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The category leader was Carlsberg Danmark with its well-known Somersby brand, with 44% total volume share in 2013. Carlsberg is a globally well-known local brewery, selling beer, cider/perry, RTDs and soft drinks as well, enjoying stable position in Denmark. The company introduced its Somersby brand back in 2008, which is a drink targeting a wider consumer group, than for example Cult's cider, even though Somersby is also mainly consumed by young adults. The second biggest player was Cult A/S with 37% total volume share, lagging behind Carlsberg. The leading position of Carlsberg can also be explained by the fact that the company has a more widespread delivery system to on-trade outlets than Cult, and sales through on-trade dropped less than through off-trade which contributed to Carlsberg's increasing share.
It is expected that leading players will continue to invest in the marketing of their cider/perry products in the hope of catching young consumers who tend to drink less beer, even though high taxes make the situation fairly difficult for players. There were success stories, such as Cult A/S which has proven to be the most efficient in stimulating the 16 to 30 years old age group's need for innovation, choice, and variation. The other two big players, Carlsberg and Royal Unibrew are expected to continue to invest into marketing, maybe even taking inspiration from Cult.
Discover the latest market trends and uncover sources of future market growth for the Cider/Perry industry in Denmark with research from Euromonitor's team of in-country analysts.
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If you're in the Cider/Perry industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.
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