Hot drinks in 2024: The big picture
Bulk consumption of hot drinks is on the decline in Denmark in 2024, resulting in reduced volume sales in the largest categories, such as fresh ground coffee and black tea. However, smaller categories are showing more positive developments, including fresh coffee beans and herbal tea.
2024 key trends
Within coffee, consumers are reducing volumes but are willing to pay more per cup, reflecting an ongoing trend toward higher-quality and more convenient options. This shift is driving growth in categories like fresh coffee beans and coffee pods.
Competitive landscape
The competitive environment in hot drinks was particularly intense in 2024, with price-based competition dominating, especially during the first half of the year. Some brands opted to protect market share by refraining from price increases, even at the cost of cutting their margins.
Retailing developments
Danes' growing focus on price continued to benefit discount retailers, with the channel performing well despite Aldi’s exit from the market. Salling Group’s Netto, in particular, continued to thrive, driven by effective promotional strategies.
Foodservice vs retail split
While overall hot drink volume sales in retail saw moderate declines, the on-trade channel experienced healthy growth. The post-pandemic bounce played a role, as Danes began to feel more optimistic following several years of economic uncertainty.
What next for hot drinks?
Retail volume sales of hot drinks are expected to continue declining during the forecast period, primarily due to the reduced consumption of bulk coffee and tea. However, some volume shifts between categories are expected, such as a move from fresh ground coffee to coffee beans.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Coffee
- Tea
- Other Hot Drinks
If you're in the Hot 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 Hot 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 Hot Drinks in Denmark?
- To what extent are health considerations impacting consumption of Hot Drinks in Denmark?
- What are the traditional preferences in Hot Drinks in Denmark? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Hot Drinks in Denmark?
- Which are the leading brands in Hot Drinks in Denmark?
- How are products distributed in Hot Drinks in Denmark?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Hot Drinks?
- Where is future growth expected to be most dynamic?
Hot Drinks in Denmark
Hot drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for hot drinks?
DISCLAIMER
Coffee in Denmark
KEY DATA FINDINGS
Shift in coffee preferences among younger consumers
Price adjustments and packaging innovation in fresh coffee
Diverse packaging sizes in response to price sensitivity
Continued decline in fresh ground coffee volume
Fluctuating demand for coffee pods due to sustainability concerns
Declining demand for instant coffee as consumer preferences shift
Tea in Denmark
KEY DATA FINDINGS
Decline in black tea consumption among younger Danes
Surge in popularity of herbal tea, driven by Pukka brand expansion
Price inflation and packaging adjustments in the tea market
Moderate decline in overall tea volumes with value growth
Positive outlook for green and herbal tea
Growth in on-trade tea sales, particularly premium offerings
Other Hot Drinks in Denmark
KEY DATA FINDINGS
Decline in sales of chocolate-based flavoured powder drinks
Price pressures and intense competition within the category
Increased competition from ready-to-drink (RTD) chocolate drinks
Continued decline in sales of chocolate-based powder drinks
Convenience and health trends to drive RTD chocolate drinks
On-trade channels shift toward RTD chocolate drinks
The following categories and subcategories are included:
Hot Drinks
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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This report originates from Passport, our Hot Drinks research and analysis database.
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