New Report Available: Coffee in Denmark

Instant coffee is becoming more popular in Denmark. It still accounted for 8% of overall retail volume sales in 2014, but it is obvious that it is becoming trendier. Instant coffee showed a 7% increase in retail volume terms and reached 1,687 tonnes. Instant coffee is gaining momentum due to its convenience and quick preparation. This is very appealing to younger consumers, who live faster-paced lives these days. Another important factor supporting the growth of instant coffee is the improved quality of the products, which maybe was not as good when their parents or grandparents were their age. There is a lot of competition between producers in the instant coffee category in Denmark, but it is very hard to compete as consumers are often very loyal to their preferred brands.

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Competitive Landscape

Merrild Kaffe A/S was the category leader with a value share of 28% in 2014. The Merrild brand has some popular extensions such as Merrild Café Noir, Merrild Mellemristet and Merrild Økologisk, which are very strong in the biggest coffee category, standard fresh ground coffee. The company has very strong consumer loyalty, wide distribution and a good price offering compared with other coffee players in Denmark. It also has a strong position in instant standard coffee, where its brand Merrild Café Noir Instant held 11% of the category’s retail value sales in 2014. The company also distributed its fresh ground coffee pods brand Senseo, which is the most successful in its category, in both retail value and volume terms. The company was present in all coffee categories, fresh coffee beans, fresh ground coffee and instant coffee, with its Merrild brand and Senseo.

Industry Prospects

Coffee is expected to record a marginal CAGR in retail volume terms during 2014-2019. Standard fresh ground coffee will be showing a further decline while new and innovative products such as fresh ground coffee pods and instant standard coffee will show healthy growth rates in the forecast period. Convenience and speciality are expected to remain the main trends in coffee. Danes look for more convenient solutions to help them make coffee faster and simpler. Demand for speciality will be embodied in demand for premium Italian-style coffee, like espressos and certified coffee, which guarantees the responsible sourcing of coffee beans. Environmentally friendly products will also be in demand in the country.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Coffee industry in Denmark with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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