Concentrates in Denmark is projected to see a further drop in off-trade RTD volume sales over 2025. Despite relatively low unit prices, especially for the liquid format, the category continued to suffer from an unhealthy image at the end of the review period. These products are mainly purchased for children and parents are increasingly looking to offer their offspring healthier soft drinks. Both liquid and powder concentrates are on a downward trajectory in retail volume sales. Liquid concentrat

Off-trade volume sales of RTD coffee in Denmark are projected to continue to see a double-digit increase over 2025, albeit at a slower rate than in the previous three years of the review period. Consumers in younger cohorts remained keen on consuming this product type, and they replaced hot coffee drinks with RTD coffee, which stimulated growth opportunities. Moreover, plant-based RTD coffee is emerging in response to the demand for new natural and healthier types of products.

Overall, off-trade RTD volume sales of soft drinks in Denmark are projected to see a moderate decrease over 2025. In general, Danes cut down on their consumption of bulk soft drinks, although there were divergences in performance among categories. Regardless of challenging economic conditions, many local consumers were more likely to opt for healthier, better quality products within soft drinks. This exerted upward pressure on the average unit price and underpinned the positive, if slight, growt

RTD tea in Denmark is projected to see positive retail volume sales growth over 2025, albeit slight and much slower than in previous years of the review period. This is a category that requires new flavours or features to stimulate sales, and none of the major players introduced new or innovative products, which hampered growth potential, in 2025. The demand trend is moving away from high in sugar regular still RTD tea and towards reduced sugar still RTD tea and carbonated RTD tea and kombucha.

Retail volume sales of carbonates in Denmark are projected to decrease significantly over 2025. The category’s poor performance at the end of the review period is due partly to the decline in the demand for cola carbonates, regular and reduced sugar, driven by health and wellness concerns. There is also some anti-US sentiment among some local consumers, who turned away from major US carbonates brands due to their unhappiness with US foreign policy, particularly in regards to Greenland. Regular n

Retail volume sales of bottled water in Denmark are projected to see moderate growth over 2025. Albeit slower than in 2024, the health and wellness trend supports category growth, with bottled water considered better for you than some other types of soft drinks like juice and carbonates. In 2024, there was a spike in the retail volume sales of still bottled water as the Danish government recommended Danes prepare emergency supplies, totalling at least nine litres per person. However, the effect

Retail volume sales of sports drinks in Denmark are projected to see a further moderate increase over 2025. Sports drinks is a volatile category and in 2025 the ongoing weak demand and slump in retail volume sales of reduced sugar sports drinks hampered the overall performance. There was hype over reduced sugar Prime sports drinks in 2023, when it emerged as a significant category in Denmark, but the buzz was short-lived and it has trailed off over the remainder of the review period.

Juice in Denmark is projected to see a further decline in retail volume sales over 2025, but at much slower rate than in 2023 or 2024. Ingredient prices have stabilised, albeit remaining at a high level towards the end of the review period. This has seen manufacturers focus on juice drinks (up to 24% juice) and nectars rather than the key category, 100% juice. However, the movement between these categories slowed during 2025. Like nectars and juice drinks (up to 24% juice), coconut and other pla

Retail volume sales of energy drinks in Denmark are projected to see further fast growth over 2025, albeit slower than in previous years of the review period. The demand for energy drinks is growing quickly, especially among consumers in younger cohorts, who are replacing hot drinks with energy drinks for caffeine boosts. Regular energy drinks maintain a loyal consumer base, while the reduced sugar category is seeing strong new product development to pique the interest of consumers.

Over 2025, tea in Denmark is projected to see a moderate decline in retail volume sales and only a slight increase in retail current value sales. The rise in retail current value sales stems mainly from a moderately higher average unit price of tea. This is informed by price adjustments driven by global tea price rises, but also from consumers opting for better quality products while cutting back on consumption. Health-driven choices, the launch of new flavours and clean high-quality ingredients

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 gene

Chocolate-based flavoured powder drinks remained the only significant category of other hot drinks in Denmark at the end of the review period. Over 2025, retail volume and current value sales are projected to continue to drop, albeit at a slightly slower rate than in 2024. Even the effects of increasing cocoa prices on the cost of products failed to push retail current value sales into positive territory for chocolate-based flavoured powder drinks. This was informed by a significant decline in c

Overall, coffee in Denmark is projected to see flat growth in retail current value sales over 2025. Although overall retail volume sales are on a downward trajectory, increasing global coffee prices are keeping retail current value sales from falling. Coffee’s retail volume sales are projected to drop at a slightly faster rate than in 2023 and 2024 as consumers cut consumption partly due to increased pricing. In addition, coffee drinking is less frequent among younger adult cohorts, such as Gene

Denmark enjoys economic freedom and strong state finances, but its politics is becoming more polarised. Although the economy is moderating and inflation is rising, its export and economic base remains diversified. Urbanisation is substantial, raising consumer market appeal, and the gender gap is relatively small, but falling children’s numbers will make such segments less appealing. A strong research tradition will continue to boost innovation, but the technology sector faces skills shortages.

Breakfast cereals in Denmark recorded value growth in 2025, driven by convenience, consistent family demand, and rising interest in health-focused products such as whole grain and granola and muesli. Flavoured cereals gained popularity as consumers sought a balance of indulgence and nutrition, while traditional flakes led RTE cereals due to its simplicity, versatility, and broad accessibility. Lantmännen Cerealia strengthened its leadership with well-established brands, while private labels and

In 2025, baked goods in Denmark recorded steady value growth, primarily due to the essential role of bread and a consistent demand for indulgent items like cakes and pastries. Private label and discount brands remained popular among price-sensitive consumers. Retail value growth outpaced volume growth due to rising ingredient costs and inflation. At the same time, manufacturers increasingly included healthier ingredients such as whole grains, seeds, and legumes to cater to the growing consumer i

In 2025, value sales of processed fruit and vegetables in Denmark increased, driven by its essential role in home cooking and the convenience it offers amidst rising living costs. Consumers increasingly opted for frozen and shelf-stable products, recognising these as affordable, versatile, and low-waste meal components. Additionally, government guidance on maintaining emergency food supplies boosted the demand for shelf-stable options. Shelf-stable beans emerged as a fastest-growing area, highli

In 2025, rice, pasta and noodles recorded value growth in Denmark, driven by affordability, versatility, and its role as everyday meal staple. Rice emerged as the fastest-growing category, supported by international cuisine trends and its adaptability across meal occasions. Consumer interest in convenience, quick meals, and premium or internationally inspired varieties also shaped demand, while sustainability and locally sourced products gained traction

Value sales of processed meat, seafood and alternatives to meat grew in Denmark in 2025, driven by convenience, everyday relevance, and taste innovation, with frozen seafood and ready-to-eat products particularly appealing to families. Alternatives to meat and seafood, especially tofu and derivatives, recorded dynamic growth as consumers increasingly sought health-conscious, sustainable, and versatile protein alternatives. Flavour innovation, including spicy and gourmet-inspired products, combin

In 2025, staple foods in Denmark experienced steady value growth, driven by necessity, ongoing inflation, and occasional indulgence. Everyday essentials such as bread, rice and pasta maintained consistent demand, while products like cakes, pastries, and convenient meal solutions contributed to overall value growth. Private label continued to expand its presence, gaining trust among price-sensitive consumers. Additionally, there was a growing interest in sustainably sourced and locally produced i

While price increases are pushing value sales in 2025, growth is also being driven by innovation and increased consumer interest in novel flavours. Danes are a greater willingness to experiment with exciting offerings from different ethnic cuisines, pushing demand for sauces, dips and condiments as convenient products that add flare and flavour to home cooked meals – particularly benefiting pickled products. Players are responding by broadening their portfolios in line with current trends.

High prices are supporting retail current value growth for edible oils in Denmark in 2025, with edible oils being relatively pricey products. Danes are increasingly focused on seeking out options that are favourably priced, with these concerns becoming major influences on purchasing decisions. Though health and wellness concerns remain in focus, price sensitivity and demand for oils that offer several uses are of higher priority.

Value sales growth in 2025 is supported by cultural importance of sweet spreads as well as rising unit prices. Within this, while indulgence and taste remain the major factors when it comes to purchasing sweet spreads, rising health awareness is encouraging consumers to opt for options perceived as healthy, fuelling growth in nut and seed spreads. At the same time, players focused on organic offerings and clean ingredients lists are seeing notable demand that is set to persist throughout the for

Cooking ingredients and meals in Denmark is posting positive value growth in current terms in 2025, despite only modest unit price increases. Growth is supported by stable consumer demand for essential cooking staples, alongside a gradual shift away from out-of-home cooking occasions and towards home cooking, which is lifting meal preparation and ingredient use. Danish consumers are also showing willingness to spend on added-value offerings such as premium sauces, organic condiments and convenie