ENERGY DRINKS IN DENMARK 24 Feb 2015 HEADLINES In 2014 off-trade sales increase by 17% in volume terms and 18% in current value terms Younger Danes continue to consume energy drinks in large volumes On-trade sales increase by 10% in volume terms and 11% in current value terms in 2014 Cult Scandinavia continues to lead energy drinks in 2014 A 6% total volume CAGR is expected over the forecast period © Euromonitor International 2015 www.euromonitor.com COMPETITIVE LANDSCAPE NATIONAL BRAND OWNERS AND THEIR BRANDS Company Name (NBO) Brand (GBO) Carlsberg Danmark A/S Burn (Coca-Cola Co, The) Cult Scandinavia A/S Cult (Cult Scandinavia A/S) Faber Drinks Aps Shark Energy (Taisho Pharmaceutical Co Ltd) Harboes Bryggeri A/S X Ray Energy (Harboes Bryggeri A/S) Monster Beverage Corp Monster Energy (Monster Beverage Corp) Red Bull Denmark ApS Red Bull (Red Bull GmbH) Royal Unibrew A/S Faxe Kondi Booster (Royal Unibrew A/S) Source: Passport by Euromonitor International © Euromonitor International 2015 www.euromonitor.com FORECAST DEFINITIONS AND METHODOLOGY Energy Drinks These are functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Leading brands in off-trade volume include Red Bull, Monster and RockStar. 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 © Euromonitor International 2015 www.euromonitor.com .