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In Denemarken FOOD RETAIL IN DENEMARKEN FLANDERS INVESTMENT & TRADE MARKTSTUDIE FOOD RETAIL IN DENEMARKEN December 2015 Flanders Investment & Trade Gothersgade 103, 2. Sal DK-1123 København K Tel.nr. +45 33 13 04 88 - [email protected] Inhoudstabel 1 Algemene informatie ................................................................................................................ 3 2 Marktinformatie ....................................................................................................................... 3 3 Marktstructuur ......................................................................................................................... 4 3.1 Overzicht marktaandeel van concerns en ketens 2014..................................................... 4 3.2 De belangrijkste spelers................................................................................................. 5 3.3 Overzicht met contactgegevens ..................................................................................... 8 3.4 Overzicht verschillende types warenhuizen in Denemarken ........................................... 10 3.5 Online supermarkten .................................................................................................. 10 4 De kiosken en groothandelaars ................................................................................................ 11 5 Foodservice............................................................................................................................ 13 6 Prijsniveau van voeding en dranken ......................................................................................... 14 7 Private label ........................................................................................................................... 14 8 Tendenzen ............................................................................................................................. 15 8.1 Producten in aanbieding.............................................................................................. 15 8.2 Hoge kwaliteit / food pleasure ..................................................................................... 15 8.3 Lokale voedingswaren ................................................................................................. 15 8.4 Harde onderhandelingen ............................................................................................. 16 8.5 Brood in supermarkten en discountwinkels: vers brood of bake-off ................................ 16 8.6 Meer focus op allergeenvrije voeding ........................................................................... 17 8.7 De Deense markt voor snoep en chocolade .................................................................. 17 8.8 Alcoholconsumptie in Denemarken .............................................................................. 18 8.9 Alcoholvrij bier ........................................................................................................... 18 8.10 Bereide maaltijden ...................................................................................................... 18 8.11 Vetarme én volle producten ........................................................................................ 19 8.12 Focus op voedselverspilling:......................................................................................... 19 8.13 Porties voor 1 persoon ................................................................................................ 20 9 Biologische voeding en drank .................................................................................................. 21 10 Accijnzen ............................................................................................................................... 22 10.1 Accijnzen op chocolade en zoetwaren (incl. noten)........................................................ 22 10.2 Accijnzen op bier en wijn ............................................................................................. 22 10.3 Accijnzen op sterke dranken ........................................................................................ 23 10.4 Accijnzen op consumptie-ijs......................................................................................... 23 11 Koopgedrag van de consument................................................................................................ 23 12 Relevante vakbeurzen ............................................................................................................. 24 13 Aanvullende informatie en praktische tips ................................................................................ 24 14 Vakbladen .............................................................................................................................. 25 15 Bronnen................................................................................................................................. 25 2 1 Algemene informatie Aantal inwoners (jan. 2015): 5,65 miljoen Hoofdstad: Kopenhagen (581.000 inwoners) Andere grote steden: Aarhus (326.246), Aalborg (207.817), Odense (197.513 in 2014) Valuta: Deense kroon (DKK). 1 Euro = 7,460819 DKK (dec. 2015) Tweede taal: Engels 2 Marktinformatie Niettegenstaande dat Denemarken slechts een bevolking telt van 5,65 miljoen inwoners, zijn er in 2015 zodanig veel supermarkten en grootwarenhuizen, dat zij een bevolking van 15 miljoen mensen zouden kunnen voorzien van producten. Bovendien werd op 1 oktober 2012 de sluitingswet afgeschaft, waardoor de supermarkten, grootwarenhuizen en discounters op vrijwel alle zondagen open kunnen zijn. Hierdoor is de winst van de supermarkten/winkels onder zware druk gekomen. De omzet van de winkels, die vroeger op zondag open mochten zijn, is vooral verplaatst naar de sterke discountketens Netto, Rema1000 en Lidl. Bovendien hebben de grote ketens van deze gelegenheid gebruik gemaakt om hun supermarkten langer open te houden. In landdistricten is het aantal supermarkten, grootwarenhuizen en kiosken echter fel gereduceerd. Eind 2014 waren er in Denemarken 2.987 winkels die voornamelijk voeding en andere dagelijkse producten verkochten. 1.593 van deze winkels waren discounters met een redelijk beperkt assortiment van ca. 2500 producten. Volgens cijfers van Retail Institute Scandinavia verkochten deze winkels voor 110 miljard DKK in 2014. Dit is een lichte daling in verhouding tot 2013, maar dit is te wijten aan het feit dat de prijzen in 2014 t.o.v. 2013 een klein beetje gedaald zijn. De Deense consumptie is vrijwel niet gewijzigd. De grote stijging van het aantal discounters betekent ook dat een groter gedeelte van de dagelijkse aankopen bij discounters gebeurt. Volgens recente cijfers was het marktaandeel van de discounters in 2014 40,50% vergeleken met 29,3% vóór de financiële crisis in 2008. Deze vooruitgang gebeurt ten koste van bv. supermarkten, die vroeger een dominante positie hadden op de Deense retailmarkt. Ze zijn niet alleen in aantal verminderd, maar hebben ook een kleinere omzet. De grootwarenhuizen en supermarkten zijn over het algemeen groter dan de discounters. Zij worden winkels met een volledig assortiment genoemd, omdat ze veel meer verschillende producten verkopen dan de discounters (min. 5000 verschillende). Het verschil in assortiment tussen discounters en supermarkten is wel kleiner geworden. Enerzijds introduceren Deense discounters meer en meer biologische voedingswaren, producten van goede kwaliteit, alsook producten van kleinere producenten aan hogere prijzen in hun winkels. Anderzijds lanceren supermarkten een reeks producten aan lagere prijzen. Dit betekent dus dat de concurrentie fel toegenomen is. De afgelopen jaren is het aantal kleinere supermarkten en winkels verminderd. Na de afschaffing van de sluitingswet werden ook aanzienlijk meer kiosken gesloten. Food Retail Denemarken | December 2015 3 3 Marktstructuur In 2015 zijn de grote spelers in de Deense retail nog steeds COOP Danmark (37,7%) en Dansk Supermarked (32,2%). Het is vooral dankzij de groei van hun discountketens dat zij hun marktaandeel behouden. Dansk Supermarked heeft de grootste discountketen in Denemarken, nl. NETTO (14,4%). COOP Danmark heeft de laatste jaren haar discountketen FAKTA uitgebouwd, waardoor de keten nu een marktaandeel van 9,8% heeft en de op één na grootste keten is binnen de COOP-groep. Midden 2015 was er weliswaar een stilstand te zien in de groei van het aantal discountwinkels op de Deense retailmarkt. Tot nu toe hebben de buitenlandse ketens een relatief kleine rol gespeeld in de Deense retail. In 2013 werd het Noorse NorgesGruppen de grootste aandeelhouder van het Dagrofa-koncern. Dagrofa is de derde grootste speler in de Deense retail met een marktaandeel van ca. 15%. Hun marktaandeel is de afgelopen jaren fel gedaald, omdat vele “købmænd” (eigenaars van kleinere zelfstandige supermarkten) hun supermarkten ofwel gesloten of verkocht hebben. Men verwacht dat de aanwezigheid van NorgesGruppen meer concurrentie zal betekenen voor COOP Danmark en Dansk Supermarked. In mei 2015 werd het nieuwe Meny-concept gelanceerd. 3.1 Overzicht marktaandeel van concerns en ketens 2014 2014 Aantal % van de koloniale markt DANSK SUPERMARKED 568 32,2 Føtex 88 11,4 Salling 2 0,2 Bilka 17 6,0 Netto 461 14,6 COOP GRUPPEN 1198 37,7 Brugsen (eigendom COOP DK) 280 12,8 Brugsen (zelfstandigen) 390 12,6 Kvickly 79 8,4 SuperBrugsen 229 11,9 Dagli’Brugsen 303 4,5 LokalBrugsen 57 0,6 Irma 80 2,2 Fakta 448 10,1 KØBMÆND 902 24,6 DAGROFA 596 14,1 SuperBest * 91 5,4 Eurospar
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