Denmark

Colour cosmetics in Denmark registered moderate retail volume and current value growth in 2023. Consumer demand rebounded strongly despite the economic downturn, rising energy costs and higher interest rates, which put pressure on discretionary…

Standard fresh coffee volume sales continued to slide in 2023 as an increasing number of Danes are cutting down on the amount of coffee that they drink daily. Younger consumers are likely to consume fewer cups of coffee than their older counterparts,…

Overall, retail volume sales of cigars, cigarillos and smoking tobacco in Denmark continued to see a double-digit decline in 2023. The demand for these types of tobacco products remained negatively affected as they tend to have an older consumer…

Retail volumes sales of cigarettes in Denmark continued to see a double-digit decline in 2023. This performance fits with a general downward trajectory in the smoking prevalence for cigarettes in the market, as taxation, health and wellness trends…

Cider/perry sales experienced a decline in 2023 in Denmark, reflecting shifting consumer preferences and product innovation trends. While manufacturers primarily focused on spirit-based RTDs, the launch of flavoured lager by Carlsberg in 2023…

The high rate of inflation prevailing in 2022 and 2023 has not had a major negative impact on the chocolate confectionery category in Denmark. Local players have managed to increase their sales and value by increasing prices, while favourable…

In 2023, childrenswear continues to see robust growth in value terms, although this is largely driven by inflation and price increases. Inflation has fallen slightly, but it continues to be a hindrance to volume growth, with sales pushed back into…

Cheese retail prices have started to fall in 2023, following the sharp spike in the previous year, leading to a slight recovery in retail volume sales. Dairy leader Arla Foods has begun to lower prices, with supermarkets and competitors following its…

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…

Overall carbonates volume sales saw continued growth in 2023, driven by increased sales of reduced sugar carbonates. The migration from regular carbonates to reduced sugar options was strong during the year. The high sugar content of regular…

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…

Butter and spreads witnessed dynamic price increases in 2022, driven by global price inflation and an increase in global demand. As a result, some grocery retailers decreased their profit margins in order to absorb some of these costs. Moving into…

Breakfast cereals, along with most packaged food categories, faced notable price hikes in 2022, precipitated by high inflation and wheat shortages. Thus, the category saw double-digit growth in current value terms in 2022 but a slight decline in…

Bottled water off-trade volume sales grew in 2023 thanks to increasingly health conscious Danish consumers looking for healthier drink options. While non-flavoured sparking and still bottled water sales only saw moderate volume growth, flavoured and…

As travel suffered due to COVID-19 in 2020-2021, retail value in bookings also saw a clear decrease. With restrictions starting to lift in 2022, travel began to increase, with retail value in 2022 around the 2018-2019 level, with pent-up demand…

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…

While total beer volumes were moderately down in Denmark in 2023, value increased. This development had to do with price increases and the fact that Danes are keen to buy good quality beer rather than bulk in volume. The consumption of domestic…

Beauty and personal care in Denmark witnessed a mild improvement in current value growth during 2023. Although the Danish economy is doing well compared to many other European countries in terms of low unemployment and declining inflation, inflation…

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…

The health and wellness movement continues to drive demand for organic and eco-friendly products within baked goods. Even though many Danes are on the lookout for cost-effective options, they are increasingly open to paying a premium for products…