Denmark Quarterly Beverage Tracker Report Q3 2013




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Product Synopsis

Published by Canadean, this Quarterly Beverage Tracker report provides a detailed analysis of the latest developments in the Denmark beverage market

Introduction and Landscape

Why was the report written?

In the current climate of economic uncertainty and market volatility companies need to know about more than just data. This report provides a complete overview of all commercial beverage consumption trends, latest market developments and an economic mood indicator

What is the current market landscape and what is changing?

The Danish commercial beverage market will be remembered for two key factors in Quarter 3; a hot summer and the implementation of tax cuts on beer and soft drinks. The weather undoubtedly helped demand for soft drinks and beer, but was a handicap for dairy and hot drinks, particularly because the comparable three months in 2012 were both wet and cold.

What are the key drivers behind recent market changes?

At the end of 2012, the government estimated that the Danish economy would grow by 1.6% this year. That estimate was then downgraded to 0.7% and again down to 0.5% in May. Leading soft drinks and beer player Carlsberg has failed to end its dispute with Coop, which has had repercussions for its performance since May.

What makes this report unique and essential to read?

Designed for clients who want to understand the latest trends in the Denmark beverage industry and want more detail and analysis on this data. Canadean's Denmark Quarterly Beverage Tracker report is ideal for benchmarking total market vs retail audit data and is an essential tool for keeping up-to-date with the latest industry and market developments

Key Features and Benefits

  • Readers are provided with a summary snap shot table showing category growth in Q32013 vs Q32012, together with 2012 actual volumes, 2013 forecast volumes and projected growth
  • An economic mood indicator, completed by Canadean's local consultant, examines (on a scale of one to five) whether confidence levels in the industry are better or worse than the previous quarter, whether net prices are rising or falling and how Private Label products have performed versus the rest of the market. 
  • Key highlights of the last quarter's commercial beverage performance are identified and the key market drivers examined
  • Volumes for Q3 2013 vs Q32012, full year 2012, moving annual totals (MAT) and 2013 forecasts are provided for each individual beverage category, together with supporting text on quarterly performance and forecast assumptions. More granular data is provided for the Carbonates category, with data split by regular vs low calorie, and by key flavours. Significant activity in the soft drinks industry is covered including recent new product introductions (detailing flavour, pack type, pack size, retail price and selected pack shots) and the latest industry news.
  • Focus on Functional Soft Drinks and Healthy Innovation

Key Market Issues

  • Carlsberg endured a nine day strike in August, which is said to have caused stock issues of draught beer and soft drinks.
  • As with hot coffee, the warm summer will not have suited hot tea sales; consumers will have sought out cold refreshment
  • The cider revival has had some repercussions for the pace of growth for FABs. As a result, the strong growth rates of 2012 have faded and the category declined in Q3-13
  • The energy drinks category continued to prosper (15% up on Q3-12) but the shift to bigger cans is having implications for value, which is growing at a significantly slower rate than volume
  • Cider has been the focus of innovation in recent times and it has proved difficult to maintain the interest in the category without the same level of innovation

Key Highlights

  • The tax on soft drinks was halved from 1 July, while beer tax dropped by 15%. Although there had been some debate in Denmark as to whether the tax cut has been passed onto consumers, it is likely to have had a psychological effect
  • Postmix sales, a good indicator of on-premise performance, remain about flat for the year to date, suggesting that the carbonates Horeca market has improved compared to the sombre performance last year
  • One branded squash/syrup which has been very well received has been the Fun One from Kavli, which has been lifted by the addition of a range of stevia-based flavors
  • The build up to Christmas will be important for the wine industry in Denmark, so there is much to play for 
  • The result of Carlsberg's dispute with Coop has seen Carlsberg's rival, Royal Unibrew, pushed its beer share up to nearly a fifth in the supermarkets