Sauces, Dressings and Condiments in Denmark

PROSPECTS

Herbs and spices receives positive media coverage

There have been several articles published discussing the positive health effects of herbs and spices. There is ongoing research for instance with saffron to prove its destructive effects against certain types of cancer cells, while cinnamon is proven to have a positive effect on blood sugar levels, and curcuma speeds up digestion.

Convenience trend makes its mark on sauces

The otherwise popular dry sauces continued to see rather flat growth in 2018. These products are being increasingly substituted by cooking sauces, due to the convenience trend: dry sauces (spice mixes excluded) require a considerable amount of time to prepare, and are also less comfortable to work with compared to cooking sauces, which is predicted to continue gaining in popularity over the forecast period.

Ketchup versus mayonnaise – where taste overrides health

For years, ketchup has been accused of containing high levels of sugar, but new research has highlighted high levels of antioxidants, which are actually higher in ketchup and in tomato purées than in fresh tomato. At the same time, some negative news has been published in the Danish media: mayonnaise contains emulsifiers that make fat connect to water, which is unhealthy for the stomach.

COMPETITIVE LANDSCAPE

Mars Danmark A/S leads pasta sauces

The popular Italian cuisine is generating considerable growth in pasta sauces, led by Mars Danmark due to its well-positioned brand Dolmio. Private label also continued to enjoy popularity, as it was successful in repositioning to a mid-quality level.

Misshapen tomatoes get second chance as ketchup

An interesting initiative has been taken linked to food waste reduction in Denmark: misshapen and otherwise unsellable tomatoes will be used as raw material for new ketchup brand Pedersens in cooperation with the organisation Stop Madspild (Stop Food Waste). As Danes increasingly care about food waste, the message it carries would appear to make it very marketable.

Unilever Danmark A/S retains leadership of bouillon

Unilever’s Knorr brand is very well established in Denmark, and in many cases consumers automatically connect bouillon with Knorr and it enjoys strong loyalty. A potential threat to its position is the increasing popularity of private label from the likes of Coop Danmark, which consumers to an increasing degree consider the same quality for a better price.

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