Health and Wellness in Denmark
The health and wellness industry continues to grow in importance post-pandemic as consumers become more aware of the negative health impact of processed foods, seeking healthier foods and beverages from a range of claims such as natural, organic, good source of minerals/vitamins, no sugar/no added sugar (particularly in beverages), low fat and high protein/fibre.
Euromonitor International's Health and Wellness in Denmark report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2018-2022, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: HW Cooking Ingredients and Meals, HW Dairy Products and Alternatives, HW Hot Drinks, HW Snacks, HW Soft Drinks, HW Staple Foods.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Euromonitor International's Health and Wellness in Denmark report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2018-2022, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: HW Cooking Ingredients and Meals, HW Dairy Products and Alternatives, HW Hot Drinks, HW Snacks, HW Soft Drinks, HW Staple Foods.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Health and Wellness market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Health and Wellness in Denmark
Euromonitor International
January 2024
LIST OF CONTENTS AND TABLES
HEALTH AND WELLNESS IN DENMARK
EXECUTIVE SUMMARY
Overview
DISCLAIMER
HW HOT DRINKS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Organic is the leading claim in health and wellness hot drinks in 2022
Weight management hot drinks on the rise due to obesity concerns
PROSPECTS AND OPPORTUNITIES
Organic shows the most promise in health and wellness hot drinks during the forecast period as consumers seek sustainable options
Good source of vitamins to appeal to more Danish consumers over the forecast period
CATEGORY DATA
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2019-2022
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2019-2022
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 5 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 6 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2022-2027
Table 7 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2022-2027
HW SOFT DRINKS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Multifunctionality a growing trend in soft drinks in 2022
No sugar is the leading claim in health and wellness soft drinks in 2022
Probiotic receives a boost within health and wellness soft drinks
PROSPECTS AND OPPORTUNITIES
Consumers to retain focus on reducing their sugar intake in the soft drinks they consume over the forecast period
Immune support to remain a dynamic claim over the forecast period
Good source of vitamins to generate stronger interest going forward
CATEGORY DATA
Table 8 Sales of Soft Drinks by Health and Wellness Type: Value 2019-2022
Table 9 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2019-2022
Table 10 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 11 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 12 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 13 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 14 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2022-2027
Table 15 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2022-2027
HW SNACKS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Return to pre-pandemic lifestyles and boom in demand, while legislation tightens around trans fats across the EU
Organic leads health and wellness snacks in 2022 as products are perceived to be higher quality
Plant-based health and wellness snacks on the up
PROSPECTS AND OPPORTUNITIES
A variety of health and wellness innovations to launch in savoury snacks over the forecast period
Vegan shows promise in health and wellness snacks during the forecast period, particularly in sugar confectionery
Intensifying legislative pressure linked to rising obesity rates will boost demand for no salt and better for you foods over forecast period
CATEGORY DATA
Table 16 Sales of Snacks by Health and Wellness Type: Value 2019-2022
Table 17 Sales of Snacks by Health and Wellness Type: % Value Growth 2019-2022
Table 18 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2019-2022
Table 19 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2019-2022
Table 20 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2019-2022
Table 21 Forecast Sales of Snacks by Health and Wellness Type: Value 2022-2027
Table 22 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2022-2027
HW DAIRY PRODUCTS AND ALTERNATIVES IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Lactose free dairy remains relevant to many Danes
Organic is the leading claim in health and wellness dairy products and alternatives in 2022 with EU legislation also implementing controls on trans fats
Good source of vitamins is rising claim in health and wellness dairy products and alternatives in 2022
PROSPECTS AND OPPORTUNITIES
Plant-based dairy set to move from niche to mainstream over the forecast period
Organic in health and wellness dairy products and alternatives to hold strong promise over the forecast period
No allergens gathers momentum as the category not only attracts consumers with allergies, but also those who perceive it as healthier than standard variants
CATEGORY DATA
Table 23 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2019-2022
Table 24 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2019-2022
Table 25 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2022
Table 26 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 27 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-20
Table 28 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2
Table 29 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2022
Table 30 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2022-2027
Table 31 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2022-2027
HW COOKING INGREDIENTS AND MEALS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Plant-based and meat-free grow in popularity in Denmark while EU legislation reduces trans fats consumption
Organic is the leading claim in health and wellness cooking ingredients and meals in 2022
Dairy free records positive performance within health and wellness cooking ingredients and meals
PROSPECTS AND OPPORTUNITIES
Danes to seek healthier options over the forecast period, benefiting better for you and natural claims
Organic to remain the most promising claim in health and wellness cooking ingredients and meals over the forecast period
No allergens set to record positive growth rate over the forecast period
CATEGORY DATA
Table 32 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2019-2022
Table 33 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2019-2022
Table 34 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 35 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 36 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 37 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 38 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 39 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2022-2027
Table 40 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2022-2027
HW STAPLE FOODS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Plant-based and meat free staples significantly expand market presence in Denmark while EU legislation poses restrictions on consumption of trans fats
Organic is the leading claim in health and wellness staple foods in 2022
No added sugar boosted by media coverage discussing harm of consuming too much sugar
PROSPECTS AND OPPORTUNITIES
Healthy and functional ingredients to help refresh and revitalise staple foods over the forecast period
Vegan most promising claim in health and wellness staple foods during the forecast period
Dairy free looks set to expand to include categories other than bread
CATEGORY DATA
Table 41 Sales of Staple Foods by Health and Wellness Type: Value 2019-2022
Table 42 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2019-2022
Table 43 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 44 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 45 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 46 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 47 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2022-2027
Table 48 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2022-2027
Euromonitor International
January 2024
LIST OF CONTENTS AND TABLES
HEALTH AND WELLNESS IN DENMARK
EXECUTIVE SUMMARY
Overview
DISCLAIMER
HW HOT DRINKS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Organic is the leading claim in health and wellness hot drinks in 2022
Weight management hot drinks on the rise due to obesity concerns
PROSPECTS AND OPPORTUNITIES
Organic shows the most promise in health and wellness hot drinks during the forecast period as consumers seek sustainable options
Good source of vitamins to appeal to more Danish consumers over the forecast period
CATEGORY DATA
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2019-2022
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2019-2022
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 5 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 6 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2022-2027
Table 7 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2022-2027
HW SOFT DRINKS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Multifunctionality a growing trend in soft drinks in 2022
No sugar is the leading claim in health and wellness soft drinks in 2022
Probiotic receives a boost within health and wellness soft drinks
PROSPECTS AND OPPORTUNITIES
Consumers to retain focus on reducing their sugar intake in the soft drinks they consume over the forecast period
Immune support to remain a dynamic claim over the forecast period
Good source of vitamins to generate stronger interest going forward
CATEGORY DATA
Table 8 Sales of Soft Drinks by Health and Wellness Type: Value 2019-2022
Table 9 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2019-2022
Table 10 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 11 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 12 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 13 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 14 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2022-2027
Table 15 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2022-2027
HW SNACKS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Return to pre-pandemic lifestyles and boom in demand, while legislation tightens around trans fats across the EU
Organic leads health and wellness snacks in 2022 as products are perceived to be higher quality
Plant-based health and wellness snacks on the up
PROSPECTS AND OPPORTUNITIES
A variety of health and wellness innovations to launch in savoury snacks over the forecast period
Vegan shows promise in health and wellness snacks during the forecast period, particularly in sugar confectionery
Intensifying legislative pressure linked to rising obesity rates will boost demand for no salt and better for you foods over forecast period
CATEGORY DATA
Table 16 Sales of Snacks by Health and Wellness Type: Value 2019-2022
Table 17 Sales of Snacks by Health and Wellness Type: % Value Growth 2019-2022
Table 18 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2019-2022
Table 19 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2019-2022
Table 20 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2019-2022
Table 21 Forecast Sales of Snacks by Health and Wellness Type: Value 2022-2027
Table 22 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2022-2027
HW DAIRY PRODUCTS AND ALTERNATIVES IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Lactose free dairy remains relevant to many Danes
Organic is the leading claim in health and wellness dairy products and alternatives in 2022 with EU legislation also implementing controls on trans fats
Good source of vitamins is rising claim in health and wellness dairy products and alternatives in 2022
PROSPECTS AND OPPORTUNITIES
Plant-based dairy set to move from niche to mainstream over the forecast period
Organic in health and wellness dairy products and alternatives to hold strong promise over the forecast period
No allergens gathers momentum as the category not only attracts consumers with allergies, but also those who perceive it as healthier than standard variants
CATEGORY DATA
Table 23 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2019-2022
Table 24 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2019-2022
Table 25 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2022
Table 26 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 27 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-20
Table 28 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2
Table 29 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2022
Table 30 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2022-2027
Table 31 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2022-2027
HW COOKING INGREDIENTS AND MEALS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Plant-based and meat-free grow in popularity in Denmark while EU legislation reduces trans fats consumption
Organic is the leading claim in health and wellness cooking ingredients and meals in 2022
Dairy free records positive performance within health and wellness cooking ingredients and meals
PROSPECTS AND OPPORTUNITIES
Danes to seek healthier options over the forecast period, benefiting better for you and natural claims
Organic to remain the most promising claim in health and wellness cooking ingredients and meals over the forecast period
No allergens set to record positive growth rate over the forecast period
CATEGORY DATA
Table 32 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2019-2022
Table 33 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2019-2022
Table 34 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 35 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 36 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 37 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 38 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 39 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2022-2027
Table 40 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2022-2027
HW STAPLE FOODS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Plant-based and meat free staples significantly expand market presence in Denmark while EU legislation poses restrictions on consumption of trans fats
Organic is the leading claim in health and wellness staple foods in 2022
No added sugar boosted by media coverage discussing harm of consuming too much sugar
PROSPECTS AND OPPORTUNITIES
Healthy and functional ingredients to help refresh and revitalise staple foods over the forecast period
Vegan most promising claim in health and wellness staple foods during the forecast period
Dairy free looks set to expand to include categories other than bread
CATEGORY DATA
Table 41 Sales of Staple Foods by Health and Wellness Type: Value 2019-2022
Table 42 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2019-2022
Table 43 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 44 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 45 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 46 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 47 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2022-2027
Table 48 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2022-2027
