PROSPECTS AND OPPORTUNITIES
Expected shift towards reduced-sugar energy drinks
Energy drinks is projected to maintain positive performance over the forecast period, with reduced-sugar energy drinks expected to see the most robust growth as the health and wellness trend gains strength. As more consumers adopt a wellness-focused lifestyle, reduced-sugar options are likely to capture greater market share, while the growth of regular energy drinks may begin to decelerate.
Opportunities for smaller hybrid brands with health benefits
Hybrid energy drinks, especially those that offer health-oriented properties, are expected to make incremental gains in market share over the coming years. While the established brands will likely defend their market positions through aggressive marketing and continuous product line extensions, smaller brands with a focus on health benefits may gradually appeal to a niche consumer base.
Diverging consumer profiles for energy drinks
The consumer base for energy drinks is anticipated to diversify further, with a clear distinction between heavy users and occasional users. Heavy users are expected to remain focused on price and flavour variety, placing less emphasis on the health attributes of their energy drinks.
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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
Strong performance of both regular and reduced-sugar energy drinks
Promotions and pricing drive sales of regular energy drinks
Emergence of hybrid energy drinks with functional benefits
Expected shift towards reduced-sugar energy drinks
Opportunities for smaller hybrid brands with health benefits
Diverging consumer profiles for energy drinks
Soft Drinks in Denmark - Industry Overview
Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Fountain sales in Denmark
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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