One of the main trends within footwear over the review period was the health and exercise trend, which continues to increase in importance. In 2018, sports footwear accounted for a significant share of value sales, indicating the strength of the sports trend within footwear.
Internet retailing was the fastest growing channel in footwear in Denmark over the review period, as a larger number of Danes turned to online shopping to find the best deals and benefit from the channel’s convenience. While online giants, such as Zalando, led the way in internet retailing, a growing number of footwear specialist internet retailers, such as Brandos, contributed to increasing the popularity of online shopping for footwear.
Local player Ecco Sko maintained its leading position in footwear in Denmark over the review period, with the company seeing a small increase in value share. Ecco Sko was founded in Denmark in 1963, and is a brand that most Danes are very familiar with; consequently, the brand enjoys a high level of brand recognition and loyalty amongst Danish consumers.
The leading sports footwear players in Denmark, Nike Denmark and adidas Danmark, continued to perform well over the review period, with both manufacturers increasing their value shares in the overall footwear category. One of the side effects of the strong health and wellness trend that has been sweeping the country in recent years is that a growing number of Danes are becoming more physically active and attend gyms, jog or do other fitness-related activities.
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Discover the latest market trends and uncover sources of future market growth for the Footwear industry in Denmark with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Apparel and Footwear market research database.