Denmark

Premium beauty and personal care in Denmark witnessed a slight rise in current value growth in 2023 following the decline faced by this segment in 2022. Sales performance in the past two years has been muted following the dynamic current value growth…

Apparel and footwear specialists saw decline in Denmark in 2023 as the impact of challenging economic conditions and the rising cost of living squeezed purchasing power and significantly dampened consumer confidence. Moreover, pure play online…

The health and wellness movement continues to drive demand for organic and eco-friendly products within baked goods. Even though many Danes are on the lookout for cost-effective options, they are increasingly open to paying a premium for products…

Denmark enjoys considerable economic freedom and is one of the least corrupt countries globally, but the income tax burden is high. The economy is slowing markedly, but inflation has retreated and unemployment is lower than peers. Although there is a…

Dermatologicals is expected to register an increase in current value sales in 2023, partly as a result of the energy crisis stemming from the war in Ukraine, which is pushing up retail prices.

Following strong growth between 2020 and 2022, analgesics saw much more moderate current value growth in 2023 as the COVID-19 pandemic began to wane. Rising inflation as a result of the energy crisis stemming in part from the war in Ukraine is…

COVID-19 led to weaker results in 2020-2021 while lifting restrictions in 2022 led to a boom in travel results. With pent-up demand continuing to result in consumers booking trips, 2023 is expected to set records. Following two years of travel…

Due to COVID-19-related travel restrictions, as well as many consumers not willing to travel as much as before, airlines suffered due to the pandemic in 2020-2021, with the number of passengers and value sales in both years drastically reduced.

In 2024, retail volume sales of home audio and cinema products in Denmark continue to decline, reflecting the downtrend established during the review period. This decline is driven by shifting household preferences towards more compact and mobile…

Baby and child-specific products in Denmark continued to register positive current value growth in 2023, driven by price increases. Families continued to place a higher focus on children’s health, hygiene and safety standards, brought on by the…

The volume decline of concentrates accelerated in 2023. Traditionally, the concentrates category in Denmark is mostly comprised of liquid concentrates with fruit flavour. The category has been struggling due to a lack of investment and innovation…

Denmark is mostly a cashless country, and debit cards continue to be the most popular payment method, both in terms of number of transactions and total transaction value, The number of cards is only expected to increase slightly in 2023, as the…

Cheese retail prices have started to fall in 2023, following the sharp spike in the previous year, leading to a slight recovery in retail volume sales. Dairy leader Arla Foods has begun to lower prices, with supermarkets and competitors following its…

After declining sales during the pandemic due to limited outdoor and physical activity, sticking plasters/adhesive bandages, first-aid kits and gauze, tape and other wound care saw positive volume growth in 2022 and again in 2023 as consumers…

Digestive remedies are expected to register an increase in current value sales in 2023, partly driven by inflationary pressures as the conflict in Ukraine continues to drive up retail prices. Diarrhoeal remedies and motion sickness remedies will…

Overall, retail volume sales of cigars, cigarillos and smoking tobacco in Denmark continued to see a double-digit decline in 2023. The demand for these types of tobacco products remained negatively affected as they tend to have an older consumer…

Mass beauty and personal care in Denmark continued to see positive value growth in 2023 and slightly outperformed premium beauty and personal care. The weaker economy led to some downtrading to cheaper alternatives as Danes faced higher interest…

The consumer foodservice landscape in Denmark is undergoing a shift, marked by the ongoing recovery of the tourism sector after the pandemic. This resurgence was particularly evident in the increasing share of foodservice sales through travel and…

Standard fresh coffee volume sales continued to slide in 2023 as an increasing number of Danes are cutting down on the amount of coffee that they drink daily. Younger consumers are likely to consume fewer cups of coffee than their older counterparts,…

Hosiery witnessed an increase in current value growth in 2023 fuelled by price rises, but this only lowered consumer confidence forcing cutbacks on these products, alongside other apparel. The category was heavily impacted by COVID-19 as women spent…