Danish wine market - the facts

 DANISH WINE MARKET   

*Of the 182m litres of wine imported into the Denmark in 2014, 43% was bulk, and 20% of the total was re-exported.    

*After more than 50 years of steady growth, wine consumption in Denmark has remained stable for the past 15 years or so.  

*Wine is still a fashionable drink in the Scandinavian country, and it is the premium sector which is gaining market share, as the population ages and more likely to choose wine  

*The Danish government is concerned about high alcohol consumption amongst its population, resulting in high excise duties for wine, adding a further challenge for developing country suppliers.  

*This is partly because Globus Wine opened state of the art filling facilities outside Copenhagen, and huge quantities of Bag in Box and bottles pass their lines before being delivered to large distributors in the rest of Scandinavia.   

*The BiB format has increased significantly in Denmark in recent years, and now account for around 33% of the total wine market (Vinavisen, 2014). However, a third of that is re-exported to Germany and Sweden.    

*Denmark has the highest number of wine importers per had in the world.  

*Preferred countries of origin include Italy in number one spot, with a market share of 21.5%, followed by Chile (13.3%), Spain (12.7%), France (12.7%), South Africa (11.7%), and Australia (6.8%)/  

*Three big retailers dominate the market, with 85% share between them.  

*The Co-op is Denmark’s biggest multiple retailer with a 50% share of the wine market.  

*Dansk Supermarked is the second largest retailer, with Dagrofa in third place.  

*Italian, Australian and Chilean wines which fall into the 45DKk to 60DKK are the most popular.  

*There has been  considerable growth seen in the white, rose and sparkling categories in the past few years.  

*New world wines are losing market share while imports from traditional wine countries are increasing.  

*Imports from Chile, South Africa, Australia and Argentina have all decreased in the past five years.  

*Old world wines are on the up, with Italian wines increasing by 4.5% annually on average since 2010.  

*While volumes from France are decreasing, the value is on the up, by an average of 2.8% annually.  

*This is due to increased demand for higher quality wines at higher prices.