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Hot drinks lose appeal among younger generations
In 2025, hot drinks in Denmark saw retail current value sales stagnate amidst declining consumption. Retail volume sales decreased for two main reasons. Firstly, younger generations in Denmark consumed notably fewer hot drinks than older generations. Secondly, price hikes in coffee, the dominant category of hot drinks, but also tea and other hot drinks, discouraged purchases. Tea, especially other tea and fruit/herbal tea, gained some benefit from health and wellness trends, but there was a general move away from this and other hot drinks towards perceived healthier, and more convenient, alternatives.
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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 lose appeal among younger generations
KEY DATA FINDINGS
Demand driven by premium and convenience attributes
Economising, environmental concerns and a preference for alternatives hit on-trade demand for hot drinks
Push-pull effect of health and wellness in hot drinks
Growing competition from soft drinks
Premiumisation over volume in hot drinks
Pricing to influence coffee consumption
Merrild Kaffe leverages its strength in coffee to lead the industry
Urtekram’s offer fits with the health and wellness trend to see fast growth
Discounters benefit from wide and price-conscious hot drinks offers
Economic conditions and channel stabilisation slow foodservice volume sales growth
Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
Table 3 Retail Sales of Hot Drinks by Category: Volume 2020-2025
Table 4 Retail Sales of Hot Drinks by Category: Value 2020-2025
Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 9 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Coffee in Denmark
KEY DATA FINDINGS
Rising global coffee prices maintain retail value sales
Shift to higher-quality over volume consumption
Instant coffee suffers from internal and external competition
Higher-quality, lower volume consumption trend to continue
New launches to add dynamism to fresh ground coffee pods
Coffee players to pay more attention to sustainability
Merrild Kaffe leads with a strong local and international offer
Salling Group invests in its private label offer
Discounters lead with large, value for money assortments
Fast growth from a low base for e-commerce as the channel’s coffee offer expands
Table 26 Retail Sales of Coffee by Category: Volume 2020-2025
Table 27 Retail Sales of Coffee by Category: Value 2020-2025
Table 28 Retail Sales of Coffee by Category: % Volume Growth 2020-2025
Table 29 Retail Sales of Coffee by Category: % Value Growth 2020-2025
Table 30 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2020-2025
Table 31 NBO Company Shares of Coffee: % Retail Value 2021-2025
Table 32 LBN Brand Shares of Coffee: % Retail Value 2022-2025
Table 33 Forecast Retail Sales of Coffee by Category: Volume 2025-2030
Table 34 Forecast Retail Sales of Coffee by Category: Value 2025-2030
Table 35 Forecast Retail Sales of Coffee by Category: % Volume Growth 2025-2030
Table 36 Forecast Retail Sales of Coffee by Category: % Value Growth 2025-2030
Tea in Denmark
KEY DATA FINDINGS
Quality over volume in consumption terms
Maturity and modern alternatives hamper black tea demand
Healthier options drive retail sales growth
Robust higher-quality but lower tea consumption trend
Premiumisation to add dynamism to a mature category
Health and wellness trend to pique consumer interest in certain tea types
Regular new launches maintain the appeal of the leading player’s offer
Nutrisslim taps into the shift to healthier options to post fast retail value sales growth
Low-price positioning favours discounters
Growing reach and offer of e-commerce
Table 37 Retail Sales of Tea by Category: Volume 2020-2025
Table 38 Retail Sales of Tea by Category: Value 2020-2025
Table 39 Retail Sales of Tea by Category: % Volume Growth 2020-2025
Table 40 Retail Sales of Tea by Category: % Value Growth 2020-2025
Table 41 NBO Company Shares of Tea: % Retail Value 2021-2025
Table 42 LBN Brand Shares of Tea: % Retail Value 2022-2025
Table 43 Forecast Retail Sales of Tea by Category: Volume 2025-2030
Table 44 Forecast Retail Sales of Tea by Category: Value 2025-2030
Table 45 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
Table 46 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030
Other Hot Drinks in Denmark
KEY DATA FINDINGS
Parents look to alternatives to chocolate-based flavoured powder drinks
Other hot drinks remains on a downward trajectory in retail volume and value sales
Strong competition to chocolate-based flavoured powder drinks
Health and wellness considerations to shape category downturn
Low investment to continue to hamper development
RTD trend to continue to hurt chocolate-based flavoured powder drinks
Nestlé leverages popularity of Nesquik and a relatively broad brand and format portfolio to dominate the competitive landscape
Urtekram rides organic trend to gain shelf presence and post the fastest retail value sales growth
Retail offline dominates but grocery retailers increase their online presence
Chocolate-based powder drinks to be a casualty of foodservice’s move to convenience-focused products
Table 47 Retail Sales of Other Hot Drinks by Category: Volume 2020-2025
Table 48 Retail Sales of Other Hot Drinks by Category: Value 2020-2025
Table 49 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2020-2025
Table 50 Retail Sales of Other Hot Drinks by Category: % Value Growth 2020-2025
Table 51 NBO Company Shares of Other Hot Drinks: % Retail Value 2021-2025
Table 52 LBN Brand Shares of Other Hot Drinks: % Retail Value 2022-2025
Table 53 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2025-2030
Table 54 Forecast Retail Sales of Other Hot Drinks by Category: Value 2025-2030
Table 55 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2025-2030
Table 56 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
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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