Country Profile: Bakery & Cereals sector in Denmark

Country Profile: Bakery & Cereals sector in Denmark

  • May 2017 •
  • 152 pages •
  • Report ID: 4948893
Country Profile: Bakery & Cereals sector in Denmark


Danish Bakery & Cereals sector accounted for a value share of 0.24% of the global market and 1.06% of the regional (Western Europe) market, in 2016. The sector was valued at Kr14,037.3 million (US$2,081.3 million) in 2016 and is expected to grow at a CAGR of 2.9% during 2016-2021.

Growth in the sector is driven by high employment rate, high degree of urbanization and resultant busy life styles of consumers, who are looking for convenience food options. Per capita consumption stood at 56.9kg when compared to the global and Western Europe levels of 26.4kg and 74.8kg, respectively, in 2016. The Danish Bakery & Cereals sector is fragmented with the top five brands accounting for just 19.6% of the market share by value in 2016. Private labels accounted for 12.3% share by value in the same year.

Hypermarkets & Supermarkets is the leading distribution channel in the Danish Bakery & Cereals sector, accounting for a total value share of 51.5% in 2016. This is followed by Food & Drinks Specialists and Convenience Stores with shares of 22.4% each, in the same year.

Health & Wellness attributes such as ‘Naturally Healthy’ and ‘Food Minus’ and consumer benefits such as ‘General Wellbeing’’ are the most sought after Health & Wellness claims in the Danish Bakery & Cereals sector.

Consumption of Bakery & Cereals is high among urban population, particularly those who have attended Upper Secondary and Tertiary Education. In terms of consumption by age group, Older Consumers and Kids & Babies together accounted for a 49.9% share in 2016.

The report "Country Profile: Bakery & Cereals sector in Denmark" provides insights on high growth markets to target, trends in the usage of packaging materials, types and closures category level distribution data and brands market shares.

In particular, this report provides the following analysis -
- Market data: Overall market value and volume data with growth analysis for 2011-2021.
- Category coverage: Value and growth analysis for Baking Ingredients, Baking Mixes, Bread & Rolls, Breakfast Cereals, ‘Cakes, Pastries & Sweet Pies’, Cereal Bars, Cookies (Sweet Biscuits), Dough Products, Energy Bars, Morning Goods, and Savory Biscuits with inputs on individual category share within each market and the change in their market share forecast for 2016-2021.
- Leading players: Market share of brands and private labels, including private label growth analysis from 2011-2016.
- Distribution data: Percentage of sales within each market through distribution channels such as Cash & Carries and warehouse Clubs, Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists, eRetailers and others.
- Packaging data: consumption breakdown for packaging materials and containers in each market, in terms of percentage share of number of units sold. Packaging material data for Glass, Flexible Packaging, Paper & Board, Rigid Plastics, and others; container data for: Film, Bag/Sachet, Tub, Box, Pouch, and Tin.

Companies mentioned in this report: Dr. August Oetker Kg, Haugen-Gruppen As, Scandic Food A/S, Barilla G. & R. Fratelli, Nestle S.A., PepsiCo, Inc., Abdon Finax AB, Kavli Holding AS, Pågengruppen AB,Bright Food (Group) Co., Ltd., Koff A/S, Bisca A/S, Mondelez International, Inc.


- The Danish Bakery & Cereals sector is led by Bread & Rolls in value and volume terms.
- Cookies (Sweet Biscuits) are expected to grow fastest during 2016-2021.
- The top five brands account for 19.6% of the market share by value in 2016; while Private labels account for 12.3% share in the same year.
- Flexible Packaging is the most commonly used packaging material in the sector.
- Hypermarkets & Supermarkets is the leading distribution channel for Bakery & Cereals sector in the country.
- The Danish Bakery & Cereals sector is expected to grow at a CAGR of 2.9% during 2016-2021.

Reasons to buy

- Identify high potential categories and explore further market opportunities based on detailed value and volume analysis
- Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities
- Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning
- Manufacturers can identify the opportunities to position products with H&W attributes/benefits
- Access the key and most influential consumer trends driving Bakery & Cereals products consumption, and how they influence consumer behavior in the market which will help determine the best audiences to target
- Our team of analysts have placed a significant emphasis on changes expected in the market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion
- The packaging analysis report helps manufacturers, in identifying the most commonly used packaging materials in the sector
- Analysis on key macro-economic indicators such as GDP per capita, population (overall and breakdown by age), and consumer price index. It also covers a comparative analysis of political, economic, socio-demographic, and technological indicators (PEST) across 50 countries.

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