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Health and Wellness in Denmark

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    Report

  • 56 Pages
  • November 2023
  • Region: Denmark
  • Euromonitor International
  • ID: 1292787
The health and wellness industry continues to grow in importance post-pandemic as consumers become more aware of the negative health impact of processed foods, seeking healthier foods and beverages from a range of claims such as natural, organic, good source of minerals/vitamins, no sugar/no added sugar (particularly in beverages), low fat and high protein/fibre.

The 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 2018-2022, 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 2027 illustrate how the market is set to change.

Product coverage: HW Cooking Ingredients and Meals, HW Dairy Products and Alternatives, HW Hot Drinks, HW Snacks, HW Soft Drinks, HW Staple Foods.

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.

Table of Contents

HEALTH AND WELLNESS IN DENMARK
EXECUTIVE SUMMARY
  • Overview
DISCLAIMERHW HOT DRINKS IN DENMARKKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Organic is the leading claim in health and wellness hot drinks in 2022
  • Weight management hot drinks on the rise due to obesity concerns
PROSPECTS AND OPPORTUNITIES
  • Organic shows the most promise in health and wellness hot drinks during the forecast period as consumers seek sustainable options
  • Good source of vitamins to appeal to more Danish consumers over the forecast period
CATEGORY DATA
  • Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2019-2022
  • Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2019-2022
  • Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2019-2022
  • Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2019-2022
  • Table 5 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2019-2022
  • Table 6 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2022-2027
  • Table 7 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2022-2027
HW SOFT DRINKS IN DENMARKKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Multifunctionality a growing trend in soft drinks in 2022
  • No sugar is the leading claim in health and wellness soft drinks in 2022
  • Probiotic receives a boost within health and wellness soft drinks
PROSPECTS AND OPPORTUNITIES
  • Consumers to retain focus on reducing their sugar intake in the soft drinks they consume over the forecast period
  • Immune support to remain a dynamic claim over the forecast period
  • Good source of vitamins to generate stronger interest going forward
CATEGORY DATA
  • Table 8 Sales of Soft Drinks by Health and Wellness Type: Value 2019-2022
  • Table 9 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2019-2022
  • Table 10 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2019-2022
  • Table 11 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2019-2022
  • Table 12 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2019-2022
  • Table 13 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2019-2022
  • Table 14 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2022-2027
  • Table 15 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2022-2027
HW SNACKS IN DENMARKKEY DATA FINDINGS2022 DEVELOPMENTS
Return to pre-pandemic lifestyles and boom in demand, while legislation tightens around trans fats across the EU
  • Organic leads health and wellness snacks in 2022 as products are perceived to be higher quality
  • Plant-based health and wellness snacks on the up
PROSPECTS AND OPPORTUNITIES
  • A variety of health and wellness innovations to launch in savoury snacks over the forecast period
  • Vegan shows promise in health and wellness snacks during the forecast period, particularly in sugar confectionery
  • Intensifying legislative pressure linked to rising obesity rates will boost demand for no salt and better for you foods over forecast period
CATEGORY DATA
  • Table 16 Sales of Snacks by Health and Wellness Type: Value 2019-2022
  • Table 17 Sales of Snacks by Health and Wellness Type: % Value Growth 2019-2022
  • Table 18 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2019-2022
  • Table 19 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2019-2022
  • Table 20 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2019-2022
  • Table 21 Forecast Sales of Snacks by Health and Wellness Type: Value 2022-2027
  • Table 22 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2022-2027
HW DAIRY PRODUCTS AND ALTERNATIVES IN DENMARKKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Lactose free dairy remains relevant to many Danes
  • Organic is the leading claim in health and wellness dairy products and alternatives in 2022 with EU legislation also implementing controls on trans fats
  • Good source of vitamins is rising claim in health and wellness dairy products and alternatives in 2022
PROSPECTS AND OPPORTUNITIES
  • Plant-based dairy set to move from niche to mainstream over the forecast period
  • Organic in health and wellness dairy products and alternatives to hold strong promise over the forecast period
  • No allergens gathers momentum as the category not only attracts consumers with allergies, but also those who perceive it as healthier than standard variants
CATEGORY DATA
  • Table 23 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2019-2022
  • Table 24 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2019-2022
  • Table 25 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2022
Table 26 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
  • Table 27 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-20
  • Table 28 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2
  • Table 29 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2022
  • Table 30 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2022-2027
  • Table 31 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2022-2027
HW COOKING INGREDIENTS AND MEALS IN DENMARKKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Plant-based and meat-free grow in popularity in Denmark while EU legislation reduces trans fats consumption
  • Organic is the leading claim in health and wellness cooking ingredients and meals in 2022
  • Dairy free records positive performance within health and wellness cooking ingredients and meals
PROSPECTS AND OPPORTUNITIES
  • Danes to seek healthier options over the forecast period, benefiting better for you and natural claims
  • Organic to remain the most promising claim in health and wellness cooking ingredients and meals over the forecast period
  • No allergens set to record positive growth rate over the forecast period
CATEGORY DATA
  • Table 32 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2019-2022
  • Table 33 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2019-2022
  • Table 34 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
  • Table 35 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
  • Table 36 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
  • Table 37 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
  • Table 38 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
  • Table 39 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2022-2027
  • Table 40 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2022-2027
HW STAPLE FOODS IN DENMARKKEY DATA FINDINGS
2022 DEVELOPMENTS
  • Plant-based and meat free staples significantly expand market presence in Denmark while EU legislation poses restrictions on consumption of trans fats
  • Organic is the leading claim in health and wellness staple foods in 2022
  • No added sugar boosted by media coverage discussing harm of consuming too much sugar
PROSPECTS AND OPPORTUNITIES
  • Healthy and functional ingredients to help refresh and revitalise staple foods over the forecast period
  • Vegan most promising claim in health and wellness staple foods during the forecast period
  • Dairy free looks set to expand to include categories other than bread
CATEGORY DATA
  • Table 41 Sales of Staple Foods by Health and Wellness Type: Value 2019-2022
  • Table 42 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2019-2022
  • Table 43 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2019-2022
  • Table 44 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2019-2022
  • Table 45 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2019-2022
  • Table 46 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2019-2022
  • Table 47 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2022-2027
  • Table 48 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2022-2027