Open to Imports

OTA estimates total organic market consumer sales of Denmark at about $1.5 billion USD per year.

  • The total market size for organic packaged food and beverages in Denmark in 2015 is US$717.0mn, making the country the 8th largest market in the world by value.
  • Per capita spending on organic packaged food and beverages in Denmark is US$127.10, which ranks as the 1st largest spending per capita in the world.
  • The largest company by sales in organic packaged food and beverages is Arla Foods Amba, which maintains 21.7% of total sales, followed by Thise Mejeri Amba and Midona AB.
  • Organic packaged food and beverages in Denmark will see slow year-on-year growth of close to 3% in 2015. This is slower than the rest of the Western Europe region, which will experience greater than 4% year-on-year growth in 2015.
  • Denmark maintains a market size for organic packaged food and beverages of US$717.0mn in 2015, which is 2.1% of global category sales.
  • Within the Western Europe region, Germany, France, the UK, and Italy all surpass Denmark in total value sales of organic packaged food and beverages.
  • Despite its relatively large market size, Denmark will experience slow forecast growth of sales of organic packaged food and beverages, at 2.7% from 2015–2020.
     

QUALITATIVE ANALYSIS

Quick Facts

  • The total market size for organic packaged food and beverages in Denmark in 2015 is US$717.0mn, making the country the 8th largest market in the world by value.
  • Denmark has the highest global per capita spending on organic packaged food. 
  • Consumers favor products offering either the best value-for-money or the highest quality, and are highly affected by the health of the national economy.

Market Trends

Competitive Landscape

  • Denmark-based Arla Foods Amba is the leading player in both the organic packaged food and organic beverage categories, holding around 25% of a relatively fragmented market.
  • Premium organic private-label products, such as the Änglamark brand, have grown in popularity due to their strong positioning as quality at competitive prices.

Prospects and Growth Opportunity

  • Improvements in the Danish economy and a rise in consumer expenditure within the grocery retailer channel will drive sales of organic packaged food and beverages in coming years. 
  • As Danish consumers become even more discerning, they will likely increasingly choose organic products with additional credentials such as Fair Trade accreditation, natural unprocessed ingredients, and local provenance. Danish companies with strong ethical positioning, such as Peter Larsen and Urtekram, are well positioned to benefit from this trend.
  • The main branding trend in organic packaged food points clearly towards dedicated organic brands rather than organic product lines within existing conventional brands.

General Health & Wellness Trends

QUANTITATIVE ANALYSIS

Organic packaged food & beverage data

 

Data type

2012

2013

2014

2015

2016

2017

2018

CAGR
(12-15)

CAGR
(15-18)

 

 

 

 

 

 

 

 

 

 

Health & wellness products consumption

2,901.2

3,002.9

3,119.4

3,245.0

3,373.3

3,492.2

3,606.9

3.8%

3.6%

Organic packaged food and beverages consumption

632.3

644.9

689.3

717.0

745.3

765.1

784.0

4.3%

3.0%

Organic packaged food consumption

565.3

577.8

619.2

644.5

672.0

691.3

709.8

4.5%

3.3%

Organic beverages consumption

67.0

67.1

70.1

72.5

73.3

73.8

74.2

2.7%

0.8%

Organic packaged food and beverages consumption as a % of total health & wellness products consumption

21.8%

21.5%

22.1%

22.1%

22.1%

21.9%

21.7%

-

-

 

Economic & demographic data

Data type

2012

2013

2014

2015

2016

2017

2018

 

 

 

 

 

 

 

 

Total population

5.6

5.6

5.6

5.7

5.7

5.7

5.7

% Middle and upper class of total population

38.8%

38.7%

38.6%

38.4%

38.3%

38.2%

38.1%

% Population aged 65+

17.3%

17.8%

18.2%

18.6%

18.9%

19.2%

19.5%

% Population aged 0-14

17.7%

17.4%

17.2%

17.0%

16.8%

16.6%

16.5%

% Population with higher education degrees

19.3%

19.7%

20.1%

20.4%

20.7%

21.1%

21.4%

Average number of children per household

0.5

0.5

0.4

0.4

0.4

0.4

0.4

GDP per capita

50,145.7

50,502.2

51,313.2

52,264.9

53,032.8

53,573.3

54,145.2

Consumer expenditure per capita (US$)

23,384.9

23,566.8

23,857.5

24,468.0

25,061.5

25,452.8

25,842.3

Consumer expenditure per capita on food and non-alcoholic beverages (US$)

2,694.2

2,700.7

2,712.1

2,724.3

2,753.4

2,756.9

2,758.1

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Retailer & urban area data

 

Data category

Rank

Urban Area/retailer

Population 
(mns)

 

 

 

 

Top urban areas by population (2015)

1

Copenhagen

1.8

Top urban areas by population (2015)

2

Arhus

0.4

Top urban areas by population (2015)

3

Odense

0.3

Top urban areas by population (2015)

4

Aalborg

0.2

Top urban areas by population (2015)

5

Esbjerg

0.1

Top grocery retailers by sales (2015)

1

Netto

-

Top grocery retailers by sales (2015)

2

SuperBrugsen

-

Top grocery retailers by sales (2015)

3

Føtex

-

Top grocery retailers by sales (2015)

4

Bilka

-

Top grocery retailers by sales (2015)

5

Fakta

-

 

USDA GATS data

Rank

2015

2014

2012

1

Coffee Roast

Cauliflower

Blueberries

2

Tomato Sauce

Grapes

Cucumbers

 

Policy Information

Government Agency(s)/Competent Authority

Authorized Government Agency(s): 

European Union (EU) Member States retain the authority to determine additional requirements for production within their country. They can also determine exceptions due to catastrophic circumstances, but cannot restrict access to products in compliance with EU regulations. In addition, the EC delegates most authority for the administration of organic programs to the Member States.

Organic Regulations and/or Standards

Name(s) of Regulation and/or Standard: 

The European Union has an Equivalency Agreement with the United States.

General requirements; repeal of previous organic regulations: EC 834/2007 (.pdf in English)

Detailed rules on production, labeling and control including its first amendment on production rules for organic yeast: EC 889/2008 (.pdf in English)amended by (EU) No 1358/2014 (see below).

Rules concerning imported products: EC1235/2008 (.pdf in English)
Feburary 2013 amendment concerning imported products: (EU) No 125/2013 (.pdf in English)

Rules on organic aquaculture and seaweed production - Amendment in 2009 - implemented in 2010: EC 710/2009 (.pdf in English)
Organic aquaculture and seaweed production updates (EU) No 1358/2014 effective January 1, 2015.

Detailed rules on organic wine: Regulation No 203/2012 (web; in English)

Date of Implementation: 

1992

Regulation and/or Standard Scope: 

EU standards cover crop, livestock and processing. Farm and handling plans are required, as well as detailed record keeping and detailed livestock feed standards. Specific standards are included for aquaculture, seaweed, yeast, bees, and mushrooms. Criteria for determining allowed materials include consistency with the objectives and principles of organic farming, and materials must be of plant, animal, microbial or mineral origin. Synthetic substances, however, may be used when they replicate the natural sources and when they are approved for organic production in the EU.

Imported Products Requirements

Imported Products: 

EU requires that imported organic products meet EU standards. Non-EU organic products must include country of origin labeling if they wish to use the EU organic logo. Use of the EU organic logo is not required for products from outside the EU.

Certification and Accreditation

Certification: 

The EC requires organic certification for all those involved in production and handling, including importers. EC requires ALL processing operations to be certified, even if those products are below the 95% threshold for the "Organic" label.

EC delegates the authority for investigations, non compliance, mediation, and testing, as well as reporting, exclusion from organic sale, emergency treatments and appeals to the Member States in accordance with their respective control system plans.

The EC allows private sector standards for the product categories, such as cosmetics and textiles, which are not fully regulated by the EC. In the EU certifiers (control bodies) can require additional organic crop, livestock and processing standards in association with the use of their certification seal.

List of control authorities and control bodies operating in third countries 

Other control bodies

Accreditation: 

Each EU Member State accredits certification bodies.

Additionally, the EU vests the authority for exchanging information on "infringements and irregularities" (enforcement) to certifiers through the Member State control systems as the vehicle to remove non-compliant product from the marketplace. However, it is not clear how, or when, an organic certificate can or will be revoked.

In addition to the EC organic regulations for certification and accreditation procedures, the requirements of EN 45011 and ISO Guide 65 for accreditation must be met.

Definitions

Review definitions of terminology included in this website.