Due to current trends and the increasing consumer focus on health and wellness in Denmark, it is expected that the companies present in cafés/bars will continue launching and promoting healthier products during the forecast period, with products likely to contain more vitamins and minerals, and less fat and sugar. The leading brands in cafés/bars, Baresso Coffee, Starbucks and Joe & The Juice, are expected to launch new drinks and food options during the forecast period as well as opening more outlets in new strategic locations, a situation which is set to even more intense competition emerging between these companies.