Bulk consumption of hot drinks is on the decline in Denmark in 2024, resulting in reduced volume sales in the largest categories, such as fresh ground coffee and black tea. However, smaller categories are showing more positive developments, including fresh coffee beans and herbal tea.
Within coffee, consumers are reducing volumes but are willing to pay more per cup, reflecting an ongoing trend toward higher-quality and more convenient options. This shift is driving growth in categories like fresh coffee beans and coffee pods.
The competitive environment in hot drinks was particularly intense in 2024, with price-based competition dominating, especially during the first half of the year. Some brands opted to protect market share by refraining from price increases, even at the cost of cutting their margins.
Danes' growing focus on price continued to benefit discount retailers, with the channel performing well despite Aldi’s exit from the market. Salling Group’s Netto, in particular, continued to thrive, driven by effective promotional strategies.
While overall hot drink volume sales in retail saw moderate declines, the on-trade channel experienced healthy growth. The post-pandemic bounce played a role, as Danes began to feel more optimistic following several years of economic uncertainty.
Retail volume sales of hot drinks are expected to continue declining during the forecast period, primarily due to the reduced consumption of bulk coffee and tea. However, some volume shifts between categories are expected, such as a move from fresh ground coffee to coffee beans.
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Hot Drinks
This report originates from Passport, our Hot Drinks research and analysis database.
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