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