Retailing in Denmark

Report
131 Pages
March 2022
Region: Denmark
Euromonitor International
ID: 64361

2021 started with another blow to store-based retailing in Denmark as a new wave of COVID-19 resulted in the forced closure of shopping centres and department stores. In late spring and over the summer, however, the situation improved and sales started to increase. As a result of high vaccination rates, Denmark removed all COVID-19 restrictions in September 2021, which further boosted sales.

This 'Retailing 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: Non-Store Retailing, Store-Based Retailing.

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

Why buy this report?

Get a detailed picture of the Retailing 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.

The analyst has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, the analyst has a unique capability to develop reliable information resources to help drive informed strategic planning.

EXECUTIVE SUMMARY

Retailing in 2021: The big picture
Further strong growth of e-commerce with the new wave of COVID-19 in 2021
Modern grocery retailers enjoy solid growth as consumers spend more time at home
What next for retailing?

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2021
Physical retail landscape
Cash and carry
Seasonality
Christmas
Summer Clothing
Payments and delivery
Emerging business models

MARKET DATA

Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2016-2021
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2016-2021
Table 3 Sales in Store-based Retailing by Channel: Value 2016-2021
Table 4 Sales in Store-based Retailing by Channel: % Value Growth 2016-2021
Table 5 Store-based Retailing Outlets by Channel: Units 2016-2021
Table 6 Store-based Retailing Outlets by Channel: % Unit Growth 2016-2021
Table 7 Sales in Non-Store Retailing by Channel: Value 2016-2021
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2016-2021
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 11 Sales in Grocery Retailers by Channel: Value 2016-2021
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2016-2021
Table 13 Grocery Retailers Outlets by Channel: Units 2016-2021
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 15 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2016-2021
Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 17 Sales in Non-Grocery Specialists by Channel: Value 2016-2021
Table 18 Sales in Non-Grocery Specialists by Channel: % Value Growth 2016-2021
Table 19 Non-Grocery Specialists Outlets by Channel: Units 2016-2021
Table 20 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2016-2021
Table 21 Mixed Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 22 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 23 Sales in Mixed Retailers by Channel: Value 2016-2021
Table 24 Sales in Mixed Retailers by Channel: % Value Growth 2016-2021
Table 25 Mixed Retailers Outlets by Channel: Units 2016-2021
Table 26 Mixed Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 27 Retailing GBO Company Shares: % Value 2017-2021
Table 28 Retailing GBN Brand Shares: % Value 2018-2021
Table 29 Store-based Retailing GBO Company Shares: % Value 2017-2021
Table 30 Store-based Retailing GBN Brand Shares: % Value 2018-2021
Table 31 Store-based Retailing LBN Brand Shares: Outlets 2018-2021
Table 32 Non-Store Retailing GBO Company Shares: % Value 2017-2021
Table 33 Non-Store Retailing GBN Brand Shares: % Value 2018-2021
Table 34 Grocery Retailers GBO Company Shares: % Value 2017-2021
Table 35 Grocery Retailers GBN Brand Shares: % Value 2018-2021
Table 36 Grocery Retailers LBN Brand Shares: Outlets 2018-2021
Table 37 Grocery Retailers LBN Brand Shares: Selling Space 2018-2021
Table 38 Non-Grocery Specialists GBO Company Shares: % Value 2017-2021
Table 39 Non-Grocery Specialists GBN Brand Shares: % Value 2018-2021
Table 40 Non-Grocery Specialists LBN Brand Shares: Outlets 2018-2021
Table 41 Non-Grocery Specialists LBN Brand Shares: Selling Space 2018-2021
Table 42 Mixed Retailers GBO Company Shares: % Value 2017-2021
Table 43 Mixed Retailers GBN Brand Shares: % Value 2018-2021
Table 44 Mixed Retailers LBN Brand Shares: Outlets 2018-2021
Table 45 Mixed Retailers LBN Brand Shares: Selling Space 2018-2021
Table 46 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2021-2026
Table 47 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2021-2026
Table 48 Forecast Sales in Store-based Retailing by Channel: Value 2021-2026
Table 49 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2021-2026
Table 50 Forecast Store-based Retailing Outlets by Channel: Units 2021-2026
Table 51 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2021-2026
Table 52 Forecast Sales in Non-Store Retailing by Channel: Value 2021-2026
Table 53 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2021-2026
Table 54 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 55 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 56 Forecast Sales in Grocery Retailers by Channel: Value 2021-2026
Table 57 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2021-2026
Table 58 Forecast Grocery Retailers Outlets by Channel: Units 2021-2026
Table 59 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2021-2026
Table 60 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 61 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 62 Forecast Sales in Non-Grocery Specialists by Channel: Value 2021-2026
Table 63 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2021-2026
Table 64 Forecast Non-Grocery Specialists Outlets by Channel: Units 2021-2026
Table 65 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2021-2026
Table 66 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 67 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 68 Forecast Sales in Mixed Retailers by Channel: Value 2021-2026
Table 69 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2021-2026
Table 70 Forecast Mixed Retailers Outlets by Channel: Units 2021-2026
Table 71 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2021-2026

DISCLAIMER

SOURCES

Summary 2 Research Sources

CONVENIENCE STORES IN DENMARKKEY DATA FINDINGS

2021 DEVELOPMENTS

Sales benefit from new wave of COVID-19 in 2021
Stores in public transport stations impacted by consumers working from home
Coop maintains its lead, whilst Butikskæden Nærkøb records the strongest growth in 2021

PROSPECTS AND OPPORTUNITIES

Competition from other modern grocery retailers set to impact sales
Healthier products increasingly offered in response to consumer demand
Number of outlets set to decline as competition from other categories increases

CHANNEL DATA

Table 72 Convenience Stores: Value Sales, Outlets and Selling Space 2016-2021
Table 73 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 74 Convenience Stores GBO Company Shares: % Value 2017-2021
Table 75 Convenience Stores GBN Brand Shares: % Value 2018-2021
Table 76 Convenience Stores LBN Brand Shares: Outlets 2018-2021
Table 77 Convenience Stores LBN Brand Shares: Selling Space 2018-2021
Table 78 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 79 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

DISCOUNTERS IN DENMARKKEY DATA FINDINGS

2021 DEVELOPMENTS

Growth in 2021 driven by second wave of COVID-19
Coop continues to rebrand Fakta stores to Coop 365
Leading discounter Netto investing in store makeovers to improve its image

PROSPECTS AND OPPORTUNITIES

Slight growth with the resumption of normal shopping habits
Rema1000 seeking to minimise its environmental impact
E-commerce expected to be increasingly offered

CHANNEL DATA

Table 80 Discounters: Value Sales, Outlets and Selling Space 2016-2021
Table 81 Discounters: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 82 Discounters GBO Company Shares: % Value 2017-2021
Table 83 Discounters GBN Brand Shares: % Value 2018-2021
Table 84 Discounters LBN Brand Shares: Outlets 2018-2021
Table 85 Discounters LBN Brand Shares: Selling Space 2018-2021
Table 86 Discounters Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 87 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

HYPERMARKETS IN DENMARKKEY DATA FINDINGS

2021 DEVELOPMENTS

Further solid growth in 2021 with consumers staying home during the second wave of COVID-19
Large product ranges benefit sales as consumers try to minimise the number of shopping trips
Danish grocery players continue to improve their online offerings

PROSPECTS AND OPPORTUNITIES

Small decline as hypermarkets struggle with the competition and consumers eat out more
Declining number of outlets due to increased pressure from e-commerce and discounters
A strong omnichannel approach is needed to market offerings to consumers

CHANNEL DATA

Table 88 Hypermarkets: Value Sales, Outlets and Selling Space 2016-2021
Table 89 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 90 Hypermarkets GBO Company Shares: % Value 2017-2021
Table 91 Hypermarkets GBN Brand Shares: % Value 2018-2021
Table 92 Hypermarkets LBN Brand Shares: Outlets 2018-2021
Table 93 Hypermarkets LBN Brand Shares: Selling Space 2018-2021
Table 94 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 95 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

SUPERMARKETS IN DENMARKKEY DATA FINDINGS

2021 DEVELOPMENTS

Growth in 2021 supported by consumers staying home during the second wave of COVID-19
Weak online presence
Supermarkets struggling to find an appropriate strategy to secure their place in the market

PROSPECTS AND OPPORTUNITIES

With increased competition, supermarkets will need to continue to test different strategies
Outlet numbers set to decline over the forecast period
Supermarkets could expand into e-commerce

CHANNEL DATA

Table 96 Supermarkets: Value Sales, Outlets and Selling Space 2016-2021
Table 97 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 98 Supermarkets GBO Company Shares: % Value 2017-2021
Table 99 Supermarkets GBN Brand Shares: % Value 2018-2021
Table 100 Supermarkets LBN Brand Shares: Outlets 2018-2021
Table 101 Supermarkets LBN Brand Shares: Selling Space 2018-2021
Table 102 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 103 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

TRADITIONAL GROCERY RETAILERS IN DENMARKKEY DATA FINDINGS

2021 DEVELOPMENTS

Consumers return to specialist stores and are more willing to spend on premium items in 2021
Traditional grocery retailers develop their offerings and marketing messages to be aligned with consumer demands
Lagkagehuset A/S maintains its lead of a highly fragmented channel

PROSPECTS AND OPPORTUNITIES

Traditional grocery retailers store decline expected with increased competition from other channels
Market to become increasingly consolidated
Increasing focus on online offerings with the rising cost of retail locations

CHANNEL DATA

Table 104 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 105 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 106 Traditional Grocery Retailers GBO Company Shares: % Value 2017-2021
Table 107 Traditional Grocery Retailers GBN Brand Shares: % Value 2018-2021
Table 108 Traditional Grocery Retailers LBN Brand Shares: Outlets 2018-2021
Table 109 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2018-2021
Table 110 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 111 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

APPAREL AND FOOTWEAR SPECIALIST RETAILERS IN DENMARKKEY DATA FINDINGS

2021 DEVELOPMENTS

New wave of COVID-19 impacts sales at the start of 2021
Increasing polarisation in the market
H&M continues to lead, whilst newer players such as Shein see strong growth

PROSPECTS AND OPPORTUNITIES

Further growth of e-commerce will put downward pressure on prices
Retailers must improve their online offerings in order to compete with the pure play e-commerce players
Fast fashion players to continue to grow as small independent players struggle

CHANNEL DATA

Table 112 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 113 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 114 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 115 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 116 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 117 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 118 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 119 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

ELECTRONICS AND APPLIANCE SPECIALIST RETAILERS IN DENMARKKEY DATA FINDINGS

2021 DEVELOPMENTS

New COVID-19 wave ensures further spend on items to use at home in 2021
Further strong growth of e-commerce
Significant investment in marketing across media channels and a prominent online presence ensure Elgiganten AS maintains its lead in 2021

PROSPECTS AND OPPORTUNITIES

Slight decline as spending shifts from purchasing goods to experiences
Continued growth of e-commerce over the forecast period
Outlet decline as smaller players struggle with strong competition from big chains and online players

CHANNEL DATA

Table 120 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 121 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 122 Electronics and Appliance Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 123 Electronics and Appliance Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 124 Electronics and Appliance Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 125 Electronics and Appliance Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 126 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 127 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

HEALTH AND BEAUTY SPECIALIST RETAILERS IN DENMARKKEY DATA FINDINGS

2021 DEVELOPMENTS

Slight growth with a new wave of COVID-19 in 2021
Importance of trying on glasses means lower e-commerce sales for optical goods stores
Pharmacy sales impacted by high COVID-19 vaccination rates in 2021

PROSPECTS AND OPPORTUNITIES

Chemists/pharmacies to see a slight decline with the growth in online pharmacies
Health and wellness trend will support growth of drugstores and vitamin retailers
E-commerce as the fastest-growing channel over the forecast period

CHANNEL DATA

Table 128 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 129 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 130 Sales in Health and Beauty Specialist Retailers by Channel: Value 2016-2021
Table 131 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2016-2021
Table 132 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 133 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 134 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 135 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 136 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 137 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 138 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2021-2026
Table 139 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2021-2026

HOME AND GARDEN SPECIALIST RETAILERS IN DENMARKKEY DATA FINDINGS

2021 DEVELOPMENTS

Declining sales in 2021 as consumers spend on experiences instead of home improvement projects
Rising property sales prevent further category decline
Ikea maintains its lead and plans to open a new city store in Copenhagen

PROSPECTS AND OPPORTUNITIES

Moderate growth expected, with strong e-commerce sales
Increasing importance of sustainable products
Further consolidation with more pressure on smaller independent players

CHANNEL DATA

Table 140 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 141 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 142 Sales in Home and Garden Specialist Retailers by Channel: Value 2016-2021
Table 143 Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2016-2021
Table 144 Home and Garden Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 145 Home and Garden Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 146 Home and Garden Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 147 Home and Garden Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 148 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 149 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 150 Forecast Sales in Home and Garden Specialist Retailers by Channel: Value 2021-2026
Table 151 Forecast Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2021-2026

DEPARTMENT STORES IN DENMARKKEY DATA FINDINGS

2021 DEVELOPMENTS

Mandatory closure of department stores with the new wave of COVID-19 impacts sales in 2021
Department stores offer brands a physical presence without the cost of a retail store
Highly consolidated market led by Magasin du Nord

PROSPECTS AND OPPORTUNITIES

Strong recovery in 2022 and 2023, followed by a more moderate performance
Department stores to focus on developing their e-commerce offerings
Number of department stores set to remain stable as the channel recovers from COVID-19

CHANNEL DATA

Table 152 Department Stores: Value Sales, Outlets and Selling Space 2016-2021
Table 153 Department Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 154 Department Stores GBO Company Shares: % Value 2017-2021
Table 155 Department Stores GBN Brand Shares: % Value 2018-2021
Table 156 Department Stores LBN Brand Shares: Outlets 2018-2021
Table 157 Department Stores LBN Brand Shares: Selling Space 2018-2021
Table 158 Department Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 159 Department Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

VARIETY STORES IN DENMARKKEY DATA FINDINGS

2021 DEVELOPMENTS

New wave of COVID-19 infections and store closures impact sales in 2021
Leading players focus on developing their online presence
Sustainability increasingly important to Danish consumers

PROSPECTS AND OPPORTUNITIES

Strong recovery as consumers return to their usual purchasing habits
E-commerce set to become increasingly important
Further consolidation expected as smaller players are forced out of the market

CHANNEL DATA

Table 160 Variety Stores: Value Sales, Outlets and Selling Space 2016-2021
Table 161 Variety Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 162 Variety Stores GBO Company Shares: % Value 2017-2021
Table 163 Variety Stores GBN Brand Shares: % Value 2018-2021
Table 164 Variety Stores LBN Brand Shares: Outlets 2018-2021
Table 165 Variety Stores LBN Brand Shares: Selling Space 2018-2021
Table 166 Variety Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 167 Variety Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

WAREHOUSE CLUBS IN DENMARK

2021 DEVELOPMENTS

Low-price competitors provide barrier to development

DIRECT SELLING IN DENMARKKEY DATA FINDINGS

2021 DEVELOPMENTS

Direct selling continues to benefit from store closures in 2021
Party sales interrupted again in 2021 with the new wave of COVID-19
Direct selling continues to be challenged by e-commerce

PROSPECTS AND OPPORTUNITIES

Combination of direct selling and a strong online strategy is key to survival
Growth of e-commerce and dominance of international players to continue
Consumer health direct selling to benefit from health and wellness trend and presence of strong players

CHANNEL DATA

Table 168 Direct Selling by Category: Value 2016-2021
Table 169 Direct Selling by Category: % Value Growth 2016-2021
Table 170 Direct Selling GBO Company Shares: % Value 2017-2021
Table 171 Direct Selling GBN Brand Shares: % Value 2018-2021
Table 172 Direct Selling Forecasts by Category: Value 2021-2026
Table 173 Direct Selling Forecasts by Category: % Value Growth 2021-2026

HOMESHOPPING IN DENMARKKEY DATA FINDINGS

2021 DEVELOPMENTS

Shift to e-commerce continues to impact homeshopping sales in 2021
Homeshopping players focus more on developing their online presence
Declining consumer base further impacts sales

PROSPECTS AND OPPORTUNITIES

Further decline due to increasing competition from e-commerce and a limited consumer base
Number of players will continue to decline
Homeshopping as the forerunner to e-commerce

CHANNEL DATA

Table 174 Homeshopping by Category: Value 2016-2021
Table 175 Homeshopping by Category: % Value Growth 2016-2021
Table 176 Homeshopping GBO Company Shares: % Value 2017-2021
Table 177 Homeshopping GBN Brand Shares: % Value 2018-2021
Table 178 Homeshopping Forecasts by Category: Value 2021-2026
Table 179 Homeshopping Forecasts by Category: % Value Growth 2021-2026

VENDING IN DENMARKKEY DATA FINDINGS

2021 DEVELOPMENTS

New wave of COVID-19 impacts sales further in 2021
Little technological innovation in the category
Vending players fail to respond to demand for anti-COVID-19 products

PROSPECTS AND OPPORTUNITIES

Vending sales to return to their usual level as life returns to normal
Vending players slow to respond to consumer demand for healthier products
New players unlikely to enter this declining category

CHANNEL DATA

Table 180 Vending by Category: Value 2016-2021
Table 181 Vending by Category: % Value Growth 2016-2021
Table 182 Vending GBO Company Shares: % Value 2017-2021
Table 183 Vending GBN Brand Shares: % Value 2018-2021
Table 184 Vending Forecasts by Category: Value 2021-2026
Table 185 Vending Forecasts by Category: % Value Growth 2021-2026

E-COMMERCE (GOODS) IN DENMARKKEY DATA FINDINGS

2021 DEVELOPMENTS

Further strong growth of e-commerce during the new wave of COVID-19 in 2021
Share of foreign sales declines as consumers increasingly focus on quality and sustainability
Hypermarket chain Føtex launches an online grocery delivery service in 2021

PROSPECTS AND OPPORTUNITIES

E-commerce will remain the fastest-growing channel
Danish apparel e-commerce players to be increasingly challenged
Live streaming events expected to become much more prevalent

CHANNEL DATA

Table 186 E-Commerce (Goods) by Channel and Category: Value 2016-2021
Table 187 E-Commerce (Goods) by Channel and Category: % Value Growth 2016-2021
Table 188 E-Commerce (Goods) GBO Company Shares: % Value 2017-2021
Table 189 E-Commerce (Goods) GBN Brand Shares: % Value 2018-2021
Table 190 Forecast E-Commerce (Goods) by Channel and Category: Value 2021-2026
Table 191 Forecast E-Commerce (Goods) by Channel and Category: % Value Growth 2021-2026

MOBILE E-COMMERCE (GOODS) IN DENMARKKEY DATA FINDINGS

2021 DEVELOPMENTS

Second wave of COVID-19 and high level of penetration of smartphones ensures solid growth in 2021
Players continue to improve their mobile e-commerce offerings in 2021
Consumers increasingly comfortable with cashless payments

PROSPECTS AND OPPORTUNITIES

Strong forecast growth, surpassing other forms of e-commerce
Tablets will become less relevant over the forecast period
Increasing importance of functionality

CHANNEL DATA

Table 192 Mobile E-Commerce (Goods): Value 2016-2021
Table 193 Mobile E-Commerce (Goods): % Value Growth 2016-2021
Table 194 Mobile E-Commerce (Goods) Forecasts: Value 2021-2026
Table 195 Mobile E-Commerce (Goods) Forecasts: % Value Growth 2021-2026

FOOD AND DRINK E-COMMERCE IN DENMARKKEY DATA FINDINGS

2021 DEVELOPMENTS

New wave of COVID-19 supports further strong growth in 2021
Føtex hypermarket launches online grocery delivery service in March 2021
Subscription-based grocery delivery services continue to see positive growth

PROSPECTS AND OPPORTUNITIES

Further growth as consumers have discovered the benefits of shopping online
Players likely to also include click and collect as part of their online offerings
Strong service and convenience important to increasingly demanding consumers

CHANNEL DATA

Table 196 Food and Drink E-Commerce: Value 2016-2021
Table 197 Food and Drink E-Commerce: % Value Growth 2016-2021
Table 198 Food and Drink E-Commerce Forecasts: Value 2021-2026
Table 199 Food and Drink E-Commerce Forecasts: % Value Growth 2021-2026

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