Soft drinks in Denmark saw moderate growth in both retail current value and volume terms in 2018. Energy drinks and RTD coffee continued to lead the way, with both seeing strong growth rates.
Several key trends impacted soft drinks in 2018, which affected most categories, whilst also setting a new path for future development. The most prominent trend continued to be the pursuit of a healthy lifestyle, which was reflected in the demand for healthier, more natural and organic products.
Carlsberg Danmark continued to lead soft drinks in Denmark in volume terms in 2018. However, Royal Unibrew led in value terms from 2016, and the former number two player increased its market share in 2018 through the acquisition of Danish company Bev.
As Danish consumers are leading increasingly busy and on-the-go lifestyles, the demand for more convenient products is growing. The response to this growing demand is being seen not only in convenience stores such as 7-Eleven, which offer a wide range of on-the-go meals and drinks, but also increasingly in other grocery retailers, as many now have a designated convenience section where they offer these types of products to consumers looking for a quick and convenient meal or snack.
Soft drinks overall is expected to see stable but moderate growth in retail volume terms over the forecast period. The improving Danish economy and continued population growth will support a general increase in consumer spending and thereby demand.
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This industry report originates from Passport, our Soft Drinks market research database.