Health and Wellness in Denmark - Research and Markets

The health and wellness industry continues to gain greater significance overall, particularly in the wake of the pandemic, as consumers have become more cognisant of the negative impact of processed food and a range of drinks on their health and wellbeing. The virus disproportionately affected those with underlying health conditions, such as obesity and diabetes, making people more conscious of the need to take care of their health and boost their overall immunity.

The 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 2019-2023, 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 2028 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.

EXECUTIVE SUMMARY

Health and wellness in focus
Consumer weight trends
Consumer diet trends
Health-related deaths
Blood pressure and cholesterol levels
Diabetes prevalence

DISCLAIMERHW HOT DRINKS IN DENMARKKEY DATA FINDINGS

2023 DEVELOPMENTS

Continued expansion of organic hot drinks
Sugar is a key health issue in other hot drinks
Functionality gaining in importance in tea

PROSPECTS AND OPPORTUNITIES

Pressure on coffee producers to arrest migration of younger consumers
Other hot drinks category needs to present a healthier image
Trend to decrease sugar intake in hot drinks to gather momentum over the forecast period

CATEGORY DATA

Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2019-2023
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2019-2023
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2019-2023
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2019-2023
Table 5 Company Shares of Gluten Free Hot Drinks (3rd Biggest HW Type in Global Hot Drinks): % Value 2019-2023
Table 6 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2019-2023
Table 7 Company Shares of No Allergens Hot Drinks (5th Biggest HW Type in Global Hot Drinks): % Value 2019-2023
Table 8 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2023-2028
Table 9 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2023-2028

HW SOFT DRINKS IN DENMARKKEY DATA FINDINGS

2023 DEVELOPMENTS

No sugar becoming the primary focus in carbonates
Growing interest in natural claim
Expansion of fortified and functional products

PROSPECTS AND OPPORTUNITIES

Health and wellness claims to become increasingly mainstream in soft drinks
Growing emphasis on fortification and functionality
Growth in plant-based and vegan products

CATEGORY DATA

Table 10 Sales of Soft Drinks by Health and Wellness Type: Value 2019-2023
Table 11 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2019-2023
Table 12 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2019-2023
Table 13 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2019-2023
Table 14 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2019-2023
Table 15 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2019-2023
Table 16 Company Shares of Gluten Free Soft Drinks (5th Biggest HW Type in Global Soft Drinks): % Value 2019-2023
Table 17 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2023-2028
Table 18 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2023-2028

HW SNACKS IN DENMARKKEY DATA FINDINGS

2023 DEVELOPMENTS

Consumers’ financial difficulties hit organic snacks
Plant-based health and wellness snacks on the up
Sweet-toothed consumers face dilemma

PROSPECTS AND OPPORTUNITIES

Further marrying of health and ethical concerns
Growing interest in protein
Intensifying legislative pressure linked to rising obesity rates will boost innovation over forecast period

CATEGORY DATA

Table 19 Sales of Snacks by Health and Wellness Type: Value 2019-2023
Table 20 Sales of Snacks by Health and Wellness Type: % Value Growth 2019-2023
Table 21 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2019-2023
Table 22 Company Shares of Vegetarian Snacks (2nd Biggest HW Type in Global Snacks): % Value 2019-2023
Table 23 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2019-2023
Table 24 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2019-2023
Table 25 Company Shares of No Allergens Snacks (5th Biggest HW Type in Global Snacks): % Value 2019-2023
Table 26 Forecast Sales of Snacks by Health and Wellness Type: Value 2023-2028
Table 27 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2023-2028

HW DAIRY PRODUCTS AND ALTERNATIVES IN DENMARKKEY DATA FINDINGS

2023 DEVELOPMENTS

Lactose free dairy remains relevant to many Danish consumers
Organic claim hit by financial pressures on consumers
Investment in plant-based products continues despite economic challenges

PROSPECTS AND OPPORTUNITIES

New tax could hit organic segment, while private label is set to play important role in maintaining demand
Government efforts likely to boost plant-based consumption
Increasing emphasis on fortification and functionality claims

CATEGORY DATA

Table 28 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2019-2023
Table 29 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2019-2023
Table 30 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2023

Table 31 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V

Table 32 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-20
Table 33 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2
Table 34 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2023
Table 35 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2023-2028
Table 36 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2023-2028

HW COOKING INGREDIENTS AND MEALS IN DENMARKKEY DATA FINDINGS

2023 DEVELOPMENTS

Organic claim ties together health and wellness and environmental concerns
Plant-based, vegan and vegetarian claims also benefit from health and environmental concerns
Reducing sugar, fat and salt content

PROSPECTS AND OPPORTUNITIES

Mainstream distribution and private label development
Important role for locally produced cooking ingredients and meals
Growth for dairy free and plant-based claims

CATEGORY DATA

Table 37 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2019-2023
Table 38 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2019-2023
Table 39 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2023
Table 40 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2023
Table 41 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2023
Table 42 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2023
Table 43 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2023
Table 44 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2023-2028
Table 45 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2023-2028

HW STAPLE FOODS IN DENMARKKEY DATA FINDINGS

2023 DEVELOPMENTS

Plant-based and vegan staples significantly expand market presence in Denmark
Organic is the leading claim in health and wellness staple foods in 2023
No added sugar boosted by media discussions of harmful impact of consuming too much sugar

PROSPECTS AND OPPORTUNITIES

Resilient health focused demand provides strong platform for further development
VAT reduction presents potential for consumers to explore health and wellness claims
Pulses set to play important role in development of health and wellness staple foods

CATEGORY DATA

Table 46 Sales of Staple Foods by Health and Wellness Type: Value 2019-2023
Table 47 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2019-2023
Table 48 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2019-2023
Table 49 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2019-2023
Table 50 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2019-2023
Table 51 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2019-2023
Table 52 Company Shares of No Allergens Staple Foods (5th Biggest HW Type in Global Staple Foods): % Value 2019-2023
Table 53 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2023-2028
Table 54 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2023-2028

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