Processed Meat and Seafood by Category: Value 2019-2024
Table 15 Forecast Sales of Processed Meat and Seafood by Category: % Volume Growth 2019-2024
Table 16 Forecast Sales of Processed Meat and Seafood by Category: % Value Growth 2019-2024

Packaged Food in Denmark - Industry Overview

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 17 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 18 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 20 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 21 Sales of Packaged Food by Category: Volume 2014-2019
Table 22 Sales of Packaged Food by Category: Value 2014-2019
Table 23 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 24 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 25 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 26 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 27 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 28 Penetration of Private Label by Category: % Value 2014-2019
Table 29 Distribution of Packaged Food by Format: % Value 2014-2019
Table 30 Distribution of Packaged Food by Format and Category: % Value 2019
Table 31 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 32 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 33 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 34 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources