Sauces, Dressings and Condiments in Denmark

2020 IMPACT

Table sauces benefits from the convenience and organic trend

Table sauces is one of the categories benefiting from the current boom in the convenience trend in Denmark and will see current value growth in 2020. Besides being easy to use, they are frequently consumed as an accompaniment to easy meal solutions such as ready meals, and, as ready meals has seen increased demand in 2020 due to consumers staying at home to avoid COVID-19, this has benefitted table sauces.

Demand for cooking sauces and spices increases in line with growing popularity of traditional Danish dishes

Sales of cooking sauces and spices are on the rise in 2020 due to the increasing popularity of traditional Danish dishes. As well as Danes having to prepare more food at home due to social distancing and lockdown measures, the uncertainty experienced in everyday life due to the pandemic has caused many Danes to turn to traditional dishes, as this is something that they are familiar with.

Beuvais debuts first ketchup with keyhole labelling

One notable launch in 2020 was Beuvais ketchup, which is the first ketchup in Denmark with keyhole labelling. The green keyhole label is a common Nordic label that indicates to customers that the product meets a number of health requirements.

RECOVERY AND OPPORTUNITIES

Greater scope for new products following recovery from COVID-19

Launches of new products in 2020 are not expected to reach their potential until later in the forecast period as consumers are unlikely to be very open to new products whilst there is such uncertainty in their everyday lives. As such Beuvais, which launched the first green keyhole ketchup in Denmark in 2020, will be unlikely to see the product’s full potential until next year, even though Beuvais ketchup in general is very well-established.

Foodservice and retail landscape set to revert as consumers likely to return to previous purchasing behaviours

While foodservice restaurant sales of t able sauces suffered significantly due to the lockdown period in 2020, the revenue losses were partially converted to takeaway foodservice sales. However, as many people just add sauce to their takeaway order at home, another part of the lost revenue has been converted into retail sales.

Slowing growth for cooking and dry sauces, as they are time-consuming

Cooking sauces and dry sauces are a significant part of the Danish kitchen and have always been popular. The issue today is that their preparation is not necessarily quick and convenient (especially dry sauces), and also involves making a full dish.