Denmark

The hot drinks market is facing falling volume sales as younger consumer segments, in particular, are opting to consume hot drinks less frequently in key categories, particularly coffee. However, value sales remain positive as, while consuming less…

Environmental and animal welfare care, as well as health concerns, are providing a boost to sales of plant-based, meat free, and vegan cooking ingredients and meals. Organic-focused consumers also often look for foods to enable them to substitute…

Lactose free products continued to be of interest to consumers in Denmark, with sales of these products driven by large brands, such as Arla, Naturmælk and Thise. Lactose free is a strong trend because of food allergies and lactose intolerance, while…

Fruit/herbal tea is often fortified/functional and is growing in popularity in the country due to its positive impact on mental and physical health. This tea is marketed as helping to overcome anxiety and stress thanks to its properties that help…

During the COVID-19 pandemic era there was an increase in sales of indulgence and comfort food, such as cookies, and confectionery. However, by 2022, there was a marked return to normality, with people seeking out products that were better for them.…

There are multiple health and wellness claims in soft drinks, including natural and organic; fortified with vitamins and minerals; superfruit and immune system or brain work support; energy boosting and mental health care. These are targeted at a…

Consumers are becoming more concerned about sustainability, climate impact and animal welfare, as well as health issues, which is leading to a decline in meat consumption on a regular basis and promoting a choice of meat free alternatives. Thanks to…

Hypermarkets continued to face strong competition from discounters in Denmark in 2023 as many consumers looked to save on their grocery shopping due to the financial impact of higher energy prices and increasing interest rates. However, as…

Even though Danes love ice cream and consume quite a lot of it, the category has struggled in volume terms in 2022 and 2023 due to rising prices. Rising electricity prices contributed to the increased cost of transporting and storing ice cream…

Imaging devices is another category which is suffering from cannibalisation from smartphones. Indeed, smartphone manufacturers are placing great emphasis on the camera and video quality in their product development, to the extent that smartphones can…