Denmark

Microwaves saw a further decline in retail volumes sales in 2023, with overall volumes reaching a low point in this review period. The majority of Danish homes already have a microwave, as households value the convenience attributes of this type of…

Personal care appliances saw a decline in retail volume sales in 2023, as consumer purchasing power remained constrained. Danish households have shifted spending priorities towards more essential everyday goods. Nevertheless, inflation subsided…

There was a further contraction in retail volume sales in 2023, following the spike at the height of the COVID-19 pandemic. The volume decrease reflects the weak demand for refrigeration appliances and the length of replacement cycles. Refrigeration…

After the sharp decline in retail volume sales in 2022, small cooking appliances saw a slight rise in current value sales in 2022. Nevertheless, sales volumes continued to fall in 2023, albeit at a much softer downward trend. On balance, there is…

In 2023, the vacuum cleaners category is still normalising after the boom in volume sales seen at the height of the COVID-19 pandemic. There has been less immediate need for households to purchase vacuum cleaners. Demand has also been constrained by…

Cafés/bars saw extraordinary growth in value and volume terms in 2022 as pandemic-related restrictions were lifted. Bars/pubs faced the steepest decline in sales while the restrictions were in place and thus with the easing of restrictions, there was…

The consumer foodservice landscape in Denmark is undergoing a shift, marked by the ongoing recovery of the tourism sector after the pandemic. This resurgence was particularly evident in the increasing share of foodservice sales through travel and…

Consumer foodservice in Denmark saw a strong recovery in 2022 with sales successfully recovering to pre-pandemic levels both in terms of the volume and value of transactions. While sales continued to grow in current value terms in 2023 it was at a…

Full-service restaurants remains the largest consumer foodservice category in Denmark in value terms in 2023.

Limited-service restaurants performed better than many other foodservice channels following the outbreak of COVID-19. The category benefited from players adapting to COVID-19 restrictions by offering takeaway and delivery services to help keep…

Following the relaxation of COVID-19-related restrictions that directly impacted self-service cafeterias in early 2022, Denmark experienced a return to a semblance of normalcy reminiscent of the pre-pandemic era. There was a surge in demand for…

Street stalls/kiosks saw a partial recovery in 2022 with demand driven by the lifting of COVID-19 restrictions. Aside from locals spending more time outside the home sales also benefited from a recovery in inbound tourism, with street stalls/kiosks…

Air care did not escape the spike in retail current unit prices in 2022 and 2023 due to high inflationary pressure. As in other home care categories, this brought higher inputs costs (energy, materials, labour, shipping, etc) and resulted in…

Bleach witnessed a spike in retail volume sales in 2020 in light of the outbreak of the COVID-19 pandemic as households prioritised cleanliness and hygiene in the face of the virus threat. However, demand has normalised and returned to pre-pandemic…

Inflation continued to translate into higher retail price points in 2023. Higher manufacturer and retailer input costs, for example, increased operating costs like material sourcing, rental levels and salary costs, leading to higher price points.…

Retail current value sales of home care rose in 2023, underpinned by the effects of an inflationary climate on retail selling prices. Higher prices enabled players to drive current value growth amid the general downward trajectory of home care retail…

As in other categories of home care, inflationary pressure amid high input prices, supply chain disruptions, high freight costs and higher labour costs all informed upward movements in retail selling prices towards the end of the review period,…

Retail current value sales of laundry care continued to increase in 2023, supported by inflationary pressure, as retail volume sales continued to drop. Overall, increases in the cost of raw materials, shipping costs, labour wages and energy have led…

Consistent with observations across home care, polishes in Denmark witnessed strong increases in retail current unit prices towards the end of the review period, including 2023. Still relatively high inflation amid higher input costs (energy,…

While showing signs of moderating, inflation remained an issue for the Danish economy at the end of the review period. From a review period perspective, inflation remained high in 2023, albeit below the 2022 peak rate. Inflation continued to have an…

Higher input costs continued to have a pronounced impact on retail price points, with strong increases noted during 2023. As inflation remained high, albeit lower than the 2022 peak, there was heightened consumer price-sensitivity. This underpinned a…

Apparel and footwear specialists saw decline in Denmark in 2023 as the impact of challenging economic conditions and the rising cost of living squeezed purchasing power and significantly dampened consumer confidence. Moreover, pure play online…

Appliances and electronics specialists continued to see declining sales in Denmark in 2023 for a number of reasons. First of all, the category had seen strong growth during the COVID-19 crisis on the back of consumers turning their attention to their…

As life returned to normal in Denmark in 2023 consumers also continued to shop more in convenience stores, with the channel benefiting from the increased level of activity from commuters and other consumers needing snacks and other items on the go.…

Direct selling continued to see declining sales in Denmark in 2023. This was partly due to consumers trying to spend less money as they felt the impact of rising interest rates and higher energy prices, but also due to the competition from other…

Discounters benefited from increased consumer budget consciousness in Denmark in 2023. Although the Danish economy as a whole was performing well in 2023, individual consumers still felt pressure from higher energy bills and interest payments. This…

Having seen solid growth in the previous year as the channel seemed to be recovering from the severe impact of the COVID-19 crisis, general merchandise stores saw sales decline again in Denmark in 2023. This came before the channel had returned to…

Health and beauty specialists continued to see some benefit from consumers’ return to retail shopping in Denmark in 2023. However, although the Danish economy as a whole was performing relatively well in 2023 with falling unemployment and inflation,…

Home products specialists continued to see declining sales in Denmark in 2023 for several reasons. First of all, home improvement and gardening stores, as well as homewares and home furnishing stores, had seen strong growth during the COVID-19…

Hypermarkets continued to face strong competition from discounters in Denmark in 2023 as many consumers looked to save on their grocery shopping due to the financial impact of higher energy prices and increasing interest rates. However, as…

E-commerce in Denmark saw a return to growth in current value terms in Denmark in 2023 even as consumers continued to return to in-store shopping and the economic situation resulted in many consumers trying to limit spending. Although the rate of…

The retail market in Denmark saw stagnation in current value terms in 2023. The Danish economy is doing well compared to many other countries and has seen low unemployment and a declining rate of inflation. However, consumers continue to face…

As life returned to normal in Denmark in 2023, consumers continued to shop more in stores and small local grocers benefited from this development. However, small local grocers also faced growing competition from the major chains and especially from…

Supermarkets continued to face strong competition from discounters in Denmark in 2023, as many consumers looked to save on their grocery shopping due to the financial impact of higher energy prices and increasing interest rates. On the other side,…

Vending continued to see positive growth in Denmark in 2023. However, this was largely a correction as the category saw a strong decline during the COVID-19 crisis. The fact that consumers are once again spending more time outside and exercising,…

Average unit prices rose significantly in current terms in away-from-home tissue and hygiene in Denmark in 2023, albeit slower than the double-digit increases witnessed in 2022. Nonetheless, higher input costs covering factors like material sourcing,…

Menstrual care in Denmark was affected by high inflation. While the rate of inflation in 2023 was lower than in 2022 it was still relatively high for Denmark at the end of the review period. Higher input costs, such as material sourcing, labour,…

Nappies/diapers/pants in Denmark was affected by significant retail price point increases, driven by higher input costs (energy, material sourcing, labour, logistics, supply chain constraints). This supported retail value over volume growth in 2023.…

As in other categories, retail adult incontinence in Denmark was affected by higher product prices at the end of the review period. Higher manufacturer and retailer input costs, for example, increased operating costs, such as material sourcing,…

Notable price increases in retail tissue in Denmark in 2023 were driven by cost inflation covering aspects like energy, material sourcing, labour, logistics and supply chain constraints. Price increases were consistent with the movements across…

Noteworthy unit price increases in 2023 also affected Rx/Reimbursement adult incontinence in Denmark. Significant price increases were driven by cost inflation covering aspects like energy, material sourcing, labour, logistics and supply chain…

In tissue and hygiene in Denmark, retail and away-from-home (AFH) current value sales continued to grow strongly in 2023, driven mainly by price increases. Price inflation remained elevated compared to the early-to-mid-review period, but lower than…

Consistent with the observations across tissue and hygiene, wipes in Denmark saw pronounced increases in retail price points, which impacted category performance. Higher prices for wipes were driven by cost inflation, covering factors like energy,…

In 2024, cat food in Denmark is poised for growth, albeit slightly below the level seen in 2023. This subdued performance is partly due to a reduction in the cat adoption rate, linked to Danes returning to pre-pandemic routines and grappling with…

In 2024 dog food Denmark is poised for modest volume growth and somewhat slower current value growth than seen in the previous year of the review period. This limited expansion is due to category maturity and a declining dog population, influenced by…

In Denmark, other pet foods, such as that suitable for birds, fish, small mammals, and reptile food, has continued to decline in retail volume terms throughout the latter half of the review period, including in 2023. This contraction is tied to a…

In Denmark, the pet population is declining due to rising living costs and a return to pre-pandemic lifestyles. 2023 registered a decrease in new dog registrations, signalling a probable reduction in the overall canine population by the end of 2024.…

With the total pet population in Denmark shrinking due to the rising cost of living and the resumption of pre-pandemic routines, overall demand for pet products slowed in 2023, and this is set to continue in 2024. In the other pet products category,…

Baby and child-specific products in Denmark continued to register positive current value growth in 2023, driven by price increases. Families continued to place a higher focus on children’s health, hygiene and safety standards, brought on by the…

Bath and shower in Denmark continued to see demand patterns normalise in 2023 following the dynamic sales increase caused by the COVID-19 pandemic in 2020. Retail volume sales declined although overall consumption remained above pre-pandemic sales in…