Denmark Beer Market Insights 2012




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Product Synopsis

A detailed market research report on the Denmark beer industry. Researched and published by Canadean.

Introduction and Landscape

Why was the report written?

This report comprises of high level market research data on the Denmark beer industry, published by Canadean. The report covers total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.

What is the current market landscape and what is changing?

The tax increase on cider in August 2010 continues to depress the category and sales in 2011 have fallen steeply once again in both the on and the off-premise markets. This will have prompted some drinkers to return to the beer category but many cider drinkers seem to have migrated to the premium packaged spirit or FAB market which has returned to growth. The cider boom in Denmark has proven to be short lived.

What are the key drivers behind recent market changes?

Since the can ban was lifted in September 2002, the Danish beer market has seen a surge in the penetration of cans. Helped by a combination of novelty and convenience, cans have proved very popular with Danish consumers. 2011 has however seen the rise of cans in the beer market slow to a trickle - production figures have even recorded a small loss. There were three main factors behind this, a price rise on cans in, intense price promotional activity on 33cl returnable bottles and the continued decline of the convenience channel where cans dominate.

What makes this report unique and essential to read?

The Denmark Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced 'on-the-ground' industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers.

Key Features and Benefits
  • This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Denmark Beer industry. Data includes volumes from 2007 to 2011 plus forecasts for 2012, enabling historical and current trend analysis.
  • This report provides readers with in-depth market segmentation: mainstream, premium, super premium, discount, alcoholic strength, local segmentation, beer type.
  • This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2011.
  • This report provides an analysis of industry structure, reports on company volumes and contains brewer profiles of major brewers
  • This report provides distribution channel data (on- vs. off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs. non-refillable, multi-serve vs. single serve. Market valuation data and pricing data, including beer consumption by price segment/distribution channel and selected consumer beer prices are also included.
Key Market Issues
  • A brewer began price pointing their cans last year. The company began selling in packs of 12, 15 and 18 units opposed to the traditional 24 unit case. This will have helped average prices. 
  • The price competition in 2011 came against a backdrop of high oil and raw material prices which will have squeezed margins very tightly. 2012 will see beer duty jump by 25% with inevitable repercussions for prices.
  • A key feature of the market in recent years has been the drop in convenience outlet sales. This channel is simply too expensive in today's economic climate. This has helped the supermarkets which have seen sales flatten last year. 
  • The tax increase on cider in August 2010 continues to depress the category and sales in 2011 have fallen steeply once again in both the on and the off-premise markets. 
  • Although the mood among Danish consumers continues to show limited confidence, the on-premise volumes for beer only had a small decline last year; a considerable improvement. Soft drinks sales in on-premise actually increased. 
Key Highlights
  • 2011 is reported to have seen extraordinary levels of price competition last year. This had a positive effect on sales but impacted on the B-brand producers who saw sales drop back last year ahead of the market.
  • Brewers have announced a new product to appeal to female beer drinkers, widening the audience for the sector. The new beer is packed in an elegant glass bottle and support will be tied in with various fashion events to get noticed among women drinkers. The concept will be rolled out Internationally.
  • Imported beers had increased their presence in the last decade as Danes were keen to experiment with glamorous super-premium products from around the world. The deterioration in the economy coupled with the interest in smaller local microbrewer beers has squeezed demand in recent times.
  • The larger brewers are seeing a drop in the market. The shift reflects a widening of choice in the marketplace.
  • The demand for beer was only marginally down. If however the weather had been better in July the market may even have ended up flat.