Denmark

Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Denmark. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.

Denmark StatisticsConsumer Lifestyles in DenmarkDenmark Country BriefingsFuture Demographics: Denmark in 2030

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    Strategy Briefing

    Sportswear in Western Europe

    May 2021

    Having recorded healthy growth rates over the historic period, sportswear sales in Western Europe went into reverse in 2020, impacted by Coronavirus (COVID-19) and the measures implemented to contain its spread. These included, at times, gym closures...

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    Country Report

    Country Report

    Baby and Child-Specific Products in Denmark

    May 2021

    Almost all categories of baby and child-specific products saw a small decline in 2020 due to home seclusion. As children spent more time at home and less time in pre-school or kindergarten, and less time outside playing, this slightly reduced the ...

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    Country Report

    Country Report

    Oral Care in Denmark

    May 2021

    In 2020, current value and retail volume sales of oral care experienced a boost from the hygiene concerns ignited by the pandemic. For instance, toothpaste saw strong growth in 2020, which was largely a result of consumers spending more time at home....

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    Country Report

    Country Report

    Skin Care in Denmark

    May 2021

    Most skin care categories saw only minor impact, if any, from COVID-19 as consumers generally continued their personal skin care regimes in 2020 regardless of spending more time at home. In fact, in volume terms, skin care posted stronger growth in ...

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    Country Report

    Country Report

    Bath and Shower in Denmark

    May 2021

    Bath and shower performed exceedingly well in 2020 as consumers focused more on personal hygiene as a result of the COVID-19 pandemic. In particular, bar soap and liquid soap saw strong growth in 2020 as consumers increased handwashing significantly....

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    Country Report

    Country Report

    Premium Beauty and Personal Care in Denmark

    May 2021

    In 2020, premium beauty and personal care posted a slower rate of current value growth in comparison to 2019. This was largely due to the fact that the most important premium categories, such as colour cosmetics, were especially negatively impacted ...

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    Country Report

    Country Report

    Sun Care in Denmark

    May 2021

    Sun care saw a strong decline in both current value and retail volume terms as it was negatively impacted by COVID-19 on several fronts in 2020. The biggest negative impact was the fact that most Danes stayed in Denmark throughout 2020 and especially...

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    Country Report

    Country Report

    Deodorants in Denmark

    May 2021

    All categories within deodorants saw declining current value and retail volume sales in 2020, the biggest impact was of course COVID-19. As a result of the enforced lockdown which saw most Danes staying at home during the early months of 2020, all ...

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    Country Report

    Country Report

    Mass Beauty and Personal Care in Denmark

    May 2021

    Overall, mass beauty and personal care saw a slightly slower rate of current value growth in 2020 than in 2019. Nevertheless, mass beauty and personal care benefitted from wider store availability in 2020 as grocery stores remained open throughout ...

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    Country Report

    Country Report

    Depilatories in Denmark

    May 2021

    Sales of all categories of depilatories declined in 2020 as consumers spent more time at home. Less socializing and less time spent working outside the home resulted in smaller demand for depilatories overall. Reluctance by many to go out more often ...

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    Country Report

    Country Report

    Beauty and Personal Care in Denmark

    May 2021

    In 2020, there were some closures in Denmark due to COVID-19, but no real lockdown was implemented. Danish borders were closed for a period of time, and there were travel warnings to different parts of the world at various times. However, the country...

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    Country Report

    Country Report

    Hair Care in Denmark

    May 2021

    Overall, hair care posted a stagnant performance in current value terms in 2020, while retail volume sales experienced slight growth. Salon professional hair care saw a decline in current value and retail volume sales in 2020 as hair salons were ...

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    Country Report

    Country Report

    Men's Grooming in Denmark

    May 2021

    In men’s grooming, the categories that were most negatively impacted by COVID-19 in 2020 were products that were mostly used to improve outward appearance or presentation. For instance, men’s toiletries, deodorants and shaving struggled in 2020 as a ...

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    Country Report

    Country Report

    Colour Cosmetics in Denmark

    May 2021

    Colour cosmetics were heavily impacted by COVID-19 and related restrictions in 2020. As consumers spent more time at home and less time going to work and socializing, this translated to a smaller need and desire to wear make-up in general. The ...

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    Country Report

    Country Report

    Fragrances in Denmark

    May 2021

    Surprisingly, fragrances enjoyed stronger current value and retail volume growth in 2020 than in 2019, even amid the trouble caused by the pandemic. Demand was projected to decline in 2020 as consumers spent more time at home and less time in the ...

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    Country Report

    Country Report

    Other Pet Food in Denmark

    Apr 2021

    As with dogs and cats, small mammals have also seen a rise in ownership, created by the outbreak of COVID-19 in Denmark, with consumers purchasing pets for the company. This was especially noted for rabbits and guinea pigs, with these particular pets...

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    Country Report

    Country Report

    Pet Care in Denmark

    Apr 2021

    Due to the outbreak of COVID-19, consumption patterns in pet care have adapted in Denmark, which has supported positive volume and value growth in 2020 and into 2021. One of the critical drivers of positive results was population growth, especially ...

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    Country Report

    Country Report

    Cat Food in Denmark

    Apr 2021

    The COVID-19 pandemic has led to an increase in the population of cats, with many Danes spending more time at home choosing to buy a pet for company. However, unlike dogs, Danes primarily purchase cats from shelters, benefiting local shelters which ...

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    Country Report

    Country Report

    Dog Food in Denmark

    Apr 2021

    Due to the outbreak of COVID-19 and home seclusion, the number of dog purchases and adoptions increased. As many people were forced to spend more time within the household, dogs provided owners with both companionship and purpose, while deeper bonds ...

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    Country Report

    Country Report

    Pet Products in Denmark

    Apr 2021

    Due to the increase in purchases of cats during the COVID-19 pandemic, cat litter is continuing to see higher levels of growth in 2021, with the rising cat population leading to more cat owners needing to purchase the item. While sales have been ...

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