COFFEE in DENMARK 25 Apr 2014 HEADLINES

COFFEE IN DENMARK 25 Apr 2014 HEADLINES

Retail volume sales of coffee dropped by 2%, to reach 23 million tonnes in 2013 Polarisation of sales was a visible trend,though it faded in the year The unit price of coffee declined by close to 3% in 2013 MerrildKafferemains the clear market leader with 32% retail volume sales in coffee in 2013 Coffee is expected to see slightly positive growth in retail volume sales over the forecast period

COMPETITIVE LANDSCAPE

MerrildKaffe was the clear market leader in coffee in Denmark in 2013. The company had 32% of retail volume sales. The company’s strong and well-established position in coffee is explained by the consumer loyalty to its Merrild brand, as well as its extensive distribution network. The company also distributed its fresh ground coffee pods brand Senseo, which is the most successful in its category, both in retail value and volume terms. The company was present in all coffee categories, fresh coffee beans, fresh ground coffee and instant coffee, with its Merrild brand and Senseo. The company was followed by BKI Foods, with a 24% retail volume share in coffee in 2013. BKI Foods is a Danish family owned company. Nestlé saw the largest volume share increase in 2013. The company gained close to half-a-percentage point share due to its presence in fresh ground coffee pods and instant coffee, which enjoyed growth due to its convenience. The company is present with its Nescafé Dolce Gusto brand in fresh ground coffee pods, whileNescafé is available both in regular and decaffeinated versions of instant coffee. The company enjoys global brand awareness as well, which also contributes to the growth, since Danes travel abroad often, familiarity with Nestlé is high.

NATIONAL BRAND OWNERS AND THEIR BRANDS

Company Name (NBO) Brand (GBO) Aldi Marked AS Aldi (Private Label), Markus Kaffe (Private Label) ARC A/S Lavazza (Lavazza SpA, Luigi) BKI (BKI Foods A/S), Christgau (BKI Foods A/S), Max Havelaar (Max BKI Foods A/S Havelaar Denmark) Chokolade Compagniet ApS Estate (Chokolade Compagniet ApS) Änglamark (Private Label), Café Quick (Löfbergs Lila AB), Coop (Private Coop Danmark A/S Label), Irma (Private Label), X-Tra (Private Label) Dagrofa A/S Best Discount (Private Label) Dansk Supermarked A/S Princip! (Private Label) Ethical Coffee Co Espresso (Ethical Coffee Co Group) Food Solutions ApS Be Fair (Food Solutions ApS) Bellarom (Private Label), Bellaroma (Private Label), Granarom (Private Lidl Danmark K/S Label) Merrild (DE Master Blenders 1753 NV), Senseo (DE Master Blenders 1753 Merrild Kaffe A/S NV) Gevalia (Mondelez International Inc), Karat (Mondelez International Inc), Mondelez Danmark ApS Tassimo (Mondelez International Inc) Mortensens Kaffe A/S Mortensens (Mortensens Kaffe A/S) Nespresso Danmark Nespresso (Nestlé SA) Nestlé Danmark A/S Nescafé (Nestlé SA), Nescafé Dolce Gusto (Nestlé SA) Peter Larsen Kaffe A/S Peter Larsen (Peter Larsen Kaffe A/S) Spar Denmark A/S Spar (Private Label) Zinzino ApS Zinzino (Zinzino AB) Source: Passport by Euromonitor International

FORECAST

DEFINITIONS AND METHODOLOGY

Coffee This is the aggregation of fresh and instant coffee.

Methodology This report is derived from Euromonitor International’s Passport information system. Industry research is carried out by a global team of more than 600 in-country analysts and is based on a core set of research techniques: National-level desk research, company research and analysis, store checking, trade interviewing with national players and market analysis International-level desk research, multinational company research and analysis, trade interviewing with international players and market analysis