Denmark

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,…

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…

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…

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…

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…

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.…

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…

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…

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…

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…

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…

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…

Personal care appliances saw a decline in retail volume sales in 2023, as consumer purchasing power remained constrained. Danish households have shifted spending priorities towards more essential everyday goods. Nevertheless, inflation subsided…

Denmark enjoys considerable economic freedom and is one of the least corrupt countries globally, but the income tax burden is high. The economy is slowing markedly, but inflation has retreated and unemployment is lower than peers. Although there is a…

In Denmark, the pet population is declining due to rising living costs and a return to pre-pandemic lifestyles. 2023 registered a decrease in new dog registrations, signalling a probable reduction in the overall canine population by the end of 2024.…

With the total pet population in Denmark shrinking due to the rising cost of living and the resumption of pre-pandemic routines, overall demand for pet products slowed in 2023, and this is set to continue in 2024. In the other pet products category,…

Following a period of phenomenal sales growth in plant-based dairy in Denmark during the COVID-19 pandemic, retail volume sales of plant-based dairy have slowed in 2022 and 2023. High-priced plant-based products have suffered due to rapidly growing…

Consistent with observations across home care, polishes in Denmark witnessed strong increases in retail current unit prices towards the end of the review period, including 2023. Still relatively high inflation amid higher input costs (energy,…

Portable players would be an overall ailing category, was it not for the relative success of wireless speakers. In line with cross-category trends, consumers are rejecting sole-use devices for those which offer multifunctionality and convenience…

While there is a significant number of pre-paid cards in Denmark, the spend is not significant. That being said, there is expected to be a modest increase in value spend in 2023, largely driven by rising inflation. With debit cards having significant…