Denmark

Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and…

In 2024, staple foods in Denmark was stable in demand terms. Staple foods, overall, rebounded, albeit slowly, from retail volume sales declines in the previous three years of the review period. However, while breakfast cereals and processed meat,…

Rice, pasta, and noodles in Denmark is a mature category. Over 2024, overall retail volume sales are projected to fall, albeit marginally and slower than in 2023. Noodles is projected to see only a very marginal rise in retail volume sales, with…

A plant-based trend is fast gaining traction in processed meat, seafood and alternatives to meat in Denmark. Amid overall slight category retail volume and strong current value growth over 2024, meat and seafood substitutes continued to see by far…

In 2024, processed fruit and vegetables in Denmark is projected to see a slight overall decline in retail volume sales, but healthy retail current value growth, albeit supported by inflationary pressure on prices. Processed fruit and vegetables is a…

Breakfast cereals in Denmark saw retail volume sales rise during 2024, following flat growth in 2023. Overall, retail current value sales rose slightly faster than retail volume sales, underpinned by inflationary pressure on prices. However, the…

In baked goods in Denmark, retail current value growth was easier to come by than retail volume growth towards the end of the review period. This was partly due to significant increases in average retail current unit prices across baked goods, amid…

Sales of honey in Denmark have been struggling in recent years and volume sales have continued to decline in 2024, primarily due to consumer price sensitivity and growing competition from alternative sweeteners like agave, stevia, and maple syrup.…

Sauces, dips, and condiments in Denmark is characterised by its maturity, showcasing a well-established market with a diverse array of offerings. As consumers become more sophisticated in their tastes, there has been a notable shift towards premium…

Frozen ready meals has experienced a surge in popularity in Denmark in the latter years of the review period, driven by the convenience and longer shelf life of these products, and their ability to provide quick, nutritious meal options. Danish…

Olive oil has continued to face significant price pressure in 2024, even as prices for other edible oils, such as sunflower and vegetable oil, have started to decline. Poor harvests in key olive oil-producing countries, combined with increased…

Cooking ingredients and meals has seen growth in current value and retail volume terms in 2024. While in 2023 inflation remained high, in 2024 it started to stabilise, which resulted in slower price growth and provided a boost to volume sales.…

In 2023, single person households were the most common in Denmark, influenced by societal shifts towards education and career development, and an ageing population. By 2028, this trend is expected to continue, with single person households forecast…

In 2024, wound care in Denmark, particularly sticking plasters and gauze, saw positive growth. As Danish consumers resumed more active lifestyles after the pandemic, outdoor activities have surged, leading to an increased number of small cuts,…

In 2024, meal replacement products continued to see positive value growth in Denmark, although at a slightly lower rate than in previous years. While meal replacements remain a convenient option for some consumers, there has been a noticeable shift…

In 2024, vitamins continued to see solid positive growth, reflecting the ongoing health and wellness trend amongst Danish consumers. Many are increasingly focused on adding vitamins to their daily routines to improve overall health and support…

In 2024, sports nutrition in Denmark continued to experience strong growth across all product categories. A significant number of Danish consumers are enthusiastic about fitness, particularly gym-goers, which drives demand for sports nutrition…

Sleep aids continued to see positive value growth in 2024, as Danish consumers grappled with increasingly busy and stressful lifestyles. A significant rise in screen time, both for work and leisure, has contributed to growing numbers of consumers…

In 2024, paediatric vitamins and dietary supplements continued to experience positive growth, driven by an increasing emphasis on health and wellness amongst Danish consumers. This trend is notably influenced by parents’ heightened awareness of their…

NRT smoking cessation aids experienced a decline in both value and volume sales in 2024, as smoking prevalence continued to decrease in Denmark. Cigarette sales in Denmark have been steadily declining since 2017, and as the number of smokers…