Denmark

In 2023, sun care in Denmark witnessed robust retail growth as travel flows continued to increase post-pandemic. Life has largely returned to normality following the COVID-19 pandemic, with travel and outdoor activities more frequently undertaken.…

Liquorice continues to be an important sweet snack in the Danish market, as well as in other Nordic countries. There is a wide choice of chocolate, gummies and other types of confectionery products with liquorice flavour that Danes love. Moreover,…

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…

Store cards continue to lose popularity in Denmark, with the number of cards in circulation expected to fall slightly, with total transaction value falling significant. This is in spite of rising inflation. Store cards have not kept up with…

In 2023, the foodservice industry has shown further signs of recovery, leading to stabilised sales of staple foods, while retail sales have reverted to pre-pandemic patterns. However, due to global political and economic instability, Denmark has…

Sportswear value sales continued to rise in 2023, although much of this growth was driven by inflation and price increases. Consumers have made cut backs on sportswear, as in many other major categories, as disposable incomes are squeezed. Danish…

Sports nutrition continues to see strong current value growth in 2023. In addition to the war in Ukraine driving up energy costs and therefore average retail prices, many Danes are avid gym goers – a key channel for sports nutrition products – but…

Sports drinks sales doubled in 2023 as the Prime brand entered the category and introduced reduced sugar products to Denmark. Up until 2023, only regular sports drinks were available in the Danish market. Previously, sports drinks sales were…

Overall, spirits sales declined moderately in Denmark in 2023. There were substantial differences among the various spirits categories. Products such as akvavit, brandy, and cognac experienced the most significant volume reductions, while…

Soft drinks saw moderate volume growth in the Danish market in 2023. Value growth was stronger as inflation and increased costs affected the pricing of soft drink products. However, soft drinks clearly had its winners and losers, with growth rates…

Despite the fact, that inflation in Denmark was not as high as in its Nordic neighbours, the Danish snacks market did see significant increases in price which drove growth in values sales and, at the same time, made consumers more price focused when…

As in 2022, smokeless tobacco, e-vapour products and heated tobacco in Denmark did not see uniform retail volume sales developments at the end of the review period. In this vein, retail volume sales of chewing tobacco and e-vapour products continued…

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…

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…

Sleep aids is expected to register moderate current value growth and a slight increase in volume sales in 2023. The war in Ukraine and the resulting energy crisis are pushing up average retail prices. While Danes are now much less concerned about the…

Following extremely strong growth during the COVID-19 pandemic, skin care continued to see a normalisation in sales in 2023. Retail volume and current value sales both declined as consumption levels began to subside to more normal levels. Indeed,…

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…

Due to high inflation and increased prices, Danish consumers are more intent on seeking value for money. Big international brands have started to play a smaller role in the purchasing patterns of Danish consumers as they switch to less expensive…

In 2023 sauces, dips and condiments is seeing normalisation in sales following the boom experienced during the COVID-19 pandemic. Despite the rising convenience trend and less time spent preparing home cooked meals, cooking at home still remains…

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…