Denmark

In 2021, retail volume and current value sales of oral care experienced solid growth as the hygiene concerns ignited by the pandemic prevailed. Growth rates were lower than in 2020 but oral care demand remained robust as consumers spent more time at…

Fragrances saw stronger current retail value growth in 2021 compared to 2020 as consumer demand continued to ramp up amid the pandemic. Unlike other categories, home seclusion did little to deter demand for fragrances, instead having a very positive…

After having posted impressive growth in total volume and current value sales in 2020, home care in Denmark recorded a negative performance in both respects in 2021. Demand in most categories slowed or declined as consumers began resuming their…

After having posted robust growth in total volume sales in 2020 on the back of the home seclusion trend, dishwashing recorded a negative performance in this respect in 2021 as Danish consumers began resuming their normal routines and eating out more…

Warehouse clubs has no significant presence in Denmark. Moreover, the strength of discounters and variety stores acts as a considerable barrier to the channel’s development, undermining the potential impact of warehouse clubs’ low-pricing - a key…

Footwear was hit harder than apparel as a result of the pandemic during 2020 and saw a strong decline in retail value sales. However, in 2021 the category recorded a stronger recovery than apparel and experienced solid growth in retail value sales…

Supermarkets continued to see solid growth in 2021, although growth was lower than in 2020 when consumers spent more time at home and ate out less during the COVID-19 crisis. The main growth in 2021 came early in the year as a new wave of COVID-19…

Retail volume and value sales of tea increased in 2020 as pandemic-related restrictions prompted a shift in consumption and shopping habits. In the early part of that year, Danish tea drinkers confined by lockdown bought more tea to drink at home.…

Soy-based free from meat alternatives have a relatively small sales size but are seeing strong retail volume growth, partly due to the increased retail presence of Nestlé’s Hälsans Kök since 2020. Many other local brands such as Naturli’ are however…

Hair care posted its second highest growth of the review period in 2021 in current value terms as hair salons were closed and restrictions made it difficult to access hair treatments. With a new wave of COVID-19 infections early in the year and the…

After a really bad year in 2020, when consumer foodservice in Denmark lost a fifth of its value sales, the market staged a recovery in 2021, returning to positive growth again in this year. However, due to the lockdown at the start of 2021 as well as…

Vending in Denmark continued to see declining sales in 2021. This was mainly due to the new wave of COVID-19 early in the year which again closed shopping centres, department stores and gyms, and led to more people working from home and spending more…

2021 started with another blow to store-based retailing in Denmark as a new wave of COVID-19 resulted in the forced closure of shopping centres and department stores. In late spring and over the summer, however, the situation improved and sales…

Hypermarkets continued to see solid growth in 2021, although growth was lower than in 2020 when consumers spent more time at home and ate out less during the COVID-19 crisis. The main growth in 2021 came early in the year as a new wave of COVID-19…

Discounters continued to see solid growth in 2021, although growth was lower than that recorded in 2020. The main growth in 2021 came early in the year as a new wave of COVID-19 infections resulted in Danish consumers spending more time at home and…

Department stores saw a small decline in value sales terms in 2021. This was mostly due to the mandatory closure of department stores for three and a half months at the start of the year due to a new wave of COVID-19 infections.

Organic beverages saw significant double-digit current value growth in 2020 and continued to see good but more muted growth in 2021. Increasingly, organic labelling is something that consumers associate with healthy products while aiming for a…

Having exhibited their most rapid rate of growth in well over a decade during 2020, as Danes spent more time at home, off-trade volume sales of juice declined in 2021. Demand for juice benefited from the category’s overall healthy image in 2020, as…

Having exhibited strong growth in 2020, off-trade volume sales of carbonates declined in 2021. During 2020, cross-border shopping was significantly curtailed. Denmark’s borders remained closed for extended periods during the year – a measure taken to…

Following a strong decline in 2020, sun care made a positive recovery in 2021 as pandemic restrictions subsided and consumers resumed normal life for bigger parts of the year. The resurgence of holiday travel during the summer months had a notable…