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Steady growth in staple foods is driven by necessity, convenience, and sustainability
In 2025, staple foods in Denmark experienced steady value growth, driven by necessity, ongoing inflation, and occasional indulgence. Everyday essentials such as bread, rice and pasta maintained consistent demand, while products like cakes, pastries, and convenient meal solutions contributed to overall value growth. Private label continued to expand its presence, gaining trust among price-sensitive consumers. Additionally, there was a growing interest in sustainably sourced and locally produced items. Health and wellness concerns were influencing the reformulation of products and increasing the demand for transparency, particularly regarding processed foods, as companies adapted their portfolios to meet evolving consumer expectations.
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Overview:
Understand the latest market trends and future growth opportunities for the Staple Foods 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 Staple Foods 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 Staple Foods 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 Staple Foods in Denmark?
- Which are the leading brands in Staple Foods in Denmark?
- How are products distributed in Staple Foods 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 Staple Foods?
- 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?
Staple Foods in Denmark
Steady growth in staple foods is driven by necessity, convenience, and sustainability
KEY DATA FINDINGS
Steady growth is driven by necessity and occasional indulgence
The expansion of private label influences staple foods in 2025
A focus on sustainability and local sourcing rises in Denmark during 2025
Steady growth in staple foods is set to be driven by necessity and evolving consumer preferences
Rising health and wellness concerns drive change in staple food portfolios
Distribution channels are set to evolve amid cost pressures and convenience trends
Coop Danmark A/S maintains its leadership in staple foods despite a slight share decline
Rahbekfisk A/S leads value growth in staple foods driven by demand for frozen seafood
Discounters strengthens its leadership through competitive pricing and private label
Retail e-commerce grows as consumers appreciate convenience and flexibility
Table 1 Sales of Staple Foods by Category: Volume 2020-2025
Table 2 Sales of Staple Foods by Category: Value 2020-2025
Table 3 Sales of Staple Foods by Category: % Volume Growth 2020-2025
Table 4 Sales of Staple Foods by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Staple Foods: % Value 2021-2025
Table 6 LBN Brand Shares of Staple Foods: % Value 2022-2025
Table 7 Penetration of Private Label by Category: % Value 2020-2025
Table 8 Distribution of Staple Foods by Format: % Value 2020-2025
Table 9 Forecast Sales of Staple Foods by Category: Volume 2025-2030
Table 10 Forecast Sales of Staple Foods by Category: Value 2025-2030
Table 11 Forecast Sales of Staple Foods by Category: % Volume Growth 2025-2030
Table 12 Forecast Sales of Staple Foods by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Baked Goods in Denmark
KEY DATA FINDINGS
Steady growth and evolving consumer preferences drive baked goods in 2025
Baked goods maintain steady growth amid necessity and occasional indulgence
Consumer demand for fresh and indulgent options drives strong growth for unpacked pastries
Baked goods and international flavours drive innovation and growth in Danish households
Health-conscious innovations are set to elevate traditional baked goods in Denmark
Sustainability is expected to drive innovation and waste reduction in baked goods
Lantmännen Schulstad A/S retains its lead while private label gains ground
Frozen artisanal offerings drive growth for Foodpeople A/S during 2025
Supermarkets retains its lead through offering an extensive range of baked goods
Retail e-commerce grows as consumers appreciate convenience and home delivery
Table 13 Sales of Baked Goods by Category: Volume 2020-2025
Table 14 Sales of Baked Goods by Category: Value 2020-2025
Table 15 Sales of Baked Goods by Category: % Volume Growth 2020-2025
Table 16 Sales of Baked Goods by Category: % Value Growth 2020-2025
Table 17 Sales of Pastries by Type: % Value 2020-2025
Table 18 NBO Company Shares of Baked Goods: % Value 2021-2025
Table 19 LBN Brand Shares of Baked Goods: % Value 2022-2025
Table 20 Distribution of Baked Goods by Format: % Value 2020-2025
Table 21 Forecast Sales of Baked Goods by Category: Volume 2025-2030
Table 22 Forecast Sales of Baked Goods by Category: Value 2025-2030
Table 23 Forecast Sales of Baked Goods by Category: % Volume Growth 2025-2030
Table 24 Forecast Sales of Baked Goods by Category: % Value Growth 2025-2030
Breakfast Cereals in Denmark
KEY DATA FINDINGS
Convenience, flavour and health drive growth in breakfast cereals during 2025
Health and wholegrain options support steady growth in breakfast cereals in Denmark
Simplicity and versatility allow flakes to lead growth within RTD cereals
Demand for simple and quick breakfast solutions is set to drive growth over the forecast period
Health and wellness will continue to shape buying habits in breakfast cereals
Sustainability and social responsibility are expected to influence breakfast cereal choices
Lantmännen Cerealia A/S increases its leadership in breakfast cereals in Denmark
Lantmännen Cerealia and Coop Danmark are the most dynamic players in 2025
Discounters strengthen its leadership in breakfast cereals through affordability and private label
Retail e-commerce gains share and drives growth as consumers appreciate convenience
Table 25 Sales of Breakfast Cereals by Category: Volume 2020-2025
Table 26 Sales of Breakfast Cereals by Category: Value 2020-2025
Table 27 Sales of Breakfast Cereals by Category: % Volume Growth 2020-2025
Table 28 Sales of Breakfast Cereals by Category: % Value Growth 2020-2025
Table 29 NBO Company Shares of Breakfast Cereals: % Value 2021-2025
Table 30 LBN Brand Shares of Breakfast Cereals: % Value 2022-2025
Table 31 Distribution of Breakfast Cereals by Format: % Value 2020-2025
Table 32 Forecast Sales of Breakfast Cereals by Category: Volume 2025-2030
Table 33 Forecast Sales of Breakfast Cereals by Category: Value 2025-2030
Table 34 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2025-2030
Table 35 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2025-2030
Processed Fruit and Vegetables in Denmark
KEY DATA FINDINGS
Affordability, convenience and demand for plant-based options drive value sales
Growth in processed fruit and vegetables is driven by convenience, affordability, and shelf stability
Shelf-stable beans drive value growth as Danes seek affordable, plant-based nutrition
Processed fruit and vegetables is set to sustain steady growth as affordability and convenience remain key
Health-conscious Danes are expected to boost demand for natural and organic processed vegetables
EU policy support strengthens demand for legumes and shelf-stable vegetables
Coop Danmark A/S maintains its leadership through affordability and nationwide reach
Orkla Foods Danmark A/S strengthens its position through trusted brands and everyday staples
Discounters consolidates its leadership in distribution by combining affordability with everyday convenience
Retail e-commerce gains traction as consumers embrace digital convenience for everyday staples
Table 36 Sales of Processed Fruit and Vegetables by Category: Volume 2020-2025
Table 37 Sales of Processed Fruit and Vegetables by Category: Value 2020-2025
Table 38 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2020-2025
Table 39 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2020-2025
Table 40 Sales of Frozen Processed Vegetables by Type: % Value Breakdown 2020-2025
Table 41 NBO Company Shares of Processed Fruit and Vegetables: % Value 2021-2025
Table 42 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2022-2025
Table 43 Distribution of Processed Fruit and Vegetables by Format: % Value 2020-2025
Table 44 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2025-2030
Table 45 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2025-2030
Table 46 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2025-2030
Table 47 Forecast Sales of Processed Fruit and Vegetables by Category: % Value Growth 2025-2030
Processed Meat, Seafood and Alternatives To Meat in Denmark
KEY DATA FINDINGS
Convenience, taste, and plant-based options drive growth in processed meat, seafood and alternatives to meat
Growth for processed meat, seafood and alternatives to meat is driven though convenience and everyday relevance
Tofu and derivatives accelerate growth, aligning with the rising demand for plant-based options
Sales are expected to rise over the forecast period, supported by ongoing relevance in Danish households
Health and wellness will become an increasingly prominent concern over the forecast period
Regulatory and sustainability trends are expected to shape innovations across the forecast period
Tulip Food Co A/S increases its share through strong brand recognition and consumer loyalty
Rahbekfisk A/S benefits from the growing demand for convenient frozen seafood
Discounters drive growth through value and expanding plant-based offerings
Retail e-commerce gains momentum by offering convenience and variety in protein products
Table 48 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Volume 2020-2025
Table 49 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Value 2020-2025
Table 50 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: % Volume Growth 2020-2025
Table 51 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: % Value Growth 2020-2025
Table 52 Sales of Shelf Stable Processed Red Meat by Type: % Volume Breakdown 2020-2025
Table 53 Sales of Chilled Processed Red Meat by Type: % Volume Breakdown 2020-2025
Table 54 Sales of Frozen Processed Red Meat by Type: % Volume Breakdown 2020-2025
Table 55 Sales of Frozen Processed Poultry by Type: % Value Breakdown 2020-2025
Table 56 Sales of Frozen Processed Seafood by Type: % Value Breakdown 2020-2025
Table 57 NBO Company Shares of Processed Meat, Seafood and Alternatives to Meat: % Value 2021-2025
Table 58 LBN Brand Shares of Processed Meat, Seafood and Alternatives to Meat: % Value 2022-2025
Table 59 Distribution of Processed Meat, Seafood and Alternatives to Meat by Format: % Value 2020-2025
Table 60 Forecast Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Volume 2025-2030
Table 61 Forecast Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Value 2025-2030
Rice, Pasta and Noodles in Denmark
KEY DATA FINDINGS
Value growth is supported by demand for affordability, versatility and healthier options
Rice, pasta and noodles remain resilient amid convenience and international cuisine trends
Rice drives value growth in 2025 as a versatile and affordable meal staple
Steady growth is expected to be driven by strong versatility and international flavours
There is set to be a growing focus on nutritious and whole-grain options in rice, pasta and noodles
Rising demand for locally sourced pasta and rice will drive sustainability and quality appeal
Coop Danmark A/S leads rice, pasta and noodles with strong private label presence and sustainability initiatives
Foodpeople A/S emerges as the most dynamic player in rice, pasta and noodles through premium, international-focused offerings
Discounters lead rice, pasta and noodles sales by combining affordability and wide private label ranges
Retail e-commerce drives convenience-led growth for rice, pasta and noodles
Table 62 Sales of Rice, Pasta and Noodles by Category: Volume 2020-2025
Table 63 Sales of Rice, Pasta and Noodles by Category: Value 2020-2025
Table 64 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2020-2025
Table 65 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2020-2025
Table 66 Sales of Instant Noodles by Leading Flavours: Rankings 2020-2025
Table 67 NBO Company Shares of Rice, Pasta and Noodles: % Value 2021-2025
Table 68 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2022-2025
Table 69 NBO Company Shares of Rice: % Value 2021-2025
Table 70 LBN Brand Shares of Rice: % Value 2022-2025
Table 71 NBO Company Shares of Pasta: % Value 2021-2025
Table 72 LBN Brand Shares of Pasta: % Value 2022-2025
Table 73 NBO Company Shares of Noodles: % Value 2021-2025
Table 74 LBN Brand Shares of Noodles: % Value 2022-2025
Table 75 Distribution of Rice, Pasta and Noodles by Format: % Value 2020-2025
Table 76 Distribution of Rice by Format: % Value 2020-2025
Table 77 Distribution of Pasta by Format: % Value 2020-2025
Table 78 Distribution of Noodles by Format: % Value 2020-2025
Table 79 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2025-2030
Table 80 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2025-2030
Table 81 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2025-2030
Table 82 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Staple Foods
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- Packaged Flat Bread
- Unpackaged Flat Bread
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- Packaged Leavened Bread
- Unpackaged Leavened Bread
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- Packaged Cakes
- Unpackaged Cakes
- Dessert Mixes
- Frozen Baked Goods
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- Packaged Pastries
- Unpackaged Pastries
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- Sweet Pies and Tarts
- Frozen Cakes, Sweet Pies and Tarts
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- Hot Cereals
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- Children's Breakfast Cereals
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- Flakes
- Muesli and Granola
- Other RTE Cereals
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- Shelf Stable Beans
- Shelf Stable Fruit
- Shelf Stable Tomatoes
- Shelf Stable Vegetables
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- Frozen Fruit
- Frozen Processed Potatoes
- Frozen Processed Vegetables
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- Shelf Stable Processed Red Meat
- Shelf Stable Processed Poultry
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- Chilled Processed Red Meat
- Chilled Processed Poultry
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- Frozen Processed Red Meat
- Frozen Processed Poultry
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- Shelf Stable Seafood
- Chilled Processed Seafood
- Frozen Processed Seafood
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- Chilled Meat and Seafood Substitutes
- Frozen Meat and Seafood Substitutes
- Shelf Stable Meat and Seafood Substitutes
- Tofu and Derivatives
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- Chilled Noodles
- Frozen Noodles
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- Instant Noodle Cups
- Instant Noodle Pouches
- Plain Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
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Staple Foods
NOTE: Couscous, polenta and quinoa are excluded from staple foods.
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