LOCAL REPORT Denmark
Lars Gladov, Business Development Manager, AVISTA OIL
The Danish lubricants market is undergoing significant transformation, driven by stricter CO2
regulations,
sustainability targets, and an increasing demand for circular economy solutions. While global oil majors still dominate in terms of volume, sustainable alternatives are gaining ground, particularly among companies strategically committed to CO2
reduction and ESG
compliance. This report analyses market trends, key players, product segmentation, and competitive dynamics shaping the Danish lubricant industry.
Market Overview
The Danish lubricant market is characterised by intense competition between global oil majors, price‐ driven suppliers, sustainability‐oriented producers, and a growing number of smaller brands seeking to establish themselves.
Global players (Shell, TotalEnergies, ExxonMobil, BP/Castrol)
These companies dominate the automotive, industrial, and marine segments, offering OEM‐approved synthetic lubricants and maintaining strong market positions in high‐performance oils. BP/Castrol, part of the BP Group, provides a wide range of high‐ quality lubricants, while ExxonMobil’s Mobil 1 series of PAO‐based synthetic oils is a leader in longevity, temperature stability, and energy efficiency.
Price‐driven & niche suppliers (Fuchs, Q8, Gulf, OK) These brands either focus on specialised lubricants (Fuchs, Q8, Gulf) or cost‐optimised solutions (OK). OK plays a dual role in the market by distributing ExxonMobil products for the premium segment while also offering its own OK‐branded lubricants, targeting price‐sensitive customers.
Smaller producers & new brands The market sees a constant influx of small‐scale producers, launching low‐cost brands as their primary competitive strategy. While these brands often struggle to gain long‐term market share due to quality concerns, customers frequently use them as leverage
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to negotiate lower prices from their established suppliers.
Sustainability‐focused producers (AVISTA OIL) AVISTA OIL is one of the few Danish producers offering CO2
re‐refining process, AVISTA reduces CO2
‐certified lubricants. Through an advanced emissions
by up to 1,530 kg per ton compared to conventional base oil production, making it an attractive option for companies with ambitious ESG targets.
Market segmentation by lubricant Type The Danish lubricant industry is divided into key segments:
Automotive lubricants (50‐55%) – Still dominated by global brands, though fleet operators and transport companies are increasingly choosing CO2
‐reducing alternatives.
Industrial lubricants (30‐35%) – Hydraulic, gear, and compressor oils are widely used in industrial production, where sustainable alternatives are gaining market share.
Marine & heavy‐duty (10‐15%) – Stricter environmental regulations are driving demand for low‐ emission lubricants.
Agricultural lubricants – Agriculture accounts for over 60% of Denmark’s land use and is a major sector for lubricants, where sustainability and longevity make eco‐friendly solutions increasingly relevant.
Sustainability and the Growth of CO2 ‐Certified
Lubricants – Denmark is one of Europe’s most progressive markets in terms of sustainability. The EU Green Deal, CO2
reporting, and circular economy
requirements are forcing companies to rethink their lubricant choices.
Companies are increasingly opting for lubricants with proven CO2
savings, making CO2 ‐certified products
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