Local strength, local relevance

In Denmark, DAVA is a familiar name – most often spotted in the egg aisle, but increasingly present in other parts of the shopping market. In 2024, the brand made a notable move in the Brand Footprint rankings, climbing 24 spots to reach #44, with a +58.7% increase in CRP. This growth was driven by a +21.6% rise in household penetration and a +29.6% increase in consumer choice.

While many shoppers still associate DAVA with eggs, the brand has quietly expanded its footprint. Following its acquisition of Møllerups Brands, DAVA introduced a range of plant-based, protein-rich products – including Danish-grown seeds, oils, and long shelf-life egg alternatives. This diversification reflects a broader shift in Danish shopper priorities: toward healthier, more sustainable, and locally rooted choices.

DAVA’s evolution from a commodity supplier to a more visible, shopper-facing brand has been underpinned by trust and quality – two attributes that resonate strongly in a market where shoppers are cautious but open to value-driven innovation. The brands focus on transparent sourcing, functional nutrition, and Scandinavian provenance aligns well with Danish consumers’ growing interest in self-care, natural ingredients, and local authenticity.

DAVA's story in 2024 isn't just about growth – it's about relevance. In a year when Danish shoppers were balancing optimism with restraint, DAVA offered products that felt both familiar and forward-looking. It's a reminder that brand evolution doesn't always require reinvention – sometimes, it's about meeting new needs with existing strengths.