Retail volume sales of packaged food registered marginal growth in 2018, with stronger dynamics in retail value. Danes are increasingly educating themselves about nutrition, which is leading to greater expectations of quality, for which they are prepared to pay higher unit prices.
The increasingly hectic lifestyles of Danes continue to create demand for convenient products. In order to be able to maintain the renowned Danish work/life balance, consumers are seeking quick and simple solutions for their meals more often than in the past.
Generally the packaged food market can be described as highly competitive, with price being one of the key success factors. Discounting plays an important role, with special offer leaflets by supermarkets significantly impacting consumption.
Grocery planning is generally considered a time consuming activity with a rather low fun factor, although in 2018 there was an opportunity to take it to the next level. One of the most successful apps recently launched is called e-tilbudsavis, which contains all the offers from the major supermarkets, and users can add an item to their shopping list with just one touch, which is also shareable.
The convenience trend, which is having a significant impact on the Danish packaged food market, is expected to develop further over the forecast period, as the driving factors remain and strengthen. Danes not only have to focus on work, but as their disposable incomes increase they wish to be more active, going out more often and enjoying experiences with the family.
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Discover the latest market trends and uncover sources of future market growth for the Packaged food industry in Denmark with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Packaged Food market research database.