Denmark

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...

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 ...

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....

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 ...

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....

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 ...

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...

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 ...

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 ...

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 ...

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...

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 ...

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 ...

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 ...

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 ...

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...

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 ...

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 ...

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 ...

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 ...