Consumers are showing growing interest in hard seltzers in Denmark, but sales are not booming like they are in certain other international markets like the US. COVID-19 may be a factor behind this more muted performance, with convenience playing a big part in the value proposition for hard seltzers.
The competitive landscape within RTDs is concentrated around the three leading players Royal Unibrew, Conaxxess Trade and Diageo. It is extremely difficult for new players to enter spirit-based RTDs since the leading players are constantly updating their brand portfolios with additional brand extensions and new flavours to keep consumers interested.
Overall, the category has performed positively in 2021, but despite the entry of hard seltzers it is spirit-based RTDs that remains the main sales driver in absolute terms. Despite being a more mature category, spirit-based RTDs continues to attract a lot of attention from market players.
While this is an increasingly disputed topic as of today, Denmark is the only Nordic country that allows the sale of RTDs to 16 year olds. Danish health organisations want to forbid all alcohol sales under 18 year of age and if this were to come into law this would likely have a significant impact on demand, with RTDs being especially popular among younger consumers.
RTDs should see a strong sales recovery through the on-trade channel over the forecast period, with this being supported by growing interest from consumers in the category and the lifting of restrictions in early 2022. RTDs are generally consumed socially in bars, clubs and other entertainment venues and as such the return of more active social lives among the Danish population should boost demand.
Hard seltzers is predicted to record strong growth over the forecast period supported by more players entering the market, expansion through the on-trade channel and marketing campaigns to build awareness. Social media is likely to play a key role in building this trend, with players likely to introduce Instagrammable drinks or packaging to attract interest.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.See All of Our Definitions
This report originates from Passport, our RTDs research and analysis database.
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