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Alcoholic Drinks in Denmark

Published Jun 24, 2025
Length 69 Pages
SKU # EP20156306

Description

Alcoholic drinks in Denmark witnessed declining volume sales in 2024, largely due to the rise of mindful drinking, as well as a need to economise amid higher costs of living. More Danes are either cutting down on alcohol consumption, choosing lower strength (ABV) drinks, or are abstaining completely from drinking alcohol as part of healthier lifestyles. This was notably the case among young adults who are more health conscious and focused on wellbeing compared to older generations. The preferenc... Euromonitor International's Alcoholic Drinks in Denmark report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2020-2024), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change. Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine. Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data. Why buy this report? * Get a detailed picture of the Alcoholic Drinks 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. Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

Table of Contents

69 Pages
Alcoholic Drinks in Denmark
Euromonitor International
June 2025
List Of Contents And Tables
ALCOHOLIC DRINKS IN DENMARK
EXECUTIVE SUMMARY
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2019-2024
MARKET DATA
Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024
Table 6 GBO Company Shares of Alcoholic Drinks: % Total Volume 2020-2024
Table 7 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2019-2024
Table 8 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2024
Table 9 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2024-2029
Table 10 Forecast Sales of Alcoholic Drinks by Category: Total Value 2024-2029
Table 11 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2024-2029
Table 12 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
BEER IN DENMARK
KEY DATA FINDINGS
2024 DEVELOPMENTS
Falling consumption of lager reflects preference for quality over quantity
Domestic player Carlsberg Danmark maintains firm lead in beer category
Grocery retailers dominate off-trade beer sales
PROSPECTS AND OPPORTUNITIES
Premium and non-alcoholic beer to perform well amid overall decline
Non-alcoholic beer offers significant growth potential
Niche offerings to emerge shaped by health and wellness trend
CATEGORY BACKGROUND
Lager price band methodology
Summary 2 Lager by Price Band 2024
CATEGORY DATA
Table 13 Sales of Beer by Category: Total Volume 2019-2024
Table 14 Sales of Beer by Category: Total Value 2019-2024
Table 15 Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 16 Sales of Beer by Category: % Total Value Growth 2019-2024
Table 17 Sales of Beer by Off-trade vs On-trade: Volume 2019-2024
Table 18 Sales of Beer by Off-trade vs On-trade: Value 2019-2024
Table 19 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 20 Sales of Beer by Off-trade vs On-trade: % Value Growth 2019-2024
Table 21 Sales of Beer by Craft vs Standard 2019-2024
Table 22 GBO Company Shares of Beer: % Total Volume 2020-2024
Table 23 NBO Company Shares of Beer: % Total Volume 2020-2024
Table 24 LBN Brand Shares of Beer: % Total Volume 2021-2024
Table 25 Forecast Sales of Beer by Category: Total Volume 2024-2029
Table 26 Forecast Sales of Beer by Category: Total Value 2024-2029
Table 27 Forecast Sales of Beer by Category: % Total Volume Growth 2024-2029
Table 28 Forecast Sales of Beer by Category: % Total Value Growth 2024-2029
WINE IN DENMARK
KEY DATA FINDINGS
2024 DEVELOPMENTS
Flat volume sales as wine consumption shifts to lighter options
Rising demand for sparkling wine boosts Amka Danmark’s volume share
Discounters lead the retail distribution of wine
PROSPECTS AND OPPORTUNITIES
Changing preferences in wine consumption set to continue
Shifts in consumer preferences towards sparkling and still rosé wine
Packaging formats and sustainable features will lead innovations
CATEGORY DATA
Table 29 Sales of Wine by Category: Total Volume 2019-2024
Table 30 Sales of Wine by Category: Total Value 2019-2024
Table 31 Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 32 Sales of Wine by Category: % Total Value Growth 2019-2024
Table 33 Sales of Wine by Off-trade vs On-trade: Volume 2019-2024
Table 34 Sales of Wine by Off-trade vs On-trade: Value 2019-2024
Table 35 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 36 Sales of Wine by Off-trade vs On-trade: % Value Growth 2019-2024
Table 37 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2019-2024
Table 38 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2019-2024
Table 39 Sales of Still White Wine by Price Segment: % Off-trade Volume 2019-2024
Table 40 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2019-2024
Table 41 GBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
Table 42 NBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
Table 43 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2021-2024
Table 44 GBO Company Shares of Champagne: % Total Volume 2020-2024
Table 45 NBO Company Shares of Champagne: % Total Volume 2020-2024
Table 46 LBN Brand Shares of Champagne: % Total Volume 2021-2024
Table 47 GBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
Table 48 NBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
Table 49 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2021-2024
Table 50 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
Table 51 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
Table 52 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2021-2024
Table 53 GBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
Table 54 NBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
Table 55 LBN Brand Shares of Non-grape Wine: % Total Volume 2021-2024
Table 56 Forecast Sales of Wine by Category: Total Volume 2024-2029
Table 57 Forecast Sales of Wine by Category: Total Value 2024-2029
Table 58 Forecast Sales of Wine by Category: % Total Volume Growth 2024-2029
Table 59 Forecast Sales of Wine by Category: % Total Value Growth 2024-2029
SPIRITS IN DENMARK
KEY DATA FINDINGS
2024 DEVELOPMENTS
Lower consumption of spirits creates challenges for players
Diageo Danmark A/S takes the lead in spirits
Discounters is key channel for retail purchases
PROSPECTS AND OPPORTUNITIES
Challenging outlook for spirits category but growth opportunities exist
Premiumisation trend set to gain ground in spirits
Innovations will centre on delivering premium experiences
CATEGORY BACKGROUND
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 3 Benchmark Brands 2024
CATEGORY DATA
Table 60 Sales of Spirits by Category: Total Volume 2019-2024
Table 61 Sales of Spirits by Category: Total Value 2019-2024
Table 62 Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 63 Sales of Spirits by Category: % Total Value Growth 2019-2024
Table 64 Sales of Spirits by Off-trade vs On-trade: Volume 2019-2024
Table 65 Sales of Spirits by Off-trade vs On-trade: Value 2019-2024
Table 66 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 67 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2019-2024
Table 68 Sales of Dark Rum by Price Platform: % Total Volume 2019-2024
Table 69 Sales of White Rum by Price Platform: % Total Volume 2019-2024
Table 70 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2019-2024
Table 71 Sales of English Gin by Price Platform: % Total Volume 2019-2024
Table 72 Sales of Vodka by Price Platform: % Total Volume 2019-2024
Table 73 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2019-2024
Table 74 GBO Company Shares of Spirits: % Total Volume 2020-2024
Table 75 NBO Company Shares of Spirits: % Total Volume 2020-2024
Table 76 LBN Brand Shares of Spirits: % Total Volume 2021-2024
Table 77 Forecast Sales of Spirits by Category: Total Volume 2024-2029
Table 78 Forecast Sales of Spirits by Category: Total Value 2024-2029
Table 79 Forecast Sales of Spirits by Category: % Total Volume Growth 2024-2029
Table 80 Forecast Sales of Spirits by Category: % Total Value Growth 2024-2029
CIDER/PERRY IN DENMARK
KEY DATA FINDINGS
2024 DEVELOPMENTS
Ongoing decline as cider/perry fails to resonate with young adults
Carlsberg Danmark A/S continues to lead, focusing on innovation to drive growth
Price sensitivity drives cider purchases in discounter channel
PROSPECTS AND OPPORTUNITIES
Cider/perry faces ongoing challenges
Regular cider is considered old-fashioned
Premium cider provides some growth potential
CATEGORY DATA
Table 81 Sales of Cider/Perry: Total Volume 2019-2024
Table 82 Sales of Cider/Perry: Total Value 2019-2024
Table 83 Sales of Cider/Perry: % Total Volume Growth 2019-2024
Table 84 Sales of Cider/Perry: % Total Value Growth 2019-2024
Table 85 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2019-2024
Table 86 Sales of Cider/Perry by Off-trade vs On-trade: Value 2019-2024
Table 87 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 88 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2019-2024
Table 89 GBO Company Shares of Cider/Perry: % Total Volume 2020-2024
Table 90 NBO Company Shares of Cider/Perry: % Total Volume 2020-2024
Table 91 LBN Brand Shares of Cider/Perry: % Total Volume 2021-2024
Table 92 Forecast Sales of Cider/Perry: Total Volume 2024-2029
Table 93 Forecast Sales of Cider/Perry: Total Value 2024-2029
Table 94 Forecast Sales of Cider/Perry: % Total Volume Growth 2024-2029
Table 95 Forecast Sales of Cider/Perry: % Total Value Growth 2024-2029
RTDS IN DENMARK
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth moderates following period of dynamism in RTDs
Competitive landscape remains concentrated in RTDs
Discounters are dominant channel
PROSPECTS AND OPPORTUNITIES
RTDs faces steady growth in forecast period
Non-alcoholic RTDs set to emerge
RTDs is poised for innovation
CATEGORY DATA
Table 96 Sales of RTDs by Category: Total Volume 2019-2024
Table 97 Sales of RTDs by Category: Total Value 2019-2024
Table 98 Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 99 Sales of RTDs by Category: % Total Value Growth 2019-2024
Table 100 Sales of RTDs by Off-trade vs On-trade: Volume 2019-2024
Table 101 Sales of RTDs by Off-trade vs On-trade: Value 2019-2024
Table 102 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2019-2024
Table 103 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2019-2024
Table 104 GBO Company Shares of RTDs: % Total Volume 2020-2024
Table 105 NBO Company Shares of RTDs: % Total Volume 2020-2024
Table 106 LBN Brand Shares of RTDs: % Total Volume 2021-2024
Table 107 Forecast Sales of RTDs by Category: Total Volume 2024-2029
Table 108 Forecast Sales of RTDs by Category: Total Value 2024-2029
Table 109 Forecast Sales of RTDs by Category: % Total Volume Growth 2024-2029
Table 110 Forecast Sales of RTDs by Category: % Total Value Growth 2024-2029

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