After store closures in 2020 and a strong decline in sales, variety stores saw positive growth in 2021 as consumes resumed their normal retail shopping habits. Sales in the year, however, were not as strong as many had hoped as a new wave of COVID-19 infections in early 2021 led to a period of store closures.
Both leading players, Søstrene Grenes and Flying Tiger Copenhagen, launched their e-commerce stores during the pandemic in 2020 to take advantage of the growth in online shopping due to store closures and as consumers were more interested in contact-free sales as a means of curbing the spread of the virus in Denmark. Both players continued to see strong e-commerce growth in 2021 and focused on developing their online presence further.
Danish consumers are becoming increasingly demanding when it comes to not just product safety, but also sustainability and the social conditions under which products are manufactured. As many consumers view variety store products as cheap and often low-quality, this is a particular challenge for variety store players.
Variety stores is set to see a strong recovery in 2022 and 2023 as life in Denmark returns to normal and consumers return to retail shopping and their usual buying habits when the threat of COVID-19 subsides. Positive growth is also expected for the rest of the forecast period to 2026, although it will be at a more moderate level.
E-commerce is expected to become increasingly important in variety stores in Denmark over the forecast period. As the two main players Søstrene Grenes and Flying Tiger Copenhagen both launched online stores during the pandemic, it is expected that other players will follow suit over the forecast period and competition in the online segment will intensify.
The Danish variety store market is expected to become increasingly consolidated over the forecast period with the two leading players Flying Tiger and Søstrene Grenes opening more stores in premium locations and forcing smaller players out of the market. As a result, it is expected that the total number of variety stores will decline over the forecast period.
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Understand the latest market trends and future growth opportunities for the Variety Stores industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Variety stores are chained or independent retail outlets with a primary focus on selling a range of merchandise across several categories. Variety stores are chained or independent retail outlets with a primary focus on selling a range of merchandise across several categories, although they may also sell grocery items. Includes fixed-price stores (e.g. dollar stores) and catalogue showrooms. Example brands include Dollar General, Woolworth (Germany), and Miniso.See All of Our Definitions
This report originates from Passport, our Variety Stores research and analysis database.
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