Denmark

Premium beauty and personal care in Denmark witnessed a slight rise in current value growth in 2023 following the decline faced by this segment in 2022. Sales performance in the past two years has been muted following the dynamic current value growth…

Organic food is popular among Danish consumers, with it being seen to embody a blend of quality, health, and environmental responsibility. They typically often associate organic products with fewer pesticides, better nutritional value, and a lower…

Sales of processed poultry have continued to grow in retail volume terms in 2023 despite the high price hikes caused by inflation and the increase in the cost of raw materials and energy. These products are still relatively cheap compared to other…

There was a further contraction in retail volume sales in 2023, following the spike at the height of the COVID-19 pandemic. The volume decrease reflects the weak demand for refrigeration appliances and the length of replacement cycles. Refrigeration…

As in other categories, retail adult incontinence in Denmark was affected by higher product prices at the end of the review period. Higher manufacturer and retailer input costs, for example, increased operating costs, such as material sourcing,…

E-commerce in Denmark saw a return to growth in current value terms in Denmark in 2023 even as consumers continued to return to in-store shopping and the economic situation resulted in many consumers trying to limit spending. Although the rate of…

The retail market in Denmark saw stagnation in current value terms in 2023. The Danish economy is doing well compared to many other countries and has seen low unemployment and a declining rate of inflation. However, consumers continue to face…

Notable price increases in retail tissue in Denmark in 2023 were driven by cost inflation covering aspects like energy, material sourcing, labour, logistics and supply chain constraints. Price increases were consistent with the movements across…

Sales of rice, pasta, and noodles saw a sharp decline in sales in retail volume terms in 2022 with only modest growth seeing seen in 2023. This can be attributed in large part to a stabilisation of demand following the dynamic growth experienced in…

Demand for RTD coffee remains limited in Denmark but is expanding rapidly amidst rising consumer awareness. RTD coffee is largely reliant on impulse purchases, as the product is known mainly as a more convenient alternative to the fresh, hot coffee…

RTD tea volume sales saw healthy growth in 2023 thanks largely to rising demand in two key areas – the emerging carbonated RTD tea and kombucha category, which saw double-digit volume growth during the year, and reduced sugar RTD tea. Both these…

Throughout the review period, spirit-based RTDs demonstrated robust growth in Denmark, fuelled by the introduction of new products and an evolving market landscape. Notably, popular brands like Smirnoff Ice, Breezer, and Shaker, alongside emerging…

Noteworthy unit price increases in 2023 also affected Rx/Reimbursement adult incontinence in Denmark. Significant price increases were driven by cost inflation covering aspects like energy, material sourcing, labour, logistics and supply chain…

In 2023 sauces, dips and condiments is seeing normalisation in sales following the boom experienced during the COVID-19 pandemic. Despite the rising convenience trend and less time spent preparing home cooked meals, cooking at home still remains…

Due to high inflation and increased prices, Danish consumers are more intent on seeking value for money. Big international brands have started to play a smaller role in the purchasing patterns of Danish consumers as they switch to less expensive…

Following the relaxation of COVID-19-related restrictions that directly impacted self-service cafeterias in early 2022, Denmark experienced a return to a semblance of normalcy reminiscent of the pre-pandemic era. There was a surge in demand for…

Following extremely strong growth during the COVID-19 pandemic, skin care continued to see a normalisation in sales in 2023. Retail volume and current value sales both declined as consumption levels began to subside to more normal levels. Indeed,…

Sleep aids is expected to register moderate current value growth and a slight increase in volume sales in 2023. The war in Ukraine and the resulting energy crisis are pushing up average retail prices. While Danes are now much less concerned about the…

After the sharp decline in retail volume sales in 2022, small cooking appliances saw a slight rise in current value sales in 2022. Nevertheless, sales volumes continued to fall in 2023, albeit at a much softer downward trend. On balance, there is…

As life returned to normal in Denmark in 2023, consumers continued to shop more in stores and small local grocers benefited from this development. However, small local grocers also faced growing competition from the major chains and especially from…