As Danish consumers are leading increasingly busy, on-the-go lifestyles, the demand for more convenient products is also growing. The response to this growing demand can be seen not only in convenience stores such as 7-Eleven, which offer a wide range of on-the-go meals and drinks, but also increasingly in grocery retailers, with many now having a designated convenience section where they offer these types of products to consumers looking for a quick and convenient meal or snack.
The strong health and wellness trend, which has been sweeping Denmark for some time, continued in 2018, and was also becoming increasingly evident in RTD coffee. The demand for organic RTD coffee has been strong for some time, with products such as Peter Larsen’s organic RTD coffee performing well.
It is expected that the demand for more convenient products will continue to increase over the forecast period. This is also likely to continue to drive growth in RTD coffee, as continued product launches and growing availability will help to increase consumer awareness and demand.
Starbucks Corp continued increase its lead over the competition in RTD coffee throughout the review period, including in 2018, when the company accounted for over half of overall retail value sales in the category. The Starbucks brand enjoys a high level of brand recognition in Denmark, due to the growing popularity of the Starbucks coffee chain in Denmark, and this brand awareness benefited the company’s RTD coffee range.
The Starbucks RTD coffee range is produced and distributed by Cocio Chokolademælk in Denmark, and as such, the brand enjoys widespread distribution and strong marketing support from Cocio’s parent company, Arla Foods.
It is likely that Starbucks will continue to launch new RTD coffee products in Denmark, which will help sustain the company’s position as the leading player over the forecast period. However, as Danish consumers become more familiar with RTD coffee, a growing number of consumers are demanding more premium and natural products, as has been the case in hot coffee for some time.
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