Beer in Denmark - 2025 Market Summary
KEY DATA FINDINGS
Total volume sales decrease by 1% in 2024 to 419 million litres
Non/low alcohol beer is the best performing category in 2024, with total volume sales growing by 10% to 12 million litres
Carlsberg Danmark A/S is the leading player in 2024, with a total volume share of 54%
Total volume sales are set to fall at a CAGR of 0% over the forecast period to 418 million litres
2024 DEVELOPMENTS
Shift towards quality over quantity and diversification of beer preferences
While total beer volumes were moderately down in Denmark in 2024, value increased. This development had to do with price increases and the fact that Danes are keen to buy good quality beer rather than bulk in volume. The consumption of domestic mid-priced lager is rather high and the market is mature. The decline is a result of this bulk volume becoming lower. The areas with highest growth in 2024 were flavoured/mixed lager whose sales more than doubled thanks to Carlsberg Tuborg Sunset launch in the spring 2024. Royal Unibrew had also launched its new brand PIFT in 2023. There was plenty of potential in this category as it remained immature. Non/low alcoholic beer was the highest growth area in beer, with plenty of new products becoming available. These included also non-lager products such as award-winning Svaneke’s Don’t Worry alcohol free hemp ale.
The highest-sales area, domestic mid-priced lager, was declining the most in volume terms in 2024. There has been movement from here to different beer types such as ale, but also to premium lager as well as to economy lager. Lager drinkers were increasingly interested in special and microbrewery products such as Royal Unibrew’s Godt Bryg or ales, where Carlsberg’s Jacobsen Yakima IPA made it to the top.
The health and wellness trends drive non/low alcoholic and organic options
Fuelled by the ongoing health and wellness trend in Denmark, both non-alcoholic and low-alcohol beer continued to see solid growth in 2023. Danish breweries were also increasingly focused on this segment, developing and launching new and improved products. Carlsberg phased out its Tuborg Super Light and continued growing its replacement, the Tuborg Nul, which was launched in mid-2021. Between its Carlsberg Nordic and Tuborg Nul, Carlsberg is dominating the non-alcoholic beer landscape in Denmark. In addition, in 2021, InBev launched its Corona Cero line of non-alcoholic beer in Denmark, with the product also promoting the fact it is made with 100% natural ingredients. While COVID-19 hampered new product development and limited the opportunities for get-togethers, the pandemic also encouraged many consumers to shift to non/low alcohol beer for health reasons, and some of these consumers continued to buy the drink into 2023, having adapted to the product. In addition, Danes are among the most prolific consumers of organic products in the world, and the sale of organic beers is also growing. With the increased demand, breweries are launching new organic options. One of the more prominent launches was an organic version of the popular Tuborg Classic mid-priced lager from Carlsberg, which launched in February 2023 after a successful test run at the Roskilde Festival in 2022.
Carlsberg danmark retains its lead, offering well-known products to consumers
In terms of the competitive landscape, Carlsberg Danmark continued to dominate sales in total volume terms in 2023. This domestic brewer, which dominated beer throughout the review period, enjoys high consumer recognition and trust in its popular brands, including Tuborg and Carlsberg, the top two brands in beer in Denmark. The second-ranked player, Royal Unibrew, offers the popular Royal, Heineken and Odense brands, among others. Royal Unibrew remains the only other company to hold a double-digit total volume share in beer. These leading brewers have also enjoyed success in the craft beer space with the launch of several new brands. This shows their ability to adapt to changing trends and tastes in the market. They are expected to continue investing in developing and marketing new craft beer lines and will look to leverage their already strong brand portfolios to continue dominating the competitive landscape in the short to medium term.
PROSPECTS AND OPPORTUNITIES
Non-alcoholic beer records growth as more players enter the landscape
As consumers continue to focus on improving their health and adapting their lifestyle habits, non-alcoholic beer is set to post solid growth over the forecast period, although the growth rate will slow slightly as the landscape matures. Carlsberg is expected to continue dominating non-alcoholic options. However, the player will face growing competition. As demand grows, so too will the interest of local and international breweries, most of which already offer non-alcoholic variants of many of their most well-known brands. It is expected that more products will enter the category over the forecast period, including craft beer options, with these offering more interesting flavour combinations and tastes for consumers to try. Non-alcoholic beer is expected to be the highest growth area in beer during the forecast period. Reasons behind continued growth include lifestyle changes – there are more Danes who do not drink alcohol. Non-alcoholic beer is also available in more outlets in both on- and off-trade plus there are more high-quality products and beer types available.
Competition in craft beer intensifies as microbreweries continue to expand
Beer is projected to see modest growth in total volume terms over the forecast period, with stronger growth likely to be undermined by a growing preference for quality over quantity. Consumers are expected to increasingly turn to premium options, while mid-priced and economy options are expected to see declining sales. This focus on premium options will likely inform new product development, with leading breweries likely to launch more craft beer options, products with natural ingredients, and products that promote sustainability claims. As consumers return to consuming higher-price options, including craft beer and microbrews, these are set to post positive growth over the forecast period. The number of microbreweries in Denmark will continue to grow, while the big breweries will also continue to launch craft-style beers. This means that competition in the category will intensify in the coming years. It is expected that beer volumes in Denmark will keep declining in the forecast period driven by less consumption of standard lager. Several smaller areas, on the other hand, are expected to see healthy growth, including non-alcoholic beer, ale, and flavoured lager.
Standard lager sells well, however, growth suffers from product maturity
Standard lager will remain the biggest product area over the forecast period, with local player Carlsberg dominating the category. However, lager is also expected to be the worst-performing in terms of growth, as the category is very mature and consumers increasingly seek other experiences, wanting to try new flavours and tastes from beer. Dark beer, especially Weissbier and IPAs, are expected to be some of the best-performing categories, as the sweeter taste of some Weissbier and IPAs appeals to a wide audience, including younger adult consumers, as well as a higher amount of female consumers. Within lager, in addition to strongly growing flavoured lager, premium lager is expected to achieve good growth during the forecast period. While in 2023 economy lager grew somewhat faster than premium, this trend will be reversed in the forecast period as the economy improves.
CATEGORY BACKGROUND
Lager price band methodology
Tuborg Grøn and Classic are the best-selling mid-priced lagers in Denmark. The latter has been gaining share throughout the review period. Tuborg Grøn is widely recognised for its balanced taste and widespread availability, making it a staple in the mid-priced lager segment. Tuborg Classic, with its slightly richer taste, has attracted a loyal consumer base and has been a significant player in the market. Within the premium category, Heineken is the leading brand of imported lager. It is known for its distinctive green bottle and crisp taste, making it a popular choice among Danish consumers looking for a high-quality international beer. Domestically, Tuborg Guld leads the premium lager category. Its stronger alcohol content and rich flavour profile make it a preferred choice for those seeking a more robust beer experience. Several local premium brands are also strengthening their position, including Royal Unibrew’s Godt Bryg and Fuglsjung. Godt Bryg is appreciated for its craftsmanship and unique taste, while Fuglsjung is known for its innovative brewing techniques and premium ingredients. In the economy category, Harboes Bryggeri has re-branded its beer portfolio, which has had a positive impact on its sales. Harboe's economy lagers, such as Harboe Pilsner, offer good quality at an affordable price, making them attractive to price-sensitive consumers. The rebranding efforts have modernised the brand's image and improved its market presence.
Within speciality beer, price is not the most important factor, and Danes are willing to pay extra for good taste and attractive packaging. The craft beer movement in Denmark has encouraged consumers to explore a variety of beer styles and flavours, often prioritising quality and uniqueness over cost. For example, in the IPA category, Carlsberg’s Jacobsen Yakima IPA is a standout product. This IPA is noted for its bold hop flavour and sophisticated packaging, which appeals to craft beer enthusiasts looking for an exceptional drinking experience. Another interesting brand in the speciality beer segment is Mikkeller. Known for its innovative approach to brewing, Mikkeller offers a range of unique beers that often feature unconventional ingredients and creative packaging. Alcohol content and taste profiles are more significant than price for Mikkeller’s target audience, who are willing to pay a premium for an exceptional product. Similarly, To Øl is another Danish brand that emphasises high-quality ingredients, distinctive flavours, and eye-catching packaging, reinforcing the idea that in the speciality beer market, consumers prioritise the overall experience over the cost.