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Coffee in Denmark

Denmark coffee market: Sara Lee Corp's Merrild Kaffe the key brand during 2012

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2014-01-28 12:24:04 - Coffee in Denmark - a new market research report on

Merrild Kaffe, which is owned by Sara Lee Corp, held a retail value share of 26%, and was the leading player in the Denmark coffee market during 2012. The company has a strong and well-established position in coffee in Denmark due to its extensive distribution network, and strong loyalty among consumers to its Merrild brand. The company is also the Danish distributor of Senseo fresh ground coffee pods. Other leading players in coffee included BKI Kaffe and Kraft Foods Danmark, each had a value share of 20% in 2012.

Health and wellness, quality and convenience, were the key consumer trends impacting premium brand product development in coffee in 2012. The year saw strong growth in instant coffee, organic coffee, and particularly



organic instant coffee, and fresh ground coffee pods for espresso. Manufacturers targeted their product innovations towards premium brands based on these trends, including Gevalia Millicano which was launched in October 2012. In terms of key USPs, certified labelled coffee, such as organic, fair trade, source origin, and eco-friendly, is often perceived as healthier and tastier and was the key growth driver for premium brands. Organic coffee, for example, gained in share to reach 8% of coffee retail value sales in 2012, an increase of three percentage points since 2007.

Quality and convenience are expected to remain the key consumer trends impacting coffee sales over the forecast period. The Danes´ interest in premium Italian-style coffee, such as espresso, seems to be in continuous growth, and is, together with certified labelled coffee, likely to dominate premium brand product innovation which is mostly targeting instant coffee and fresh ground coffee pods. The value share of organic coffee is forecast to increase by an additional three percentage points, to reach 11% by 2017.

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