Retail in Denmark

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.

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.

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.


Retail in Denmark
Euromonitor International
April 2025
List Of Contents And Tables
RETAIL IN DENMARK
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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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

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