Retailing in Denmark

March 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing 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 Retailing 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 Retailing in Denmark report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • 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 Retailing in Denmark?
  • Which are the leading retailers in Retailing in Denmark?
  • How are products distributed in Retailing 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?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?

Retailing in Denmark

EXECUTIVE SUMMARY

COVID-19 impact on retailing
COVID-19 country impact
Health and wellness trends continue to gain ground in Denmark
E-commerce on the rise in Denmark as connected consumers demand more convenience
What next for retailing?

OPERATING ENVIRONMENT

Informal retailing
Opening hours Summary 1 Standard Opening Hours by Channel Type 2019
Physical retail landscape
Cash and carry
Seasonality
Christmas Summer Clothing
Payments and delivery
Emerging business models

MARKET DATA

Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2015-2020 Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2015-2020 Table 3 Sales in Store-based Retailing by Channel: Value 2015-2020 Table 4 Sales in Store-based Retailing by Channel: % Value Growth 2015-2020 Table 5 Store-based Retailing Outlets by Channel: Units 2015-2020 Table 6 Store-based Retailing Outlets by Channel: % Unit Growth 2015-2020 Table 7 Sales in Non-Store Retailing by Channel: Value 2015-2020 Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2015-2020 Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 11 Sales in Grocery Retailers by Channel: Value 2015-2020 Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2015-2020 Table 13 Grocery Retailers Outlets by Channel: Units 2015-2020 Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2015-2020 Table 15 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2015-2020 Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 17 Sales in Non-Grocery Specialists by Channel: Value 2015-2020 Table 18 Sales in Non-Grocery Specialists by Channel: % Value Growth 2015-2020 Table 19 Non-Grocery Specialists Outlets by Channel: Units 2015-2020 Table 20 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2015-2020 Table 21 Mixed Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 22 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 23 Sales in Mixed Retailers by Channel: Value 2015-2020 Table 24 Sales in Mixed Retailers by Channel: % Value Growth 2015-2020 Table 25 Mixed Retailers Outlets by Channel: Units 2015-2020 Table 26 Mixed Retailers Outlets by Channel: % Unit Growth 2015-2020 Table 27 Retailing GBO Company Shares: % Value 2016-2020 Table 28 Retailing GBN Brand Shares: % Value 2017-2020 Table 29 Store-based Retailing GBO Company Shares: % Value 2016-2020 Table 30 Store-based Retailing GBN Brand Shares: % Value 2017-2020 Table 31 Store-based Retailing LBN Brand Shares: Outlets 2017-2020 Table 32 Non-Store Retailing GBO Company Shares: % Value 2016-2020 Table 33 Non-Store Retailing GBN Brand Shares: % Value 2017-2020 Table 34 Grocery Retailers GBO Company Shares: % Value 2016-2020 Table 35 Grocery Retailers GBN Brand Shares: % Value 2017-2020 Table 36 Grocery Retailers LBN Brand Shares: Outlets 2017-2020 Table 37 Grocery Retailers LBN Brand Shares: Selling Space 2017-2020 Table 38 Non-Grocery Specialists GBO Company Shares: % Value 2016-2020 Table 39 Non-Grocery Specialists GBN Brand Shares: % Value 2017-2020 Table 40 Non-Grocery Specialists LBN Brand Shares: Outlets 2017-2020 Table 41 Non-Grocery Specialists LBN Brand Shares: Selling Space 2017-2020 Table 42 Mixed Retailers GBO Company Shares: % Value 2016-2020 Table 43 Mixed Retailers GBN Brand Shares: % Value 2017-2020 Table 44 Mixed Retailers LBN Brand Shares: Outlets 2017-2020 Table 45 Mixed Retailers LBN Brand Shares: Selling Space 2017-2020 Table 46 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2020-2025 Table 47 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2020-2025 Table 48 Forecast Sales in Store-based Retailing by Channel: Value 2020-2025 Table 49 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2020-2025 Table 50 Forecast Store-based Retailing Outlets by Channel: Units 2020-2025 Table 51 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2020-2025 Table 52 Forecast Sales in Non-Store Retailing by Channel: Value 2020-2025 Table 53 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2020-2025 Table 54 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 55 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 56 Forecast Sales in Grocery Retailers by Channel: Value 2020-2025 Table 57 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2020-2025 Table 58 Forecast Grocery Retailers Outlets by Channel: Units 2020-2025 Table 59 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2020-2025 Table 60 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 61 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 62 Forecast Sales in Non-Grocery Specialists by Channel: Value 2020-2025 Table 63 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2020-2025 Table 64 Forecast Non-Grocery Specialists Outlets by Channel: Units 2020-2025 Table 65 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2020-2025 Table 66 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 67 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 68 Forecast Sales in Mixed Retailers by Channel: Value 2020-2025 Table 69 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2020-2025 Table 70 Forecast Mixed Retailers Outlets by Channel: Units 2020-2025 Table 71 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2020-2025

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DEFINITIONS

Other terminology:

SOURCES

Summary 2 Research Sources

Convenience Stores in Denmark

KEY DATA FINDINGS

2020 IMPACT

Convenience stores boosted by COVID-19 as demand for groceries increases
Convenience stores focus on fresh and premium quality products in response to consumer demand
Coop Danmark’s Dagli’Brugsen holds on to leadership during the COVID-19 crisis

RECOVERY AND OPPORTUNITIES

Convenience stores under pressure from other modern grocery retailers
Health and Wellness trends continue to penetrate convenience stores
Number of outlets projected to decline

CHANNEL DATA

Table 72 Convenience Stores: Value Sales, Outlets and Selling Space 2015-2020 Table 73 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 74 Convenience Stores GBO Company Shares: % Value 2016-2020 Table 75 Convenience Stores GBN Brand Shares: % Value 2017-2020 Table 76 Convenience Stores LBN Brand Shares: Outlets 2017-2020 Table 77 Convenience Stores LBN Brand Shares: Selling Space 2017-2020 Table 78 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 79 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Discounters in Denmark

KEY DATA FINDINGS

2020 IMPACT

Growth spurred by COVID-19 lifestyle changes as demand for groceries rises
Discounters upgrade health and hygiene measures during the COVID-19 crisis
Salling Group maintains a steady lead in discounters, closely followed by Rema1000

RECOVERY AND OPPORTUNITIES

Period of stabilisation ahead as outlet numbers continue to grow
Food and drink e-commerce is on the rise in Denmark
Convenience and choice remain key factors in consumer decision making

CHANNEL DATA

Table 80 Discounters: Value Sales, Outlets and Selling Space 2015-2020 Table 81 Discounters: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 82 Discounters GBO Company Shares: % Value 2016-2020 Table 83 Discounters GBN Brand Shares: % Value 2017-2020 Table 84 Discounters LBN Brand Shares: Outlets 2017-2020 Table 85 Discounters LBN Brand Shares: Selling Space 2017-2020 Table 86 Discounters Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 87 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Hypermarkets in Denmark

KEY DATA FINDINGS

2020 IMPACT

Hypermarkets sees surge in demand in 2020 as consumers stay home to avoid COVID-19 infection
E-commerce expands as consumers opt for contact-free shopping methods during the health crisis
Hypermarkets put new safety measures in place to protect staff and customers

RECOVERY AND OPPORTUNITIES

Hypermarkets outlets decline as players face mounting cross-category competition
Moderate decline ahead as hypermarkets struggle with the competition
Changing shopping habits pose challenges to hypermarkets

CHANNEL DATA

Table 88 Hypermarkets: Value Sales, Outlets and Selling Space 2015-2020 Table 89 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 90 Hypermarkets GBO Company Shares: % Value 2016-2020 Table 91 Hypermarkets GBN Brand Shares: % Value 2017-2020 Table 92 Hypermarkets LBN Brand Shares: Outlets 2017-2020 Table 93 Hypermarkets LBN Brand Shares: Selling Space 2017-2020 Table 94 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 95 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Supermarkets in Denmark

KEY DATA FINDINGS

2020 IMPACT

Supermarkets benefited from COVID-19 despite competition from other channels
Supermarkets fall behind in terms of their e-commerce offering
Coop Danmark maintains dominance as it embraces new technologies and collaborations

RECOVERY AND OPPORTUNITIES

Outlet numbers fall as supermarkets faces strong cross-channel competition
Supermarkets to expand into e-commerce
Supermarkets embrace the technological revolution in an attempt to stand out in crowded competitive landscape

CHANNEL DATA

Table 96 Supermarkets: Value Sales, Outlets and Selling Space 2015-2020 Table 97 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 98 Supermarkets GBO Company Shares: % Value 2016-2020 Table 99 Supermarkets GBN Brand Shares: % Value 2017-2020 Table 100 Supermarkets LBN Brand Shares: Outlets 2017-2020 Table 101 Supermarkets LBN Brand Shares: Selling Space 2017-2020 Table 102 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 103 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Traditional Grocery Retailers in Denmark

KEY DATA FINDINGS

2020 IMPACT

Traditional grocery retailers experience growth in 2020 as consumers seek comforting treats to enjoy at home
The big winners of 2020 were players with a strong e-commerce presence
Lagkagehuset A/S maintains its lead of a highly fragmented channel

RECOVERY AND OPPORTUNITIES

E-commerce on the rise as traditional grocery retailers responds to changing consumer shopping habits
Category to stabilise in the aftermath of COVID-19
Channel to become more consolidated as small independent players struggle against the dominance of big chains

CHANNEL DATA

Table 104 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 105 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 106 Traditional Grocery Retailers GBO Company Shares: % Value 2016-2020 Table 107 Traditional Grocery Retailers GBN Brand Shares: % Value 2017-2020 Table 108 Traditional Grocery Retailers LBN Brand Shares: Outlets 2017-2020 Table 109 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2017-2020 Table 110 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 111 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Apparel and Footwear Specialist Retailers in Denmark

KEY DATA FINDINGS

2020 IMPACT

Store closures negatively impact players in apparel and footwear specialists
Apparel and footwear e-commerce expands rapidly
H&M maintains strong lead despite the upheaval of COVID-19

RECOVERY AND OPPORTUNITIES

A swift recovery is in store for apparel and footwear specialist retailers as consumers return to the shops
Fast fashion players continue to grow as small independent players struggle
Smaller players opt for e-commerce to reduce costs

CHANNEL DATA

Table 112 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 113 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 114 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 115 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 116 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 117 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 118 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 119 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Electronics and Appliance Specialist Retailers in Denmark

KEY DATA FINDINGS

2020 IMPACT

Channel records strong growth as consumers invest in electronics and outlets remain open to the public
Players struggle to keep up with demand as consumers look to electronics to get them through home seclusion
Elgiganten AS maintained leadership amidst the turmoil of COVID-19 thanks to its robust offering and marketing strategy

RECOVERY AND OPPORTUNITIES

Decline ahead for electronics and appliance specialist retailers as consumers already have new products
E-commerce set to expand further in the aftermath of COVID-19
Outlets in decline as big names continue to dominate

CHANNEL DATA

Table 120 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 121 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 122 Electronics and Appliance Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 123 Electronics and Appliance Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 124 Electronics and Appliance Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 125 Electronics and Appliance Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 126 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 127 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Health and Beauty Specialist Retailers in Denmark

KEY DATA FINDINGS

2020 IMPACT

Chemists/pharmacies are the big winners of COVID-19 as e-commerce sees unprecedented growth
Competition between Matas and Normal heats up under COVID-19
Chemist/pharmacies continues to expand with in-store pharmacies

RECOVERY AND OPPORTUNITIES

Channel set to normalise as the threat of COVID-19 subsides
Normal looks set to expand into e-commerce
Beauty specialist retailers face mounting pressure from Matas and Normal

CHANNEL DATA

Table 128 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 129 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 130 Sales in Health and Beauty Specialist Retailers by Channel: Value 2015-2020 Table 131 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2015-2020 Table 132 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 133 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 134 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 135 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 136 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 137 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 138 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2020-2025 Table 139 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2020-2025

Home and Garden Specialist Retailers in Denmark

KEY DATA FINDINGS

2020 IMPACT

Home improvement and gardening stores was the big success story of COVID-19 as outlets across the channel remain open
Moderate growth recorded for homewares and furnishing stores as consumers spend more time at home
Ikea maintains narrow lead as it responds to evolving demand

RECOVERY AND OPPORTUNITIES

Lower growth expected for home improvement and gardening stores as COVID-19 confinement comes to an end
E-commerce continues to expand in the aftermath of COVID-19
The number of outlets is set to decline as players face mounting pressure from e-commerce

CHANNEL DATA

Table 140 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 141 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 142 Sales in Home and Garden Specialist Retailers by Channel: Value 2015-2020 Table 143 Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2015-2020 Table 144 Home and Garden Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 145 Home and Garden Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 146 Home and Garden Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 147 Home and Garden Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 148 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 149 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 150 Forecast Sales in Home and Garden Specialist Retailers by Channel: Value 2020-2025 Table 151 Forecast Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2020-2025

Department Stores in Denmark

KEY DATA FINDINGS

2020 IMPACT

Department stores hit by mandatory store closures during the COVID-19 crisis as players shift focus to e-commerce
Media reports on potential Magasin du Nord sale
Magasin du Nord continues to develop online presence

RECOVERY AND OPPORTUNITIES

Solid growth on the horizon for department stores as life in Denmark returns to normal
Magasin du Nord shifts focus towards e-commerce
Magasin du Nord expansion plans are unlikely to come to fruition as the company continues to struggle

CHANNEL DATA

Table 152 Department Stores: Value Sales, Outlets and Selling Space 2015-2020 Table 153 Department Stores: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 154 Department Stores GBO Company Shares: % Value 2016-2020 Table 155 Department Stores GBN Brand Shares: % Value 2017-2020 Table 156 Department Stores LBN Brand Shares: Outlets 2017-2020 Table 157 Department Stores LBN Brand Shares: Selling Space 2017-2020 Table 158 Department Stores Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 159 Department Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Variety Stores in Denmark

KEY DATA FINDINGS

2020 IMPACT

Retail current value sales decline as stores close voluntarily during health crisis
Søstrene Grenes launches e-commerce store to facilitate sales
Zebra A/S continues to lead variety stores amidst COVID-19

RECOVERY AND OPPORTUNITIES

Players set to expand into e-commerce over the forecast player
Short term surge in growth ahead as the channel stabilises in the aftermath of COVID-19
Number of outlets in Denmark remains steady as players focus on international expansion

CHANNEL DATA

Table 160 Variety Stores: Value Sales, Outlets and Selling Space 2015-2020 Table 161 Variety Stores: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 162 Variety Stores GBO Company Shares: % Value 2016-2020 Table 163 Variety Stores GBN Brand Shares: % Value 2017-2020 Table 164 Variety Stores LBN Brand Shares: Outlets 2017-2020 Table 165 Variety Stores LBN Brand Shares: Selling Space 2017-2020 Table 166 Variety Stores Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 167 Variety Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Warehouse Clubs in Denmark

2020 IMPACT

Low-price competitors provide barrier to development

Direct Selling in Denmark

KEY DATA FINDINGS

2020 IMPACT

Moderate growth for direct selling as consumers in Denmark stay at home to avoid contagion
Home parties decline as gatherings switch online
Players combine direct selling with digital sales to maximise sales

RECOVERY AND OPPORTUNITIES

Personal aspect insufficient to sustain growth of direct selling
Health and wellness trends continue to benefit consumer health direct selling
Direct selling dominated by international players

CHANNEL DATA

Table 168 Direct Selling by Category: Value 2015-2020 Table 169 Direct Selling by Category: % Value Growth 2015-2020 Table 170 Direct Selling GBO Company Shares: % Value 2016-2020 Table 171 Direct Selling GBN Brand Shares: % Value 2017-2020 Table 172 Direct Selling Forecasts by Category: Value 2020-2025 Table 173 Direct Selling Forecasts by Category: % Value Growth 2020-2025

Homeshopping in Denmark

KEY DATA FINDINGS

2020 IMPACT

Homeshopping continues to decline as the channel faces mounting pressure from e-commerce
Leading players shift to e-commerce as H&M retains leadership
Players continue to leave homeshopping as demographics are not in their favour

RECOVERY AND OPPORTUNITIES

Homeshopping declines as consumer base shrinks
Players in homeshopping continue to dwindle
Homeshopping to give way to e-commerce

CHANNEL DATA

Table 174 Homeshopping by Category: Value 2015-2020 Table 175 Homeshopping by Category: % Value Growth 2015-2020 Table 176 Homeshopping GBO Company Shares: % Value 2016-2020 Table 177 Homeshopping GBN Brand Shares: % Value 2017-2020 Table 178 Homeshopping Forecasts by Category: Value 2020-2025 Table 179 Homeshopping Forecasts by Category: % Value Growth 2020-2025

Vending in Denmark

KEY DATA FINDINGS

2020 IMPACT

Vending records sharp decline in sales as consumers avoid vending locations
Danish vending does not expand into anti-COVID-19 products
Traditional vending dominates the channel as Maas A/S retains leadership

RECOVERY AND OPPORTUNITIES

Vending looks set to normalise as the effects of COVID-19 subside
Vending hampered by the lack of healthy products
New players are unlikely to join the already fragmented channel in the forecast period

CHANNEL DATA

Table 180 Vending by Category: Value 2015-2020 Table 181 Vending by Category: % Value Growth 2015-2020 Table 182 Vending GBO Company Shares: % Value 2016-2020 Table 183 Vending GBN Brand Shares: % Value 2017-2020 Table 184 Vending Forecasts by Category: Value 2020-2025 Table 185 Vending Forecasts by Category: % Value Growth 2020-2025

E-Commerce in Denmark

KEY DATA FINDINGS

2020 IMPACT

E-commerce is the big success story of COVID-19 as consumers stay at home
Domestic players continue to face considerable competition from international players as consumers are confused about players’ origins
Zalando SE retains leadership in 2020 after removing free delivery services

RECOVERY AND OPPORTUNITIES

E-commerce on the rise as solid growth continues
Retailers will need to boost their online presence to keep pace with the development of e-commerce
The potential expansion of Amazon into Denmark would be bad news for local players

CHANNEL DATA

Table 186 E-Commerce by Channel and Category: Value 2015-2020 Table 187 E-Commerce by Channel and Category: % Value Growth 2015-2020 Table 188 E-Commerce GBO Company Shares: % Value 2016-2020 Table 189 E-Commerce GBN Brand Shares: % Value 2017-2020 Table 190 Forecast E-Commerce by Channel and Category: Value 2020-2025 Table 191 Forecast E-Commerce by Channel and Category: % Value Growth 2020-2025

Mobile E-Commerce in Denmark

KEY DATA FINDINGS

2020 IMPACT

Mobile e-commerce benefits from increased demand for e-commerce during the COVID-19 pandemic
Players invest in mobile optimisation to streamline mobile e-commerce sales
App-based payments continue to boost mobile e-commerce development

RECOVERY AND OPPORTUNITIES

Strong growth ahead for mobile e-commerce
Cash usage continues to decline in Denmark
Functionality will be key to success in mobile e-commerce

CHANNEL DATA

Table 192 Mobile E-Commerce: Value 2015-2020 Table 193 Mobile E-Commerce: % Value Growth 2015-2020 Table 194 Mobile E-Commerce Forecasts: Value 2020-2025 Table 195 Mobile E-Commerce Forecasts: % Value Growth 2020-2025

Food and Drink E-Commerce in Denmark

KEY DATA FINDINGS

2020 IMPACT

Category leads retail current value growth in Danish retailing thanks to COVID-19 lifestyle changes
Online-only players are the first to benefit whilst modern grocery retailers profit from click and collect services
Modern grocery players entered the COVID-19 pandemic with newly set up e-commerce platforms

RECOVERY AND OPPORTUNITIES

Modern grocery retailers continue to expand
Service and convenience will be key factors for success
Consumers to become more price sensitive whilst also demanding high-speed deliveries

CHANNEL DATA

Table 196 Food and Drink E-Commerce: Value 2015-2020 Table 197 Food and Drink E-Commerce: % Value Growth 2015-2020 Table 198 Food and Drink E-Commerce Forecasts: Value 2020-2025 Table 199 Food and Drink E-Commerce Forecasts: % Value Growth 2020-2025
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This report originates from Passport, our Retailing research and analysis database.

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