Atria Denmark and Estonia produces and markets cold cuts, meat and meat products for the Danish and Estonian food markets. The business area also has export activities. It has valued, widely known brands, many of which are market leaders or hold the second position in their respective categories. Atria has two production plants in Denmark and one in Estonia. In 2021, Atria Denmark & Estonia had net sales of EUR 104.9 million and 445 employees. The meat raw material used in Atria’s product categories in Denmark and Estonia is mainly of domestic origin. Atria has its own primary production in Estonia, and is the country’s second-largest pork producer.
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Atria’s main brands in Denmark are 3-Stjernet and Aalbaek Speliaciteter. In Estonia, the main brand is Maks&Moorits, which is complemented by the regional VK and Wõro brands.
The value of the cold cuts market in Denmark and the value of the meat and processed-meat products market in the Estonian consumer goods retail trade totaled EUR 629 million in 2021 (EUR 669 million in 2020). The change in the value of the cold cuts market in Denmark was –0.2 per cent (8.4%) and the change in the value of the meat products market in Estonia was 1.7 per cent (4.4%).
The consumer goods retail trade is consolidated in Denmark, the largest players being Salling Group and Coop. The largest in Estonia are Coop and Maxima. Direct selling also continues to play an important role in Estonia.
In the Danish market, the growth in demand for organic product groups is significant. Increasing trends in Estonia include product groups with a higher degree of processing.
Market shares and competitive positions
In 2021, Atria was the second largest actor in the cold cuts product group in Denmark, with a supplier share of 16.9%. In Estonia, Atria is also second with a share of 15.2 percent. Atria's supplier shares in the Foodservice market are stable and growing.
In Denmark, the largest operator in the field is Danish Crown and in Estonia Rakvere, owned by HKScan. In both Denmark and Estonia, small local and regional companies have a significant share of the total market.
Atria’s key business drivers and competitive advantages in Denmark and Estonia are centralized, efficient operations and valued, well-known brands. The Danish organic brands, in particular, also have significant export potential. In both the Danish and Estonian markets, Atria is a responsible and innovative company valued by customers and consumers.
Atria Estonia introduced a notable amount of poultry products to the market; we introduced, as new categories, barbecue chicken production in the spring and oven chicken products in the autumn. The launches succeeded well.
Atria Denmark continued investing in poultry products.
The profitability of Atria Denmark & Estonia was at a good level: the EBIT margin was 4.9 per cent – almost at the level of the group’s target of 5 per cent.
Our supplier share as a retail supplier was strong. In our main categories, we were number two on both the Danish market (a 16.9 per cent share of the market) and the Estonian market (a 15.2 per cent share of the market).