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Retail in Denmark

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    Report

  • 102 Pages
  • April 2025
  • Region: Denmark
  • Euromonitor International
  • ID: 5781469
Retail in Denmark saw flat growth in current value terms in 2024. The rise of online shopping continued to have a negative impact on traditional brick-and-mortar stores, with retail offline sales declining in current value terms in 2024, while e-commerce posted steady growth. The market also saw a shift in purchasing behaviour driven by evolving consumer preferences and a continued push toward sustainability, with sustainability efforts becoming a central focus for both businesses and consumers.

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

EXECUTIVE SUMMARY
  • Retail in 2024: The big picture
  • Grocery retailers seeing changes as they fight to remain competitive
  • Retailers focus on domestic sport sponsorship deals to boost sales
  • What next for retail?
OPERATING ENVIRONMENT
  • Informal retail
  • Opening hours for physical retail
  • Summary 1 Standard Opening Hours by Channel Type 2024
  • Seasonality
  • Christmas
  • Summer clothing
MARKET DATA
  • Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2019-2024
  • Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2019-2024
  • Table 3 Sales in Retail Offline by Channel: Value 2019-2024
  • Table 4 Sales in Retail Offline by Channel: % Value Growth 2019-2024
  • Table 5 Retail Offline Outlets by Channel: Units 2019-2024
  • Table 6 Retail Offline Outlets by Channel: % Unit Growth 2019-2024
  • Table 7 Sales in Retail E-Commerce by Product: Value 2019-2024
  • Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2019-2024
  • Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2019-2024
  • Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 11 Sales in Grocery Retailers by Channel: Value 2019-2024
  • Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2019-2024
  • Table 13 Grocery Retailers Outlets by Channel: Units 2019-2024
  • Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
  • Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2019-2024
  • Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 17 Sales in Non-Grocery Retailers by Channel: Value 2019-2024
  • Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2019-2024
  • Table 19 Non-Grocery Retailers Outlets by Channel: Units 2019-2024
  • Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
  • Table 21 Retail GBO Company Shares: % Value 2020-2024
  • Table 22 Retail GBN Brand Shares: % Value 2021-2024
  • Table 23 Retail Offline GBO Company Shares: % Value 2020-2024
  • Table 24 Retail Offline GBN Brand Shares: % Value 2021-2024
  • Table 25 Retail Offline LBN Brand Shares: Outlets 2021-2024
  • Table 26 Retail E-Commerce GBO Company Shares: % Value 2020-2024
  • Table 27 Retail E-Commerce GBN Brand Shares: % Value 2021-2024
  • Table 28 Grocery Retailers GBO Company Shares: % Value 2020-2024
  • Table 29 Grocery Retailers GBN Brand Shares: % Value 2021-2024
  • Table 30 Grocery Retailers LBN Brand Shares: Outlets 2021-2024
  • Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2020-2024
  • Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2021-2024
  • Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2021-2024
  • Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2024-2029
  • Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2024-2029
  • Table 36 Forecast Sales in Retail Offline by Channel: Value 2024-2029
  • Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2024-2029
  • Table 38 Forecast Retail Offline Outlets by Channel: Units 2024-2029
  • Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2024-2029
  • Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2024-2029
  • Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2024-2029
  • Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2024-2029
  • Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2024-2029
  • Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2024-2029
  • Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2024-2029
  • Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2024-2029
  • Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2024-2029
  • Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2024-2029
  • Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 2 Research Sources
HYPERMARKETS IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Hypermarkets under pressure to cut costs
  • Salling Group remains dominant despite declining sales
  • Hypermarkets could find success by offering more organic products
PROSPECTS AND OPPORTUNITIES
  • Hypermarkets expected face increasingly stiff competition
  • Uncertainty remains around the future of grocery e-commerce
  • Sustainability efforts likely to influence market trends and demand
CHANNEL DATA
  • Table 54 Hypermarkets: Value Sales, Outlets and Selling Space 2019-2024
  • Table 55 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 56 Hypermarkets GBO Company Shares: % Value 2020-2024
  • Table 57 Hypermarkets GBN Brand Shares: % Value 2021-2024
  • Table 58 Hypermarkets LBN Brand Shares: Outlets 2021-2024
  • Table 59 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 60 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
GENERAL MERCHANDISE STORES IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Department stores see steady growth in 2024 but challenges remain
  • Søstrene Grenes and Flying Tiger Copenhagen continued to drive sales through variety stores
  • Magasin du Nord benefits from its geographical reach
PROSPECTS AND OPPORTUNITIES
  • Magasin du Nord looking to enhance the in-store experience
  • Sustainability concerns likely to influence company strategies
  • Department stores could still have a role to play despite the evolving retail landscape
CHANNEL DATA
  • Table 61 General Merchandise Stores: Value Sales, Outlets and Selling Space 2019-2024
  • Table 62 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 63 Sales in General Merchandise Stores by Channel: Value 2019-2024
  • Table 64 Sales in General Merchandise Stores by Channel: % Value Growth 2019-2024
  • Table 65 General Merchandise Stores GBO Company Shares: % Value 2020-2024
  • Table 66 General Merchandise Stores GBN Brand Shares: % Value 2021-2024
  • Table 67 General Merchandise Stores LBN Brand Shares: Outlets 2021-2024
  • Table 68 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 69 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 70 Forecast Sales in General Merchandise Stores by Channel: Value 2024-2029
  • Table 71 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2024-2029
APPAREL AND FOOTWEAR SPECIALISTS IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Challenging economy puts pressure on sales
  • H&M leads but most players face difficulties in 2024
  • Players investing in e-commerce to remain competitive
PROSPECTS AND OPPORTUNITIES
  • Apparel and footwear specialists will need to adapt to the evolving market landscape
  • Further outlet closures anticipated as companies strive for efficiencies
  • Sustainability concerns likely to dictate company strategies
CHANNEL DATA
  • Table 72 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2019-2024
  • Table 73 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 74 Apparel and Footwear Specialists GBO Company Shares: % Value 2020-2024
  • Table 75 Apparel and Footwear Specialists GBN Brand Shares: % Value 2021-2024
  • Table 76 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2021-2024
  • Table 77 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 78 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
APPLIANCES AND ELECTRONICS SPECIALISTS IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Economic pressures take their toll on sales in 2024
  • Elgiganten and Power increase their dominance
  • Retailers exploring B2B opportunities
PROSPECTS AND OPPORTUNITIES
  • E-commerce threatens to undermine the recovery of appliances and electronics specialists
  • Elgiganten set to install EV charging stations across its store network
  • Focus shifts to sustainable initiatives and the circular economy
CHANNEL DATA
  • Table 79 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2019-2024
  • Table 80 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 81 Appliances and Electronics Specialists GBO Company Shares: % Value 2020-2024
  • Table 82 Appliances and Electronics Specialists GBN Brand Shares: % Value 2021-2024
  • Table 83 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2021-2024
  • Table 84 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 85 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
HEALTH AND BEAUTY SPECIALISTS IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Strong performance overall as consumers continue to invest in their health
  • Normal presenting stiff competition to Matas
  • The Body Shop closes its doors following its bankruptcy
PROSPECTS AND OPPORTUNITIES
  • Health and beauty specialists expected to invest in omnichannel strategies
  • Sales of optical goods expected to remain largely store-based
  • Ethical considerations expected to inform the category’s development
CHANNEL DATA
  • Table 86 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2019-2024
  • Table 87 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 88 Sales in Health and Beauty Specialists by Channel: Value 2019-2024
  • Table 89 Sales in Health and Beauty Specialists by Channel: % Value Growth 2019-2024
  • Table 90 Health and Beauty Specialists GBO Company Shares: % Value 2020-2024
  • Table 91 Health and Beauty Specialists GBN Brand Shares: % Value 2021-2024
  • Table 92 Health and Beauty Specialists LBN Brand Shares: Outlets 2021-2024
  • Table 93 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 94 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 95 Forecast Sales in Health and Beauty Specialists by Channel: Value 2024-2029
  • Table 96 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2024-2029
HOME PRODUCTS SPECIALISTS IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Sales decline as economic pressures weigh on demand
  • Jysk and Ikea investing in the future
  • Players investing in the circular economy
PROSPECTS AND OPPORTUNITIES
  • A brighter outlook for the forecast period with signs of improvement in the housing market
  • AI presents new opportunities
  • Retailers set to invest in sustainability initiatives
CHANNEL DATA
  • Table 97 Home Products Specialists: Value Sales, Outlets and Selling Space 2019-2024
  • Table 98 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 99 Sales in Home Products Specialists by Channel: Value 2019-2024
  • Table 100 Sales in Home Products Specialists by Channel: % Value Growth 2019-2024
  • Table 101 Home Products Specialists GBO Company Shares: % Value 2020-2024
  • Table 102 Home Products Specialists GBN Brand Shares: % Value 2021-2024
  • Table 103 Home Products Specialists LBN Brand Shares: Outlets 2021-2024
  • Table 104 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 105 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 106 Forecast Sales in Home Products Specialists by Channel: Value 2024-2029
  • Table 107 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2024-2029
DIRECT SELLING IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Another difficult year for direct selling
  • Tupperware files for bankruptcy
  • Health and beauty remains at the heart of direct selling in Denmark
PROSPECTS AND OPPORTUNITIES
  • Uncertain future for direct selling in Denmark
  • E-commerce presents a significant threat to the future of direct selling
  • Players likely to invest in e-commerce to secure their future
CHANNEL DATA
  • Table 108 Direct Selling by Product: Value 2019-2024
  • Table 109 Direct Selling by Product: % Value Growth 2019-2024
  • Table 110 Direct Selling GBO Company Shares: % Value 2020-2024
  • Table 111 Direct Selling GBN Brand Shares: % Value 2021-2024
  • Table 112 Direct Selling Forecasts by Product: Value 2024-2029
  • Table 113 Direct Selling Forecasts by Product: % Value Growth 2024-2029
VENDING IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • A tough year for vending as consumers
  • Grocery retailers taking sales away from vending
  • Lack of innovation limits the development of vending
PROSPECTS AND OPPORTUNITIES
  • Slow recovery predicted for vending as economy picks up
  • Vending unlikely to attract significant investment
  • Players may need to focus on healthier offerings to remain relevant
CHANNEL DATA
  • Table 114 Vending by Product: Value 2019-2024
  • Table 115 Vending by Product: % Value Growth 2019-2024
  • Table 116 Vending GBO Company Shares: % Value 2020-2024
  • Table 117 Vending GBN Brand Shares: % Value 2021-2024
  • Table 118 Vending Forecasts by Product: Value 2024-2029
  • Table 119 Vending Forecasts by Product: % Value Growth 2024-2029
RETAIL E-COMMERCE IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • E-commerce thriving backed by the entry of low-cost Chinese players
  • Wolt finding success with its subscription service
  • Grocery retailers adapt their online offerings in order to remain profitable
PROSPECTS AND OPPORTUNITIES
  • E-commerce still full of potential
  • Quick commerce expanding despite the failure of Foodora
  • AI set to play an increasingly important role in the future of e-commerce
CHANNEL DATA
  • Table 120 Retail E-Commerce by Channel: Value 2019-2024
  • Table 121 Retail E-Commerce by Channel: % Value Growth 2019-2024
  • Table 122 Retail E-Commerce by Product: Value 2019-2024
  • Table 123 Retail E-Commerce by Product: % Value Growth 2019-2024
  • Table 124 Retail E-Commerce GBO Company Shares: % Value 2020-2024
  • Table 125 Retail E-Commerce GBN Brand Shares: % Value 2021-2024
  • Table 126 Forecast Retail E-Commerce by Channel: Value 2024-2029
  • Table 127 Forecast Retail E-Commerce by Channel: % Value Growth 2024-2029
  • Table 128 Forecast Retail E-Commerce by Product: Value 2024-2029
  • Table 129 Forecast Retail E-Commerce by Product: % Value Growth 2024-2029
SUPERMARKETS IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Supermarkets struggle against rising costs in 2024
  • Irma exits the market but Alma prepares to take its place
  • Dagrofa responding to the growing demand for healthier, local and more convenient food options
PROSPECTS AND OPPORTUNITIES
  • Players expected to explore new revenue opportunities
  • Healthy, local and convenient products likely to top shopping lists
  • Sustainability concerns likely to inform retailer strategies
CHANNEL DATA
  • Table 130 Supermarkets: Value Sales, Outlets and Selling Space 2019-2024
  • Table 131 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 132 Supermarkets GBO Company Shares: % Value 2020-2024
  • Table 133 Supermarkets GBN Brand Shares: % Value 2021-2024
  • Table 134 Supermarkets LBN Brand Shares: Outlets 2021-2024
  • Table 135 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 136 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
SMALL LOCAL GROCERS IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Small local grocers struggling to survive as consumers shift to other options
  • Rebranding of Hjem-Is falls flat
  • Small local grocers looking to branch out into e-commerce
PROSPECTS AND OPPORTUNITIES
  • Bleak outlook for small local grocers
  • Third-party delivery services could have a hand in shaping the competitive landscape
  • Small local grocers will need to adapt to survive
CHANNEL DATA
  • Table 137 Small Local Grocers: Value Sales, Outlets and Selling Space 2019-2024
  • Table 138 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 139 Small Local Grocers GBO Company Shares: % Value 2020-2024
  • Table 140 Small Local Grocers GBN Brand Shares: % Value 2021-2024
  • Table 141 Small Local Grocers LBN Brand Shares: Outlets 2021-2024
  • Table 142 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 143 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
CONVENIENCE RETAILERS IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Convenience retailers under pressure due to the weak economy
  • Coop retains strong lead following restructuring
  • Føtex rebrands as part of modernisation strategy
PROSPECTS AND OPPORTUNITIES
  • Forecourt retailers could come under pressure as consumers go electric
  • Unmanned stores full of potential but challenges remain
  • Competition set to intensify with the focus on building brand loyalty
CHANNEL DATA
  • Table 144 Convenience Retailers: Value Sales, Outlets and Selling Space 2019-2024
  • Table 145 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 146 Sales in Convenience Retailers by Channel: Value 2019-2024
  • Table 147 Sales in Convenience Retailers by Channel: % Value Growth 2019-2024
  • Table 148 Convenience Retailers GBO Company Shares: % Value 2020-2024
  • Table 149 Convenience Retailers GBN Brand Shares: % Value 2021-2024
  • Table 150 Convenience Retailers LBN Brand Shares: Outlets 2021-2024
  • Table 151 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 152 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
  • Table 153 Forecast Sales in Convenience Retailers by Channel: Value 2024-2029
  • Table 154 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2024-2029
DISCOUNTERS IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Discounters come out on top in the price war
  • Openings and closures a feature of the market in 2023/2024
  • Lidl making headlines with its new head office
PROSPECTS AND OPPORTUNITIES
  • Competition set to heat up
  • Discounters investing in a greener future
  • Players could come under mounting pressure to offer online sales
CHANNEL DATA
  • Table 155 Discounters: Value Sales, Outlets and Selling Space 2019-2024
  • Table 156 Discounters: Value Sales, Outlets and Selling Space: % Growth 2019-2024
  • Table 157 Discounters GBO Company Shares: % Value 2020-2024
  • Table 158 Discounters GBN Brand Shares: % Value 2021-2024
  • Table 159 Discounters LBN Brand Shares: Outlets 2021-2024
  • Table 160 Discounters Forecasts: Value Sales, Outlets and Selling Space 2024-2029
  • Table 161 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029