Open to Imports

Country Content Sections/Tabs

Country Content Sections/Tabs

Quick Stats

Quick Stats

Organics Dashboard From Passport

  • Organic packaged food and beverages in Denmark is led by Arla Foods Amba, with a value share of 15.6% in 2021, followed by Thise Mejeri Amba with a value share of 11.7% and Midsona AB with a share of 5.0%.
  • The country ranks in the top 10 globally in terms of market size and is number 1 for per capita spend (US$223.05 in 2021).

 

  • Organic products in Denmark registered a market value of US$1,302.6 mn, representing 2.2% of global demand, with a per capita expenditure of US$223.05 in 2021.
  • Despite demand saturating in Denmark, organic packaged food and beverages are still expected to witness a CAGR of 3.2% for the period 2021-2026.
Qualitative Analysis

Qualitative Analysis

Quick Facts
  • Organic packaged food and beverages in Denmark grew by 1.0% over 2020-21, recording a market size of US$1,302.6 million in 2021.
  • Organic packaged food registered a 0.4% increase to hit US$1,063.7 million in 2021 as a decline in dairy was offset by gains in baby food and bread.
  • Organic beverages in Denmark grew by 3.7% over 2020-21, recording a market size of US$238.9 million in 2021.
Market Trends
  • Organic packaged food and beverages were already witnessing strong sales in Denmark, especially in comparison to other countries. Organic packaged food and beverages grew from US$1,072.7 million in 2018 to US$1,302.6 million in 2021, recording a CAGR of 6.7% over the period. The two key reasons for this are the government supporting local organic production and considerably more affordable prices of organic products in Denmark in comparison to many other countries. The demand for organic was further accelerated by the Covid-19 pandemic in 2020 when consumers became increasingly health conscious. Organic packaged food and beverages are also found and visibly displayed in most grocery outlets, occupying significant shelf space, which increases their sales.
  • Organic packaged food witnessed modest value growth of 0.4% over 2020-21, with retail volume sales actually declining. This was partly due to stockpiling in 2020, with consumers using up old stocks in 2021. This impacted store cupboard ingredients in particular, such as organic rice, pasta and noodles, organic sweet biscuits and organic milk formula. However, sales were also generally impacted by consumers spending less time at home and the softening of the home baking trend, with this particularly impacting organic dairy.
  • Organic beverages grew from US$175.9 million in 2018 to US$238.9 million in 2021, recording a CAGR of 10.7% over the period. While economic uncertainty rose in the midst of the Covid-19 pandemic, organic beverages continued to grow, as they did similarly during the 2008 financial crisis. International borders were closed for a part of 2020 in Denmark, in response to the pandemic, which shifted the consumption of organic beverages to domestic retailers, boosting retail volume sales for the category. Exports of organic beverages and foodservice sales were the main areas that were negatively impacted towards the end of the review period, with domestic retail demand remaining robust.
Competitive Landscape
  • Arla Foods Amba was the leading player in organic packaged food 2021, with a retail value share of 18.9%. However, Arla witnessed declining growth of -8.7% over 2016-21 and -4.5% over 2020-21, as competition grew from other companies and private labels. Organic ingredients are increasingly becoming must-haves, rather than an additional feature, in categories such as dairy, baby food and hot cereals. Organic baby food is becoming the go-to in Denmark. Arla’s Baby & Me is currently one of the leading brands in organic baby food. Leading multinational brands are also increasingly offering organic products alongside or in place of regular products, including Santa Maria and Heinz in sauces, dressings and condiments and Knorr in soup. 
  • Private labels are also growing and gaining popularity as they are price competitive and are increasing their presence in different categories that branded players are hesitant to venture into, including organic frozen meat, seafood, fruit and vegetables; organic rice; organic nuts, seeds and trail mixes; and organic savoury snacks. Private label organic products are also positioned as sustainable, which appeals to Danish consumers. Coop’s Änglamark has been particularly successful because of its sustainable positioning, affordable price point and clean label with simple ingredients.
  • Coop Danmark A/S was the leading player in organic beverages in 2021, capturing a retail value share of 19.4%, due to the success of its organic private label ranges including Änglamark, which is price competitive and offers high-quality products. Organic concentrates, fruit/vegetable, and 100% juice were among the top performing categories within organic beverages in 2021. Semper launched an organic juice targeted towards children called Dryckis in March 2020, that attracted consumers with their claim of high vitamin c content on the packaging, as vitamin c helps boost immunity which consumers were conscious of due to the Covid-19 pandemic.
Prospects And Growth Opportunity
  • Organic packaged food sales are forecast to rise from US$1,093.3 million in 2022 to US$1,194.0 million in 2025, recording a CAGR of 3.0% over the period, in comparison to the 5.9% CAGR recorded over 2018-21. This expected slowdown in growth can be attributed to the growing focus on carbon neutral products. Organic products have become mainstream in Denmark and organic accreditation is no longer seen as the highest standard for sustainability. Consumers are now focused on lowering their carbon footprint via carbon neutral products. Retailer Coop has launched an app that uses QR codes to show the carbon footprint of each product. This innovation is expected to inspire and lead to a rise in similar initiatives from other players. On balance, consumer interest in leading a healthy lifestyle and seeking sustainability is expected to support ongoing growth in the forecast period.
  • Organic beverage sales are forecast to rise from US$252.1 million in 2022 to US$290.2 million in 2025, recording a CAGR of 4.8% over the period. Private labels will continue to drive growth in the forecast period, as several new organic private label beverages are set to be introduced. Danish retailers are also increasingly assigning premium shelf space to their own private label ranges, and it is likely that there will be some positive growth in the value share held by private label over the forecast period, although brands will still control overall sales. Organic beverages also witnessed an increase in sales as consumers began working from home, in line with the health and wellness trend in Denmark that was accelerated by the Covid-19 pandemic, and the work from home or hybrid structure is expected to remain significant in Denmark over 2022-25.
General Health And Wellness Trends
  • The consumption of health and wellness products in Denmark increased from US$3,991.4 million in 2018 to US$4,527.1 million in 2021, recording a CAGR of 4.3% over the period, and is forecast to increase from US$4,633.5 million in 2022 to US$5,026.9 million in 2025, recording a CAGR of 2.8%. The average Danish diet is healthier than that of several other countries and the Covid-19 pandemic saw a further rise in the consumption of health and wellness products as consumers focused on improving their health and boosting their immune systems. This led to a rise in the CAGR over 2019-2021, however growth rates are expected to slow over 2022-25 as consumption patterns normalise.
  • Naturally healthy products led health and wellness sales in Denmark in 2021, capturing 32.6% of the market, followed by organic products which captured 28.8% of the market, and better for you products which captured 21.0% of the market. Fortified/functional and free from products remain smaller segments by comparison.
General Economics And Demographic Landscape

Economy: 

  • Real GDP growth rebounded to 4.1% in 2021 and is expected to register 3.1% in 2022.
  • Inflation in Denmark is forecast to slow down to 1.5% in 2022 from 1.9% the year before.
  • Public debt in Denmark fell to 38.8% of GDP in 2021 from 42.1% in 2020, pointing to the country’s improving fiscal health.

 

Population demographics: 

  • The population of Denmark held steady at 5.8 million in 2021 and is expected to rise slightly to 5.9 million by 2025.
  • The stability in population is driven by a stable government, and maintenance of living standards. Denmark supports a high standard of living—its per capita gross national product is among the highest in the world—with well-developed social services. 
  • The median age in Denmark has been rising steadily, from 41.4 in 2018 to 42.0 in 2021 and 42.2 in 2022. 

 

Income & expenditure: 

  • Per capita gross income in Denmark is forecast to increase by 33.5% in real terms over 2021-2040.
  • Over the period 2020-2030, Denmark is projected to increase by five positions and rank fifth out of 84 countries in Euromonitor International’s Wealth Index.
  • Housing is forecast to be the largest consumer spending category in 2040, while transport will record the fastest growth over 2021-2040. The Capital region is anticipated to remain the largest consumer market in Denmark by 2040, accounting for 35.9% of total consumer expenditure.
Data

Data

Organic Packaged Food And Beverage Data

Data type

Unit

2018

2019

2020

2021

2022

2023

2024

2025

CAGR
(18-21)

CAGR
(22-25)

Health & wellness products consumption [1]

USD million

3,991.4

4,167.5

4,486.1

4,527.1

4,633.5

4,757.1

4,890.7

5,026.9

4.3%

2.8%

Organic packaged food and beverages consumption

USD million

1,072.7

1,140.3

1,289.8

1,302.6

1,345.4

1,390.8

1,438.1

1,484.2

6.7%

3.3%

Organic packaged food consumption

USD million

896.7

939.6

1,059.4

1,063.7

1,093.3

1,125.5

1,159.3

1,194.0

5.9%

3.0%

Organic beverages consumption

USD million

175.9

200.7

230.4

238.9

252.1

265.3

278.7

290.2

10.7%

4.8%

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

%

26.9

27.4

28.8

28.8

29.0

29.2

29.4

29.5

2.3%

0.6%

 

[1] Health and Wellness Definition: Health and wellness is the aggregation of organic packaged food and beverages, fortified/functional packaged food and beverages, naturally healthy packaged food and beverages, better for you packaged food and beverages and food intolerance products. The above definition and more can be referenced from the definitions table at the end of the report.

Economic And Demographic Data

Data type

Unit

2018

2019

2020

2021

2022

2023

2024

2025

Total population

million

5.8

5.8

5.8

5.8

5.9

5.9

5.9

5.9

% Middle and upper class of total population

%

32.5

32.5

32.5

32.4

32.4

32.4

32.4

32.4

% Population aged 65+

%

19.3

19.6

19.9

20.1

20.4

20.7

21.0

21.2

% Population aged 0-14

%

16.6

16.5

16.4

16.2

16.1

16.0

15.9

15.8

% Population with higher education degrees

%

26.6

27.1

27.7

28.2

28.6

28.9

29.2

29.5

Average number of children per household

children

0.4

0.4

0.4

0.4

0.4

0.4

0.4

0.4

GDP per capita

USD per capita

61,999.5

63,507.0

63,639.7

67,308.3

69,200.7

70,521.8

71,439.6

72,294.0

Consumer expenditure per capita (US$)

USD per capita

28,684.5

29,170.2

28,762.7

30,471.4

31,616.0

32,227.8

32,686.7

33,093.2

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

USD per capita

3,298.4

3,345.9

3,634.4

3,522.5

3,637.5

3,723.4

3,778.6

3,828.7

 

Retailer And City Data

Top 5 Cities By Population

Data category

Rank

City/retailer

Population
(millions)

Top cities by population (2021)

1

Copenhagen

2,138.0

Top cities by population (2021)

2

Arhus

519.1

Top cities by population (2021)

3

Odense

383.7

Top cities by population (2021)

4

Aalborg

323.1

Top cities by population (2021)

5

Esbjerg

116.5

 

Top 5 Grocery Retailers By Sales

Data category

Rank

City/retailer

Top grocery retailers by sales (2021)

1

Salling Group A/S

Top grocery retailers by sales (2021)

2

FDB Group

Top grocery retailers by sales (2021)

3

Reitangruppen AS

Top grocery retailers by sales (2021)

4

Dagrofa ApS

Top grocery retailers by sales (2021)

5

Schwarz Beteiligungs GmbH

 

United States Department Of Agriculture Global Agricultural Trade System Data

Top 5 Export Commodities To Denmark

Year

Country

Rank of
Product/Commodity

Product/Commodity

Export Value (US$)

2021

Denmark

1

Organic Coffee Roast Not Decaf

35,000

2021

Denmark

Total

Total Organics*

35,000

2020

Denmark

1

Organic Tomato Other Fr/Ch

4,180

2020

Denmark

Total

Total Organics*

4,180

2019

Denmark

1

Organic Coffee Roast Not Decaf

3,195

2019

Denmark

2

Organic Milk

2,501

2019

Denmark

Total

Total Organics*

5,696

2018

Denmark

1

Organic Carrots Fr/Ch

6,930

2018

Denmark

Total

Total Organics*

6,930

 

Note : Total organics is the sum of all exports to a country within a year   

Definitions

Definitions

Term

Definition

Health and Wellness

Health and wellness is the aggregation of organic packaged food and beverages, fortified/functional packaged food and beverages, naturally healthy packaged food and beverages, better for you packaged food and beverages and food intolerance products.

Organic packaged foods and beverages

This category includes packaged food & beverages that are certified organic by an approved certification body. Organic production is based on:

• A system of farming that maintains and replenishes soil fertility without the use of toxic and persistent pesticides and fertilizers.
• Organic food & beverages are minimally processed without artificial ingredients, preservatives or irradiation.
• The use of GMOs (Genetically Modified Organism) is prohibited. “Certified Organic” means the item has been grown according to strict uniform standards that are verified by independent state or private organizations.
• Depending on the country, such products are called ‘organic’, ‘biological’ or ‘ecological’: For organic products to be included under Euromonitor definitions, the organic aspect needs to form part of positioning/marketing of the product. This is an aggregation of organic baby food, bakery, confectionery, dairy, ice cream, oils and fats, ready meals, rice, sauces, dressings and condiments, snack bars, soups, spreads, sweet and savory snacks and other organic food.

Note that fresh food products or individual ingredients are not included in this definition.

Compound annual growth rate (CAGR)

The compound annual growth rate (CAGR) is the average annual growth rate over a specified period of time. For instance, the CAGR consumption of from 2018 – 2021 will be the average growth rates across these three years.

USDA GATS data clarification

The data presented in table 2.4 represents the dollar values of the top 5 organic commodities as well as of the total organic exports of the trade partner for the period 2018-2021 as per the United States Department of Agriculture’s Global Agricultural Trade System, a database consisting of international agricultural, fish, forest and textile products trade statistics dating from the inception of the Harmonized coding system in 1989 to present.

Policy Information

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.

Agency Contact Information
Ministry of Food, Agriculture and Fisheries of Denmark
The Danish Agricultural Agency
Customers & Production
Phone: +45 33 95 80 00
e-mail: jordbrugskontrol@lbst.dk
https://eng.lbst.dk/agriculture/organic-farming/#c22014
https://en.fvm.dk/focus-on/organic-denmark/

Organic Regulations and/or Standards

Name(s) of Regulation and/or Standard:

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

This consolidated version repeals and replaces previous organic regulations and contains the basic legislative act plus amendments and corrections that set the rules on organic production and labeling of organic products: EU 2018/848 (pdf in English) 

Key secondary acts not included in consolidated EU 2018/848 include: 

  • Retroactive recognition for the purpose of conversion, the production of organic products and information to be provided by EU countries: EU 2020/464 (pdf in English)
  • Conditions for authorization and lists of authorized products and substances for use in organic production: EU 2021/1165 (pdf in English)
  • Supplemental rules on the official control, traceability and mass balance checks for operators and groups of operators: EU 2021/771 (pdf in English)

A full list of basic legislative act and secondary acts are available here

Date of Implementation: 1992

Regulation and/or Standard Scope:

EU standards cover crop, livestock, processing, and certification of groups of operators. 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, sprouted seeds, chicory heads, wine, mushrooms, and salt. 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

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. EU requires that imported products must be from countries that have been recognized by the EU (third-countries) and certified by recognized control bodies (certifiers); or countries with bilateral equivalency arrangements (Canada, Japan, Korea, New Zealand, U.S.); or countries with equivalency agreements (Chile, Switzerland, UK).

List of third countries and the list of control authorities and control bodies recognized for the purpose of importing organic products into the EU: EU 2021/2325 (pdf in English)

Requirements have been established for importers, operators responsible for the consignments, first consignees and consignees for the import of organic and in-conversion products into the EU.

Documents and notification required EU 2021/2307 (pdf in English)

Beginning February 3, 2020, port of entry health authorities will only endorse a certificate of inspection if the certifier issued it prior to export. Certain sections of the certificates (boxes 13, 16, and 17) may be filled in with provisional information, since certifiers can not verify all of the data before the product is exported. The provisional information must be confirmed/updated within 10 days, and before the certificate can be endorsed at the port of entry.

Exports from the U.S. to EU must adhere to the EU procedures and require an EU Certificate of Inspection (COI). A USDA-accredited certifying agent must complete an electronic COI through the European Union's Trade Control and Expert System (TRACES) link before the product leaves the U.S. Certain edits to the COI may only be made within 10 days of issuing the original COI.

EU Trade in Organics

Certification and Accreditation

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

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

The EU has unified the control systems that Member States and control bodies implement for investigations, non-compliance, mediation, testing, reporting, exclusion from organic sale, emergency treatments and appeals.  Required reports, records and certificates are submitted in electronic format through the use of the Organic Farming Information System.  

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

Requirements for recognition of control authorities and control bodies: EU 2021/1698 (pdf in English)

Use of Organic Farming Information System and templates for annual reports: EU 2021/1935 (pdf in English)

Record keeping and declaration requirements from operators and groups of operators EU 2021/2119 (pdf in English)

List of control authorities and control bodies for equivalence 

Control bodies in the European Union

Additional Information

FiBL Country reports
U.S. International Trade Administration

USDA’s GAIN Report Denmark Exporter Guide (2020)
USDA’s GAIN Report The Organic Food Market in Denmark (2020)

USDA’S GAIN Report Update on Changing EU Import Conditions for Composite Products (2022)
USDA’S GAIN Report COVID-19 Boosts Organic Food Sales in the EU (2022)
USDA’S GAIN Report European Commission Launches Public Consultation on the Revision of EU Food Labeling Requirements (2022)
USDA’S GAIN Report New EU Labeling Rules for Wines (2022)
USDA’S GAIN Report Continuing Good Prospects for US Organic Exports to the EU (2021)
USDA’S GAIN Report New EU Organic Regulation Entering Into Force in 2021 Regulatory Update (2020)
USDA’S GAIN Report EU Launches Consultation on Future Organics Action Plan (Sept. 2020)
USDA’S GAIN Report Food Labeling Initiatives in the EU Farm to Fork Strategy (2020)
USDA’S GAIN Report Pesticides Initiatives in the EU Farm to Fork Strategy (2020)
USDA’S GAIN Report Good Prospects for US Organic Exports in the EU (2020)
USDA’s GAIN Report Food and Agricultural Import Regulations and Standards Country Report (2021)
USDA’s GAIN Report Food and Agricultural Import Regulations and Standards Export Certificate Report Annual (2021)
USDA’s GAIN Report EU Food and Agricultural Import Regulations and Standards - Certification (2020)