Savoury Snacks in Denmark

PROSPECTS

Tax reduction on nuts creates basis for significant growth

The law regarding high taxes on nuts that had existed since 1922 in Denmark was finally modified, resulting in significant price reductions for nuts, seeds and trail mixes. This is considered a healthy alternative compared to other savoury snacks and resulted in strong double-digit retail volume growth in 2018.

Restructuring within savoury snacks

The price drops noted for nuts, seeds and trail mixes makes the category a considerable snack alternative to other types of savoury snacks, as well as leading to their decline. An increasing number of health-conscious Danes can now satisfy their hunger for savoury snacks with nuts, instead of for example, potato chips, resulting in low predicted growth for the latter over the forecast period.

Discounts and product innovation to retain consumers of unhealthiest snacks

Increasing Danish health consciousness creates a difficult situation for players within some areas of savoury snacks. As an increasing number of consumers search for healthy alternatives, manufacturers of potato chips are making efforts to retain customers.

COMPETITIVE LANDSCAPE

Insect snacks now available on retailers’ shelves

It is now possible to purchase insect snacks in some Coop and Dagrofa supermarkets, as well as online. Enorm ApS is one of the first movers in this respect, as its sells insect snacks in different flavours.

Kims A/S leads domestic sales

Danish chips giant Kims A/S (now owned by Orkla Group) led savoury snacks with a significant presence in most categories. Television commercials and social media presence based on Danish humour, create a brand image that is easy to identify with and is appreciated by Danes.

Increasing competition within nuts, seeds and trail mixes to increase

The category with the greatest potential to attract the attention of players is nuts, seeds and trail mixes. At the end of the review period, Kims enjoyed the greatest benefit of the growing category since it has a longstanding presence.

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