Total volume sales increased once more in 2007 after enjoying growth over 2005
and 2006. Growth in 2007 was higher than that recorded for the review period
as a whole and clearly demonstrated the strong impetus the health & wellness
trend has given to Danish soft drinks sales. Bottled water, fruit/vegetable
juice and low calorie carbonates in particular have benefited greatly from
this trend. New product launches, in particular Coca-Cola Zero, have also had
a positive impact on 2007 volume growth.
Health & wellness concerns drive low calorie growth
Low calorie carbonates is a strong growth area within total Danish soft drinks
sales. This is driven by the increased health awareness of consumers and their
demand for soft drinks that meet their health & wellness concerns. Low calorie
carbonates are perceived as "the healthy alternative" and are accordingly
increasing their market share. Estimates for 2007 indicate that low calorie
carbonates holds a market share of approximately 34% of total carbonates
sales. This is a dramatic increase on the year 2000 results when low calorie
carbonates had a market share of only 13%. This strong review period growth
indicates how the health & wellness trend is dictating the direction of Danish
soft drinks sales.
Domestic players dominate sales
The Danish soft drinks market is dominated by domestic players such as
Carlsberg Danmark, Royal Unibrew, Rynkeby Foods and Aqua d' Or Mineral Water.
Carlsberg and Royal Unibrew are the respective Danish licence holders of the
brands Coca-Cola and Pepsi Cola, and this is a key reason as to why these two
domestic players have dominating positions within carbonate sales. Rynkeby
Foods is the clear market leader within fruit/vegetable juice with a broad and
varied product portfolio which no other market competitor can match. Aqua d' Or
has benefited strongly from increased still bottled water sales in recent
years and this has allowed the company to establish a market leadership
position within bottled water.
Grocery outlets account for the bulk of sales
Grocery outlets such as discounters, hypermarkets and supermarkets control
off-trade distribution. The growth in the number of discounter outlets on the
market in recent years has allowed the channel to win share from
supermarkets/hypermarkets in particular. This in turn has also facilitated the
growth of private label sales. Convenience stores such as the 7-Eleven chain
are an important distribution channel for less known and specialised soft
drinks such as smoothies, RTD teas and energy drinks.
Volume growth expected over the forecast period
Danish soft drinks sales are expected to demonstrate strong volume growth over
the forecast period. This increase will be driven by health & wellness focused
segments of total sales such as low calorie carbonates and bottled water
sales. The recent launch of Coca-Cola Zero on the market has boosted already
strong low calorie carbonates sales in Denmark and the impact of this launch
is expected to be carried forward into the forecast period.
SOFT DRINKS IN DENMARK : MARKET INSIGHT
EXECUTIVE SUMMARY
Strong volume growth recorded for 2007
Health & wellness concerns drive low calorie growth
Domestic players dominate sales
Grocery outlets account for the bulk of sales
Volume growth expected over the forecast period
KEY TRENDS AND DEVELOPMENTS
Disposable income increases encouraging segmentation growth
Cross-border trade a constant concern
Aging population presents challenges
Health & wellness concerns driving low calorie growth
Single-household numbers increasing
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel:
Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel:
% Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value
2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value
Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector:
Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector:
% Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value
2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume
2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume
Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth
2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume
2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume
2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume
2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution
Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold)
by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold)
by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel:
Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel:
% Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector:
Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: %
Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value
2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value
Growth 2007-2012
APPENDIX
Published Data Comparisons
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume
2002-2007
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume
Growth 2002-2007
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade
Volume 2003-2007
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade
Volume 2004-2007
Table 32 Company Shares of Powder Concentrates (as sold) by Off-trade
Volume 2003-2007
Table 33 Brand Shares of Powder Concentrates (as sold) by Off-trade
Volume 2004-2007
Table 34 Company Shares of Concentrates (RTD) by Off-trade Volume
2003-2007
Table 35 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 36 Forecast Off-trade Sales of Concentrates (RTD) by Subsector:
Volume 2007-2012
Table 37 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: %
Volume Growth 2007-2012
