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Clean label, fortified and functional innovation drives demand in Danish food and drink
In 2024, many consumers in Denmark prioritised low and no-sugar, low fat and salt, high fibre, and plant based claims across categories. Brands responded with fortified/functional and reformulated products, including low sugar ketchup, fibre-enriched breads, high-protein dairy, and fortified beverages. Premiumisation, organic, natural, and clean-label claims supported sales, while private label and retailer initiatives expanded accessibility and highlighted transparency, traceability, and ethical sourcing.
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Overview:
Understand the latest market trends and future growth opportunities for the Health and Wellness industry in Denmark with research from Euromonitor International's team of analysts.
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.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food and beverages categories.
If you're in the Health and Wellness 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 Health and Wellness 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 Health and Wellness in Denmark?
- What are the key health and wellness concerns driving sales in Health and Wellness?
- Is Health and Wellness a dynamic niche or mainstream concern in Denmark?
- Which are the leading brands in Health and Wellness in Denmark?
- How are products distributed in Health and Wellness in Denmark?
- How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
- Where is future growth expected to be most dynamic?
Health and Wellness in Denmark
Clean label, fortified and functional innovation drives demand in Danish food and drink
Plant-based, fortified and functional innovation drives sales of food and drink in Denmark
Demand for transparency and sustainability supported sales of health claims in 2024
Rising demand for low-calorie, functional, and clean label foods is expected in Denmark
HW Hot Drinks in Denmark
KEY DATA FINDINGS
Organic and natural claims support sales of hot drinks in Denmark
Clean ingredients and speciality offerings influence hot drinks in Denmark in 2024
Organic remains a key health claim, supporting sales of hot drinks in Denmark
Natural and clean ingredients drive growth and premiumisation in Denmark’s hot drinks
Premium, clean, and organic hot drinks are set to respond to health-conscious demands
Rising disposable income and expanded product ranges are set to support sales of organic hot drinks
Natural hot drinks are expected to grow as manufacturers expand ranges across different price points
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2020-2024
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 5 Company Shares of Gluten Free Hot Drinks (3rd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 6 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 7 Company Shares of No Allergens Hot Drinks (5th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 8 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2024-2029
Table 9 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2024-2029
HW Soft Drinks in Denmark
KEY DATA FINDINGS
Rising health demands support sales of no sugar and functional claims in soft drinks
No sugar and fortified/functional claims support sales of soft drinks in 2024
No sugar variants drive growth as consumers migrate from traditional soft drinks
The natural positioning remains important but faces competition from functional variants
Lower calorie and fortified/functional innovations are set to shape soft drinks in Denmark
No sugar claims are expected to drive innovation across soft drinks in Denmark
Sales of the natural claim will rise, however, it may face challenges from sugar reduction
Table 10 Sales of Soft Drinks by Health and Wellness Type: Value 2020-2024
Table 11 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 12 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 13 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 14 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 15 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 16 Company Shares of Gluten Free Soft Drinks (5th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 17 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2024-2029
Table 18 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2024-2029
HW Snacks in Denmark
KEY DATA FINDINGS
Health, indulgence, and plant based trends fuel demand for snacks in Denmark
Snack consumption in Denmark reflects the tension between health awareness and indulgence
Vegetarian and organic claims support sales as consumers seek natural, healthier options
No added sugar remains a leading claim despite Denmark’s enduring taste for sweetness
No fat, weight management and high protein claims are set to be key drivers of growth
The vegetarian claim is set to strengthen as plant based snacking gains momentum in Denmark
No added sugar products are expected to gain traction amid rising sugar and chocolate prices
Table 19 Sales of Snacks by Health and Wellness Type: Value 2020-2024
Table 20 Sales of Snacks by Health and Wellness Type: % Value Growth 2020-2024
Table 21 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2020-2024
Table 22 Company Shares of Vegetarian Snacks (2nd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 23 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 24 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 25 Company Shares of No Allergens Snacks (5th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 26 Forecast Sales of Snacks by Health and Wellness Type: Value 2024-2029
Table 27 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2024-2029
HW Dairy Products and Alternatives in Denmark
KEY DATA FINDINGS
Probiotics, high protein, and plant-based innovations respond to health demands in Denmark
Health and wellness claims support innovation across dairy products and alternatives in Denmark
Rising prices and shifting perceptions challenge sales of organic dairy in Denmark
Rising demand for low fat dairy drives product innovation in Denmark during 2024
Probiotics, protein, and plant-based claims are set to support health focus innovation
Organic milk faces challenges as price pressures shift consumer demand to other health-focused options
Low-fat dairy products are set to gain share, benefiting both consumers and producers
Table 28 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2020-2024
Table 29 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2020-2024
Table 30 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 31 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 32 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-20
Table 33 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2
Table 34 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 35 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2024-2029
Table 36 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2024-2029
HW Cooking Ingredients and Meals in Denmark
KEY DATA FINDINGS
Health, sustainability and flavour drive trends in cooking ingredients and meals
Health and sustainability trends support organic, plant-based and low sugar claims
Slowing organic sales are offset by policy support and retail expansion in Denmark
Retail-led expansion accelerates vegetarian and vegan offerings in Danish cooking ingredients and meals
Health and sustainability priorities are set to impact product development and sales in cooking ingredients and meals
Economic pressure may slow organic sales despite strong consumer trust and industry advocacy
Taste-first positioning may challenge the long-term appeal of the vegetarian claim
Table 37 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2020-2024
Table 38 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2020-2024
Table 39 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 40 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 41 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 42 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 43 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 44 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2024-2029
Table 45 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2024-2029
HW Staple Foods in Denmark
KEY DATA FINDINGS
Growing demand for low sugar, plant based, high fibre, and organic staple foods drives sales
Health awareness, sustainability, and functionality influence staple foods in Denmark
Organic positioning remains resilient in staple foods despite price pressure
Gluten free and high fibre claims support health focused innovation in staple foods
Low sugar, salt and fat products are expected to perform well, while the flexitarian population continues to expand
Organic staple foods are expected to remain influential despite economic and policy challenges
Gluten free sales are set to be driven by health, digestibility, and clean label demand
Table 46 Sales of Staple Foods by Health and Wellness Type: Value 2020-2024
Table 47 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2020-2024
Table 48 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 49 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 50 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 51 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 52 Company Shares of No Allergens Staple Foods (5th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 53 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2024-2029
Table 54 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
Health and Wellness
Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. Please note that data is not available at this level or other aggregated claim levels.
See all of our definitions
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This report originates from Passport, our Health and Wellness research and analysis database.
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