Retail in Denmark

June 2026
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Overview:

Understand the latest market trends and future growth opportunities for the Retail 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retail 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.

The Retail in Denmark report includes:

  • Analysis of key retail trends
  • Detailed segmentation of offline and online retail sales
  • Historic channel sizes (retail value sales, outlet counts, and selling space)
  • Company and brand market shares (retail value sales and outlet counts)
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retail in Denmark?
  • Which are the leading retailers in Retail in Denmark?
  • How are products distributed in Retail in Denmark?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Denmark?
  • To what extent are sales shifting towards digital channels?​
  • What is the long-term outlook for bricks-and-mortar? 
  • How is macroeconomic and political uncertainty affecting the retail industry?​
  • What types of retailers are seeing the fastest growth in digital sales?​
  • What is the future of retail?

Retail in Denmark

2025 Developments

Key Data Insights

Chart 1 Key Industry Trends for Retail
Discounters Gains Ground as Consumers Prioritise Value
Meny Boosts Price Perception to Challenge Discount Leaders
Chart 2 Meny continues “hverdagspris” to compete with discount chains
Elgiganten Redefines Stores as Experience-Led Destinations
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Leading Chains Accelerate Consolidation to Drive Scale and Efficiency
Retailers Embrace Digital Transformation and Omnichannel Integration to Defend against Low-Cost Competitors
Chart 5 Magasin du Nord’s seamless retail transformation
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Chart 8 Analyst Insight for Retail
Netto and Rema 1000 Defend Leadership as Retail Consolidation Advances
Chart 9 Bilka launches AI avocado scanner to cut food waste
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Informal Retail
Opening Hours for Physical Retail
Chart 12 Standard Opening Hours by Channel Type 2025
Seasonality
Christmas
Summer clothing
Chart 13 Economic Context for Retail
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Retail
Chart 17 Population 2020-2030
Chart 18 Population by Generation 2025

Convenience Retailers in Denmark

Key Data Insights

Convenience Retailers Summary
Chart 19 Key Industry Trends for Convenience Retailers
Shifting Shopping Patterns Benefit Convenience Retailers
Impulse-Driven Shopping Fuels Growth for Convenience Stores
Føtex Go and 7-Eleven Pilot Automation for Flexible Access
Chart 20 Discount retailers launch new city concepts in Denmark
Chart 21 Value Sales 2020-2030
Chart 22 Value Sales by Category 2025
Players Accelerate City Expansion as Digital Rivals Intensify
Chart 23 Flexible and automated convenience formats
City Formats Drive Convenience Store Dominance
Wolt’S Digital Delivery and Rising Costs Reshape In-Store Innovation
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Coop Danmark Strengthens Lead as Digital Engagement Drives Loyalty
Chart 26 Analyst Insight for Convenience Retailers
Chart 27 Company Shares 2025
Chart 28 Brand Shares 2025
Chart 29 Economic Context for Convenience Retailers
Chart 30 Real Gdp Growth 2020-2030
Chart 31 Inflation 2020-2030
Chart 32 Consumer Context for Convenience Retailers
Chart 33 Population 2020-2030
Chart 34 Population by Generation 2025

Supermarkets in Denmark

Key Data Insights

Supermarkets Summary
Chart 35 Key Industry Trends for Supermarkets
Meny Introduces Everyday Price Strategy to Retain Value-Focused Shoppers
Chart 36 Meny introduces Hverdagspris to compete with discount chains in a price-sensitive environment
Dagrofa Expands Omhu Private Label to Strengthen Affordability and Loyalty
Chart 37 Dagrofa expands its Omhu private label range to meet growing demand for affordable quality
Chart 38 Value Sales 2020-2030
Dagrofa Drives Private Label Expansion as Value-Conscious Shoppers Shift Preferences
Meny Boosts In-Store Experience to Secure Loyalty Amid Discounter Rivalry
Chart 39 Forecast Value Sales 2020-2030
Superbrugsen Leverages Pricing Strategy to Defend Leadership
Chart 40 Analyst Insight for Supermarkets
Coop Empowers Local Stores to Drive Food Waste Innovation
Chart 41 Company Shares 2025
Chart 42 Brand Shares 2025
Chart 43 Economic Context for Supermarkets
Chart 44 Real Gdp Growth 2020-2030
Chart 45 Inflation 2020-2030
Chart 46 Consumer Context for Supermarkets
Chart 47 Population 2020-2030
Chart 48 Population by Generation 2025

Hypermarkets in Denmark

Key Data Insights

Hypermarkets Summary
Chart 49 Key Industry Trends for Hypermarkets
Growing Focus on Price Amid Fierce Competition From Discounters
Rema1000 and Netto Shape Price-Led Shopping Habits
Chart 50 Heightened price focus in hypermarkets
Bilka Expands Digital Services and Green Delivery to Boost Reach
Chart 51 Value Sales 2020-2030
Retailers Prioritise Shopper Experience and Operational Efficiency to Drive Loyalty
Chart 52 Analyst Insight for Hypermarkets
Loyalty Programmes and Clear Pricing Sustain Competitive Edge against Discounters
Chart 53 Forecast Value Sales 2020-2030
Føtex Consolidates Lead by Modernising Stores and Absorbing Rivals
Chart 54 Salling Group invests in large-scale store transformations
Chart 55 Company Shares 2025
Chart 56 Brand Shares 2025
Chart 57 Economic Context for Hypermarkets
Chart 58 Real Gdp Growth 2020-2030
Chart 59 Inflation 2020-2030
Chart 60 Consumer Context for Hypermarkets
Chart 61 Population 2020-2030
Chart 62 Population by Generation 2025

Discounters in Denmark

Key Data Insights

Discounters Summary
Chart 63 Key Industry Trends for Discounters
Netto, Rema 1000 and Lidl Drive Growth as Price Focus Intensifies
Chart 64 Expansion through store takeovers and new openings
Netto Launches Digital Price Cuts to Boost Value Perception
Chart 65 Netto, Lidl and Rema 1000 intensify price cuts
Chart 66 Value Sales 2020-2030
Retailers Expand Private Label and Streamline Stores to Defend Value Leadership
Operators Invest in Store Optimisation and Operational Efficiency to Support Convenience
Chart 67 Forecast Value Sales 2020-2030
Netto Sharpens Operations as Rema 1000 Gains through Aldi Exit
Chart 68 Analyst Insight for Discounters
Chart 69 Company Shares 2025
Chart 70 Brand Shares 2025
Chart 71 Economic Context for Discounters
Chart 72 Real Gdp Growth 2020-2030
Chart 73 Inflation 2020-2030
Chart 74 Consumer Context for Discounters
Chart 75 Population 2020-2030
Chart 76 Population by Generation 2025

Small Local Grocers in Denmark

Key Data Insights

Small Local Grocers Summary
Wellness-Focused Shops Attract Loyal Customers with Personalised Service
Direct-To-Home Delivery and Specialisation Secure Steady Gains
Chart 77 Value Sales 2020-2030
Specialised Assortments and Digital Convenience Drive Steady Gains
Chart 78 Analyst Insight for Small Local Grocers
Chart 79 Forecast Value Sales 2020-2030
Mejerigaarden A/S Extends Lead
Chart 80 Company Shares 2025
Chart 81 Brand Shares 2025
Chart 82 Economic Context for Small Local Grocers
Chart 83 Real Gdp Growth 2020-2030
Chart 84 Inflation 2020-2030
Chart 85 Consumer Context for Small Local Grocers
Chart 86 Population 2020-2030
Chart 87 Population by Generation 2025

General Merchandise Stores in Denmark

Key Data Insights

General Merchandise Stores Summary
Chart 88 Key Industry Trends for General Merchandise Stores
Variety Stores Sees Sharp Decline
Flying Tiger Copenhagen Secures New Capital and Streamlines Operations to Regain Competitiveness
Chart 89 Danish general merchandise chains tighten ownership and restructure to stay competitive
Søstrene Grene Leverages Cross-Border Expansion to Strengthen Position and Drive Revenue Growth
Chart 90 Søstrene Grene accelerates European expansion with major growth investments
Chart 91 Value Sales 2020-2030
Magasin Du Nord Drives Value by Investing in Curated Experiences
Søstrene Grene Targets Cross-Border Growth for Long-Term Resilience
Chart 92 Forecast Value Sales 2020-2030
Magasin Du Nord Optimises Brand and Store Network to Extend Lead
Chart 93 Analyst Insight for General Merchandise Stores
Chart 94 Company Shares 2025
Chart 95 Brand Shares 2025
Chart 96 Economic Context for General Merchandise Stores
Chart 97 Real Gdp Growth 2020-2030
Chart 98 Inflation 2020-2030
Chart 99 Consumer Context for General Merchandise Stores
Chart 100 Population 2020-2030
Chart 101 Population by Generation 2025

Apparel and Footwear Specialists in Denmark

Key Data Insights

Apparel and Footwear Specialists Summary
Chart 102 Key Industry Trends for Apparel and Footwear Specialists
Lindex Intensifies Competition as Value-Focused Shoppers Drive Online Shift
Chart 103 Lindex enters Denmark with new store inside Magasin du Nord’s flagship
Deichmann Reimagines Physical Retail to Create Experience-Led Destinations
Chart 104 Deichmann unveils new concept store at Field’s to elevate in-store experience
Chart 105 Value Sales 2020-2030
Online Platforms Intensify Pressure as Store Networks Consolidate
Chart 106 Analyst Insight for Apparel and Footwear Specialists
Sustainability and Circularity Drive Competitive Differentiation
Chart 107 Forecast Value Sales 2020-2030
Bestseller Scales Trend-Driven Brands as H&M Retains Lead
Chart 108 Company Shares 2025
Chart 109 Brand Shares 2025
Chart 110 Economic Context for Apparel and Footwear Specialists
Chart 111 Real Gdp Growth 2020-2030
Chart 112 Inflation 2020-2030
Chart 113 Consumer Context for Apparel and Footwear Specialists
Chart 114 Population 2020-2030
Chart 115 Population by Generation 2025

Appliances and Electronics Specialists in Denmark

Key Data Insights

Appliances and Electronics Specialists Summary
Chart 116 Key Industry Trends for Appliances and Electronics Specialists
Shoppers Prioritise Value
Power’S Online Campaign and Elgiganten’S Retail Media Reshape Purchase Decisions
Chart 117 Power breaks online sales records with DKK10 million in 10 minutes
Chart 118 Value Sales 2020-2030
Retailers Expand Repair and Trade-In Services to Meet Sustainability and Cost Demands
E-Commerce and In-Store Experiences Converge as Omnichannel Journeys Define Shopping Behaviour
Chart 119 Elgiganten elevates physical retail through experiential formats
Smart Home and Energy Efficiency Offerings Grow as Consumers Target Long-Term Savings
Chart 120 Forecast Value Sales 2020-2030
Elgiganten Expands Store Network and Digital Innovation to Secure Leadership
Chart 121 Analyst Insight for Appliances and Electronics Specialists
Chart 122 Company Shares 2025
Chart 123 Brand Shares 2025
Chart 124 Economic Context for Appliances and Electronics Specialists
Chart 125 Real Gdp Growth 2020-2030
Chart 126 Inflation 2020-2030
Chart 127 Consumer Context for Appliances and Electronics Specialists
Chart 128 Population 2020-2030
Chart 129 Population by Generation 2025

Home Products Specialists in Denmark

Key Data Insights

Home Products Specialists Summary
Chart 130 Key Industry Trends for Home Products Specialists
Davidsen’S Acquisitions Reshape Competitive Landscape and Scale
Home Improvement Drives Sales While Pet Specialists Outpace Growth
Jysk Optimises Store Formats to Balance Cost and Experience
Chart 131 Jysk optimises store formats and logistics
Chart 132 Value Sales 2020-2030
Chart 133 Value Sales by Category 2025
Retailers Accelerate Ai and Circularity to Capture Value-Driven Demand
Homewares and Home Furnishing Stores Maintains Lead as Pet Shops and Superstores Outpaces in Growth
Chart 134 Analyst Insight for Home Products Specialists
Personalisation and Sustainability Initiatives Drive Business Transformation
Chart 135 Forecast Value Sales 2020-2030
Chart 136 Forecast Value Sales by Category 2025-2030
Jysk Expands Network and Widens Lead as Rivals Lose Ground
Davidsen’S Acquisitions Double Footprint and Reshape Competition
Chart 137 Davidsen doubles store network through major acquisition drive in Denmark
Chart 138 Company Shares 2025
Chart 139 Brand Shares 2025
Chart 140 Economic Context for Home Products Specialists
Chart 141 Real Gdp Growth 2020-2030
Chart 142 Inflation 2020-2030
Chart 143 Consumer Context for Home Products Specialists
Chart 144 Population 2020-2030
Chart 145 Population by Generation 2025

Health and Beauty Specialists in Denmark

Key Data Insights

Health and Beauty Specialists Summary
Chart 146 Key Industry Trends for Health and Beauty Specialists
Matas Leverages Digital Trends to Boost In-Store Engagement
Chart 147 Matas uses TikTok and YouTube to boost beauty sales
Pharmacies Drives Value While Health and Personal Care Stores Sees Fastest Growth
Louis Nielsen Enhances Trust with Store Modernisation and Preventive Care Focus
Chart 148 Louis Nielsen upgrades stores and technology to elevate eye health
Chart 149 Value Sales 2020-2030
Chart 150 Value Sales by Category 2025
Matas Shifts to Efficiency as Price Competition Intensifies
Normal Drives Rapid Gains as Health and Personal Care Stores Outpaces the Market
Digital Investment and Economic Stability Support Long-Term Resilience
Chart 151 Forecast Value Sales 2020-2030
Chart 152 Forecast Value Sales by Category 2025-2030
Normal Makes Share Gains as Matas Maintains Digital Edge
Chart 153 Analyst Insight for Health and Beauty Specialists
Chart 154 Company Shares 2025
Chart 155 Brand Shares 2025
Chart 156 Economic Context for Health and Beauty Specialists
Chart 157 Real Gdp Growth 2020-2030
Chart 158 Inflation 2020-2030
Chart 159 Consumer Context for Health and Beauty Specialists
Chart 160 Population 2020-2030
Chart 161 Population by Generation 2025

Vending in Denmark

Key Data Insights

Vending Summary
Operators Invest in Digitalisation to Drive Vending Efficiency and Demand
Drinks and Tobacco Machines See Decline While Other Products Vending Accelerates
Technology Partnerships Deliver Improved Uptime and Customer Experience
Chart 162 Value Sales 2020-2030
Chart 163 Value Sales by Category 2025
Operators Expand Digital Capabilities to Enhance Convenience and Efficiency
Drinks and Tobacco to Maintain Lead as Other Products Surge in Demand
Health Trends and Digital Partnerships Reshape Consumer Engagement and Returns
Chart 164 Forecast Value Sales 2020-2030
Chart 165 Forecast Value Sales by Category 2025-2030
Freehand Coffee Company A/S Sustains Its Leadership as Competition Intensifies
Chart 166 Company Shares 2025
Chart 167 Brand Shares 2025
Chart 168 Economic Context for Vending
Chart 169 Real Gdp Growth 2020-2030
Chart 170 Inflation 2020-2030
Chart 171 Consumer Context for Vending
Chart 172 Population 2020-2030
Chart 173 Population by Generation 2025

Direct Selling in Denmark

Key Data Insights

Direct Selling Summary
Chart 174 Key Industry Trends for Direct Selling
Traditional Direct Selling Models Lose Relevance
Health and Beauty Leads Direct Sales
Digital Shopping Habits Undermine Consultant-Driven Sales Models
Chart 175 Oriflame shifts to online platforms amid declining in-person selling
Chart 176 Value Sales 2020-2030
Chart 177 Value Sales by Category 2025
Herbalife Pivots to Digital-First as Health and Beauty Holds Ground
Tupperware’S Decline Highlights Digital Disruption and Sustainability Pressure
Rising Digital Engagement and Stable Economy Reshape Consumer Habits
Chart 178 Forecast Value Sales 2020-2030
Chart 179 Forecast Value Sales by Category 2025-2030
Eqology Leverages Digital Health Focus as Tupperware Exits
Chart 180 Analyst Insight for Direct Selling
Chart 181 Company Shares 2025
Chart 182 Brand Shares 2025
Chart 183 Economic Context for Direct Selling
Chart 184 Real Gdp Growth 2020-2030
Chart 185 Inflation 2020-2030
Chart 186 Consumer Context for Direct Selling
Chart 187 Population 2020-2030
Chart 188 Population by Generation 2025

Retail E-Commerce in Denmark

Key Data Insights

Retail E-Commerce Summary
Chart 189 Key Industry Trends for Retail E-Commerce
Zalando and Nemlig.Com Accelerate Growth through Fulfilment and Mobile Innovation
Clothing Leads as Ai and Personalisation Reshape Product Discovery
Chart 190 Zalando introduces AI-powered inspiration feed to personalise fashion shopping
Automation and Delivery Partnerships Boost Speed and Convenience
Chart 191 Value Sales 2020-2030
Chart 192 Value Sales by Category 2025
International Players Intensifying Competition
Ai-Driven Personalisation and Social Commerce Boost Engagement
Chart 193 Smarter fulfilment and delivery partnerships reshape Danish e-commerce
Chart 194 Forecast Value Sales 2020-2030
Chart 195 Forecast Value Sales by Category 2025-2030
Zalando Builds Lead as Punkt1 Merger Reshapes Competition
Chart 196 Analyst Insight for Retail E-Commerce
Chart 197 Company Shares 2025
Chart 198 Brand Shares 2025
Chart 199 Economic Context for Retail E-Commerce
Chart 200 Real Gdp Growth 2020-2030
Chart 201 Inflation 2020-2030
Chart 202 Consumer Context for Retail E-Commerce
Chart 203 Population 2020-2030
Chart 204 Population by Generation 2025

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The following categories and subcategories are included:

Retail

      • Fashion Vending
      • Health and Beauty Vending
      • Appliances and Electronics Vending
        • Alcoholic Drinks Vending
        • Hot Drinks Vending
        • Soft Drinks Vending
        • Tobacco Products Vending
      • Foods Vending
      • Home Products Vending
      • Other Products Vending
        • Apparel and Footwear Direct Selling
        • Personal Accessories Direct Selling
        • Eyewear Direct Selling
        • Beauty and Personal Care Direct Selling
        • Consumer Health Direct Selling
        • Tissue and Hygiene Direct Selling
      • Appliances and Electronics Direct Selling
      • Drinks and Tobacco Direct Selling
      • Foods Direct Selling
      • Home Products Direct Selling
      • Other Products Direct Selling
        • Apparel and Footwear E-Commerce
        • Personal Accessories E-Commerce
        • Eyewear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Health E-Commerce
        • Tissue and Hygiene E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Toys and Games E-Commerce
      • Drinks and Tobacco E-Commerce
      • Foods E-Commerce
        • Home Care E-Commerce
        • Home and Garden E-Commerce
        • Pet Care E-Commerce
      • Other Products E-Commerce
        • First-Party (1P) Marketplace E-Commerce
        • Third-Party (3P) Marketplace E-Commerce
      • Grocery E-Commerce
      • General Merchandiser E-Commerce
      • Apparel and Footwear Specialist E-Commerce
      • Appliances and Electronics Specialist E-Commerce
      • Home Products Specialist E-Commerce
      • Health and Beauty Specialist E-Commerce
      • Leisure and Personal Goods Specialist E-Commerce
      • Other E-Commerce Retailers

Retail

Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, wholesale sales (e.g. Cash and Carry), and sales through cannabis dispensaries in markets where cannabis is sold legally. Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

See all of our definitions
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This report originates from Passport, our Retail research and analysis database.

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