After extremely high growth in 2020 when consumers spent much more time at home and also were less likely to use consumer foodservice outlets in order to avoid crowds and potential COVID-19 infection, food and drink e-commerce continued to see solid double-digit growth in 2021. The strongest growth was seen early in the year when a new wave of COVID-19 hit Denmark and consumers spent more time cooking and eating at home.
Following the strong growth in online grocery shopping in 2020 and again in 2021, Danish grocery players continued to improve their online offerings. In March 2021, the hypermarket chain Føtex, for instance, launched its online grocery delivery service.
Subscription-based grocery delivery services continued to see positive growth in 2021, appealing to those looking for a convenient and hassle-free way to shop for groceries and have them delivered. Whilst players like frugtkurven offer subscription-based fruit and vegetable boxes, other players like aarstiderne offer complete meal boxes which include everything needed to prepare a full meal.
Food and drink e-commerce in Denmark is expected to see continued growth over the forecast period, although the growth will be more moderate than what was seen during the pandemic. As many more consumers have discovered the benefits of online food and beverage shopping, levels are set to remain high and sales will continue to increase in the period to 2026.
In addition to developing their e-commerce offerings, traditional grocery retailers are also using other strategies to compete with pure play online stores. One such strategy is the ability to offer click and collect services.
Competition in food and drink e-commerce in Denmark is set to continue to increase over the forecast period to 2026. As such, it will become increasingly important for players to not only offer good quality and prices, but also strong service and convenience, in order to appeal to more demanding consumers.
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Understand the latest market trends and future growth opportunities for the Food and Drink E-Commerce industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Internet retailing sales of food and drink (all packaged and fresh food and drink (hot drinks, soft drinks and alcoholic drinks).See All of Our Definitions
This report originates from Passport, our Food and Drink E-Commerce research and analysis database.
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