Cementir, a global cement player with Italian roots, has its forte in white cement (some 40% of cement sales when considering that white cement price is roughly double that of grey cement) while Denmark is by far its biggest market (30% of revenues in 2018). The company strives to develop strong local market share in grey cement and a strong global market share in white cement (world leader with an about 13% market share including “off”-white cement), which is an export led business meaning that local market share does not matter as much as for grey cement.

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