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20112012201320142015778101817963089711280387102514126721038171073410831817Total can fillings in Denmark remained stable in 2015, with volumes decreasing slightly by 1.1% to 1.8 billion, following several years of growth.Further expansion was limited in 2015 by a 6% fall in beer fillings, as brewers increasingly outsourced can fillings overseas. Domestic beer consumption remained stable, even after an unusually cold spring and summer, with retail sales growing strongly in the final quarter of the year. This increase in sales was driven by price campaigns within retail stores, with multipacks of 20 and 24 cans proving particularly popular due to the value they offered Danish beer drinkers. Figures in recent years have also suggested that as beer consumption grows, packaged beer is gaining share from on-trade consumption and cans are also gaining pack share from returnable glass.The decrease in domestic beer can fillings was offset by a 6% increase in soft drinks can volumes, with retailer price promotions again helping to boost sales. Another significant factor has been the gradual lifting of a special tax on sugar-sweetened soft drinks, DENMARKDANISH CAN VOLUMES REMAIN STABLE IN 2015, AS GROWING DOMESTIC FILLINGS FOR SOFT DRINKS OFFSET A FALL IN BEER FILLINGSSince launching into the competitive Danish market in 2012, Faxe Kondi Booster has carved out a double-digit share of the energy drink sector. Having initially been available in 250ml cans, as is common for energy drinks, the brand discovered that its target market of consumers aged 16-29 wanted to drink more in one unit, as they felt refreshed and energised after a bigger serving. Faxe Kondi Booster added a 500ml can to its offering, before replacing the 250ml can with a 330ml version to achieve greater on-shelf impact and differentiation. The brand also launched a new modern design for its packaging, with clean lines and geometric graphics, designed to appeal to its performance-oriented, active target group.MARKET SNAPSHOT• Volumes remain steady as soft drinks fillings climb but beer falls• Increasing number of soft drinks filled domestically, rather than overseas• Price campaigns in retail stores help entice consumers SOFT DRINKS BEERCAN FILLINGS FOR BEER AND SOFT DRINKS, 2011- 2015 (MILLIONS OF UNITS)which was finally removed in 2014. This has seen Danish prices become more competitive with the cross-border trade, and figures show that consumers who were used to buying cans across the border are now more willing to buy cans in Danish retail outlets, following the reduction in price.This growing acceptance of the can looks set to continue, with both producers and consumers embracing the package.1.8BNTOTAL CAN FILLINGS DOWN 1.1%1BNBEER CAN FILLINGS DOWN 6% 778MSOFT DRINKS CAN FILLINGS UP 6%A YEAR IN NUMBERSBEER SHARE OF MARKET BY PACK TYPE, 2015 68% Cans 29% Refillable glass 3% Non-refillable glassSOFT DRINKS SHARE OF MARKET BY PACK TYPE, 2015 41% Cans 8% Refillable glass 41% Refillable PET 10% Non-refillable PETGIVING THE BRAND A BOOST58 EUROPEAN CAN MARKET REPORT 2016 COUNTRY REPORTS