Denmark

Paediatric analgesics saw only modest volume growth in 2023 as a result of a return to pre-pandemic consumption habits. More robust current value growth was partly the result of inflationary pressures due to the ongoing conflict in Ukraine, which has…

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…

The sales of chocolate-based flavoured powder drinks, the only category of other hot drinks available in Denmark, declined in 2023 as the category is increasingly considered unhealthy. Typically, these drinks are consumed by children and Danish…

Other dairy continues to suffer in 2023 with retail volume sales declining even as price inflation recedes. Chilled dairy desserts and flavoured fromage frais/ quark have suffered the most from high inflation, as these are perceived as high-priced…

Oral care in Denmark continued to witness positive current value growth in 2023 albeit driven by price increases. By contrast, lower purchasing power led to another year of volume sales decline, as many household budgets remained under pressure and…

The pandemic was a boon for NRT smoking cessation aids, as is the ongoing health and wellness trend, with many people trying to give up smoking as COVID-19 put the spotlight on lung health. The category is seeing an increase in both volume and…

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.…

Light vehicles are forecast to see slower growth over the forecast period, with SUVs and crossovers representing 61% of total sales by 2027. The government’s financial incentives, such as lower registration taxes favouring electric and zero-emission…

Mobile phones remains in a volume decline in 2023, albeit less severe than seen in 2022. The slow sales are attributed to models’ longer lifecycles meaning elongated periods of time between replacements, in addition to the weak economic climate…

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…

Menswear continues to see buoyant current value growth in 2023, although this is mainly driven by price rises as inflation remains well above average in Denmark. Consumers have been making cutbacks on men’s apparel leading to a small decline in…

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,…

Men’s grooming in Denmark registered a better performance in 2023, with retail volume sales increasing alongside current value growth. Consumer demand bounced back softly across all categories as inflation fell and the propensity to spend recovered…

Variety and freshness are proving key in the further development of ready meals. Efficient supply chains that promote freshness as well as greater attention to ingredients are enabling more appetising ready meal products. Flash freezing and day fresh…

Mass beauty and personal care in Denmark continued to see positive value growth in 2023 and slightly outperformed premium beauty and personal care. The weaker economy led to some downtrading to cheaper alternatives as Danes faced higher interest…

As domestic travel continued to perform strongly in Denmark and inbound travel boomed after lifting COVID-19 restrictions, 2022 saw a rise in lodging in Denmark. This led to records in overnight stays and value spent on lodging, with the latter being…

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…

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…

Input costs for manufacturers of large cooking appliances remain elevated in 2023 due to stubborn inflation, putting upward pressure on retail prices. Nevertheless, the growth in price increases has moderated in 2023 relative to the previous year,…

Overall juice volume sales grew moderately in 2023 thanks to the positive performance of not from concentrate 100% juice and coconut and other plant waters. These are the only areas within juice that consumers consider to be healthy, and are,…