Cow’s milk consumption will continue to decrease in the long term, partly due to the development of dairy milk alternatives, but also due to the shift to other soft drinks, especially by younger generations. The decision by the Danish government to stop providing drinking milk in Copenhagen schools from summer 2023, will have a noticeable impact on volume sales.
Younger Danish consumers are flocking to plant-based milk as they increasingly see cow’s milk as a product that is unhealthy and with poor sustainability credentials, as well as not conforming to their ethical ideals in terms of animal welfare. This trend is expected to continue building during the forecast period as cow’s milk becomes more expensive and the prices charged for plant-based milk come to be seen as more reasonable within the context of the rising cost of food generally.
The proportion of value sales of cow’s milk accounted for by private label has risen steadily over the review period and reached a retail value share of 26% in 2023. Although brands will regain some ground as inflation subsides, high prices and the ongoing pressure on household incomes will encourage consumers towards private labels in the initial years.
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Understand the latest market trends and future growth opportunities for the Drinking Milk Products industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
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Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.
See All of Our DefinitionsThis report originates from Passport, our Drinking Milk Products research and analysis database.
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