Summary

After two years of solid growth during the COVID-19 pandemic, overall retail saw a slight decline in current value terms in 2022. This was partly due to some normalisation of sales after two strong years, and partly due to the impact of the economic crisis and the war in Ukraine, which resulted in a lower level of consumer confidence than was seen at the height of the pandemic. The year progressed well for many channels, as consumers took the opportunity to return to retail stores. However, afte...

Euromonitor International's 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;
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Table of Contents

Retail in Denmark
Euromonitor International
April 2023

List Of Contents And Tables

RETAIL IN DENMARK
EXECUTIVE SUMMARY
Retail in 2022: The big picture
Growth in e-commerce continues to outperform growth in offline retail
Consumers switch channels, brands and products in a bid to save money
What next for retail?
OPERATING ENVIRONMENT
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2022
Seasonality
Christmas
Summer clothing
MARKET DATA
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
Table 3 Sales in Retail Offline by Channel: Value 2017-2022
Table 4 Sales in Retail Offline by Channel: % Value Growth 2017-2022
Table 5 Retail Offline Outlets by Channel: Units 2017-2022
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
Table 7 Sales in Retail E-Commerce by Product: Value 2017-2022
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2017-2022
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 11 Sales in Grocery Retailers by Channel: Value 2017-2022
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
Table 13 Grocery Retailers Outlets by Channel: Units 2017-2022
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2017-2022
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2017-2022
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2017-2022
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 21 Retail GBO Company Shares: % Value 2018-2022
Table 22 Retail GBN Brand Shares: % Value 2019-2022
Table 23 Retail Offline GBO Company Shares: % Value 2018-2022
Table 24 Retail Offline GBN Brand Shares: % Value 2019-2022
Table 25 Retail Offline LBN Brand Shares: Outlets 2019-2022
Table 26 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 28 Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 29 Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
Table 36 Forecast Sales in Retail Offline by Channel: Value 2022-2027
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
Table 38 Forecast Retail Offline Outlets by Channel: Units 2022-2027
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2022-2027
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2022-2027
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
DISCLAIMER
SOURCES
Summary 2 Research Sources
CONVENIENCE RETAILERS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
The momentum seen in 2021 is unable to be maintained in 2022
Return of commuting gives a boost to convenience stores in travel locations
Expansion of the Nærkøb chain of convenience stores
PROSPECTS AND OPPORTUNITIES
Marginal value growth expected despite the increasing competition
Health trend likely to continue, and more players will cater to different specific diets
Competition, rising fuel prices and changing work patterns to challenge forecourt retailers
CHANNEL DATA
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 56 Sales in Convenience Retailers by Channel: Value 2017-2022
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2017-2022
Table 58 Convenience Retailers GBO Company Shares: % Value 2018-2022
Table 59 Convenience Retailers GBN Brand Shares: % Value 2019-2022
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2019-2022
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2022-2027
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2022-2027
DISCOUNTERS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Consumers aim to save money, boosting sales in discounters
Mixed picture for discounters, with stronger growth in the summer months
Leading discounter Netto invests in store makeovers to improve its image
PROSPECTS AND OPPORTUNITIES
Discounters set to take more share from other grocery retail channels
Potential challenge to other players from new player Basalt
Rising number of private label products and a potential move to e-commerce
CHANNEL DATA
Table 65 Discounters: Value Sales, Outlets and Selling Space 2017-2022
Table 66 Discounters: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 67 Discounters GBO Company Shares: % Value 2018-2022
Table 68 Discounters GBN Brand Shares: % Value 2019-2022
Table 69 Discounters LBN Brand Shares: Outlets 2019-2022
Table 70 Discounters Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 71 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HYPERMARKETS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Growth for hypermarkets limited by move to discounters as confidence falls
Summer boost to sales partly offset by return to e-commerce in the winter
Salling maintains its dominance, but its share sees a slight fall
PROSPECTS AND OPPORTUNITIES
Minor growth forecast for hypermarkets, despite switch to discounters and e-commerce
Increasing product range and sales expected for private label
Even the falling number of hypermarkets unlikely to prevent value growth
CHANNEL DATA
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 74 Hypermarkets GBO Company Shares: % Value 2018-2022
Table 75 Hypermarkets GBN Brand Shares: % Value 2019-2022
Table 76 Hypermarkets LBN Brand Shares: Outlets 2019-2022
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SUPERMARKETS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Slight negative impact from lower consumer confidence
After the summer drives a lift in sales, e-commerce resurges in the colder weather
Weak online presence for supermarkets
PROSPECTS AND OPPORTUNITIES
Supermarkets set to suffer from the competition in a difficult environment
Finding ways to combat the competition
Offering a wider private label range could be a way to compete
CHANNEL DATA
Table 79 Supermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 80 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 81 Supermarkets GBO Company Shares: % Value 2018-2022
Table 82 Supermarkets GBN Brand Shares: % Value 2019-2022
Table 83 Supermarkets LBN Brand Shares: Outlets 2019-2022
Table 84 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 85 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SMALL LOCAL GROCERS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
As a higher-priced channel, small local grocers turns to decline in 2022
Some small grocers see success despite overall decline
Players develop their offerings and marketing messages to align with consumer demand
PROSPECTS AND OPPORTUNITIES
Consumers’ search for the cheapest prices set to hamper growth
Performance of the leading player will be affected by the weather
More of a focus expected on online sales over the forecast period
CHANNEL DATA
Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2017-2022
Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 88 Small Local Grocers GBO Company Shares: % Value 2018-2022
Table 89 Small Local Grocers GBN Brand Shares: % Value 2019-2022
Table 90 Small Local Grocers LBN Brand Shares: Outlets 2019-2022
Table 91 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 92 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPAREL AND FOOTWEAR SPECIALISTS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Performance fluctuations even out, leading to minor growth over the year
The summer months see a peak in sales, but overall sales limited by e-commerce
Some consumers move away from fast fashion due to environmental concerns
PROSPECTS AND OPPORTUNITIES
Channel performance will continue to be impacted by economy and war in Ukraine
Omnichannel approach will be necessary for players to survive
Performances will depend on the types of products offered
CHANNEL DATA
Table 93 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 94 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 95 Apparel and Footwear Specialists GBO Company Shares: % Value 2018-2022
Table 96 Apparel and Footwear Specialists GBN Brand Shares: % Value 2019-2022
Table 97 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2019-2022
Table 98 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 99 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPLIANCES AND ELECTRONICS SPECIALISTS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
After significant pandemic-driven growth, normalisation leads to value decline
Although the summer sees the return of consumers, e-commerce remains popular
Elgiganten and Power together continue to dominate
PROSPECTS AND OPPORTUNITIES
Return to value growth from 2024, despite falling outlet numbers
With consumers comparing prices, transparency will be key for players
Players will have to improve their e-commerce offerings or potentially face closure
CHANNEL DATA
Table 100 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 101 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 102 Appliances and Electronics Specialists GBO Company Shares: % Value 2018-2022
Table 103 Appliances and Electronics Specialists GBN Brand Shares: % Value 2019-2022
Table 104 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2019-2022
Table 105 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 106 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HEALTH AND BEAUTY SPECIALISTS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales turn to decline in a correction from exceptional pandemic-linked growth
Beauty specialists bucks the trend, but still fails to see a significant rebound
Sales continue to move online despite some return to stores in the summer
PROSPECTS AND OPPORTUNITIES
Health and wellness will contribute to growth for health and beauty specialists
Beauty specialists set to see the strongest growth as recovery continues
Optical goods stores will best resist the competition from e-commerce
CHANNEL DATA
Table 107 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 108 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 109 Sales in Health and Beauty Specialists by Channel: Value 2017-2022
Table 110 Sales in Health and Beauty Specialists by Channel: % Value Growth 2017-2022
Table 111 Health and Beauty Specialists GBO Company Shares: % Value 2018-2022
Table 112 Health and Beauty Specialists GBN Brand Shares: % Value 2019-2022
Table 113 Health and Beauty Specialists LBN Brand Shares: Outlets 2019-2022
Table 114 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 115 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 116 Forecast Sales in Health and Beauty Specialists by Channel: Value 2022-2027
Table 117 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2022-2027
HOME PRODUCTS SPECIALISTS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales normalise after two years of above-average growth
Rebound for pet shops and superstores, but not to pre-pandemic level
Sales of home products struggle across channels
PROSPECTS AND OPPORTUNITIES
Return to growth expected, despite falling outlet numbers
Opening of an inner-city IKEA outlet set to increase the competition
Competition from e-commerce will drive further focus on online development
CHANNEL DATA
Table 118 Home Products Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 119 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 120 Sales in Home Products Specialists by Channel: Value 2017-2022
Table 121 Sales in Home Products Specialists by Channel: % Value Growth 2017-2022
Table 122 Home Products Specialists GBO Company Shares: % Value 2018-2022
Table 123 Home Products Specialists GBN Brand Shares: % Value 2019-2022
Table 124 Home Products Specialists LBN Brand Shares: Outlets 2019-2022
Table 125 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 126 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 127 Forecast Sales in Home Products Specialists by Channel: Value 2022-2027
Table 128 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2022-2027
GENERAL MERCHANDISE STORES IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales rebound, but not to the pre-pandemic level
Limited rebound due to competition from e-commerce
Consolidated channel, led by Magasin du Nord
PROSPECTS AND OPPORTUNITIES
Post-pandemic recovery for both variety stores and department stores
Department stores likely to develop their e-commerce capability
No growth in outlet numbers expected
CHANNEL DATA
Table 147 General Merchandise Stores: Value Sales, Outlets and Selling Space 2017-2022
Table 148 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 149 Sales in General Merchandise Stores by Channel: Value 2017-2022
Table 150 Sales in General Merchandise Stores by Channel: % Value Growth 2017-2022
Table 151 General Merchandise Stores GBO Company Shares: % Value 2018-2022
Table 152 General Merchandise Stores GBN Brand Shares: % Value 2019-2022
Table 153 General Merchandise Stores LBN Brand Shares: Outlets 2019-2022
Table 154 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 155 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 156 Forecast Sales in General Merchandise Stores by Channel: Value 2022-2027
Table 157 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2022-2027
DIRECT SELLING IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Decline continues as sales normalise, and affected by economic crisis
Competition from e-commerce challenges direct selling
Return of home parties helps limit the rate of decline
PROSPECTS AND OPPORTUNITIES
Direct selling players likely to focus on e-commerce to retain customers
Little chance of new entrants due to dominance of international players
Consumer health and beauty and personal care direct selling set to maintain growth
CHANNEL DATA
Table 129 Direct Selling by Product: Value 2017-2022
Table 130 Direct Selling by Product: % Value Growth 2017-2022
Table 131 Direct Selling GBO Company Shares: % Value 2018-2022
Table 132 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 133 Direct Selling Forecasts by Product: Value 2022-2027
Table 134 Direct Selling Forecasts by Product: % Value Growth 2022-2027
VENDING IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Rebound in sales insufficient to bring sales back to the pre-pandemic level
Competition from grocery retailers for convenience snacks
Little technological development in vending in Denmark, due to low sales
PROSPECTS AND OPPORTUNITIES
Growth expected throughout the forecast period
Vending will need to move with the times to succeed
Pressure from other channels likely to limit expansion
CHANNEL DATA
Table 135 Vending by Product: Value 2017-2022
Table 136 Vending by Product: % Value Growth 2017-2022
Table 137 Vending GBO Company Shares: % Value 2018-2022
Table 138 Vending GBN Brand Shares: % Value 2019-2022
Table 139 Vending Forecasts by Product: Value 2022-2027
Table 140 Vending Forecasts by Product: % Value Growth 2022-2027
RETAIL E-COMMERCE IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Although growth slows, the exceptional pandemic-driven gains are maintained
Increasing fragmentation, and a move to local players
Increasing competition in foods e-commerce
PROSPECTS AND OPPORTUNITIES
Differentiation will be key in an increasingly competitive environment
If Amazon launches in Denmark, local players will be ready for the competition
Danish apparel players will need to find ways to compete with international brands
CHANNEL DATA
Table 141 Retail E-Commerce by Product and Category: Value 2017-2022
Table 142 Retail E-Commerce by Product and Category: % Value Growth 2017-2022
Table 143 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 144 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 145 Forecast Retail E-Commerce by Product and Category: Value 2022-2027
Table 146 Forecast Retail E-Commerce by Product and Category: % Value Growth 2022-2027