Executive Summary

Mar 2019
PROSPECTS
Product launches drive growth

Sports drinks in Denmark saw retail current value and volume declines in the review period, as there was little consumer interest in the category. Given this performance, there was very little activity in terms of product innovation and marketing in the category.

A poor image and increased competition remain challenges

Sports drinks in Denmark continues to struggle with a negative image, caused by consumers’ negative perception of sugar, which limits demand for such products to endurance activities. Another challenge is that consumers now have a number of healthy alternative products from which to choose when they select a drink to supplement their sports activities.

Forecast period trends

It is expected that sports drinks will continue its performance from 2018, and see growth over the forecast period. Cult Isotonic (and potentially other newcomers) will help to spark some consumer demand in this previously dormant category.

COMPETITIVE LANDSCAPE
Carlsberg Danmark dominates sports drinks in Denmark

Carlsberg Danmark continued to dominate retail volume and value sales of sports drinks in Denmark throughout the review period, including in 2018, thanks to the company’s distribution rights for Powerade in the country. The strong Powerade brand, which enjoys a high level of brand recognition in Denmark, combined with Carlsberg’s vast distribution network, has made it difficult for other players to challenge the leading player.

Royal Unibrew acquires the Cult brand

In June 2018, Royal Unibrew acquired the Danish company Bev.Con, the company behind the popular Cult brand, in a deal valued at DKK350 million.

Forecast period trends

Given the strong position of Powerade, it is expected that Carlsberg will remain the leading player in sports drinks throughout the forecast period. With limited growth forecast, it is unlikely that the category will attract much attention from other players to challenge the leading brand.

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Sports Drinks in Denmark

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sports Drinks industry in Denmark with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sports and Energy Drinks industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sports Drinks in Denmark market research report includes:

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

Our market research reports answer questions such as:

  • What is the market size of Sports Drinks in Denmark?
  • What are the major brands in Denmark?
  • What are key new sports drinks launches and what impact impact did they have on #category#?
  • Who are the key consumers of sports drinks in Denmark?
  • What time of day are sports drinks most commonly consumed?
  • What trends motivate people to drink sports drinks in Denmark?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Sports Drinks in Denmark - Category analysis

HEADLINES

PROSPECTS

Product launches drive growth
A poor image and increased competition remain challenges
Forecast period trends

COMPETITIVE LANDSCAPE

Carlsberg Danmark dominates sports drinks in Denmark
Royal Unibrew acquires the Cult brand
Forecast period trends

CATEGORY DATA

Table 1 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 2 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 3 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 9 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 10 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 11 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023

Soft Drinks in Denmark - Industry Overview

EXECUTIVE SUMMARY

Moderate growth in soft drinks in Denmark
Demand for more natural and functional products drives growth
Carlsberg Danmark and Royal Unibrew share the lead
Growing demand for convenience influences innovation
Soft drinks is expected to see moderate growth over the forecast period

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 26 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 33 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 34 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 35 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 44 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 45 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Denmark
Trends

SOURCES

Summary 1 Research Sources