CAFÉS/BARS IN DENMARK
15 Nov 2013
HEADLINES
Value sales grow by 5% to reach DKr5,560 million in 2012
Cafés/bars’ versatile menu offerings and value for money drive growth in this channel
Specialist coffee shops records the most dynamic value growth of 18% to total DKr366 million in 2012
Economic crisis sees average spend per transaction decline a further 1% to DKr68
Leading specialist coffee shop chain Baresso Coffee records 14% value sales growth
Cafés/bars sales are predicted to grow by 4% CAGR in constant value over 2012 to 2017
COMPETITIVE LANDSCAPE
The chained cafés/bars competitive environment is very immature due to the lack of investment into
chained outlets. Independents accounted for 92% share of cafés/bars value sales in 2012, and Baresso
Coffee is the only chain of noticeable presence and visibility. Although the specialist coffee shop chain held
a 58% value share of chained cafés/bars, it only held 5% value share of cafés/bars overall. Baresso Coffee
first opened in 1999 and now has nationwide presence with 44 outlets in 2012. In terms of its coffee house
concept and product innovation, the chain is very similar to international leaders such as Starbucks, Costa
Coffee and Café Nero. The second and third ranked chained cafés/bars are respectively the juice/smoothie
bar chain Joe & The Juice which counted 15 outlets, and the café chain Kong Kaffe with 9 outlets in 2012.
Baresso Coffee recorded 14% value sales growth and gained four percentage points share of cafés/bars
value sales in 2012. Targeting a yet unfulfilled demand for specialist coffee shops in Denmark, the chain
recorded sustained value sales growth of 8% CAGR throughout the review period and has expanded from
34 outlets in 2007 to 44 in 2012 when it opened two new outlets. The chain nonetheless dropped three
percentage points of value share within the specialist coffee shops channel, which saw 18% value growth as
Starbucks expanded with an additional outlet to three in total.
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NATIONAL BRAND OWNERS AND THEIR BRANDS
Company Name (NBO)
Baresso Coffee AS
Coop Danmark A/S
HMSHost Europe
Joe & The Juice A/S
Kong Kaffe Aps
SSP Denmark A/S
Brand (GBO)
Baresso Coffee (Baresso Coffee AS)
Baresso Coffee (Baresso Coffee AS)
Starbucks (Starbucks Corp)
Joe & The Juice (Joe & The Juice AS)
Kong Kaffe (Kong Kaffe Aps), Mammamia (Kong Kaffe Aps)
Caffè Ritazza (SSP Group Ltd)
Source: Passport by Euromonitor International
FORECAST
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DEFINITIONS AND METHODOLOGY
Cafés/Bars
This sector encompasses all establishments where the focus is on drinking either alcoholic or nonalcoholic beverages and where food is also served. While a wide variety of snacks and full meals are
offered, it is not uncommon for consumers to only order a drink. Cafés/Bars includes Bars/Pubs,
Cafés, Juice/Smoothie Bars, and Specialist Coffee Shops.
Full scale juice bars, such as energy drink bars and fruit juice bars are included in the Juice/Smoothie
Bars category. Juice and smoothie bars in a street stall or kiosk type format are included in the Street
stalls/kiosks category.
Methodology
This report is derived from Euromonitor International’s Passport information system. Industry
research is carried out by a global team of more than 600 in-country analysts and is based on a core
set of research techniques:
National-level desk research, company research and analysis, store checking, trade interviewing with
national players and market analysis
International-level desk research, multinational company research and analysis, trade interviewing with
international players and market analysis
© Euromonitor International 2013
www.euromonitor.com