Retailing in Denmark
Euromonitor International's Retailing in Denmark report offers insight into key trends and developments affecting the industry. The report examines all retail channels to provide sector insight. Channels include department stores, food retailers, health and beauty retailers, clothing and footwear retailers, home furniture and household goods retailers, durable goods retailers, and leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of alternative selling channels (kiosks, homeshopping, internet retailing, service stations, vending and direct selling, as available).
Buy online to access strategic market analysis and an interactive statistical database of retail value sales, number of sites/outlets, retail surface area and employment in retailing.
Tables: 181 | Publication date: May 2009
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Product coverage
Non-store retailing; Store-based retailing
Executive summary
Retail boom came to a halt as global financial crisis hit Denmark
In 2008, retail sales growth slowed down to well below review period performance. The retail market grew dynamically during the economic boom of recent years, which however came to a halt as the global financial crisis in 2008 impacted the Danish economy. The domestic housing market plummeted in 2008, while costs of living increased significantly, especially with rising food and energy prices. Due to tighter household budgets consumers were more price sensitive and this caused a decline in domestic demand, with Christmas sales the worst since 2003.
Surge in ethical consumption
Despite the economic downturn, demand for natural/organic, sustainable and fair trade branded products continued to expand dynamically in 2008. The trend has persisted since around 2004 and has impacted mainly on grocery retail, where it has been embraced by the leading operators. Most fair trade and organic products are food products such as bananas and coffee, and breakfast cereals and dairy products, respectively. Sustainable products are most popular in household care, disposable paper products and toiletries. The dynamic growth trend of these products thus also impacted sales of mixed retailers, as well as health and beauty retailers, helping these sectors to prevent a sales slump in 2008.
Discounters gained significant market share
Growing consumer price sensitivity resulted in a sales boom for discounters, which took markets significant markets shares from most other grocery retail formats. However, Danish “convenience concept” stores continued to thrive in 2008. Chained forecourt retailers and the 7-Eleven and Kort&Godt convenience store chains target impulse sales through a successful concept of good store locations, long opening hours and extended offerings of to-go food and drink products. Most of the remaining small grocery outlets focus product offerings more around a “grocery concept” and they thus suffered from competition by the larger grocery retail formats that can offer much wider product ranges and lower prices.
Internet retail boom continued
Following dynamic review period growth, the internet retailing boom continued in 2008. While cheaper prices have some influence, convenience is the main growth driver. Non-grocery products account for the majority of online sales. Due to the economic slowdown in 2008, store-based sales in non-grocery retail began to suffer the consequences of having lost a considerable share of the market to internet retailing. Sales of store-based non-grocery retailers declined in 2008. This had a particularly negative impact on independent outlets and small affiliate chains, which are also faring badly against growing competition from multinational and domestic multiple chains.
Difficult times ahead for Danish retail
With the domestic economy expected to perform poorly over the forecast period, Danish retail sales are projected to decline over the 2008-2013 period. Although demand is more resilient, grocery retail value sales are expected to decline moderately, as discounters gain share, and as groceries are likely to become more widely available online. The store-based non-grocery retailing sector is expected to feel the brunt of the recession, as overall demand shrinks and as the sector will lose further market share to internet retailing. Independent stores and small affiliate chains are likely to close down in great numbers. Those that will survive are most likely to be stores that have managed to target demand outside the mainstream market, which will become increasingly dominated by the large multiple chains.
Table of contents
RETAILING IN DENMARK : MARKET INSIGHT
EXECUTIVE SUMMARY
Retail boom came to a halt as global financial crisis hit Denmark
Surge in ethical consumption
Discounters gained significant market share
Internet retail boom continued
Difficult times ahead for Danish retail
KEY TRENDS AND DEVELOPMENTS
Worsening consumer climate as the global financial crisis hits Denmark
Convenience is the key growth driver
Strong growth in chained outlets
Surge in fair trade and sustainable products in Denmark
Consumer groups are increasingly blurred
MARKET INDICATORS
Table 1 Employment in Retailing 2003-2008
MARKET DATA
Table 2 Sales in Retailing by Sector: Value 2003-2008
Table 3 Sales in Retailing by Sector: % Value Growth 2003-2008
Table 4 Sales in Retailing by Grocery vs Non-Grocery 2005-2008
Table 5 Sales in Store-Based Retailing by Sector: Value 2003-2008
Table 6 Sales in Store-Based Retailing by Sector: % Value Growth 2003-2008
Table 7 Sales in Non-store Retailing by Sector: Value 2003-2008
Table 8 Sales in Non-store Retailing by Sector: % Value Growth 2003-2008
Table 9 Retailing Company Shares: % Value 2004-2008
Table 10 Grocery Retailers Company Shares: % Value 2004-2008
Table 11 Grocery Retailers Brand Shares: % Value 2005-2008
Table 12 Non-Grocery Retailers Company Shares: % Value 2004-2008
Table 13 Non-Grocery Retailers Brand Shares: % Value 2005-2008
Table 14 Non-store Retailing Company Shares: % Value 2004-2008
Table 15 Non-store Retailing Brand Shares: % Value 2005-2008
Table 16 Forecast Sales in Retailing by Sector: Value 2008-2013
Table 17 Forecast Sales in Retailing by Sector: % Value Growth 2008-2013
Table 18 Forecast Sales in Store-Based Retailing by Sector: Value 2008-2013
Table 19 Forecast Sales in Store-Based Retailing by Sector: % Value Growth 2008-2013
Table 20 Forecast Sales in Non-store Retailing by Sector: Value 2008-2013
Table 21 Forecast Sales in Non-store Retailing by Sector: % Value Growth 2008-2013
APPENDIX
Operating environment
Cash and Carry/Warehouse Clubs
Table 22 Cash and Carry/Warehouse Clubs: Sales Value 2003-2008
Table 23 Cash and Carry/Warehouse Clubs: Sales by National Brand Owner: Sales Value 2005-2008
Table 24 Cash and Carry/Warehouse Clubs: Number of Outlets by National Brand Owner: 2005-2008
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - DENMARK
ALDI HOLDING APS - RETAILING - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Aldi Holding ApS: Key Facts
Summary 3 Aldi Holding ApS: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 4 Aldi Holding ApS: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 5 Aldi Holding ApS: Competitive Position 2008
BAUHAUS DANMARK A/S - RETAILING - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Bauhaus Danmark A/S: Key Facts
Summary 7 Bauhaus Danmark A/S: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 8 Bauhaus Danmark A/S: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 9 Bauhaus Danmark A/S: Competitive Position 2008
COOP DANMARK A/S - RETAILING - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Coop Danmark A/S: Key Facts
Summary 11 Coop Danmark A/S: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 12 Coop Danmark A/S: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 13 Coop Danmark A/S: Competitive Position 2008
DANMARKS APOTEKERFORENINGS KURSUSEJENDOM - RETAILING - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Danmarks Apotekerforenings Kursusejendom: Key Facts
Summary 15 Danmarks Apotekerforenings Kursusejendom: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 16 Danmarks Apotekerforenings Kursusejendom: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 17 Danmarks Apotekerforenings Kursusejendom: Competitive Position 2008
DANSK SUPERMARKED A/S - RETAILING - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Dansk Supermarked A/S: Key Facts
Summary 19 Dansk Supermarked A/S: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 20 Dansk Supermarked A/S: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 21 Dansk Supermarked A/S: Competitive Position 2008
DIAS DK - RETAILING - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 22 Dias DK: Key Facts
Summary 23 Dias DK: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 24 Dias DK: Competitive Position 2008
F GROUP A/S - RETAILING - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 25 F Group A/S: Key Facts
Summary 26 F Group A/S: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 27 F Group A/S: Competitive Position 2008
HENNES & MAURITZ (H&M) A/S - RETAILING - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 28 Hennes & Mauritz (H&M) A/S: Key Facts
Summary 29 Hennes & Mauritz (H&M) A/S: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 30 Hennes & Mauritz (H&M) A/S: Competitive Position 2008
MATAS A/S - RETAILING - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 31 Matas A/S: Key Facts
Summary 32 Matas A/S: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 33 Matas A/S: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 34 Matas A/S: Competitive Position 2008
REMA 1000 DANMARK A/S - RETAILING - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 35 Rema 1000 Danmark A/S: Key Facts
Summary 36 Rema 1000 Danmark A/S: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
Summary 37 Rema 1000 Danmark A/S: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 38 Rema 1000 Danmark A/S: Competitive Position 2008
HYPERMARKETS IN DENMARK
OVERVIEW
SECTOR DATA
Table 25 Hypermarkets: Value Sales, Outlets and Selling Space 2003-2008
Table 26 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 27 Hypermarkets Company Shares by Value 2004-2008
Table 28 Hypermarkets Brand Shares by Value 2005-2008
Table 29 Hypermarkets Brand Shares by Outlets 2005-2008
Table 30 Hypermarkets Brand Shares by Selling Space 2005-2008
Table 31 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 32 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
SUPERMARKETS IN DENMARK
HEADLINES
OVERVIEW
SECTOR DATA
Table 33 Supermarkets: Value Sales, Outlets and Selling Space 2003-2008
Table 34 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 35 Supermarkets Company Shares by Value 2004-2008
Table 36 Supermarkets Brand Shares by Value 2005-2008
Table 37 Supermarkets Brand Shares by Outlets 2005-2008
Table 38 Supermarkets Brand Shares by Selling Space 2005-2008
Table 39 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 40 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
DISCOUNTERS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 41 Discounters: Value Sales, Outlets and Selling Space 2003-2008
Table 42 Discounters: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 43 Discounters Company Shares by Value 2004-2008
Table 44 Discounters Brand Shares by Value 2005-2008
Table 45 Discounters Brand Shares by Outlets 2005-2008
Table 46 Discounters Brand Shares by Selling Space 2005-2008
Table 47 Discounters Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 48 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
CONVENIENCE STORES IN DENMARK
HEADLINES
OVERVIEW
SECTOR DATA
Table 49 Convenience Stores: Value Sales, Outlets and Selling Space 2003-2008
Table 50 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 51 Convenience Stores Company Shares by Value 2004-2008
Table 52 Convenience Stores Brand Shares by Value 2005-2008
Table 53 Convenience Stores Brand Shares by Outlets 2005-2008
Table 54 Convenience Stores Brand Shares by Selling Space 2005-2008
Table 55 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 56 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
FORECOURT RETAILERS IN DENMARK
HEADLINES
OVERVIEW
SECTOR DATA
Table 57 Forecourt Retailers: Value Sales, Outlets and Selling Space 2003-2008
Table 58 Forecourt Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 59 Forecourt Retailers Company Shares by Value 2004-2008
Table 60 Forecourt Retailers Brand Shares by Value 2005-2008
Table 61 Forecourt Retailers Brand Shares by Outlets 2005-2008
Table 62 Forecourt Retailers Brand Shares by Selling Space 2005-2008
Table 63 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 64 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
MIXED RETAILERS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Mixed Retailers: Value Sales, Outlets and Selling Space 2003-2008
Table 66 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 67 Mixed Retailers Company Shares by Value 2004-2008
Table 68 Mixed Retailers Brand Shares by Value 2005-2008
Table 69 Mixed Retailers Brand Shares by Outlets 2005-2008
Table 70 Mixed Retailers Brand Shares by Selling Space 2005-2008
Table 71 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 72 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
HEALTH AND BEAUTY SPECIALIST RETAILERS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 73 Health and Beauty Retailers: Value Sales, Outlets and Selling Space 2003-2008
Table 74 Health and Beauty Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 75 Health and Beauty Retailers Company Shares by Value 2004-2008
Table 76 Health and Beauty Retailers Brand Shares by Value 2005-2008
Table 77 Health and Beauty Retailers Brand Shares by Outlets 2005-2008
Table 78 Health and Beauty Retailers Brand Shares by Selling Space 2005-2008
Table 79 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 80 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
CLOTHING AND FOOTWEAR SPECIALIST RETAILERS IN DENMARK
HEADLINES
OVERVIEW
SECTOR DATA
Table 81 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space 2003-2008
Table 82 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 83 Clothing and Footwear Retailers Company Shares by Value 2004-2008
Table 84 Clothing and Footwear Retailers Brand Shares by Value 2005-2008
Table 85 Clothing and Footwear Retailers Brand Shares by Outlets 2005-2008
Table 86 Clothing and Footwear Retailers Brand Shares by Selling Space 2005-2008
Table 87 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 88 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
FURNITURE AND FURNISHINGS STORES IN DENMARK
HEADLINES
OVERVIEW
SECTOR DATA
Table 89 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space 2003-2008
Table 90 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 91 Furniture and Furnishings Stores Company Shares by Value 2004-2008
Table 92 Furniture and Furnishings Stores Brand Shares by Value 2005-2008
Table 93 Furniture and Furnishings Stores Brand Shares by Outlets 2005-2008
Table 94 Furniture and Furnishings Stores Brand Shares by Selling Space 2005-2008
Table 95 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 96 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
DIY, HOME IMPROVEMENT AND GARDEN CENTRES IN DENMARK
HEADLINES
OVERVIEW
SECTOR DATA
Table 97 DIY, Home Improvement and Garden Centres: Value Sales, Outlets and Selling Space 2003-2008
Table 98 DIY, Home Improvement and Garden Centres: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 99 DIY, Home Improvement and Garden Centres Company Shares by Value 2004-2008
Table 100 DIY, Home Improvement and Garden Centres Brand Shares by Value 2005-2008
Table 101 DIY, Home Improvement and Garden Centres Brand Shares by Outlets 2005-2008
Table 102 DIY, Home Improvement and Garden Centres Brand Shares by Selling Space 2005-2008
Table 103 DIY, Home Improvement and Garden Centres Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 104 DIY, Home Improvement and Garden Centres Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
ELECTRONICS AND APPLIANCE SPECIALIST RETAILERS IN DENMARK
HEADLINES
OVERVIEW
SECTOR DATA
Table 105 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2003-2008
Table 106 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 107 Electronics and Appliance Specialist Retailers Company Shares by Value 2004-2008
Table 108 Electronics and Appliance Specialist Retailers Brand Shares by Value 2005-2008
Table 109 Electronics and Appliance Specialist Retailers Brand Shares by Outlets 2005-2008
Table 110 Electronics and Appliance Specialist Retailers Brand Shares by Selling Space 2005-2008
Table 111 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 112 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
LEISURE AND PERSONAL GOODS SPECIALIST RETAILERS IN DENMARK
HEADLINES
OVERVIEW
SECTOR DATA
Table 113 Leisure and Personal Goods Specialist Retailers: Value Sales, Outlets and Selling Space 2003-2008
Table 114 Leisure and Personal Goods Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 115 Leisure and Personal Goods Specialist Retailers Company Shares by Value 2004-2008
Table 116 Leisure and Personal Goods Specialist Retailers Brand Shares by Value 2005-2008
Table 117 Leisure and Personal Goods Specialist Retailers Brand Shares by Outlets 2005-2008
Table 118 Leisure and Personal Goods Specialist Retailers Brand Shares by Selling Space 2005-2008
Table 119 Leisure and Personal Goods Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 120 Leisure and Personal Goods Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
VENDING IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 121 Vending: Value 2003-2008
Table 122 Vending: % Value Growth 2003-2008
Table 123 Vending Forecasts: Value 2008-2013
Table 124 Vending Forecasts: % Value Growth 2008-2013
HOMESHOPPING IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 125 Homeshopping: Value 2003-2008
Table 126 Homeshopping: % Value Growth 2003-2008
Table 127 Homeshopping Company Shares by Value 2004-2008
Table 128 Homeshopping Brand Shares by Value 2005-2008
Table 129 Homeshopping Forecasts: Value 2008-2013
Table 130 Homeshopping Forecasts: % Value Growth 2008-2013
INTERNET RETAILING IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 131 Internet Retailing: Value 2003-2008
Table 132 Internet Retailing: % Value Growth 2003-2008
Table 133 Internet Retailing Company Shares by Value 2004-2008
Table 134 Internet Retailing Brand Shares by Value 2005-2008
Table 135 Internet Retailing Forecasts: Value 2008-2013
Table 136 Internet Retailing Forecasts: % Value Growth 2008-2013
DIRECT SELLING IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 137 Direct Selling Agents 2005-2007
SECTOR DATA
Table 138 Direct Selling: Value 2003-2008
Table 139 Direct Selling: % Value Growth 2003-2008
Table 140 Direct Selling Company Shares by Value 2004-2008
Table 141 Direct Selling Brand Shares by Value 2005-2008
Table 142 Direct Selling Forecasts: Value 2008-2013
Table 143 Direct Selling Forecasts: % Value Growth 2008-2013