Competitive Landscape
Superbrugsen Leverages Pricing Strategy to Defend Leadership
Supermarkets in Denmark is highly concentrated, with Coop Danmark A/S and Dagrofa ApS together accounting for nearly 90% of value share in 2025, at 50% and 39%, respectively. Over the period from 2020 to 2025, the industry became marginally less concentrated, as Coop Danmark A/S saw its share decline from 54% to 50%, while Dagrofa ApS's grew from 36% to 39%.
Coop Empowers Local Stores to Drive Food Waste Innovation
In 2025, Coop Danmark A/S implemented a notable initiative by allowing over 100 Kvickly and SuperBrugsen stores to independently manage surplus food sales rather than relying exclusively on third-party platforms. This shift empowers local stores to create fruit and vegetable bags tailored to their unique stock situation, enhancing operational flexibility and enabling more effective food waste reduction.
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Overview:
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.
If you're in the Supermarkets 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 Supermarkets 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 Supermarkets in Denmark?
- Which are the leading retailers in Supermarkets in Denmark?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- 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?
Supermarkets in Denmark - Category analysis
Key Data Insights
Supermarkets Summary
Meny Introduces Everyday Price Strategy to Retain Value-Focused Shoppers
Dagrofa Expands Omhu Private Label to Strengthen Affordability and Loyalty
Dagrofa Drives Private Label Expansion as Value-Conscious Shoppers Shift Preferences
Meny Boosts In-Store Experience to Secure Loyalty Amid Discounter Rivalry
Superbrugsen Leverages Pricing Strategy to Defend Leadership
Coop Empowers Local Stores to Drive Food Waste Innovation
Retail in Denmark - Industry Overview
2025 Developments
Key Data Insights
Discounters Gains Ground as Consumers Prioritise Value
Meny Boosts Price Perception to Challenge Discount Leaders
Elgiganten Redefines Stores as Experience-Led Destinations
Leading Chains Accelerate Consolidation to Drive Scale and Efficiency
Retailers Embrace Digital Transformation and Omnichannel Integration to Defend against Low-Cost Competitors
Netto and Rema 1000 Defend Leadership as Retail Consolidation Advances
Informal Retail
Opening Hours for Physical Retail
Seasonality
Christmas
Summer clothing
Country Reports Disclaimer
Supermarkets
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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Supermarkets research and analysis database.
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