Retail in Denmark - Research and Markets

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.

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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.

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

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