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Health and Wellness in Denmark

Health and Wellness in Denmark

Overall, health and wellness products generally benefited from the impact of the COVID-19 pandemic. Concerns over the pandemic encouraged generally already health-conscious Danes to prioritise their health to an even greater extent, in order to boost their immune systems and minimise the chance of contracting the virus or to soften its impact. Through self-education, many Danes research what to put into their bodies and they willing to spend additional amounts of money to protect their health.

Euromonitor International's Health and Wellness in Denmark report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2017-2021, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2026 illustrate how the market is set to change.

Product coverage:
Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Type, Health Wellness by Prime Positioning.

Data coverage:
market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Health and Wellness market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Health and Wellness in Denmark

List Of Contents And Tables

HEALTH AND WELLNESS IN DENMARK
EXECUTIVE SUMMARY
Health and wellness in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2016-2021
Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
Table 3 Sales of Health and Wellness by Category: Value 2016-2021
Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
BETTER FOR YOU BEVERAGES IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Shift to naturally healthy bottled water and normalisation after 2020 boom impact sales in 2021
Reduced caffeine beverages struggle to appeal, despite 2020 boost
E-commerce grows from low base as consumers seek to avoid mingling
PROSPECTS AND OPPORTUNITIES
Reduced sugar beverages set to benefit from health-conscious consumers seeking indulgence
BFY reduced caffeine beverages set to struggle as returning workers seek the boost that caffeine offers
Overall good growth as consumers turn their back on sugar
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2016-2021
Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL BEVERAGES IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Healthy image attracts many to fortified/functional beverages during COVID-19 pandemic
Growth slows due to economic uncertainty
Royal Unibrew benefits from Cult appeal
PROSPECTS AND OPPORTUNITIES
E-commerce set to further gain share as consumers get used to shopping online
Open borders set to boost cross-border sales and could impact domestic retail sales growth
Return to offices unlikely to boost foodservice demand, with consumers continuing to buy FF beverages via retail
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021
Table 27 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2016-2021
Table 28 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
Table 29 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
Table 30 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
Table 31 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
Table 32 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
NATURALLY HEALTHY BEVERAGES IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales normalise in 2021 after strong 2020 growth
NH fruit/vegetable juice returns to decline as consumers shun even natural sugars
Economic uncertainty and price sensitivity impact demand
PROSPECTS AND OPPORTUNITIES
Stronger forecast period performance as natural image attracts many
NH bottled water sees only slow growth as consumers cut back on use of plastics
Debate continues: Is 100% juice healthy or not?
CATEGORY DATA
Table 33 Sales of NH Beverages by Category: Value 2016-2021
Table 34 Sales of NH Beverages by Category: % Value Growth 2016-2021
Table 35 NBO Company Shares of NH Beverages: % Value 2017-2021
Table 36 LBN Brand Shares of NH Beverages: % Value 2018-2021
Table 37 Distribution of NH Beverages by Format: % Value 2016-2021
Table 38 Forecast Sales of NH Beverages by Category: Value 2021-2026
Table 39 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
ORGANIC BEVERAGES IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Growth continues thanks to healthy image, despite economic uncertainty
Opening up of society contributes to slower growth in 2021
Coop maintains lead thanks to focus on organic private label
PROSPECTS AND OPPORTUNITIES
Return to economic growth likely to support sales growth
Private label new product development likely to be strong in organic beverages
Organic home cooking and working from home trends likely to boost organic beverages in forecast period
CATEGORY DATA
Table 79 Sales of Organic Beverages by Category: Value 2016-2021
Table 80 Sales of Organic Beverages by Category: % Value Growth 2016-2021
Table 81 NBO Company Shares of Organic Beverages: % Value 2017-2021
Table 82 LBN Brand Shares of Organic Beverages: % Value 2018-2021
Table 83 Distribution of Organic Beverages by Format: % Value 2016-2021
Table 84 Forecast Sales of Organic Beverages by Category: Value 2021-2026
Table 85 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026
BETTER FOR YOU PACKAGED FOOD IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales normalise in 2021, while even growth seen in 2020 was largely due to general rise in packaged food retail sales
Sugar-free gum faces little consumer interest and competition from other health and wellness gum
Arla likely to remain strong leader with no challengers likely to be attracted to BFY dairy
PROSPECTS AND OPPORTUNITIES
Danes more likely to opt for indulgent treats or naturally healthy diets, rather than better for you options
Players set to rebrand in order to position products as generally healthy
Why offer “reduced” when you can offer “enhanced”?
CATEGORY DATA
Table 40 Sales of BFY Packaged Food by Category: Value 2016-2021
Table 41 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
Table 42 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
Table 43 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
Table 44 Distribution of BFY Packaged Food by Format: % Value 2016-2021
Table 45 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
Table 46 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
FREE FROM IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Free from meat benefiting from lower prices and wider presence
Free from gluten sees new product development move upmarket
Naturli’ gains lead from Arla thanks to strength in free from meat
PROSPECTS AND OPPORTUNITIES
Free from meat sees growth slow as sales become more established
Free from lactose will see growth slow due to a lack of innovation
Scope for private label to emerge in free from meat and dairy in forecast period
CATEGORY DATA
Table 47 Sales of Free From by Category: Value 2016-2021
Table 48 Sales of Free From by Category: % Value Growth 2016-2021
Table 49 NBO Company Shares of Free From: % Value 2017-2021
Table 50 LBN Brand Shares of Free From: % Value 2018-2021
Table 51 Distribution of Free From by Format: % Value 2016-2021
Table 52 Forecast Sales of Free From by Category: Value 2021-2026
Table 53 Forecast Sales of Free From by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL PACKAGED FOOD IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
FF probiotic yoghurt remains popular but loses share to FF breakfast cereals in 2021 as consumers spend more time away from home
Media attention shifts away from FF options, while a lack of innovation also hinders sales growth
Protein enriched FF packaged food loses out due to gym and sports restrictions
PROSPECTS AND OPPORTUNITIES
Shift away from positioning products as FF as consumers question whether more is necessarily better
Potential for COVID-19-linked new product development or positioning in forecast period
Lack of competition and innovation will continue to hinder growth in forecast period
CATEGORY DATA
Table 54 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
Table 55 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
Table 56 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
Table 57 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
Table 58 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
Table 59 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
Table 60 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
Table 61 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
Table 62 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021
Table 63 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
Table 64 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
Table 65 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
NATURALLY HEALTHY PACKAGED FOOD IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Maturity and stockpiling in 2020 contributes to weak 2021 growth
Nordic oats appeal with local and healthy image
Coop continues to gain share with its wide private label range
PROSPECTS AND OPPORTUNITIES
Local ingredients and premiumisation will appeal to consumers and ameliorate supply chain issues for producers
Maturity and low innovation will hinder sales growth
NH honey hit by sugar concerns but sees current value growth thanks to premiumisation and provenance
CATEGORY DATA
Table 66 Sales of NH Packaged Food by Category: Value 2016-2021
Table 67 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
Table 68 NBO Company Shares of NH Packaged Food: % Value 2017-2021
Table 69 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
Table 70 Distribution of NH Packaged Food by Format: % Value 2016-2021
Table 71 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
Table 72 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
ORGANIC PACKAGED FOOD IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Organic increasingly mainstream but impacted by diminishing demand in 2021
Arla loses share as organic packaged food becomes increasingly crowded
Private label poses strong competition, with Coop gaining share thanks to attractive pricing and clean labels
PROSPECTS AND OPPORTUNITIES
Carbon neutral claims may woo consumers away from organic claims by offering greater sustainability
Lines between organic and standard products likely to blur in forecast period
Younger niches will drive growth
CATEGORY DATA
Table 73 Sales of Organic Packaged Food by Category: Value 2016-2021
Table 74 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
Table 75 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
Table 76 Distribution of Organic Packaged Food by Format: % Value 2016-2021
Table 77 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
Table 78 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026

Report Title: Health and Wellness in Denmark


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