Denmark

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…

Baby food is witnessing strong retail volume growth compared to most dairy categories, driven by the return to pre-pandemic habits. With parents returning to busy lifestyles and less time devoted to home cooking, consumers are more reliant on…

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…

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…

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…

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…

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…

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…

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…

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…