Supermarkets 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.
Supermarkets in Denmark have a weak online presence and none of the major supermarket chains have any online store, they only use their website to show information such as shopping locations and hours as well as online catalogues. The only major supermarket e-commerce store Irma.
In 2021, supermarkets in Denmark continued to face competition on multiple fronts and many consumers are moving away from supermarkets to other offerings. While discounters offer lower prices than supermarkets, hypermarkets offer a larger product selection and online shopping retailers offer greater convenience.
Following the solid growth due to the impact of COVID-19 in 2020 and 2021, supermarkets are expected to see a small negative correction in value sales in 2022 as consumers begin eating out more. Over the rest of the forecast period, supermarkets are set to record declining value sales mainly due to strong competition from online grocery retailers, but also due to increased competition from discounters as more and more Danish consumers are turning to discount chains for their everyday grocery needs.
With increased competition from online grocery retailers, as well as discounters and hypermarkets, it is expected that the number of supermarket outlets will decline over the forecast period. Players will likely focus on their most profitable locations whilst closing the ones that are struggling.
Following the experience of the COVID-19 crisis, it is possible that some players in supermarkets in Denmark will improve their online presence over the forecast period and may even begin to offer online grocery shopping in the coming years, although none of the leading players have so far made any announcements. If they do, however, it will still be difficult for emerging e-commerce players in supermarkets to compete with the online offerings already established by major discounters and hypermarkets in Denmark.
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Understand the latest market trends and future growth opportunities for the Supermarkets 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.
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Supermarkets are chained or independent retail outlets with a selling space of between 400 and 2,500 square metres and with a primary focus on selling food/beverages/tobacco and other groceries. Supermarkets may also sell a selection of non-groceries, but the product mix is skewed towards grocery items. Example brands include Casino, Kroger, and Tesco. Exception: In some markets, primarily the US, Australia and Hong Kong, there are grocery retailer brands that operate outlets with a selling space of over 2,500 square metres, but offer only a very limited range of non-grocery merchandise or none at all. These brands are included in Supermarkets.
See All of Our DefinitionsThis report originates from Passport, our Supermarkets research and analysis database.
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