Health and Wellness in Denmark

Health and Wellness in Denmark
Euromonitor International
February 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2015-2020
Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020
Table 3 Sales of Health and Wellness by Category: Value 2015-2020
Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020
Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020
Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020
Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020
Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025
Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Bottled water increasingly chosen over reduced sugar beverages in 2020
Demand for BFY reduced caffeine beverages boosted by the pandemic
E-commerce grows as consumers minimise physical contact thanks to the pandemic
RECOVERY AND OPPORTUNITIES
Demand in the category set to grow as sugar is viewed as unhealthy
Reduced sugar beverages boosted by the health and wellness trend
Reduced caffeine beverages set to return to its downward trajectory over the forecast period
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2015-2020
Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020
Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020
Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020
Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 drives sales due to increased health awareness
A shift in demand from on-trade to retail results in improved sales of NH fruit/vegetable juice
Economic downturn causes consumers to be more price sensitive limiting growth in 2020
RECOVERY AND OPPORTUNITIES
Sales set to increase over the forecast period as the health and wellness trend resumes
NH bottled water to account for the bulk of sales over the forecast period
Reopening of foodservice outlets and high sugar content likely to curb sales over the forecast period
CATEGORY DATA
Table 24 Sales of NH Beverages by Category: Value 2015-2020
Table 25 Sales of NH Beverages by Category: % Value Growth 2015-2020
Table 26 NBO Company Shares of NH Beverages: % Value 2016-2020
Table 27 LBN Brand Shares of NH Beverages: % Value 2017-2020
Table 28 Distribution of NH Beverages by Format: % Value 2015-2020
Table 29 Forecast Sales of NH Beverages by Category: Value 2020-2025
Table 30 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Demand remains strong in 2020 as the pandemic accentuates the health and wellness trend
International border closures shifts demand to domestic organic beverages in 2020
Coop Danmark leads due to its longstanding focus on organic beverages
RECOVERY AND OPPORTUNITIES
Unemployment benefits protects the category although sales growth is expected to be slower over the forecast period
Manufacturers respond to increased demand for organic products which is likely to boost sales over the forecast period
Sales supported by ongoing health and wellness trend
CATEGORY DATA
Table 31 Sales of Organic Beverages by Category: Value 2015-2020
Table 32 Sales of Organic Beverages by Category: % Value Growth 2015-2020
Table 33 NBO Company Shares of Organic Beverages: % Value 2016-2020
Table 34 LBN Brand Shares of Organic Beverages: % Value 2017-2020
Table 35 Distribution of Organic Beverages by Format: % Value 2015-2020
Table 36 Forecast Sales of Organic Beverages by Category: Value 2020-2025
Table 37 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 boosts retail sales of better for you packaged food in 2020
Despite the snacking trend in 2020, reduced sugar products are not a popular alternative in Denmark
Despite the pandemic companies expand their BFY product ranges in 2020
RECOVERY AND OPPORTUNITIES
BFY reduced fat variants generally not considered to be attractive choices leading to slower growth over the forecast period
E-commerce boosted by pandemic but set to continue growing over the forecast period
High salt intake a major contributor to high blood pressure in the country
CATEGORY DATA
Table 38 Sales of BFY Packaged Food by Category: Value 2015-2020
Table 39 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of BFY Packaged Food: % Value 2016-2020
Table 41 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020
Table 42 Distribution of BFY Packaged Food by Format: % Value 2015-2020
Table 43 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025
Table 44 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 impacts sales negatively as free from packaged food trends are interrupted
Danes increasingly cook traditional meals as lockdown starts
Arla Foods benefits from the increasing consumer demand for free from lactose milk
RECOVERY AND OPPORTUNITIES
Category set to see healthy growth after foodservice sales stabilise in 2022
E-commerce boosted during the pandemic and expected to see growth over the forecast period
Free from meat products to regain popularity over the forecast period as recommendations highlight the positive health effects of reduced meat consumption
CATEGORY DATA
Table 45 Sales of Free From by Category: Value 2015-2020
Table 46 Sales of Free From by Category: % Value Growth 2015-2020
Table 47 NBO Company Shares of Free From: % Value 2016-2020
Table 48 LBN Brand Shares of Free From: % Value 2017-2020
Table 49 Distribution of Free From by Format: % Value 2015-2020
Table 50 Forecast Sales of Free From by Category: Value 2020-2025
Table 51 Forecast Sales of Free From by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 has marginal effect on FF packaged food sales as media hype was more centred on health maintenance in other packaged food categories in 2020
Home baking trend negatively impacts FF bread in 2020
Protein loses its status as most popular added ingredient due to gym closures and sport restrictions in 2020
RECOVERY AND OPPORTUNITIES
FF packaged food set to grow due to the health and fitness trend over the forecast period
Convenience likely to boost e-commerce's value share over the forecast period
More new product launches expected over the forecast period
CATEGORY DATA
Table 52 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020
Table 53 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020
Table 54 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020
Table 55 Key Functional Ingredients in Fortified/Functional Bread: % Value 2015-2020
Table 56 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020
Table 57 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020
Table 58 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020
Table 59 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020
Table 60 LBN Brand Shares of Fortified/Functional Bread: % Value 2017-2020
Table 61 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020
Table 62 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025
Table 63 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Consumers stockpile NH high fibre food before lockdown but home baking trend affects category negatively
NH honey positively affected by the pandemic due to its versatile and healthy nature
NH high fibre breakfast cereals benefit from entire households being home in 2020
RECOVERY AND OPPORTUNITIES
Heightened consumer interest in health and naturalness will persist beyond the pandemic
NH honey will lose its place of importance as other trends such as sustainability returns over the forecast period
NH high fibre breakfast cereals sales set to grow as consumers refocus on healthy lifestyles
CATEGORY DATA
Table 64 Sales of NH Packaged Food by Category: Value 2015-2020
Table 65 Sales of NH Packaged Food by Category: % Value Growth 2015-2020
Table 66 NBO Company Shares of NH Packaged Food: % Value 2016-2020
Table 67 LBN Brand Shares of NH Packaged Food: % Value 2017-2020
Table 68 Distribution of NH Packaged Food by Format: % Value 2015-2020
Table 69 Forecast Sales of NH Packaged Food by Category: Value 2020-2025
Table 70 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Danes associate organic food with health which was important in decision making at the start of the pandemic in 2020
Economic uncertainty due to the pandemic limits sales growth, while foodservice closures boosts sales of organic packaged food in 2020
Arla Foods, the world's largest organic dairy company, continues to lead organic packaged food and organic increasingly a must in a brand's portfolio in 2020
RECOVERY AND OPPORTUNITIES
Despite strong roots of organic food in Denmark, category is likely to see slower growth over the forecast period
Younger categories set to see robust growth over the forecast period while mature categories expected to see slower growth
Organic labelling a must have over the forecast period
CATEGORY DATA
Table 71 Sales of Organic Packaged Food by Category: Value 2015-2020
Table 72 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020
Table 73 NBO Company Shares of Organic Packaged Food: % Value 2016-2020
Table 74 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020
Table 75 Distribution of Organic Packaged Food by Format: % Value 2015-2020
Table 76 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025
Table 77 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
FF beverages continues its growth performance, but a decrease in discretionary spending limits overall growth in 2020
Limited on-trade sales also constrains shift to retail value sales in in 2020
Royal Unibrew continues to lead but Vitamin Well the most dynamic brand in 2020
RECOVERY AND OPPORTUNITIES
Post-pandemic economic recovery will boost on-the-go consumption, but sales are likely to remain healthy but stable
E-commerce growing in importance, but supermarkets set to remain the main channel over the forecast period
Retail consumption set to remain while international border trade likely to resume over the forecast period
CATEGORY DATA
Table 78 Sales of Fortified/Functional Beverages by Category: Value 2015-2020
Table 79 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020
Table 80 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020
Table 81 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2015-2020
Table 82 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020
Table 83 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020
Table 84 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020
Table 85 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025
Table 86 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025