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 infections resulted in consumers again being at home and cooking more rather than eating in foodservice establishments.
In addition to the increase in grocery sales early in 2021, hypermarkets also benefitted from their large selection of products. As consumers tried to minimise the number of shopping trips they made in 2020 (to limit exposure to COVID-19) hypermarkets also benefited from their large range of products which allowed consumers to do all of their grocery shopping, purchase over the counter medications, and even purchase apparel and footwear and household items in a single shopping trip, rather than having to visit multiple stores.
Following the strong growth of grocery e-commerce in 2020 and again in 2021 as, in order to avoid contact with other customers or even hypermarket staff, more consumers opted to try e-commerce and click and collect services during the COVID-19 crisis, Danish grocery players continued to improve their online offerings. In March 2021, for instance, the hypermarket chain Føtex launched its online grocery delivery service.
Following the solid growth due to the impact of COVID-19 in 2020 and 2021, hypermarkets is expected to see small negative correction in value sales in 2022 as consumers begin eating out more. Over the rest of the forecast period, hypermarkets is set to see more flat development as competition from grocery e-commerce increases.
The number of outlets in hypermarkets over the course of the forecast period is expected to record a gradual decline in Denmark. This is due to the fact that players in this channel will continue to face mounting pressure from food and drink e-commerce and discounters.
As competition from e-commerce is set to increase over the forecast period hypermarket players in Denmark are also expected to focus more resources on improving and expanding their e-commerce solutions. With the strong growth from pure play online grocery retailers like Nemlig, hypermarkets must develop a strong omnichannel approach to market their offerings to consumers.
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Understand the latest market trends and future growth opportunities for the Hypermarkets industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Hypermarkets are retail outlets with a selling space of over 2,500 square metres and with a primary focus on selling food/beverages/tobacco and other groceries. Hypermarkets also sell a range of non-grocery merchandise. Hypermarkets are frequently located on out-of-town sites or as the anchor store in a shopping centre. Example brands include Carrefour, Tesco Extra, Géant, E Leclerc, Intermarché, Auchan. Excludes cash and carry, warehouse clubs and mass merchandisers. For the Hypermarket channel Euromonitor also provides a breakdown of value sales between Grocery and Non-Grocery products.See All of Our Definitions
This report originates from Passport, our Hypermarkets research and analysis database.
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