Table of Content

Soft Drinks in Denmark
Euromonitor International
January 2022

List Of Contents And Tables

SOFT DRINKS IN DENMARK
EXECUTIVE SUMMARY
Soft drinks in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
CHART 1 Soft Drinks Off-Trade Volume Sales Growth Scenarios: 2019-2026
CHART 2 Soft Drinks On-Trade Volume Sales Growth Scenarios: 2019-2026
CHART 3 Soft Drinks Impact of Drivers on Off-Trade Volume Sales: 2019-2026
CHART 4 Soft Drinks Impact of Drivers on On-Trade Volume Sales: 2019-2026
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2016-2021
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2016-2021
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2016-2021
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2021-2026
APPENDIX
Fountain sales in Denmark
Trends
DISCLAIMER
SOURCES
Summary 1 Research Sources
CARBONATES IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Easing of border controls undermines off-trade demand
On-trade demand rebounds as pandemic restrictions are eased
Local consumers become more accepting of artificial sweeteners
PROSPECTS AND OPPORTUNITIES
Easing of pandemic restrictions will boost on-the-go consumption
Health and wellness trend will negatively affect demand
Convenience of e-commerce increasingly appealing to local consumers
CATEGORY DATA
Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2016-2021
Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2016-2021
Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2016-2021
Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2016-2021
Table 37 Off-trade Sales of Carbonates by Category: Volume 2016-2021
Table 38 Off-trade Sales of Carbonates by Category: Value 2016-2021
Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2016-2021
Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2016-2021
Table 41 Total Sales of Carbonates by Fountain On-trade: Volume 2016-2021
Table 42 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2016-2021
Table 43 NBO Company Shares of Off-trade Carbonates: % Volume 2017-2021
Table 44 LBN Brand Shares of Off-trade Carbonates: % Volume 2018-2021
Table 45 NBO Company Shares of Off-trade Carbonates: % Value 2017-2021
Table 46 LBN Brand Shares of Off-trade Carbonates: % Value 2018-2021
Table 47 Forecast Off-trade Sales of Carbonates by Category: Volume 2021-2026
Table 48 Forecast Off-trade Sales of Carbonates by Category: Value 2021-2026
Table 49 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2021-2026
Table 50 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2021-2026
Table 51 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2021-2026
Table 52 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2021-2026
JUICE IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Off-trade demand declines as pandemic restrictions are eased
Organic offerings proliferate
Corporate social responsibility increasingly prominent in marketing campaigns
PROSPECTS AND OPPORTUNITIES
Health and wellness trend will help to drive robust growth in off-trade demand, but it could backfire
On-trade demand will resume its long-term decline, as alternatives like energy drinks grow in popularity
E-commerce will continue to mature
CATEGORY DATA
Table 53 Off-trade Sales of Juice by Category: Volume 2016-2021
Table 54 Off-trade Sales of Juice by Category: Value 2016-2021
Table 55 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021
Table 56 Off-trade Sales of Juice by Category: % Value Growth 2016-2021
Table 57 NBO Company Shares of Off-trade Juice: % Volume 2017-2021
Table 58 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021
Table 59 NBO Company Shares of Off-trade Juice: % Value 2017-2021
Table 60 LBN Brand Shares of Off-trade Juice: % Value 2018-2021
Table 61 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026
Table 62 Forecast Off-trade Sales of Juice by Category: Value 2021-2026
Table 63 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2021-2026
Table 64 Forecast Off-trade Sales of Juice by Category: % Value Growth 2021-2026
BOTTLED WATER IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Easing of pandemic restrictions depresses off-trade demand growth
COVID-19 has made many more reluctant to use water fountains
Alternative packaging formats emerge in response to environmental concerns
PROSPECTS AND OPPORTUNITIES
Sustainability issue will lead more manufacturers to seek alternatives to PET bottles
An environmental tax could be levied on bottled water
E-commerce will continue to grow in importance, but impulsive nature of many bottled water purchases limits its potential
CATEGORY DATA
Table 65 Off-trade Sales of Bottled Water by Category: Volume 2016-2021
Table 66 Off-trade Sales of Bottled Water by Category: Value 2016-2021
Table 67 Off-trade Sales of Bottled Water by Category: % Volume Growth 2016-2021
Table 68 Off-trade Sales of Bottled Water by Category: % Value Growth 2016-2021
Table 69 NBO Company Shares of Off-trade Bottled Water: % Volume 2017-2021
Table 70 LBN Brand Shares of Off-trade Bottled Water: % Volume 2018-2021
Table 71 NBO Company Shares of Off-trade Bottled Water: % Value 2017-2021
Table 72 LBN Brand Shares of Off-trade Bottled Water: % Value 2018-2021
Table 73 Forecast Off-trade Sales of Bottled Water by Category: Volume 2021-2026
Table 74 Forecast Off-trade Sales of Bottled Water by Category: Value 2021-2026
Table 75 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2021-2026
Table 76 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2021-2026
SPORTS DRINKS IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Re-opening of sporting venues drives rebound in demand
Outdoor and home exercisers more likely to turn to bottled or tap water
Re-opening of German frontier re-ignites cross-border sales, depressing domestic demand
PROSPECTS AND OPPORTUNITIES
Increased consumer interest in sport and fitness will underpin moderate demand growth
Reduced sugar variants will proliferate in response to health and wellness concerns
Potential of e-commerce is limited
CATEGORY DATA
Table 77 Off-trade Sales of Sports Drinks: Volume 2016-2021
Table 78 Off-trade Sales of Sports Drinks: Value 2016-2021
Table 79 Off-trade Sales of Sports Drinks: % Volume Growth 2016-2021
Table 80 Off-trade Sales of Sports Drinks: % Value Growth 2016-2021
Table 81 NBO Company Shares of Off-trade Sports Drinks: % Volume 2017-2021
Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2018-2021
Table 83 NBO Company Shares of Off-trade Sports Drinks: % Value 2017-2021
Table 84 LBN Brand Shares of Off-trade Sports Drinks: % Value 2018-2021
Table 85 Forecast Off-trade Sales of Sports Drinks: Volume 2021-2026
Table 86 Forecast Off-trade Sales of Sports Drinks: Value 2021-2026
Table 87 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2021-2026
Table 88 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2021-2026
ENERGY DRINKS IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Hard core of loyal consumers drive demand
With new variants of established brands regularly launched, new entrants struggle to gain the attention of local consumers
Competitive pricing helps Coca-Cola Energy prosper in an uncertain economic environment
PROSPECTS AND OPPORTUNITIES
Age restrictions on energy drink sales could undermine demand
Impulsive nature of energy drinks purchasing means e-commerce potential is limited
Organic and naturally healthy offerings could go down well with increasingly health conscious local consumers
CATEGORY DATA
Table 89 Off-trade Sales of Energy Drinks: Volume 2016-2021
Table 90 Off-trade Sales of Energy Drinks: Value 2016-2021
Table 91 Off-trade Sales of Energy Drinks: % Volume Growth 2016-2021
Table 92 Off-trade Sales of Energy Drinks: % Value Growth 2016-2021
Table 93 NBO Company Shares of Off-trade Energy Drinks: % Volume 2017-2021
Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2018-2021
Table 95 NBO Company Shares of Off-trade Energy Drinks: % Value 2017-2021
Table 96 LBN Brand Shares of Off-trade Energy Drinks: % Value 2018-2021
Table 97 Forecast Off-trade Sales of Energy Drinks: Volume 2021-2026
Table 98 Forecast Off-trade Sales of Energy Drinks: Value 2021-2026
Table 99 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2021-2026
Table 100 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2021-2026
CONCENTRATES IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Deepening health and wellness trend contributes to sluggish demand growth
Economic uncertainty boosts demand for cheaper offerings
Brewer Thisted Bryghus bets that the time is right for organic concentrates
PROSPECTS AND OPPORTUNITIES
Health and wellness trend will weigh on demand growth
Shift to home working will lead to increased consumption opportunities for concentrates
E-commerce will continue to grow in importance
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 101 Off-trade Sales of Concentrates (RTD) by Category: Volume 2016-2021
Table 102 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2016-2021
Table 103 Off-trade Sales of Concentrates by Category: Value 2016-2021
Table 104 Off-trade Sales of Concentrates by Category: % Value Growth 2016-2021
Table 105 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2018-2021
Table 106 NBO Company Shares of Off-trade Concentrates: % Value 2017-2021
Table 107 LBN Brand Shares of Off-trade Concentrates: % Value 2018-2021
Table 108 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2021
Table 109 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2021
Table 110 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2021
Table 111 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2021
Table 112 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2021-2026
Table 113 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2021-2026
Table 114 Forecast Off-trade Sales of Concentrates by Category: Value 2021-2026
Table 115 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2021-2026
RTD TEA IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Boost to demand arising from border closure dissipates
Economic uncertainty boosts private label
Pandemic accelerates e-commerce growth
PROSPECTS AND OPPORTUNITIES
Deepening health and wellness trend will weigh on growth
RTD tea fortified with protein could blur the line with sports drinks
Will RTD tea containing alcohol take off?
CATEGORY DATA
Table 116 Off-trade Sales of RTD Tea by Category: Volume 2016-2021
Table 117 Off-trade Sales of RTD Tea by Category: Value 2016-2021
Table 118 Off-trade Sales of RTD Tea by Category: % Volume Growth 2016-2021
Table 119 Off-trade Sales of RTD Tea by Category: % Value Growth 2016-2021
Table 120 Leading Flavours for Off-trade RTD Tea: % Volume 2016-2021
Table 121 NBO Company Shares of Off-trade RTD Tea: % Volume 2017-2021
Table 122 LBN Brand Shares of Off-trade RTD Tea: % Volume 2018-2021
Table 123 NBO Company Shares of Off-trade RTD Tea: % Value 2017-2021
Table 124 LBN Brand Shares of Off-trade RTD Tea: % Value 2018-2021
Table 125 Forecast Off-trade Sales of RTD Tea by Category: Volume 2021-2026
Table 126 Forecast Off-trade Sales of RTD Tea by Category: Value 2021-2026
Table 127 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2021-2026
Table 128 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2021-2026
RTD COFFEE IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Premium pricing leaves RTD coffee vulnerable to pandemic economic shock
Work from home weighs on demand growth
Bold Drinks launches RTD coffee with oat milk
PROSPECTS AND OPPORTUNITIES
Broader product offer and heightened consumers awareness will help to drive vigorous demand growth
Coffee afficionados may turn away from RTD offerings
The premium status of RTD coffee makes a shift towards private label unlikely
CATEGORY DATA
Table 129 Off-trade Sales of RTD Coffee: Volume 2016-2021
Table 130 Off-trade Sales of RTD Coffee: Value 2016-2021
Table 131 Off-trade Sales of RTD Coffee: % Volume Growth 2016-2021
Table 132 Off-trade Sales of RTD Coffee: % Value Growth 2016-2021
Table 133 NBO Company Shares of Off-trade RTD Coffee: % Volume 2017-2021
Table 134 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2018-2021
Table 135 NBO Company Shares of Off-trade RTD Coffee: % Value 2017-2021
Table 136 LBN Brand Shares of Off-trade RTD Coffee: % Value 2018-2021
Table 137 Forecast Off-trade Sales of RTD Coffee: Volume 2021-2026
Table 138 Forecast Off-trade Sales of RTD Coffee: Value 2021-2026
Table 139 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2021-2026
Table 140 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2021-2026