Retailing in Denmark

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $2,100	131 Pages	Euromonitor International	March, 2022	EP17072805

Best Price Guarantee
Price	from $2,100
Length	131 Pages
Publisher	Euromonitor International
Published Date	March, 2022
SKU	EP17072805

Retailing in Denmark

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. Overall, the development in 2021 was positive with sales growth across most categories, but it was not as...

Euromonitor International's 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.

Retailing in Denmark
Euromonitor International
March 2022
List Of Contents And Tables
RETAILING IN DENMARK
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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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 DENMARK
KEY 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