Country Profile: Spirits Sector in Denmark

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Published: September 30, 2017 Report Code: CS4744MF-ST

Report Overview
Key Players
Table of Contents
Table
Figures

The Spirits Sector in Denmark is led by the Whiskey market in both value and volume terms, while the Brandy market is expected to register the fastest growth in value terms during 2016-2021. Growing health awareness among consumers is impacting volume growth of spirits in the country. On the other hand premiumisation and increasing demand for craft Spirits are driving value growth in the sector. On-trade transactions accounted for the largest volume share in the distribution of Spirits in Denmark. Glass is the most commonly used package material in the Danish Spirits sector. Smirnoff, The Famous Grouse and King George IV are the leading brands in the country.

GlobalData’s Country Profile report on the Spirits sector in Denmark provides insights on high growth markets to target, trends in the usage of packaging materials, category level distribution channel data and market share of brands.

What else is contained?
– Market data: Overall market value and volume data with growth analysis for 2011-2021.
– Category coverage: Value and growth analysis for Brandy, Gin & Genever, Liqueurs, Rum, Specialty Spirits, Tequila & Mezcal, Vodka, and Whiskey 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 On-trade, Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists, and others
– Packaging data: consumption breakdown for package materials and pack types in each market, in terms of percentage share of number of units sold. Package material data for Glass, Rigid Plastics, Paper & Board, Flexible Packaging, Rigid Metal and others; pack type data for: Bottle, Stand Up Pouch, Bag-In-Box, Carton-Liquid and Can.

Scope

– The Spirits sector in Denmark accounted for 0.8% volume share in the Western European region

– The Spirits sector in Denmark is forecast to grow at 0.04% CAGR in value terms during 2016-2021

– Per capita consumption Whiskey is higher compared to other Spirits in Denmark

– On-trade transactions accounted for the leading share in the distribution of Spirits in Denmark

– Smirnoff accounts for the leading share in the Danish Spirits sector

– Glass is the most commonly used package material in the Danish Spirits sector

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

– Access the key and most influential consumer trends driving Spirits 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.

The Armanoir group
Altia Corporation
Groupe Boinaud
LVMH Moet Hennessy - Louis Vuitton
Remy Coitreau Group
Lucas Bols NV
SUNTORY HOLDINGS LIMITED.
The Finsbury Distillery Co. Limited
De Danske A/S
Fratelli Branca Distillerie Srl
Mast-Jägermeister Se
Svendborg Snaps
United Drinks A/S

Table of Contents

1. Report Scope 1

2. Executive summary 2

3. Denmark in the global and regional context 3

3.1. Denmark’s share in the Global and Western European Spirits sector 3

3.2. Denmark compared to other leading countries in Western Europe 4

4. Market size analysis – Spirits sector 5

4.1. Value and volume analysis – Spirits sector in Denmark 5

4.2. Per capita consumption – Denmark compared to Western Europe and globally 6

4.3. Value and volume analysis of markets in the Spirits sector 7

4.4. Growth analysis by markets 8

5. Market and category analysis 9

5.1. Per capita consumption analysis by markets 9

5.2. Market analysis: Brandy 10

5.3. Market analysis: Gin & Genever 12

5.4. Market analysis: Liqueurs 13

5.5. Market analysis: Rum 15

5.6. Market analysis: Specialty Spirits 17

5.7. Market analysis: Tequila & Mezcal 19

5.8. Market analysis: Vodka 20

5.9. Market analysis: Whiskey 22

6. Distribution analysis 24

6.1. Distribution channel share analysis: Spirits 24

6.2. Distribution channel share analysis: Brandy 25

6.3. Distribution channel share analysis: Gin & Genever 26

6.4. Distribution channel share analysis: Liqueurs 27

6.5. Distribution channel share analysis: Rum 28

6.6. Distribution channel share analysis: Specialty Spirits 29

6.7. Distribution channel share analysis: Tequila & Mezcal 30

6.8. Distribution channel share analysis: Vodka 31

6.9. Distribution channel share analysis: Whiskey 32

7. Competitive landscape 33

7.1. Brand share analysis by sector 33

7.2. Brand share analysis by markets 38

7.3. Brand share analysis by category 49

7.3.1. Brandy 49

7.3.2. Liqueurs 50

7.3.3. Rum 52

7.3.4. Specialty Spirits 53

7.3.5. Vodka 54

7.3.6. Whiskey 56

8. Packaging analysis 58

8.1. Packaging share and growth analysis by package material 58

8.2. Packaging share analysis by package material 59

8.3. Packaging share and growth analysis by pack type 60

8.4. Packaging share analysis by pack type 61

8.5. Packaging share and growth analysis by closure type 62

8.6. Packaging share analysis by closure type 63

8.7. Packaging share and growth analysis by primary outer type 64

8.8. Packaging share analysis by primary outer type 65

9. Macroeconomic analysis 66

9.1. GDP per Capita 69

9.2. Population and population growth 70

9.3. Consumer Price Index 71

9.4. Population breakdown by age 72

10. Consumergraphics 73

10.1. Consumption by Gender 73

10.2. Consumption by Age 74

10.3. Consumption by Education 75

10.4. Consumption by Degree of Urbanization 76

11. Methodology 77

12. Definitions 78

13. Appendix 82

14. About GlobalData 96

15. Disclaimer 97

16. Contact Us 98

Table

List of Tables

Table 1: Volume share of Denmark in the global and Western Europe Wine sector, 2011-2021 3

Table 2: Growth analysis by markets, 2016-2021 8

Table 3: Per capita consumption (by markets) in Denmark, Western Europe and Global average, 2016 9

Table 4: Value analysis by of Brandy market categories, 2011-2021 11

Table 5: Volume analysis of Brandy market by categories, 2011-2021 11

Table 6: Value analysis of Liqueurs market by categories, 2011-2021 14

Table 7: Volume analysis of Liqueurs market by categories, 2011-2021 14

Table 8: Value analysis by of Rum market categories, 2011-2021 16

Table 9: Volume analysis of Rum market by categories, 2011-2021 16

Table 10: Value analysis of Speciality Spirits market by categories, 2011-2021 18

Table 11: Volume analysis of Specialty Spirits market by categories, 2011-2021 18

Table 12: Value analysis by of Vodka market categories, 2011-2021 21

Table 13: Volume analysis of Vodka market by categories, 2011-2021 21

Table 14: Value analysis of Whiskey market by categories, 2011-2021 23

Table 15: Volume analysis of Whiskey market by categories, 2011-2021 23

Table 16: Brand Volume – Spirits sector, 2016 34

Table 17: Brand Volume – Brandy market, 2016 38

Table 18: Brand Volume – Gin & Genever market, 2016 39

Table 19: Brand Volume – Liqueurs market, 2016 40

Table 20: Brand Volume – Rum market, 2016 42

Table 21: Brand Volume – Specialty Spirits market, 2016 43

Table 22: Brand Volume – Tequila & Mezcal market, 2016 44

Table 23: Brand Volume – Vodka market, 2016 45

Table 24: Brand Volume – Whiskey market, 2016 47

Table 25: Brand Volume – Armagnac category 49

Table 26: Brand Volume – Cognac category 49

Table 27: Brand Volume – Bitters category, 2016 50

Table 28: Brand Volume – Cream Liqueurs category, 2016 50

Table 29: Brand Volume – Fruit Liqueurs category, 2016 51

Table 30: Brand Volume – Other Liqueurs category, 2016 51

Table 31: Brand Volume – Dark Rum category, 2016 52

Table 32: Brand Volume – Light Rum category, 2016 52

Table 33: Brand Volume – Other Specialty Spirits category, 2016 53

Table 34: Brand Volume – Flavoured Vodka category, 2016 54

Table 35: Brand Volume – Unflavoured Vodka category, 2016 54

Table 36: Brand Volume – American Whiskey category, 2016 56

Table 37: Brand Volume – Canadian Whiskey category, 2016 56

Table 38: Brand Volume – Irish Whiskey category, 2016 56

Table 39: Brand Volume – Scotch Whisky category, 2016 57

Table 40: Consumption of Spirits by gender and markets (Thousand Liters, 2016) 73

Table 41: Consumption of Spirits by age and markets (Thousand Liters, 2016) 74

Table 42: Consumption of Spirits by education and markets (Thousand Liters, 2016) 75

Table 43: Consumption of Spirits degree of urbanization and markets (Million Liters, 2016) 76

Table 44: Market Definitions 78

Table 45: Category Definitions 79

Table 46: Channel Definitions 81

Table 47: Market Value for Brandy – by category (Kr Million) 2011-2021 82

Table 48: Market Value for Brandy – by category (US$ Million) 2011-2021 82

Table 49: Market Volume for Brandy – by category (Million Liters) 2011-2021 83

Table 50: Market Value for Liqueurs – by category (Kr Million) 2011-2021 83

Table 51: Market Value for Liqueurs – by category (US$ Million) 2011-2021 84

Table 52: Market Volume for Liqueurs – by category (Million Liters) 2011-2021 84

Table 53: Market Value for Rum – by category (Kr Million) 2011-2021 85

Table 54: Market Value for Rum – by category (US$ Million) 2011-2021 85

Table 55: Market Volume for Rum – by category (Million Liters) 2011-2021 86

Table 56: Market Value for Specialty Spirits – by category (Kr Million) 2011-2021 86

Table 57: Market Value for Specialty Spirits – by category (US$ Million) 2011-2021 87

Table 58: Market Volume for Specialty Spirits – by category (Million Liters) 2011-2021 87

Table 59: Market Value for Vodka – by category (Kr Million) 2011-2021 88

Table 60: Market Value for Vodka – by category (US$ Million) 2011-2021 88

Table 61: Market Volume for Vodka – by category (Million Liters) 2011-2021 89

Table 62: Market Value for Whiskey – by category (Kr Million) 2011-2021 89

Table 63: Market Value for Whiskey – by category (US$ Million) 2011-2021 90

Table 64: Market Volume for Whiskey – by category (Million Liters) 2011-2021 90

Table 65: Spirits Sales Distribution in Denmark – by Markets (Kr Million), 2016 91

Table 66: Package Material (in Million pack units) 92

Table 67: Pack Type (in Million pack units) 92

Table 68: Closure Type (in Million pack units) 93

Table 69: Primary Outer Type (in Million pack units) 93

Table 70: Exchange Rates: (US$-Kr), 2011-2021 93

Table 71: GDP Per Capita (Kr) 94

Table 72: Population 94

Table 73: Consumer Price Index 94

Table 74: Age Profile (Millions of Persons) 95

Figures

List of Figures

Figure 1: Denmark compared to other top four countries in Western Europe – market size, growth, and competitive landscape 4

Figure 2: Market size analysis by value and volume, Spirits sector, 2011-2021 5

Figure 3: Per capita consumption in Denmark compared to global and Western European average, 2011-2021 6

Figure 4: Value and volume growth analysis by markets, 2016-2021 7

Figure 5: Value and volume growth analysis, Brandy market, 2011-2021 10

Figure 6: Value and volume growth analysis, Gin & Genever market, 2011-2021 12

Figure 7: Value and volume growth analysis, Liqueurs market, 2011-2021 13

Figure 8: Value and volume growth analysis, Rum market, 2011-2021 15

Figure 9: Value and volume growth analysis, Specialty Spirits market, 2011-2021 17

Figure 10: Value and volume growth analysis, Tequila & Mezcal market, 2011-2021 19

Figure 11: Value and volume growth analysis, Vodka market, 2011-2021 20

Figure 12: Value and volume growth analysis, Whiskey market, 2011-2021 22

Figure 13: Distribution channel share (Volume), Spirits, 2011-2016 24

Figure 14: Distribution channel share (Volume), Brandy market, 2011-2016 25

Figure 15: Distribution channel share (Volume), Gin & Genever market, 2011-2016 26

Figure 16: Distribution channel share (Volume), Liqueurs market, 2011-2016 27

Figure 17: Distribution channel share (Volume), Rum market, 2011-2016 28

Figure 18: Distribution channel share (Volume), Specialty Spirits market, 2011-2016 29

Figure 19: Distribution channel share (Volume), Tequila & Mezcal market, 2011-2016 30

Figure 20: Distribution channel share (Volume), Vodka market, 2011-2016 31

Figure 21: Distribution channel share (Volume), Whiskey market, 2011-2016 32

Figure 22: Leading brands in the Danish Spirits sector, volume share, 2016 33

Figure 23: Leading brands in the Brandy market, volume share, 2016 38

Figure 24: Leading brands in the Gin & Genever market, volume share, 2016 39

Figure 25: Leading brands in the Liqueurs market, volume share, 2016 40

Figure 26: Leading brands in the Rum market, volume share, 2016 42

Figure 27: Leading brands in the Specialty Spirits market, volume share, 2016 43

Figure 28: Leading brands in the Tequila & Mezcal market, volume share, 2016 44

Figure 29: Leading brands in the Vodka market, volume share, 2016 45

Figure 30: Leading brands in the Whiskey market, volume share, 2016 47

Figure 31: Packaging share and growth analysis by package material, 2011-2021 58

Figure 32: Use of package material by markets (in pack units), 2016 59

Figure 33: Packaging share and growth analysis by pack type, 2011-2021 60

Figure 34: Use of pack type by markets (in pack units), 2016 61

Figure 35: Packaging share and growth analysis by closure type, 2011-2021 62

Figure 36: Use of closure type by markets (in pack units), 2016 63

Figure 37: Packaging share and growth analysis by primary outer type, 2011-2021 64

Figure 38: Use of primary outer type by markets (in pack units), 2016 65

Figure 39: Relative comparison of countries based on PEST analysis 66

Figure 40: Denmark’s GDP per capita, 2011-2016 69

Figure 41: Population growth in Denmark, 2011-2016 70

Figure 42: Consumer Price Index, Denmark, 2010-2016 71

Figure 43: Age Profile, Denmark, 2016 72

Figure 44: Consumption of Spirits by gender, Denmark, 2016 73

Figure 45: Consumption of Spirits by age, Denmark, 2016 74

Figure 46: Consumption of Spirits by education, Denmark, 2016 75

Figure 47: Consumption of Spirits by degree of urbanization, Denmark, 2016 76

Figure 48: About GlobalData 96

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