While health and wellness claims have not played a major role in the development of coffee in Denmark, which traditionally has a high level of coffee consumption, it is likely that producers will increasingly come under pressure to become more health focused in their product innovation and marketing strategies. Younger consumers, in particular, are increasingly subject to international consumption trends and are drinking less coffee, with health and ethical concerns also playing a role in the shifting demand trends amongst younger Danish consumers.
Just as coffee is seeing shifts in consumption behaviours increase the pressure on manufacturers to consider focusing more strongly on health and wellness, chocolate-based flavoured powder drinks is set to see competition from other beverages influence players’ strategies. Parents are increasingly opting for products such as smoothies or naturally flavoured water, for example, which are considered to be healthier.
No and low sugar hot drinks are expected to continue benefiting from growing anti-sugar sentiment in Denmark. In fact, low and no added sugar variants are likely to be extended to categories in which they were not present or in which they only had a low presence over the review period.
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Understand the latest market trends and future growth opportunities for the HW Hot Drinks industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. This is the aggregation of Coffee, Tea, and Other Hot Drinks. For full product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Cooking Ingredients and Meals, Dairy Products and Alternatives, Snacks, Staple Foods, Hot Drinks, Soft Drinks. Please note that data is not available at this level or other aggregated claim levels.
See All of Our DefinitionsThis report originates from Passport, our HW Hot Drinks research and analysis database.
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