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Retail in Denmark

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    Report

  • 99 Pages
  • March 2024
  • Region: Denmark
  • Euromonitor International
  • ID: 5781469
The retail market in Denmark saw stagnation in current value terms in 2023. The Danish economy is doing well compared to many other countries and has seen low unemployment and a declining rate of inflation. However, consumers continue to face economic challenges, as energy prices remain elevated and interest rates have been increasing. Many consumers are still worried about their financial situations and are trying to save money where possible.

The Retail in Denmark report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Retail market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

RETAIL IN DENMARK
EXECUTIVE SUMMARY
  • Retail in 2023: The big picture
  • E-commerce growth moderates as shopping in brick-and-mortar stores resumes in 2023
  • Consumer shopping habits evolve, leading to brand polarisation
  • What next for retail?
OPERATING ENVIRONMENT
  • Informal retail
  • Opening hours for physical retail
  • Summary 1 Standard Opening Hours by Channel Type 2023
  • Seasonality
  • Christmas
  • Summer clothing
MARKET DATA
  • Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2018-2023
  • Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2018-2023
  • Table 3 Sales in Retail Offline by Channel: Value 2018-2023
  • Table 4 Sales in Retail Offline by Channel: % Value Growth 2018-2023
  • Table 5 Retail Offline Outlets by Channel: Units 2018-2023
  • Table 6 Retail Offline Outlets by Channel: % Unit Growth 2018-2023
  • Table 7 Sales in Retail E-Commerce by Product: Value 2018-2023
  • Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2018-2023
  • Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
  • Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 11 Sales in Grocery Retailers by Channel: Value 2018-2023
  • Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
  • Table 13 Grocery Retailers Outlets by Channel: Units 2018-2023
  • Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
  • Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
  • Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 17 Sales in Non-Grocery Retailers by Channel: Value 2018-2023
  • Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2018-2023
  • Table 19 Non-Grocery Retailers Outlets by Channel: Units 2018-2023
  • Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
  • Table 21 Retail GBO Company Shares: % Value 2019-2023
  • Table 22 Retail GBN Brand Shares: % Value 2020-2023
  • Table 23 Retail Offline GBO Company Shares: % Value 2019-2023
  • Table 24 Retail Offline GBN Brand Shares: % Value 2020-2023
  • Table 25 Retail Offline LBN Brand Shares: Outlets 2020-2023
  • Table 26 Retail E-Commerce GBO Company Shares: % Value 2019-2023
  • Table 27 Retail E-Commerce GBN Brand Shares: % Value 2020-2023
  • Table 28 Grocery Retailers GBO Company Shares: % Value 2019-2023
  • Table 29 Grocery Retailers GBN Brand Shares: % Value 2020-2023
  • Table 30 Grocery Retailers LBN Brand Shares: Outlets 2020-2023
  • Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2019-2023
  • Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2020-2023
  • Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2020-2023
  • Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2023-2028
  • Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2023-2028
  • Table 36 Forecast Sales in Retail Offline by Channel: Value 2023-2028
  • Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2023-2028
  • Table 38 Forecast Retail Offline Outlets by Channel: Units 2023-2028
  • Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2023-2028
  • Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2023-2028
  • Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2023-2028
  • Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2023-2028
  • Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2023-2028
  • Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2023-2028
  • Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
  • Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2023-2028
  • Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2023-2028
  • Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2023-2028
  • Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
DISCLAIMER
SOURCES
  • Summary 2 Research Sources
CONVENIENCE RETAILERS IN DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Inflation and changing consumer behaviour impact retail growth in 2023
  • Nærkøb convenience store chain surpasses 600 stores in 2023
  • Rising petrol prices impact forecourt retailers and shift transportation trends
PROSPECTS AND OPPORTUNITIES
  • Growing competition in convenience retailing shapes future challenges
  • Health and wellness trends drive shift towards healthy convenience offerings
  • 7-Eleven leads in building customer loyalty amidst intensifying competition
CHANNEL DATA
  • Table 151 Convenience Retailers: Value Sales, Outlets and Selling Space 2018-2023
  • Table 152 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 153 Sales in Convenience Retailers by Channel: Value 2018-2023
  • Table 154 Sales in Convenience Retailers by Channel: % Value Growth 2018-2023
  • Table 155 Convenience Retailers GBO Company Shares: % Value 2019-2023
  • Table 156 Convenience Retailers GBN Brand Shares: % Value 2020-2023
  • Table 157 Convenience Retailers LBN Brand Shares: Outlets 2020-2023
  • Table 158 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 159 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 160 Forecast Sales in Convenience Retailers by Channel: Value 2023-2028
  • Table 161 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2023-2028
DISCOUNTERS IN DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Consumer budget consciousness spurs strong performance for discounters in 2023
  • Discounters shake-up: Aldi closes all stores as Rema 1000 expands
  • Discounters thrive in Denmark, focusing on both price and convenience
PROSPECTS AND OPPORTUNITIES
  • Rema 1000 aims for discounter dominance amidst growing competition
  • Private labels take centre stage as discounters aim to improve margins
  • Danish discounters face e-commerce challenges amidst changing trends
CHANNEL DATA
  • Table 54 Discounters: Value Sales, Outlets and Selling Space 2018-2023
  • Table 55 Discounters: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 56 Discounters GBO Company Shares: % Value 2019-2023
  • Table 57 Discounters GBN Brand Shares: % Value 2020-2023
  • Table 58 Discounters LBN Brand Shares: Outlets 2020-2023
  • Table 59 Discounters Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 60 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
HYPERMARKETS IN DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Hypermarkets channel faces strong competition from discounters in 2023
  • Economic downturn shifts consumer preference from organic to cheaper products
  • Grocery e-commerce faces changes with major players exiting the market
PROSPECTS AND OPPORTUNITIES
  • Economic strain boosts pricing competition
  • Private labels becoming more prominent in strategies of Danish hypermarkets
  • Grocery e-commerce dynamics shift as major players withdraw, leaving room for growth
CHANNEL DATA
  • Table 61 Hypermarkets: Value Sales, Outlets and Selling Space 2018-2023
  • Table 62 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 63 Hypermarkets GBO Company Shares: % Value 2019-2023
  • Table 64 Hypermarkets GBN Brand Shares: % Value 2020-2023
  • Table 65 Hypermarkets LBN Brand Shares: Outlets 2020-2023
  • Table 66 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 67 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
SUPERMARKETS IN DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Supermarkets face competition from both discounters and hypermarkets
  • Economic downturn impacts supermarkets, shifting focus from organic to affordable products
  • Major players withdraw from grocery e-commerce
PROSPECTS AND OPPORTUNITIES
  • Economic pressures on consumers continue to impact grocery consumption
  • Supermarket players need to find ways to respond to diverse competition
  • Growing focus on private label
CHANNEL DATA
  • Table 68 Supermarkets: Value Sales, Outlets and Selling Space 2018-2023
  • Table 69 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 70 Supermarkets GBO Company Shares: % Value 2019-2023
  • Table 71 Supermarkets GBN Brand Shares: % Value 2020-2023
  • Table 72 Supermarkets LBN Brand Shares: Outlets 2020-2023
  • Table 73 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 74 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
SMALL LOCAL GROCERS IN DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Local grocers face competition from major chains and discounters
  • Hjem-Is transforms into Fråst, expanding its offer beyond ice cream
  • Ethnic grocery stores regain popularity amidst changing consumer preferences
PROSPECTS AND OPPORTUNITIES
  • Consumer behaviour continues to be influenced by economic pressures
  • Sustainability and organic focus set to define small local grocers
  • Small local grocers face growing online and chained competition
CHANNEL DATA
  • Table 75 Small Local Grocers: Value Sales, Outlets and Selling Space 2018-2023
  • Table 76 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 77 Small Local Grocers GBO Company Shares: % Value 2019-2023
  • Table 78 Small Local Grocers GBN Brand Shares: % Value 2020-2023
  • Table 79 Small Local Grocers LBN Brand Shares: Outlets 2020-2023
  • Table 80 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 81 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
APPAREL AND FOOTWEAR SPECIALISTS IN DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Apparel and footwear specialists experience decline in 2023
  • Changing workwear trends impact sales of traditional office attire
  • Shift in sales dynamics as physical stores gain traction in apparel sector
PROSPECTS AND OPPORTUNITIES
  • Improving economic conditions set to lead to recovery
  • Social media integration offers opportunities to boost sales for Danish apparel brands
  • E-commerce to remain dominant, fuelled by competitive factors
CHANNEL DATA
  • Table 82 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2018-2023
  • Table 83 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 84 Apparel and Footwear Specialists GBO Company Shares: % Value 2019-2023
  • Table 85 Apparel and Footwear Specialists GBN Brand Shares: % Value 2020-2023
  • Table 86 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2020-2023
  • Table 87 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 88 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
APPLIANCES AND ELECTRONICS SPECIALISTS IN DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Appliances and electronics specialists grapple with declining sales in 2023
  • Elgiganten and Power maintain dominance in appliances and electronics specialists
  • E-commerce continues to challenge brick-and-mortar in appliances and electronics
PROSPECTS AND OPPORTUNITIES
  • Economic pressures continue to impact appliances and electronics consumption
  • Online research shaping consumer behaviour in appliances and electronics
  • Further e-commerce growth expected in appliances and electronics category
CHANNEL DATA
  • Table 89 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2018-2023
  • Table 90 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 91 Appliances and Electronics Specialists GBO Company Shares: % Value 2019-2023
  • Table 92 Appliances and Electronics Specialists GBN Brand Shares: % Value 2020-2023
  • Table 93 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2020-2023
  • Table 94 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 95 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
HEALTH AND BEAUTY SPECIALISTS IN DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Health and beauty specialists navigate consumer frugality in 2023
  • Challenges in optical e-commerce: balancing convenience and tradition
  • Health and personal care stores: Matas and Normal compete in a growing market
PROSPECTS AND OPPORTUNITIES
  • Health and wellness trend to support ongoing growth
  • Pharmacies facing growing online competition
  • Growing competition shapes e-commerce in health and beauty sector
CHANNEL DATA
  • Table 96 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2018-2023
  • Table 97 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 98 Sales in Health and Beauty Specialists by Channel: Value 2018-2023
  • Table 99 Sales in Health and Beauty Specialists by Channel: % Value Growth 2018-2023
  • Table 100 Health and Beauty Specialists GBO Company Shares: % Value 2019-2023
  • Table 101 Health and Beauty Specialists GBN Brand Shares: % Value 2020-2023
  • Table 102 Health and Beauty Specialists LBN Brand Shares: Outlets 2020-2023
  • Table 103 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 104 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 105 Forecast Sales in Health and Beauty Specialists by Channel: Value 2023-2028
  • Table 106 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2023-2028
HOME PRODUCTS SPECIALISTS IN DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Home products specialists face decline amidst changing consumer behaviour
  • Pet shops and superstores experience correction after pandemic surge
  • Ikea impacts competition in homewares and home furnishing stores
PROSPECTS AND OPPORTUNITIES
  • Return to growth expected
  • Sustainability focus: future trend for home improvement stores
  • Online competition and omnichannel strategies for home products specialists
CHANNEL DATA
  • Table 107 Home Products Specialists: Value Sales, Outlets and Selling Space 2018-2023
  • Table 108 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 109 Sales in Home Products Specialists by Channel: Value 2018-2023
  • Table 110 Sales in Home Products Specialists by Channel: % Value Growth 2018-2023
  • Table 111 Home Products Specialists GBO Company Shares: % Value 2019-2023
  • Table 112 Home Products Specialists GBN Brand Shares: % Value 2020-2023
  • Table 113 Home Products Specialists LBN Brand Shares: Outlets 2020-2023
  • Table 114 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 115 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 116 Forecast Sales in Home Products Specialists by Channel: Value 2023-2028
  • Table 117 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2023-2028
GENERAL MERCHANDISE STORES IN DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Return to decline
  • Variety stores competition: Søstrene Grene v Flying Tiger
  • Consolidated channel, led by Magasin du Nord
PROSPECTS AND OPPORTUNITIES
  • Department stores and variety stores to see growth
  • Department stores' future will involve navigating increased competition from e-commerce
  • Stability in department store outlets amidst economic challenges
CHANNEL DATA
  • Table 118 General Merchandise Stores: Value Sales, Outlets and Selling Space 2018-2023
  • Table 119 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 120 Sales in General Merchandise Stores by Channel: Value 2018-2023
  • Table 121 Sales in General Merchandise Stores by Channel: % Value Growth 2018-2023
  • Table 122 General Merchandise Stores GBO Company Shares: % Value 2019-2023
  • Table 123 General Merchandise Stores GBN Brand Shares: % Value 2020-2023
  • Table 124 General Merchandise Stores LBN Brand Shares: Outlets 2020-2023
  • Table 125 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 126 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 127 Forecast Sales in General Merchandise Stores by Channel: Value 2023-2028
  • Table 128 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2023-2028
DIRECT SELLING IN DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Direct selling sees continued decline
  • Direct selling strategies: adapting to changing consumer preferences
  • Direct selling faces ongoing competition from e-commerce
PROSPECTS AND OPPORTUNITIES
  • Economic pressures and e-commerce competition to pose continued challenges to direct selling
  • Survival strategies: direct selling's shift to online models
  • Positive outlook for consumer health direct selling amidst challenges
CHANNEL DATA
  • Table 129 Direct Selling by Product: Value 2018-2023
  • Table 130 Direct Selling by Product: % Value Growth 2018-2023
  • Table 131 Direct Selling GBO Company Shares: % Value 2019-2023
  • Table 132 Direct Selling GBN Brand Shares: % Value 2020-2023
  • Table 133 Direct Selling Forecasts by Product: Value 2023-2028
  • Table 134 Direct Selling Forecasts by Product: % Value Growth 2023-2028
VENDING IN DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Vending's positive correction: post-pandemic consumption trends
  • Vending faces competition from convenience offerings in grocery
  • Stagnation in vending innovation amidst consumer demand changes
PROSPECTS AND OPPORTUNITIES
  • Anticipated growth for vending
  • Health trends: the slow response of vending to evolving consumer demand
  • Convenience store pressure: impact on vending machine growth
CHANNEL DATA
  • Table 135 Vending by Product: Value 2018-2023
  • Table 136 Vending by Product: % Value Growth 2018-2023
  • Table 137 Vending GBO Company Shares: % Value 2019-2023
  • Table 138 Vending GBN Brand Shares: % Value 2020-2023
  • Table 139 Vending Forecasts by Product: Value 2023-2028
  • Table 140 Vending Forecasts by Product: % Value Growth 2023-2028
RETAIL E-COMMERCE IN DENMARKKEY DATA FINDINGS
2023 DEVELOPMENTS
  • E-commerce growth in Denmark amidst changing consumer behaviours
  • Grocery e-commerce correction: major players' strategic shifts
  • Fragmented e-commerce landscape: smaller players' impact
PROSPECTS AND OPPORTUNITIES
  • Growth ahead, but differentiation will be key
  • Grocery e-commerce's future growth and emerging players
  • Apparel and footwear e-commerce: Danish consumers' online shopping habits
CHANNEL DATA
  • Table 141 Retail E-Commerce by Channel: Value 2017-2022
  • Table 142 Retail E-Commerce by Channel: % Value Growth 2017-2022
  • Table 143 Retail E-Commerce by Product: Value 2017-2022
  • Table 144 Retail E-Commerce by Product: % Value Growth 2017-2022
  • Table 145 Retail E-Commerce GBO Company Shares: % Value 2018-2022
  • Table 146 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
  • Table 147 Forecast Retail E-Commerce by Channel: Value 2022-2027
  • Table 148 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
  • Table 149 Forecast Retail E-Commerce by Product: Value 2022-2027
  • Table 150 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027