Snacks in 2025: The big picture
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 profiles, or premium positioning contributed to the uplift, while retailers also played a role through promotional activity and expanded assortments.
Key trends in 2025
Danish consumers continued to consume snacks for enjoyment, seeking products that offer bold flavours, indulgent textures, and emotional satisfaction. This behaviour supported the rise of seasonal and limited-edition launches. Brands like KiMs and Toms capitalised on this trend by releasing playful, co-branded, or nostalgia-driven products that encouraged impulse purchasing and shared experiences. This trend reinforces the role of snacks as accessible luxuries, even during economically uncertain periods.
Competitive Landscape
Coop Danmark A/S was the leading company in snacks in Denmark in 2025, supported by its strong private label portfolio, extensive retail presence, and ability to offer competitive pricing across multiple categories. Through its extensive network of supermarkets, the retailer has achieved high household penetration and maintained consistent consumer engagement. Coop’s private label snacks performed particularly well among value-conscious shoppers, providing both classic and innovation-driven options across savoury snacks, confectionery, and biscuits. The company’s strategic use of in-store promotions helped reinforce its leadership position in an increasingly fragmented and competitive arena.
Channel developments
Supermarkets was the leading distribution channel for snacks in Denmark in 2025, driven by the convenience of trend. Consumers can easily access a wide range of snack products, including crisps, nuts, sweets, and chocolate. Major chains like Netto, Føtex, and Bilka played a key role by offering strong promotional activities, eye-catching displays, and diverse assortments that catered to both everyday consumption and impulse purchases.
What next for snacks?
Current value sales of snacks in Denmark are expected to continue rising over the forecast period, driven by stable consumer demand and ongoing innovation across key product areas such as salty snacks, sweets, and chocolate. As snacking becomes further embedded in everyday routines, opportunities will emerge for both established brands and newcomers to cater to evolving preferences, including a growing interest in indulgent flavours, premium formats, and healthier options. Retailers are also likely to support this growth through enhanced in-store experiences and expanded online offerings. While competition remains intense, the overall outlook for snacks is positive.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Snacks industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Snacks in Denmark report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Snacks in Denmark?
- Which are the leading brands in Snacks in Denmark?
- How are products distributed in Snacks in Denmark?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Denmark?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Snacks in Denmark
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in Denmark
KEY DATA FINDINGS
Steady consumer demand fosters steady growth in chocolate confectionery
Leader Toms Gruppen has long tradition in Denmark
Discounters leads sales by offering good value for money
Steady growth predicted despite headwinds
Chocolate confectionery set to benefit from technological advances
Cultural storytelling is key to fostering emotional resonance
Gum in Denmark
KEY DATA FINDINGS
Modest increase in sales reflects return to on-the-go consumption
Perfetti Van Melle dominates sales, gaining share in 2025
Discounters continues to lead sales thanks to nationwide presence
Steady growth predicted for gum over the forecast period
Technology will help shape the category's fortunes
Health and wellness trend aligns well with innovations in gum
Sugar Confectionery in Denmark
KEY DATA FINDINGS
Moderate current value growth in 2025, with gummies and jellies the largest subcategory
Haribo’s gummies and jellies maintain a strong presence in key distribution channels
Discounters lead sales as price sensitivity continues
Steady growth predicted for sugar confectionery in the years ahead
Technology set to continue apace, driving innovation
Players will continue to tap into Danes’ strong affinity with liquorice
Ice Cream in Denmark
KEY DATA FINDINGS
Growth in current value terms, driven by premiumisation and innovation
Frisko Is retains the lead thanks to well-established brand portfolio and extensive distribution
Supermarkets leads sales of ice cream in 2025
Ice cream set for growth in the coming years
Digital advancements will continue to shape the category over the forecast period
Innovation will focus on the indulgence trend
Savoury Snacks in Denmark
KEY DATA FINDINGS
Current value growth driven by demand for variety across occasions
KiMs remains the clear leader in savoury snacks in 2025
Supermarkets leads sales, but e-commerce enjoys dynamic growth
Steady growth predicted for savoury snacks in Denmark
Technology is set to play an increasingly significant role in the category’s fortunes
Health awareness and regulations relating to new formulations in the coming years
Sweet Biscuits, Snack Bars and Fruit Snacks in Denmark
KEY DATA FINDINGS
Snack bars helps drive growth in sweet biscuits, snack hours and fruit snacks in 2025
Bisca strengthens its category lead in a relatively fragmented arena
Supermarkets holds sway, but e-commerce gains traction
Steady growth predicted for sweet biscuits, snack bars and fruit snacks over the forecast period
Technological advancements set to support category development
Health and wellness trend will continue to drive innovation in the years ahead
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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