As in all categories across apparel and footwear, sales of hosiery were negatively impacted by the temporary closure of retail stores due to COVID-19 in 2020. For a large part of the year, many consumers worked and studied from home and did not socialise as they normally would, leading to a sharp decline in current value sales of hosiery in 2020.
Sustainability was an increasingly important trend in hosiery in 2020. In response to growing demand and in a bid to strength appeal among environmentally conscious consumers, players are increasingly using more sustainable products such as organic cotton, along with communicating the sustainable values and philosophies behind their products.
For many Danish consumers, price is a more important factor than brand name or image when purchasing hosiery. This essential, commoditised perception of hosiery continued to benefit private label players, which accounted for over one-third of the category’s total value sales in 2020.
Hosiery is expected to record strong retail value growth at constant 2020 prices in 2021 as both private label and fast fashion players such as H&M Hennes & Mauritz A/S and Bestseller A/S jostle for leadership over the forecast period. While private label is expected to continue offering the lowest prices, fast fashion players are nevertheless expected to remain very competitive on price compared to most other brands while also being perceived to offer better quality.
Demand for sports-related and functional hosiery is expected to continue growing over the forecast period as Danes continue to lead more active lifestyles and more people take up sports and exercise. This trend is in line with the strong growth seen for performance apparel and performance footwear in sportswear as consumers increasingly seek out functional hosiery to complement these purchases.
An increasing number of consumers are expected to turn to subscription services for hosiery products, driven by growing demand for convenience and the consumable nature of these products. As consumers return to increasingly busy lives following the COVID-19 pandemic, the ability to have new products delivered at regular intervals, without the need to manually order each time, is likely to be appealing.
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Understand the latest market trends and future growth opportunities for the Hosiery industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Hosiery industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Hosiery research and analysis database.
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