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 economy has remained stagnant for three years. However, the EU Commission is optimistic that the economy is improving and after 2013's modest 0.3% rise in GDP, the economy is likely to record a healthy 1.7% rise in 2014 and 2015. It is also relatively good news for Denmark from an unemployment perspective, with November figures showing a 4.4% rate down from 4.6% at the beginning of the year.
What are the key drivers behind recent market changes?
Consumers have also benefitted from record low levels of inflation, helped in part by the tax cuts on soft drinks and beer. In December, inflation stood at 0.8%.
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 Q42013vs Q42012, together with provisional 2013volumes and latest2014 forecasts
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 Q42013 vs Q42012, Provisional2013 volumes, moving annual totals (MAT) and 2014Forecasts 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 flavors. Significant activity in the soft drinks industry is covered including recent new product introductions (detailing flavor, pack type, pack size, retail price and selected pack shots) and the latest industry news.
This quarters special focus is on Functional and Flavored Waters
Key Market Issues
The outlook for 2014 is not as bright as 2013 for a number of reasons. The impact of the beer tax cut will be not as pronounced as it had been in 2013, while there has been limited media coverage of the soft drinks tax being abolished from January 2014.
The key dairy markets saw poor performances during Q4, with PL products unable to drive volumes. With consumers turning away from the discounted products, it is inevitable that decline should ensue.
In October, beer prices were found to be 3% lower than the same month in the previous year. Retailers have been slow to pass on the 15% tax cut brought in by the government in July and there has been considerable publicity that the tax cut has not been passed onto consumers but has been used to bolster margins.
Consumers have also benefitted from record low levels of inflation, helped in part by the tax cuts on soft drinks and beer.
In mid-December, after eight months, the dispute between Carlsberg and Coop was resolved. By the end of January Coop will begin promoting Carlsberg products again. The disagreement had negative repercussions for Carlsberg and Coop. The Brewer lost considerable share last year to Royal Unibrew as a consequence.