March 11, 2025 – Denmark’s food and beverage landscape is continuously transforming to align with the consumers rising priorities towards health and sustainability. They demand convenient, functional foods and beverages trends that reflect their values and lifestyle preferences. Here we analyze how affordability, indulgence, and innovation are shaping the Denmark food and beverage market. It also explores the emerging opportunities for brands.
This article is based on Innova’s Category Growth Drivers Denmark report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Consumer Beverages Trends
Food trends show that consumers in Denmark are increasing their consumption of non-alcoholic alternatives over the past year, driven by taste and flavor, cost, and health concerns. Though alcoholic beverage consumption is slowing down, 52% of consumers in Denmark continue to purchase them, surpassing the global average of 41%. Beverages trends show that consumers prefer beer, wine, and hard alcohol in alcoholic beverages, with 1 in 2 consumers cite taste and flavor as main attributes. Taste preferences, promotions, and brand awareness are key drivers behind alcohol consumption. Indulgence is the top claim in alcoholic beverages, while natural or real ingredients claim lead in non-alcoholic beverages.
In soft drinks, health-focused claims are experiencing growth, with 1 in 2 consumers choosing them for taste and flavor and cost. Indulgence, product safety and premium quality are leading claims in this category. Beverages trends show that consumers in Denmark progressively opting for bottled water due to health concerns. Bottled water significant claims include no artificial flavors and colors, product safety, natural ingredients, sugar reduction and environmental aspects. 1 in 3 consumers prefer juices, juice drinks, and smoothies to boost their health.
While half of consumers in Denmark drink coffee and tea for its taste, majorly during breakfast, mid-afternoon, and evening. Cost is a crucial factor influencing these hot beverages consumption.
Everyday Staples in Denmark
Food trends reveal that consumers in Denmark focus on cost, health, and shelf life when selecting staple foods, over-indexing the global average. Whereas preferences for freshness, convenience, and brand loyalty in staples are under-index the global average. High fiber/protein, natural, and reduction claims are influencing bread and cereal choices, with breakfast cereals gaining a rise in consumption. Consumers cite cost, health aspects, and taste and flavor as important attributes influencing their breakfast cereal consumption. However, food trends show that 1 in 4 consumers prefer bread and bread products for their cost, taste and flavor, shelf life, and health aspects. Lifestyle changes, healthier options, rising brand awareness, and desire for variety and novelty are key drivers for increase in consumption.
In Denmark, dairy category purchases over-index the global average. Consumers seek health, premium, and traditional claims in products like cheese, spoonable/drinkable yogurt, and milk/flavored milk drinks. Reduced sugar and fat, along with protein content, are particularly desirable in milk/flavored milk drinks and spoonable/drinkable yogurt.
Food trends show that consumers increasingly choose fish and seafood than meat and poultry over the past year, with 1 in 3 mentioning health as a key aspect for both categories.
Consumer Meal Preparation Insights
In Denmark, meal preparation category is displaying positive shift, with shelf life, health claims, brand awareness and convenience shaping consumers choices. Consumer food trends show that sweet spread leads in meal preparation solutions, with cost and taste and flavor as key drivers.
Consumers prefer purchasing savory and sweet spreads with claims including real ingredients or natural, no artificial flavors or colors, reduced sugar and fat, traditionally made/crafted, premium, and organic ingredients. They prioritize high/source of protein and fiber, natural ingredients, reduced sugar, and fat claims in ready meals. Premium ingredients gain prominence in meal options, over-indexing the global average in bouillons/stocks/seasonings, table and cooking sauces, condiments, and savory spread categories.
Consumer Snacks and Treats Insights
Indulgence, product safety, natural ingredients, and health benefits influence consumers snacks and treat consumption. Denmark displays higher purchasing rates over-indexing global average in all snacks and treat categories except sweet biscuits and cookies. Food trends reveal that 1 in 2 consumers cite cost and taste and flavor as important attributes. The top claims include indulgence, product safety, natural ingredients, no artificial flavors or colors, and health.
Consumers increased cereal and energy bar consumption over the past year. Major drivers include high protein, fiber, organic, and natural claims.
Plant-Based and Special Diets Trends
Consumer food trends show that plant-based foods, sports/functional nutrition, and meat substitutes, along with dairy alternatives and sports nutrition, are gaining relevance due to health and sustainability claims. Meat substitutes in Denmark show a higher purchasing penetration than the global average (23% vs. 19%). Dairy alternatives show a similar rate (23% vs. 22%). In terms of sports nutrition, the purchasing penetration is 31% in Denmark compared to 29% globally.
What’s Next in the Consumer Food Trends in Denmark?
Denmark’s food and beverages sector is evolving with consumers prioritizing health, indulgence, and sustainability. Food trends show that consumers are increasingly seeking products beyond basic nutrition, providing added health benefits. Taste remains prominent but they value functional foods enriched with probiotics, prebiotics, omega-3s, and plant-based proteins. Brands can pair indulgence with health benefits products that cater to health-conscious consumers. Offering plant-based treats and creamy dairy alternatives combining with healthy ingredients can meet demands for crave-worthy treats.
Consumer food trends show that consumers appreciate brands that emphasize regional ingredients and cultural relevance. Tailoring products to local dietary needs and preferences, including traditional Denmark recipes and plant-based adaptations, can enhance loyalty. As budget-consciousness grows, consumers expect high-quality products at affordable rates. Brands can offer smaller packaging sizes or bulk options to balance affordability and premium quality, appealing to a broader consumer.
Denmark food and beverages market is shifting towards health-conscious, sustainable, and locally inspired innovations, while balancing indulgence and affordability. Brands are likely to focus on advanced personalization and eco-friendly solutions.
This article is based on Innova’s Category Growth Drivers Denmark report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
