COMPETITIVE LANDSCAPE
Regular new launches maintain the appeal of the leading player’s offer
The Fredsteds is projected to continue to grow its retail value share over 2025, to consolidate its leading position in tea at the end of the review period. It is quite closely followed by Jacobs Douwe Egberts DK, which offers the key brand, Pickwick in black, green and other tea variants.
Nutrisslim taps into the shift to healthier options to post fast retail value sales growth
Albeit from a low base, Nutrisslim is projected to see the highest growth in tea in terms of retail value sales over 2025. The player’s fast growth is derived from its Nature’s Finest brand, which is present in fast-growing fruit/herbal tea.
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Overview:
Understand the latest market trends and future growth opportunities for the Tea 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 Tea 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 Tea 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 Tea in Denmark?
- To what extent are health considerations impacting consumption of Tea in Denmark?
- What are the traditional preferences in Tea 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 Tea in Denmark?
- Which are the leading brands in Tea in Denmark?
- How are products distributed in Tea 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 Tea?
- Where is future growth expected to be most dynamic?
Tea in Denmark - Category analysis
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
Hot Drinks in Denmark - Industry Overview
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
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Tea
-
- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
Tea
This is the aggregation of Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, and Other Tea.
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 Tea research and analysis database.
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