COMPETITIVE LANDSCAPE
Wide portfolio and relaunches help Royal Unibrew extend its lead
Royal Unibrew is projected to see a small increase in retail volume share to consolidate its leadership of energy drinks over 2025, as its two closest rivals, Monster Beverage and Red Bull Denmark, cede shares. The local player leverages well-selling products in both regular and reduced sugar energy drinks under Faxe Kondi Booster, Cult and Rockstar variants.
Harboes Bryggeri develops its Nailed Energy offer to drive growth
Harboes Bryggeri is projected to see the fastest growth in energy drinks in retail volume sales and share terms over 2025. The company’s strong performance is supported by the launch of a female-targeted low sugar Nailed Energy option.
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Overview:
Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Energy Drinks industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Energy Drinks in Denmark report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Energy Drinks in Denmark?
- To what extent are health considerations impacting consumption of Energy Drinks in Denmark?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Energy Drinks in Denmark?
- Which are the leading brands in Energy Drinks in Denmark?
- What potential exists for multinational or domestic soft drinks companies to expand in Denmark?
- How are products distributed in Energy Drinks in Denmark?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Energy Drinks?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Energy Drinks in Denmark - Category analysis
KEY DATA FINDINGS
Younger cohorts boost energy drinks
Loyal consumer base for energy drinks
Health and wellness trend and new launches stimulate reduced sugar energy drinks
The consumer base is set to diversify in demographic and consumption terms
New Nailed Energy offering can point the way forward for new launches
Health-orientated hybrids offer growth potential
Wide portfolio and relaunches help Royal Unibrew extend its lead
Harboes Bryggeri develops its Nailed Energy offer to drive growth
Price-sensitive purchasing favours discounters
E-commerce development impacts energy drinks distribution
Soft Drinks in Denmark - Industry Overview
Healthier and better quality preference favours off-trade value over volume growth
KEY DATA FINDINGS
Health and wellness is reshaping soft drinks
Mixed bag for new entries
Price promotions and special deals win over consumers
Shift away from sugary products to continue
Health-orientated soft drinks to drive growth
Players to shape new launches to exploit health and wellness demand
Royal Unibrew retains leadership but Carlsberg remains a close challenger
Local brands gain ground in a tougher environment for US counterparts
Wide, competitively-priced assortments lure soft drinks consumers
More stable retail-foodservice split
Fountain sales in Denmark
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Energy Drinks
- Regular Energy Drinks
- Reduced Sugar Energy Drinks
Energy Drinks
These are the aggregated total of regular and reduced sugar functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Energy Drinks research and analysis database.
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