Sales of gum in Denmark increased slightly in 2025, indicating a continued recovery for the category following its earlier stagnation during and immediately after the COVID-19 pandemic. While gum remains a relatively niche segment within the broader snacks landscape, the uptick in sales reflects a return to on-the-go routines, social occasions, and impulse purchasing, especially in urban areas and transit locations. Growth was primarily driven by functional formats such as breath-freshening and

Current value sales of chocolate confectionery rose modestly in Denmark in 2025, supported by steady consumer demand and an ongoing preference for indulgent, high-quality treats. Despite rising production costs linked to the global cocoa situation, chocolate remains a staple for a wide variety of occasions, from everyday enjoyment to seasonal gifting. Growth was especially evident in seasonal chocolate and boxed assortments, which gained from new flavour launches and gifting-friendly packaging.

Sugar confectionery enjoyed moderate current value growth and more modest retail volume growth in 2025. Gummies and jellies remained the largest subcategory, with broad appeal across various age groups and a strong presence in both packaged and loose formats. A key contributor to the subcategory’s performance was the continued popularity of pick-and-mix offerings, which gives consumers the flexibility to curate their own assortment. These formats remained staples in supermarkets, cinemas, and co

Current value sales of savoury snacks increased in Denmark in 2025, driven by strong consumer demand for flavourful, convenient, and shareable products suitable for a wide range of occasions, from everyday snacking to social gatherings. Despite price sensitivity in many grocery categories, savoury snacks benefitted from their positioning as affordable indulgences and their versatility across various pack sizes and formats. Growth was particularly notable in multipacks and premium-style flavour e

Sweet biscuits, snack bars and fruit snacks enjoyed moderate current value growth and more modest retail volume growth in 2025. Sweet biscuits remained the largest subcategory, driven by its strong role in everyday snacking routines and broad household appeal. Although consumption is often habitual, many Danes also perceive sweet biscuits as small treats, particularly in formats suitable for coffee breaks, social occasions, or lunchbox snacks. Brands responded by offering both standard and porti

Current value sales of snacks in Denmark increased in 2025, reflecting steady demand across categories. This growth was supported by a combination of factors, including ongoing snacking habits, the popularity of indulgent treats, and new product developments that sustained high consumer interest. Despite broader economic uncertainty, many Danes continued to prioritise small events of enjoyment, with snacks remaining an accessible and comforting choice. Brands that offered novelty, strong flavour

Current value sales of ice cream increased in Denmark in 2025, driven by a combination of seasonal indulgence, product innovation, and a gradual shift towards more premium offerings. Despite rising cost-of-living pressures, many Danes continued to treat ice cream as an accessible luxury, particularly during warmer months and social events. Growth was also supported by the availability of diverse formats, including take-home ice cream, impulse singles, and multi-packs, which allowed consumers to

Spirits volume sales continued to decline in 2024, whilst total value sales held ground. Consumption is hampered by the sheer maturity of the spirits category, as well as the growing tendency of young adults to drink less and lighter drinks. White spirits is a mature category led by vodka, which continues to lose appeal among younger consumers of legal drinking age. Volume sales of gin also declined, after losing the momentum it had benefitted from at the start of review period. Products such as

Beer in Denmark witnessed further decline in volume sales over 2024, driven by falling consumption of lager. Standard lager remains the largest category in beer, but its appeal is waning. Younger generations are shifting towards higher quality beer and premium experiences, with quantity becoming less important to Danes. The consumption of domestic mid-priced lager is already very high, and the market is mature, offering little scope for future growth. There has been movement from here to differe

Wine in Denmark saw slight volume decline over 2024 as Danes continued to cut back on drinking alcohol. Still red wine remained the largest category, but its popularity is falling as consumers transition towards lighter wines such as still rosé wine and sparkling wine. Red wine is therefore being challenged by these changing preferences for lighter alternatives, notably among younger adult generations. Other niche categories evolving positively include non-alcoholic wines.

Alcoholic drinks in Denmark witnessed declining volume sales in 2024, largely due to the rise of mindful drinking, as well as a need to economise amid higher costs of living. More Danes are either cutting down on alcohol consumption, choosing lower strength (ABV) drinks, or are abstaining completely from drinking alcohol as part of healthier lifestyles. This was notably the case among young adults who are more health conscious and focused on wellbeing compared to older generations. The preferenc

Cider/perry sales in Denmark experienced further decline in 2024 reflecting shifting consumer preferences and product innovation trends. The range of available ciders is relatively small, whilst leading breweries tended to focus on other key categories. Regular cider is no longer appealing to young adults. Whilst manufacturers primarily focused on spirit-based RTDs, the launch of flavoured lager by Carlsberg in 2023 influenced some cider drinks to opt for alternative beverages.

Non-alcoholic RTDs is a small but dynamic category in Denmark. After several years of healthy growth RTD sales in Denmark slowed down in 2024. While in the previous years there were some major launches, such as the low-calorie Breezer, there was a significant slowdown in new product development over 2024, aside from the launch of new flavours. Spirit-based RTDs is the only available product in RTDs. While other RTDs made a brief entry with hard seltzer in 2020, these products were discontinued i

In 2024, volume sales of cigarettes declined once again, as the long-standing trend of falling smoking prevalence continued. This decline was fuelled by multiple factors: the tightening of legislation, high excise duties, growing health awareness, and a shift in consumer preferences toward alternative nicotine products such as disposable e-cigarettes and nicotine pouches. Younger adults, in particular, were far less likely to take up cigarette smoking, favouring perceived lower-risk or more disc

Tobacco and nicotine product sales in Denmark continued to decline in value terms in 2024, marking the third consecutive year of contraction. However, the performance of individual product categories diverged significantly. Traditional categories such as cigarettes and smoking tobacco witnessed further reductions in volume, while newer categories — particularly nicotine pouches and e-vapour products — sustained double-digit growth. These dynamics reflect an accelerating shift among Danish consum

The overall volume sales of cigars and cigarillos declined once again in 2024, reflecting the ongoing downward trend seen over the past decade. This contraction was primarily driven by a pronounced decline in cigarillo consumption, a format that has lost cultural relevance and appeal, particularly among younger consumers. For many Danes under the age of 40, cigarillos are no longer seen as fashionable or desirable, lacking both convenience and the novelty appeal that newer products like nicotine

In 2024, volume sales of smokeless tobacco declined, as this category — comprising mainly chewing tobacco — continued to suffer from a negative health perception and limited product variety. Young Danes viewed it as harmful to dental health and outdated compared to newer, cleaner alternatives. In contrast, e-vapour products registered strong value growth, primarily driven by the rising popularity of single-use vapes and pod-based closed systems. These formats aligned with the demand for convenie

Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviours. It quantifies consumer behaviours, preferences and motivations, aligning them with broader trends.

In 2025, pet products in Denmark is expected to witness healthy growth, supported by rising demand for convenience, lifestyle-oriented items, and functional everyday goods. While pet food dominates overall pet expenditure, non-food products, such as litter, grooming tools, and accessories, are gaining traction as consumers focus more on home-based pet management and enrichment. New product formats, better design, and seasonal or themed items are encouraging more frequent purchasing. Growth is fu

Dog food in Denmark is on course to witness robust value growth in 2025, alongside stronger volume performance. Danes are spending more on each dog, particularly specialised formats of wet dog food and dog mixers and treats, which are gaining traction due to their perceived freshness and taste. Dog owners are trading up to premium or niche products tailored to specific dietary needs or life stages. Smaller dog breeds, which are increasingly popular in urban areas, often require more customised d

Cat food value sales in Denmark are expected to grow at a steady pace in 2025, despite the declining cat population. Rising expenditure on cat food is lifting the category as owners prioritise premium, health-oriented products tailored to specific dietary needs. The trend of treating pets as family members continues to drive demand for high-quality, specialised nutrition. Moreover, the growing trend of pet humanisation reinforces the preference for commercially prepared cat food and treats, with

Other pet food in Denmark is set to experience a slight decline in retail volume and value sales over 2025 due to a combination of factors. In the post-pandemic era, daily routines have normalised in Denmark and consumer interest in maintaining non-traditional pets like birds and small mammals has waned. The population of other pets in Denmark has also stagnated further limiting demand and sales potential. Inflationary pressures have equally been a compromising factor, as consumers are more cost

Pet care in Denmark is witnessing a strong performance in value terms over 2025, in line with the ongoing premiumisation trend. Danish consumers continue to prioritise higher-quality, health-oriented, and specialised pet products, such as natural ingredients, functional nutrition, and products tailored to dietary requirements. Inflationary pressures and price increases, particularly in premium dry and wet pet food, continue to boost value growth. Retail volume growth has picked up slightly but r

Skin care returned to positive growth in 2024 after experiencing a decline in the previous year, thanks to an improving economy and rising consumer confidence. Moisturisers and treatments remains the largest subcategory and, following a small drop in 2023, saw renewed expansion in 2024. Constant innovation and regular product launches continue to fuel growth, as there is always a new item or trend for consumers to explore. Premium facial cleansing wipes registered the strongest growth in 2024, a