Denmark

Staple foods witnessed strong growth in most categories during 2020 as home seclusion led to more meals being cooked at home, while some households also stockpiled supplies. Sales of staple foods witnessed a reversal of fortunes in 2021 as the…

Like most areas of packaged food, breakfast cereals has been hit by sharp price increases in 2022 which is the result of rapid inflation as well as wheat shortages. These challenges are largely the result of Russia's invasion of Ukraine in February…

Consumers are showing growing interest in hard seltzers in Denmark, but sales are not booming like they are in certain other international markets like the US. COVID-19 may be a factor behind this more muted performance, with convenience playing a…

Despite a recovery in new car sales projected in Denmark over 2021-2026, growing inflation and economic slowdown will hinder the sales volume from reaching pre-COVID-19 levels. Electric car registrations will register double-digit growth over…

2022 is seeing a continuation of uncertainty in the European economies. On 24 February 2022, Russia started its war in Ukraine and all of Europe felt threatened, from both a security and an economical point of view. At the time of writing, it is…

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…

Sports nutrition is expected to be an outlier in terms of consumer health in Denmark in 2022, with healthy double-digit current value growth predicted. While retail prices are also expected to rise, as a result of the energy crisis stemming from the…

2022 saw moderate volume growth in baby food in Denmark as high inflation led to soaring prices, resulting in double-digit value growth in current terms in the category over the course of the year. Strong unit price increases were due to the impact…

Wearables are becoming increasingly popular and for the second year running, wearables are expected to register an increase in volume sales, though the growth is expected to be lower than in 2021. Value sales growth is significantly higher, as…

Although the growth of sugar confectionery, both volume- and value-wise, is expected to slow down from the rates seen during the pandemic in 2020/2021, when many consumers snacked more out of boredom and as a means to manage stress through comfort…

Prior to the outbreak of COVID-19 the dog and cat population in Denmark had been in decline, but during the pandemic this trend was reversed with home seclusion encouraging more people to get a pet. This trend continued into 2021 with even more…