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Soft Drinks in Denmark

December 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Soft Drinks industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

If you're in the Soft Drinks industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Soft Drinks in Denmark report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Soft Drinks in Denmark?
  • To what extent are health considerations impacting consumption of Soft Drinks in Denmark?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Denmark?
  • Which are the leading brands in Soft Drinks in Denmark?
  • What potential exists for multinational or domestic soft drinks companies to expand in Denmark?
  • How are products distributed in Soft Drinks in Denmark?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?
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Soft Drinks in Denmark

Soft drinks in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2021
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2021
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2021
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2021
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2017-2022
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2017-2022
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2022
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2022
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2018-2022
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2019-2022
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2017-2022
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2017-2022
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2017-2022
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2022
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2022-2027
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2022-2027
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2022-2027
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2022-2027
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2022-2027
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2022-2027
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2022-2027
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2022-2027
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2022-2027
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2022-2027
Fountain sales in Denmark

DISCLAIMER

Summary 1 Research Sources

Bottled Water in Denmark

KEY DATA FINDINGS

Royal Unibrew gains category share in 2022 after taking over Danone’s Aqua D’Or business
Slowdown in volume sales growth across the category as consumers seek to save money and reduce plastic waste
Retail e-commerce changes consumer demand for bottled water, promoting large sizes and reducing impulse buys
The healthful perception of bottled water provides solid base for forecast period growth and more launches of functional bottled water
Climate change creates warmer summers and boosts demand for bottled water while industry players launch more sustainable packaging and the government encourages consumption of tap water
Growing demand for flavoured bottled water as consumers increasingly move away from carbonates towards healthier soft drinks alternatives
Table 33 Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 34 Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 35 Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 36 Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022
Table 37 NBO Company Shares of Off-trade Bottled Water: % Volume 2018-2022
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Volume 2019-2022
Table 39 NBO Company Shares of Off-trade Bottled Water: % Value 2018-2022
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Value 2019-2022
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Volume 2022-2027
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Value 2022-2027
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2022-2027
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2022-2027

Carbonates in Denmark

KEY DATA FINDINGS

Resumption of pre-pandemic lifestyles boosts demand for carbonates, despite mild price increases
Growing demand for reduced sugar brands stimulated by consumer drive for healthier soft drinks
Declining share for Harboes Bryggeri A/S due to intensifying competition
Expected boom in demand for cocktails and mocktails benefits players in carbonates through interesting new launches and collaborations with alcoholic drinks players
Greater premiumisation over the forecast period as the category is more heavily influenced by organic and speciality offerings
Growing focus on environmental issues over the forecast period includes donations to climate projects and reducing packaging
Table 45 Off-trade vs On-trade Sales of Carbonates: Volume 2017-2022
Table 46 Off-trade vs On-trade Sales of Carbonates: Value 2017-2022
Table 47 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2017-2022
Table 48 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2017-2022
Table 49 Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 50 Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 51 Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 52 Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 53 Total Sales of Carbonates by Fountain On-trade: Volume 2017-2022
Table 54 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2017-2022
Table 55 NBO Company Shares of Off-trade Carbonates: % Volume 2018-2022
Table 56 LBN Brand Shares of Off-trade Carbonates: % Volume 2019-2022
Table 57 NBO Company Shares of Off-trade Carbonates: % Value 2018-2022
Table 58 LBN Brand Shares of Off-trade Carbonates: % Value 2019-2022
Table 59 Forecast Off-trade Sales of Carbonates by Category: Volume 2022-2027
Table 60 Forecast Off-trade Sales of Carbonates by Category: Value 2022-2027
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2022-2027
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2022-2027
Table 63 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2022-2027
Table 64 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2022-2027

Concentrates in Denmark

KEY DATA FINDINGS

Category contracts in 2022 for a second consecutive year
Uncertain economic conditions and high inflation stimulate downtrading trend and boost demand for private label and low cost brands
Brewer Thisted Bryghus enters with organic concentrates
Concentrates expands via increasing segmentation and wider distribution
Health and wellness shapes innovation over the forecast period
The creation of new consumption occasions stimulates new product development in concentrates in the form of iced tea and coffee variants
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 65 Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 66 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 67 Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 68 Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022
Table 69 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2019-2022
Table 70 NBO Company Shares of Off-trade Concentrates: % Value 2018-2022
Table 71 LBN Brand Shares of Off-trade Concentrates: % Value 2019-2022
Table 72 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2022
Table 73 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2022
Table 74 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2022
Table 75 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2022
Table 76 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2022-2027
Table 77 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2022-2027
Table 78 Forecast Off-trade Sales of Concentrates by Category: Value 2022-2027
Table 79 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2022-2027

Juice in Denmark

KEY DATA FINDINGS

Private label and discounting among branded players boost volume sales via the off-trade, while the on-trade maintains longer-term slowdown
Consumer demand rising for juice with a clear health positioning, which is boosting sales and availability of organic offerings
Rynkeby Foods maintains its lead but engages in major rebranding to offset declining trend in its share and in the category as a whole
The health trend boosts interest in shots and smoothies and the number of brands available, while retail e-commerce offers convenience for time-pressed consumers
Growing trend in fortification and functionality across juice categories over the forecast period
High and rising inflation and economic uncertainty diminish consumer loyalty, stimulate price competition and boost sales of private label
Table 80 Off-trade Sales of Juice by Category: Volume 2017-2022
Table 81 Off-trade Sales of Juice by Category: Value 2017-2022
Table 82 Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 83 Off-trade Sales of Juice by Category: % Value Growth 2017-2022
Table 84 NBO Company Shares of Off-trade Juice: % Volume 2018-2022
Table 85 LBN Brand Shares of Off-trade Juice: % Volume 2019-2022
Table 86 NBO Company Shares of Off-trade Juice: % Value 2018-2022
Table 87 LBN Brand Shares of Off-trade Juice: % Value 2019-2022
Table 88 Forecast Off-trade Sales of Juice by Category: Volume 2022-2027
Table 89 Forecast Off-trade Sales of Juice by Category: Value 2022-2027
Table 90 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2022-2027
Table 91 Forecast Off-trade Sales of Juice by Category: % Value Growth 2022-2027

RTD Coffee in Denmark

KEY DATA FINDINGS

Growth rate improves in 2022 though the category hampered by economic uncertainty and high unit prices
Free from sugar and low in fat variants epitomise two trends in RTD coffee
Demand grows for larger pack sizes
Growth of RTD coffee likely over the forecast period though competition intensifies from energy drinks and a blurring between categories
New consumers of RTD coffee seek different taste experiences
Plant-based RTD coffee and RTD coffee fortified with protein prove winners over the forecast period
Table 92 Off-trade Sales of RTD Coffee: Volume 2017-2022
Table 93 Off-trade Sales of RTD Coffee: Value 2017-2022
Table 94 Off-trade Sales of RTD Coffee: % Volume Growth 2017-2022
Table 95 Off-trade Sales of RTD Coffee: % Value Growth 2017-2022
Table 96 NBO Company Shares of Off-trade RTD Coffee: % Volume 2018-2022
Table 97 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2019-2022
Table 98 NBO Company Shares of Off-trade RTD Coffee: % Value 2018-2022
Table 99 LBN Brand Shares of Off-trade RTD Coffee: % Value 2019-2022
Table 100 Forecast Off-trade Sales of RTD Coffee: Volume 2022-2027
Table 101 Forecast Off-trade Sales of RTD Coffee: Value 2022-2027
Table 102 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2022-2027
Table 103 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2022-2027

Energy Drinks in Denmark

KEY DATA FINDINGS

Blurring boundaries with sports drinks and RTD coffee encourage industry players to launch new products that appeal to consumers seeking to boost their energy levels
Highly fragmented competitive landscape with leading players unable to attain a double-digit share
Energy drinks thrive despite minimum age debate and negative media attention as industry players engage in discounting to attract price-sensitive consumers
Fortification of energy drinks, reduced sugar, new flavours and limited editions boost consumer interest over the forecast period
Strong performance of energy drinks over the forecast period as industry players create new consumption occasions
Economic uncertainty hampers sales, with industry players focusing on promotions to appeal to cash-strapped consumers
Table 104 Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 105 Off-trade Sales of Energy Drinks: Value 2017-2022
Table 106 Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 107 Off-trade Sales of Energy Drinks: % Value Growth 2017-2022
Table 108 NBO Company Shares of Off-trade Energy Drinks: % Volume 2018-2022
Table 109 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2019-2022
Table 110 NBO Company Shares of Off-trade Energy Drinks: % Value 2018-2022
Table 111 LBN Brand Shares of Off-trade Energy Drinks: % Value 2019-2022
Table 112 Forecast Off-trade Sales of Energy Drinks: Volume 2022-2027
Table 113 Forecast Off-trade Sales of Energy Drinks: Value 2022-2027
Table 114 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2022-2027
Table 115 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2022-2027

Sports Drinks in Denmark

KEY DATA FINDINGS

The reopening of gyms, sports clubs and fitness centres benefits sales of sports drinks
Blurring boundaries as soft drinks faces competition from other categories that increasingly feature fortification and functionality
Manufacturers respond to the health and wellness trend by launching reduced sugar/no sugar products and a range of other healthy claims
Manufacturers increasingly target mainstream consumers rather than solely professional sportspeople by widening the distribution of sports drinks
Category expansion and further product segmentation stimulates consumer interest and widens the consumer base
Industry players invest in new packaging to make their products more convenient to use when engaging in sport
Table 116 Off-trade Sales of Sports Drinks: Volume 2017-2022
Table 117 Off-trade Sales of Sports Drinks: Value 2017-2022
Table 118 Off-trade Sales of Sports Drinks: % Volume Growth 2017-2022
Table 119 Off-trade Sales of Sports Drinks: % Value Growth 2017-2022
Table 120 NBO Company Shares of Off-trade Sports Drinks: % Volume 2018-2022
Table 121 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2019-2022
Table 122 NBO Company Shares of Off-trade Sports Drinks: % Value 2018-2022
Table 123 LBN Brand Shares of Off-trade Sports Drinks: % Value 2019-2022
Table 124 Forecast Off-trade Sales of Sports Drinks: Volume 2022-2027
Table 125 Forecast Off-trade Sales of Sports Drinks: Value 2022-2027
Table 126 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2022-2027
Table 127 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2022-2027
The following categories and subcategories are included:

Soft Drinks

      • Carbonated Natural Mineral Bottled Water
      • Carbonated Spring Bottled Water
      • Carbonated Purified Bottled Water
      • Still Flavoured Bottled Water
      • Sparkling Flavoured Bottled Water
    • Functional Bottled Water
      • Still Natural Mineral Bottled Water
      • Still Spring Bottled Water
      • Still Purified Bottled Water
    • Regular Carbonates
    • Reduced Sugar Carbonates
      • Regular Cola Carbonates
      • Reduced Sugar Cola Carbonates
      • Regular Non-Cola Carbonates
      • Reduced Sugar Non-Cola Carbonates
        • Regular Lemonade/Lime
        • Reduced Sugar Lemonade/Lime
        • Regular Tonic Water/Mixers/Other Bitters
        • Reduced Sugar Tonic Water/Mixers/Other Bitters
        • Regular Orange Carbonates
        • Reduced Sugar Orange Carbonates
        • Regular Other Non-Cola Carbonates
        • Reduced Sugar Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Juice Drinks (up to 24% Juice)
    • Nectars (25-99% Juice)
    • Coconut and Other Plant Waters
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
      • Regular Still RTD Tea
      • Reduced Sugar Still RTD Tea
    • Regular Energy Drinks
    • Reduced Sugar Energy Drinks
    • Regular Sports Drinks
    • Reduced Sugar Sports Drinks
  • Asian Speciality Drinks

Soft Drinks

This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.

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This report originates from Passport, our Soft Drinks research and analysis database.

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