Executive Summary

Nov 2018
PROSPECTS
Convenience trend continues to drive growth of ready meals

The busy lifestyles of Danes shape their consumption patterns together with their eating habits. As meal preparation is one of the most time-consuming duties at home, it is a natural consequence that consumers try to save time on this task.

Ready meals to access consumers’ self-indulgence budget

When it comes to eating, Danish consumers operate with two types of budgets: a grocery budget and a self-indulgence budget, which covers costs of eating out in restaurants and takeaways. According to Coop Danmark A/S, there is a strong psychological barrier between the two: while in consumers’ minds it is acceptable to pay DKK300-400 to buy takeaway pizzas for the family, it is considered somewhat expensive to pay less than half of this for ready meals in supermarkets, even though this would still fulfil the needs of household members.

What makes a Danish dinner homemade?

It is an interesting aspect of the category and it is important to understand Danish consumers’ way of thinking to gain a clear view on market dynamics: is the dinner readymade or homemade? According to a publication from Madindeks, approximately one third of Danes consider their food homemade, even if some of the ingredients were convenience products. An earlier Danish research suggests that local consumers connect convenience meals with the feeling of guilt in their minds, which can be a part of the explanation.

COMPETITIVE LANDSCAPE
Private label grows in chilled ready meals

Coop Danmark realised the opportunity that chilled ready meals offers for private label; therefore, it worked together in a strategic partnership with Løgismose Meyers A/S to place quality chilled ready meals on shelves; the cooperation is also highlighted on the packaging. Meyers is a company by Claus Meyer Nielsen, a famous Danish cook - this cooperation also shows that the category is experiencing a significant transformation, where brands aim to have an improved view on chilled ready meals, which can be a part of a healthy Danish diet.

Dr Oetker Danmark A/S continues to dominate frozen pizza

Danish consumers consider Dr Oetker to offer high quality and appetising, which explains its longstanding presence. Therefore, its leadership of frozen pizza was not in danger in 2018, with this scenario predicted to continue over the forecast period.

Prepared salads dominates private label

Prepared salad’s growth is driven by a combination of healthy lifestyles and convenience. Coop Danmark is the leading player due to its well-known C private label line, for which high quality and product innovation is the focus.

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Ready Meals in Denmark

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Overview

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

The Ready meals 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 Ready meals in Denmark?
  • What are the major brands in Denmark?
  • Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than eating at home?
  • How are manufacturers leveraging popular restaurant chains to help more austere consumers recreate a restaurant experience at home?
  • How much are consumers willing to pay for convenience?

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, our Packaged Food market research database.

Ready Meals in Denmark - Category analysis

HEADLINES

PROSPECTS

Convenience trend continues to drive growth of ready meals
Ready meals to access consumers’ self-indulgence budget
What makes a Danish dinner homemade?

COMPETITIVE LANDSCAPE

Private label grows in chilled ready meals
Dr Oetker Danmark A/S continues to dominate frozen pizza
Prepared salads dominates private label

CATEGORY DATA

Table 1 Sales of Ready Meals by Category: Volume 2013-2018
Table 2 Sales of Ready Meals by Category: Value 2013-2018
Table 3 Sales of Ready Meals by Category: % Volume Growth 2013-2018
Table 4 Sales of Ready Meals by Category: % Value Growth 2013-2018
Table 5 Sales of Chilled Ready Meals by Ethnicity: % Value 2013-2018
Table 6 Sales of Frozen Ready Meals by Ethnicity: % Value 2013-2018
Table 7 NBO Company Shares of Ready Meals: % Value 2014-2018
Table 8 LBN Brand Shares of Ready Meals: % Value 2015-2018
Table 9 Distribution of Ready Meals by Format: % Value 2013-2018
Table 10 Forecast Sales of Ready Meals by Category: Volume 2018-2023
Table 11 Forecast Sales of Ready Meals by Category: Value 2018-2023
Table 12 Forecast Sales of Ready Meals by Category: % Volume Growth 2018-2023
Table 13 Forecast Sales of Ready Meals by Category: % Value Growth 2018-2023

Packaged Food in Denmark - Industry Overview

EXECUTIVE SUMMARY

Stable growth in packaged food
The convenience trend transforms consumption patterns
Competitive market with successful local players
Shopping list apps revolutionise grocery planning
Increasingly hectic lifestyles drive growth of convenient products

FOODSERVICE

Sales to Foodservice
Increased focus on sustainability and food waste in foodservice
Health awareness permeates foodservice
Sales to foodservice follows similar patterns as retail
Consumer Foodservice
Further growth in consumer foodservice
Fast food drives growth
The Danish consumer foodservice paradox
Category Data
Table 14 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 15 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 16 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 17 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 18 Sales of Packaged Food by Category: Volume 2013-2018
Table 19 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 20 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 21 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 22 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 23 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 24 Penetration of Private Label by Category: % Value 2013-2018
Table 25 Distribution of Packaged Food by Format: % Value 2013-2018
Table 26 Distribution of Packaged Food by Format and Category: % Value 2018
Table 27 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

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