On-trade volume sales of wine saw a strong recovery in 2021 as restrictions were eased and consumers returned to restaurants and bars. This did however have a negative impact on off-trade sales which saw a small decline in 2021 after impressive double-digit volume growth in 2020.
One obstacle to the growth of wine in Denmark is the growing health consciousness of consumers, especially since the COVID-19 pandemic. Some consumers are switching from products with a higher alcohol content, including wine, to products with a lower ABV such as beer, cider/perry and RTDs.
There is also a significant increase in interest in bag in box wine. This trend is being fuelled by different factors.
Wine is seen to have a bright future in Denmark although growth is likely to be driven by sparkling wine and still light grape wine, with fortified wine and vermouth increasingly seen as old fashioned. Champagne, and sparkling wine in general, is expected to benefit from the return to pre-pandemic lifestyles in Denmark in the forecast period.
As in the pre-pandemic period, Danish consumers are expected to show strong interest in new and distinctive wine products. This is likely to provide opportunities for smaller players, especially domestic enterprises, specialising in producing and/or importing the latest popular niche products.
With Denmark lifting its remaining COVID-19 restrictions in early 2022, on-trade sales are expected to continue recovering and growing in the forecast period with consumers returning to their usual routines and drinking patterns. The return of inbound tourists should also boost sales.
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This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
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