Executive Summary

Jun 2018
PROSPECTS
Removal of additional tax set to boost sales

RTDs/high-strength premixes saw lower growth in 2017, after the additional German excise duty helped support growth in 2016. In a decision that sparked much debate in the Danish media, the government decided to remove the additional tax on RTDs/high-strength premixes from 1 January 2018.

The cocktail trend leads to a decline in on-trade sales

Cocktails became increasingly popular amongst Danish consumers over the review period, and have become the drink of choice on a night out for a growing number of Danes. This trend can be seen in the growing number of cocktail bars that continue to open all over the country, but mainly in the major cities and the capital Copenhagen.

Forecast period trends

Irrespective of the reasoning behind the removal of the additional tax, it is safe to assume that the resulting lowering of retail prices will result in higher volume sales in 2018 and over the forecast period. However, it is expected that growth rates will remain modest, as the overall impact of the removal on retail prices is likely to be moderate.

COMPETITIVE LANDSCAPE
Consolidation continues in RTDs/high-strength premixes in Denmark

RTDs/high-strength premixes in Denmark became increasingly consolidated over the review period, including in 2017, with the category effectively being divided between four players: Conaxess Trade Denmark, Cult, Royal Unibrew and Diageo Danmark. The products marketed by these four players all enjoy a high level of brand recognition, as well as vast distribution networks.

Domestic players gain share

Domestic players continued to perform well in RTDs/high-strength premixes and increased their combined volume share over the review period, including in 2017, when they accounted for almost half of total volume sales. The leading domestic players, Cult and Royal Unibrew, market the popular brands Cult Shaker and Tempt, which have both found a loyal following amongst Danish consumers.

Forecast period trends

It is unlikely that the forecast period will see any major shift in the competitive landscape, as the leading players will continue to focus on product innovation and extending retail distribution. Whilst some shifts in share are likely to occur, these are set to mainly be between the main players, with other players fighting over the remaining share of sales.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Rtds/High-Strength Premixes in Denmark

Report Samples

FAQs about samples

Delivery

Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes 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 RTDs/High-Strength Premixes industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTDs/High-Strength Premixes 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 volume 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 RTDs/High-Strength Premixes in Denmark?
  • What are the major brands in Denmark?
  • How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
  • What are the most popular flavours within non-alcoholic beer?
  • What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
  • Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
  • Has the recession benefited domestic lager over imported lager?
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 Alcoholic Drinks market research database.

Rtds/High-Strength Premixes in Denmark - Category analysis

HEADLINES

PROSPECTS

Removal of additional tax set to boost sales
The cocktail trend leads to a decline in on-trade sales
Forecast period trends

COMPETITIVE LANDSCAPE

Consolidation continues in RTDs/high-strength premixes in Denmark
Domestic players gain share
Forecast period trends

CATEGORY DATA

Table 1 Sales of RTDS/High-strength Premixes by Category: Total Volume 2012-2017
Table 2 Sales of RTDS/High-strength Premixes by Category: Total Value 2012-2017
Table 3 Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2012-2017
Table 4 Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2012-2017
Table 5 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Volume 2012-2017
Table 6 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Value 2012-2017
Table 7 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 8 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Value Growth 2012-2017
Table 9 GBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 10 NBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 11 LBN Brand Shares of RTDS/High-strength Premixes: % Total Volume 2014-2017
Table 12 Forecast Sales of RTDS/High-strength Premixes by Category: Total Volume 2017-2022
Table 13 Forecast Sales of RTDS/High-strength Premixes by Category: Total Value 2017-2022
Table 14 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2017-2022
Table 15 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2017-2022