Supermarkets in Denmark

PROSPECTS

Blurred boundaries lead to intensified competition

Changing consumer shopping patterns are blurring the boundaries between grocery channels and bringing retailers into increasingly direct competition with each other. Consumers are shifting from regular large-scale shopping trips to more frequent and unplanned visits to local stores, picking up products as and when needed.

Irma focuses on upmarket differentiation, appealing to health-conscious consumers, environmental awareness and gourmets

Growing health-consciousness and the rise in ethical consumerism continue to sharpen consumers’ focus on product quality in purchasing decisions, providing the potential for supermarkets to develop a distinctive, higher-end image compared to that of discount-orientated competitors. The growing influence of the health and wellness trend and environmental awareness, along with a rising interest in high-quality food are pushing demand for fresh, organic, premium products and supermarket chains are adapting their offerings in response.

Leading players embrace digital technology

Retailers are increasingly focusing on providing convenient shopping options that fit readily into the flow of consumers’ everyday lives. The emphasis on convenience is motivating greater participation in digital technology that continues to reshape lifestyles.

COMPETITIVE LANDSCAPE

Coop Danmark leads supermarkets in 2019, with plans to radically overhaul concept of retail chains

Coop Danmark maintained its dominance of supermarkets in 2019. The company operates through two major brands, SuperBrugsen and Irma.

As Irma Eco fails, the supermarket chain rebounds with on-site vertical farming

Irma’s high-end positioning offers a potential point of distinction from a discounters channel that is itself shifting towards the upmarket. The brand thus remains a crucial focus for the development of Coop Danmark’s supermarket operations.

Salling Group removes temptation of tobacco

Salling Group A/S has hidden cigarettes and tobacco products from view in all of its stores, including its Føtex supermarket chain stores, to avoid tempting teenagers and to promote its image as a responsible retailer. Cigarettes are now held at the cash register and must be requested by consumers.

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