New Study: Tea in Denmark

From: Fast Market Research, Inc.
Published: Tue Apr 28 2015

Tea experienced healthy growth for a second year in a row in 2014, as sales rose by 5% in retail volume terms and by 1% in on-trade volume terms. Danes are more and more interested in healthier hot drinks alternatives and tea is one of those products receiving a lot of attention in the media. The health benefits of green, herbal and other tea are discussed often in social media as well.

Competitive Landscape

Merrild Kaffe A/S is the leader in the tea category, and held a value share of 27% in 2014. Its most popular product is Pickwick, which can be found in different tea categories such as tea bags black standard, tea bags black speciality, loose black speciality tea, loose black standard tea, green tea and fruit/herbal tea. The brand has been available for a long time in Denmark and has strong consumer loyalty. Its products are considered as being of a high quality, are easy to use, are available in most retail chains in Denmark and are advertised strongly with different marketing campaigns. They are, however, mainstream products and consumers who seek to try more exclusive tea do not buy this tea brand often.

Full Report Details at

Industry Prospects

Tea is expected to register a healthy CAGR of 2% in total volume terms over 2014-2019. Tea will be still drunk more often at home, leaving the on-trade channel for the coffee drinkers. Tea will be further experiencing positive attention from the media, which will focus on its health benefits, and state it is a good replacement for coffee as most tea types still contain caffeine. The leading companies are anticipated to target the health and wellness trend by expanding their selection of certified tea with exotic flavours. Organic and Fairtrade will continue to grow rapidly due to their USPs. More specialised tea shops are expected to open as well.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Tea 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.

If you're in the Tea industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The Tea in Denmark market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

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You may also be interested in these related reports:

- Tea Markets in the World to 2019 - Market Size, Development, and Forecasts
- Tea in Germany
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- RTD Tea in Greece
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