COMPETITIVE LANDSCAPE
Local player introduces dynamic new offering to surge ahead of the field
Royal Unibrew is projected to see dynamic off-trade volume and value share growth to consolidate its leadership of sports drinks over 2025. This performance is underpinned by the launch of its Faxe Kondi Pro sports drinks line in 2024, supported by a novelty value and good marketing.
Faxe Kondi also benefits from a focus on local brands
Royal Unibrew was the most dynamic company, as Faxe Kondi Pro enjoyed fast retail volume and value share growth in 2025. While novelty has played a part in growing Royal Unibrew’s new offering, some consumers in Denmark simply prefer to buy local brands like Faxe Kondi when possible.
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Overview:
Understand the latest market trends and future growth opportunities for the Sports 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 Sports 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 Sports 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 Sports Drinks in Denmark?
- To what extent are health considerations impacting consumption of Sports 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 Sports Drinks in Denmark?
- Which are the leading brands in Sports Drinks in Denmark?
- What potential exists for multinational or domestic soft drinks companies to expand in Denmark?
- How are products distributed in Sports 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 Sports 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?
Sports Drinks in Denmark - Category analysis
KEY DATA FINDINGS
Moderate retail volume growth in a volatile category
New offering continues to provide impetus for regular sports drinks
Interest in reduced sugar sports drinks remains very low despite price drops
Wider selections and availability to boost take up
Strong growth from a low base as the offer develops
New formulations to target health benefits
Local player introduces dynamic new offering to surge ahead of the field
Faxe Kondi also benefits from a focus on local brands
Sports drinks starts to occupy more retail shelf space
Price-based promotions lure sports drinks consumers to discounters
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:
Sports Drinks
- Regular Sports Drinks
- Reduced Sugar Sports Drinks
Sports Drinks
The choice of sports drink usually depends on the provision of fluids, carbohydrates or both. Included into this subsector are isotonic, hypotonic and hypertonic sports drinks. Isotonic are products that replace lost body fluids, electrolytes (sodium, potassium and chlorides) and glucose in similar concentrations to existing body fluid without causing either swelling or shrinkage of cells. These products usually contain about 5-8% carbohydrate and are intended to be consumed during exercise and/or heat exposure. Hypotonic this product is a weaker solution than your body fluid. These drinks contain less carbohydrate and therefore have lower osmolality (fewer dissolved particles than blood). These drinks help the body to speed up water absorption and are best used when you need urgent fluid replacement, as in after exercise. These drinks are not the best for energy replacement. Hypertonic - this drink is a stronger solution than your body fluid. These drinks are designed to replace and maintain energy levels during exercise of at least one hour. They are absorbed slowly and therefore are not appropriate for fluid replacement. Leading brands in off-trade volume include Gatorade, Powerade and Aquarius. This is the aggregated total of regular and reduced sugar Sports Drinks
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 Sports Drinks research and analysis database.
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