Denmark

Eye care is expected to register an increase in both current value and volume sales in 2023, partly as a result of rising inflation due to the ongoing war in Ukraine, which is driving up retail prices. In addition, local consumers spend more time…

In terms of financial cards, Denmark is a saturated market and the number of cards in circulation is not expected to increase significantly across debit, credit, pre-paid or store cards.

Food preparation appliances witnessed a strong increase in retail volume sales during the pandemic years, but this was followed by a sharp downward trend in 2022. With so many households having invested during the pandemic, there was less immediate…

Footwear is struggling to recover from the harsh impact of the COVID-19 pandemic, with retail volume and current values sales still below pre-pandemic levels in 2023. Although 2021 brought a renewed interest in footwear with consumers returning to…

Fragrances in Denmark witnessed another difficult year in 2023 following the noticeable decrease in sales during the previous year. Sales of fragrances had surged in 2021 when consumers returned to socialising post-pandemic, so demand patterns are…

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

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…

The health and wellness trend continues to grow in Denmark. Danish consumers are increasingly concerned about sticking to a healthy lifestyle and are looking for healthy snack options. Within the gum category, manufacturers are trying to meet the…

Hair care in Denmark continued to witness positive current value growth in 2023, largely driven by inflation in 2023 with rising prices contributing to stagnant retail volume sales. Lower consumer purchasing power resulted in some downtrading to more…

Headphones is the other category in consumer electronics which is seeing positive volume growth in 2023 (albeit smaller than seen in home video, the other category performing above 1% growth). This performance in headphones is attributed to consumers…

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,…

The health and wellness industry continues to grow in importance post-pandemic as consumers become more aware of the negative health impact of processed foods, seeking healthier foods and beverages from a range of claims such as natural, organic,…

Herbal/traditional products is expected to register an increase in current value sales in 2023 thanks in part to rising inflation due to the energy crisis stemming from the war in Ukraine, which is driving retail prices. However, as fears around…

Home audio and video sales are in a negative double-digit volume slump in 2023, representing a continuation of the downward trend established in the previous review period. This shift is due to household preferences moving away from traditional home…

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,…

Volume sales decreased for a second consecutive year in 2023, although the downward trend was not as steep as in 2022. Home laundry appliances are still recoiling from a spike in sales at the height of the COVID-19 pandemic in 2020 and 2021. With…

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…

Home video is one category in consumer electronics which is seeing positive volume growth in 2023, following the deep, negative double-digit slumps seen in sales over the past two years. This is attributed to a normalisation of sales patterns…

Hosiery witnessed an increase in current value growth in 2023 fuelled by price rises, but this only lowered consumer confidence forcing cutbacks on these products, alongside other apparel. The category was heavily impacted by COVID-19 as women spent…