Table of Content

Health and Wellness in Denmark
Euromonitor International
May 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
Continued demand for healthier and more natural products ensures further solid growth in 2019
Health and wellness trend and growing social awareness shape demand
Royal Unibrew and Arla Foods strengthen their lead in 2019
Modern grocery retailers maintain their lead
Further growth potential as demand for healthy products remains strong
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2014-2019
Table 2 Sales of Health and Wellness by Type: % Value Growth 2014-2019
Table 3 Sales of Health and Wellness by Category: Value 2014-2019
Table 4 Sales of Health and Wellness by Category: % Value Growth 2014-2019
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2014-2019
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2014-2019
Table 7 NBO Company Shares of Health and Wellness: % Value 2015-2019
Table 8 LBN Brand Shares of Health and Wellness: % Value 2016-2019
Table 9 Distribution of Health and Wellness by Format: % Value 2014-2019
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2019
Table 11 Forecast Sales of Health and Wellness by Type: Value 2019-2024
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2019-2024
Table 13 Forecast Sales of Health and Wellness by Category: Value 2019-2024
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2019-2024
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2019-2024
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2019-2024
SOURCES
Summary 1 Research Sources
HEADLINES
PROSPECTS
Sugar avoidance and a good summer continue to drive growth in 2019
Healthier beverages such as water increasingly chosen over reduced sugar products
BFY reduced caffeine beverages continue to struggle in a coffee-drinking nation
COMPETITIVE LANDSCAPE
Carlsberg Danmark continues to lead BFY beverages
Private label struggles against powerful brands
Competition set to continue
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2014-2019
Table 18 Sales of BFY Beverages by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of BFY Beverages: % Value 2015-2019
Table 20 LBN Brand Shares of BFY Beverages: % Value 2016-2019
Table 21 Distribution of BFY Beverages by Format: % Value 2014-2019
Table 22 Forecast Sales of BFY Beverages by Category: Value 2019-2024
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Reduced sugar products are not a popular alternative in Denmark
Reduced fat variants generally not considered to be attractive choices
High salt intake a major contributor to high blood pressure in the country
COMPETITIVE LANDSCAPE
Dairy giant Arla Foods Amba leads in 2019 with its high-quality BFY products
Easis and Coalas Naturprodukter offer reduced sugar confectionery, whilst Toms’ products have no added sugar
Kims’ new potato chips – an attractive treat for chip-loving Danes
CATEGORY DATA
Table 24 Sales of BFY Packaged Food by Category: Value 2014-2019
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2015-2019
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2016-2019
Table 28 Distribution of BFY Packaged Food by Format: % Value 2014-2019
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2019-2024
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Strong demand for FF energy drinks despite negative media attention
Sales driven by strong marketing efforts and new flavours/special editions
Lidl sets a minimum age of 16 years for energy drinks
COMPETITIVE LANDSCAPE
Royal Unibrew leads due to its strong position in energy drinks since its acquisition of Cult in 2018
Growing consumer demand for companies to be more socially responsible
Private label remains marginal, struggling to compete with strong brands with wide retail distribution and large marketing budgets
CATEGORY DATA
Table 31 Sales of Fortified/Functional Beverages by Category: Value 2014-2019
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2014-2019
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2014-2019
Table 34 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2014-2019
Table 35 NBO Company Shares of Fortified/Functional Beverages: % Value 2015-2019
Table 36 LBN Brand Shares of Fortified/Functional Beverages: % Value 2016-2019
Table 37 Distribution of Fortified/Functional Beverages by Format: % Value 2014-2019
Table 38 Forecast Sales of Fortified/Functional Beverages by Category: Value 2019-2024
Table 39 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Importance of vitamin D and age-specific nutrition
Protein remains the most popular added ingredient
Better understanding of importance of FF foods due to consumer self-education
COMPETITIVE LANDSCAPE
Kohberg struggles with private label competition
Arla’s Protino line to compensate for declining milk consumption
Private label potential as it is accepted as offering high-quality products
CATEGORY DATA
Table 40 Sales of Fortified/Functional Packaged Food by Category: Value 2014-2019
Table 41 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2014-2019
Table 42 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2014-2019
Table 43 Key Functional Ingredients in Fortified/Functional Bread: % Value 2014-2019
Table 44 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2014-2019
Table 45 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2014-2019
Table 46 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2015-2019
Table 47 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2016-2019
Table 48 LBN Brand Shares of Fortified/Functional Bread: % Value 2016-2019
Table 49 Distribution of Fortified/Functional Packaged Food by Format: % Value 2014-2019
Table 50 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2019-2024
Table 51 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Danes increasingly experimenting with free from lactose products
Strong growth of free from dairy milk products as the M?lkedebatten continue
Free from meat products continue to gain popularity as more recommendations highlight the positive health effects of reduced meat consumption
COMPETITIVE LANDSCAPE
Domestic brand Naturli’ is the pioneer of the Danish free from trend
Vegan trend offers entry opportunities for plant-based companies
Arla Foods benefits from the increasing consumer demand for free from lactose milk
CATEGORY DATA
Table 52 Sales of Free From by Category: Value 2014-2019
Table 53 Sales of Free From by Category: % Value Growth 2014-2019
Table 54 NBO Company Shares of Free From: % Value 2015-2019
Table 55 LBN Brand Shares of Free From: % Value 2016-2019
Table 56 Distribution of Free From by Format: % Value 2014-2019
Table 57 Forecast Sales of Free From by Category: Value 2019-2024
Table 58 Forecast Sales of Free From by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Sales supported by ongoing health and wellness trend
Environmental concern and high-quality tap water impact sales of NH bottled water
Perception of NH 100% juice being less healthy results in decline in 2019
COMPETITIVE LANDSCAPE
Aqua D’Or leads in 2019 thanks to its strong position in NH bottled water
Private label is increasingly becoming a strategic focus area for the big Danish retailers
CATEGORY DATA
Table 59 Sales of NH Beverages by Category: Value 2014-2019
Table 60 Sales of NH Beverages by Category: % Value Growth 2014-2019
Table 61 NBO Company Shares of NH Beverages: % Value 2015-2019
Table 62 LBN Brand Shares of NH Beverages: % Value 2016-2019
Table 63 Distribution of NH Beverages by Format: % Value 2014-2019
Table 64 Forecast Sales of NH Beverages by Category: Value 2019-2024
Table 65 Forecast Sales of NH Beverages by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Naturally healthy products are popular, however in most categories they carry additional health claims
Consumers’ interest in other types of bread outweighs the high fibre trend
Different inputs on NH honey confuse consumers
COMPETITIVE LANDSCAPE
Increasing popularity of private label in NH high fibre bread and NH cereal bars
Price sensitivity overrides preference towards locally-produced NH honey
CATEGORY DATA
Table 66 Sales of NH Packaged Food by Category: Value 2014-2019
Table 67 Sales of NH Packaged Food by Category: % Value Growth 2014-2019
Table 68 NBO Company Shares of NH Packaged Food: % Value 2015-2019
Table 69 LBN Brand Shares of NH Packaged Food: % Value 2016-2019
Table 70 Distribution of NH Packaged Food by Format: % Value 2014-2019
Table 71 Forecast Sales of NH Packaged Food by Category: Value 2019-2024
Table 72 Forecast Sales of NH Packaged Food by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Demand remains strong in 2019 in line with the health and wellness trend
Organic beverages is slowly becoming the standard in some categories
Future strong growth as consumers seek more natural and organic products
COMPETITIVE LANDSCAPE
Coop Denmark leads due to its longstanding focus on organic beverages
Manufacturers respond to increased demand for organic products
CATEGORY DATA
Table 73 Sales of Organic Beverages by Category: Value 2014-2019
Table 74 Sales of Organic Beverages by Category: % Value Growth 2014-2019
Table 75 NBO Company Shares of Organic Beverages: % Value 2015-2019
Table 76 LBN Brand Shares of Organic Beverages: % Value 2016-2019
Table 77 Distribution of Organic Beverages by Format: % Value 2014-2019
Table 78 Forecast Sales of Organic Beverages by Category: Value 2019-2024
Table 79 Forecast Sales of Organic Beverages by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Denmark is the organic world champion
Future growth potential amongst more traditional shoppers
Theory that organic farming is not that sustainable could restrict future growth
COMPETITIVE LANDSCAPE
Organic increasingly a must in a brand’s portfolio
Arla Foods Pushes Forward with Organic Labeling
Both domestic brands and private label enjoy customer trust
CATEGORY DATA
Table 80 Sales of Organic Packaged Food by Category: Value 2014-2019
Table 81 Sales of Organic Packaged Food by Category: % Value Growth 2014-2019
Table 82 NBO Company Shares of Organic Packaged Food: % Value 2015-2019
Table 83 LBN Brand Shares of Organic Packaged Food: % Value 2016-2019
Table 84 Distribution of Organic Packaged Food by Format: % Value 2014-2019
Table 85 Forecast Sales of Organic Packaged Food by Category: Value 2019-2024
Table 86 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2019-2024