Denmark’s economic freedom improved, led by gains in business and government integrity, despite geopolitical pressures. Investment and financial freedom rankings also strengthened, attracting notable FDI. Digitalisation advanced rapidly, supported by robust governance, strong infrastructure and widespread adoption of AI and online public services. However, labour freedom worsened, with the ageing population increasingly putting pressure on the social welfare system.

Denmark’s real GDP grew by 3.5% in 2024, well above Western Europe’s 1.2% average, fuelled by higher private and public spending, capital investment, and strong exports. Inflation fell to 1.4%, boosting consumer confidence, while the central bank rate dropped to 2.8%, supporting growth. Despite a projected slowdown in real GDP growth to 2.5% in 2025, Denmark’s long-term outlook remains positive, underpinned by a robust fiscal position and low public debt.

Herbal/traditional products has seen solid growth in current value terms in 2025. As the health and wellness trend continues to develop and Danish consumers continue to focus on improving their health some consumers are choosing to add herbal/traditional products to their routines. While volume growth has been somewhat restrained, it remains positive, indicating that consumers are still interested in the category despite economic pressures. This steady demand for herbal/traditional products come

Consumer health in Denmark has seen positive growth in current value terms in 2025. The Danish economy has remained relatively strong in 2025 with stable inflation rates, lower interest rates, increasing real wages and an increase in consumer spending. However, many consumers continue to spend more on experiences such as dining out, concerts, and travelling, while many consumers also remain worried about the future leading to a focus on savings. While many consumers prefer to spend money on trav

Eye care has continued to see positive if moderate growth in current value terms in 2025. The widespread use of smartphones, tablets, and computers, both for work and leisure, is taking its toll on eye health, leading to increased demand for eye care products aimed at treating digital eye strain and dry eyes. There has also been a rise in remote working since the pandemic and a cultural shift towards hybrid working environments in Denmark. As a result, consumers are reporting increased cases of

Sales of NRT smoking cessations aids have declined in both value and volume terms in 2025 as smoking prevalence continues to decline in Denmark. Cigarette sales in Denmark have been in steady decline since 2017 and as the number of smokers decline the number of potential consumers of NRT products is also declining. Additionally, many smokers are turning to alternative methods of quitting, from switching to e-vapour products, to hypnosis, to simply going cold turkey, all of which has placed furth

Sports nutrition has continued to see strong growth in current value terms in 2025 with all categories performing well. A significant number of Danish consumers are enthusiastic about sport and fitness, particularly gym-goers, which drives demand for sports nutrition products. These products are readily available in a variety of channels, including online platforms, retail stores, and even within gyms. While younger consumers remain the primary market for sports nutrition, there is also a growin

Wound care has continued see healthy growth in current value terms in 2025. Danish consumers have been pursuing more active lifestyles since the pandemic, with increased participation in outdoor activities such as hiking and biking. This has led to an increased number of small cuts, scrapes, and other minor injuries, thereby increasing the need for first aid essentials such as wound care. This trend aligns with the post-pandemic focus on health and wellness, where being physically active is a pr

Analgesics has seen positive growth in current value terms in 2025. Danish consumers are leading increasingly busy lifestyles including taking part in more sports and other physical activities. This is leading to growing demand for analgesics to treat a range of needs from pain relief for minor injuries to stress-related headaches, among many other symptoms. Sales have also benefited from a more stable economic scenario, with stable inflation and interest rates and low employment, all of which h

Digestive remedies has seen steady growth in 2025 in current value terms. This growth is being partly driven by the country’s ageing population and also by an increase in travel activity. Since the COVID-19 pandemic many Danish consumers have prioritised spending on travel and international holidays and this is supporting demand for a range of products, but especially diarrhoeal remedies and motion sickness remedies. Demand for these products has been particularly high during the peak travel per

Dermatologicals has seen positive growth in current value terms in 2025. Sales have benefited from increased awareness around dermatological issues and the products available to treat them and from the growing number of consumers with related conditions. Topical antifungals remains the leading category, with it seeing solid growth in 2025 in current value terms. These products are used to treat a range of conditions such as athlete’s foot, ringworm and fungal nail infections, with sales benefiti

Sales of cough, cold and allergy (hay fever) remedies have seen continued growth in 2025 in current value terms. This has been partly driven by strong growth in antihistamines/allergy remedies. As Danish consumers spend more time outside, and the allergy season becomes longer due to the impact of climate change, the number of Danes suffering with allergies is also increasing.

Sleep aids has continued to see positive growth in current value terms in 2025. Danish consumers are living increasingly busy and stressful lifestyles, while they are also spending an increasing amount of time in front of digital screens for work and leisure. As a result, the number of consumers struggling with sleep issues is also increasing, which in turn is driving demand for a range of solutions, including the use of standard and herbal/traditional sleep aids.

Weight management and wellbeing has seen positive value growth in 2025, but this growth has been slower than in the previous year. One of the main reasons is that sales of semaglutide products (GLP-1s) such as Ozempic and Wegowy have exploded in Denmark in recent years due to their ability to help consumers achieve rapid weight loss. Both of these products are made by local company Novo Nordisk, which is a well-known and trusted company by many Danish consumers. In addition, the Danish media has

Vitamins has seen strong and steady growth in current value terms in 2025. Sales continue to benefit from the burgeoning health and wellness trend, with Danish consumers continuing to focus on adding vitamins to their daily routine in order to improve their overall health and to fill any gaps in their nutrition. Despite some consumers continuing to face financial pressures, vitamins remain a staple in many households, thus ensuring continued growth in value and volume terms.

Sales of dietary supplements have continued to see strong and steady growth in current value terms in 2025. Sales have benefited from the burgeoning health and wellness trend with Danish consumers continuing to focus on adding dietary supplements to their daily routine in order to improve their overall health and fill any gaps in their nutrition. This growing focus on self-care and preventative health measures is driving both the sales of single-ingredient dietary supplements and combination pro

Paediatric consumer health has seen positive growth in current value terms in 2025. This growth has been partly driven by marketing efforts from manufacturers and a surge in new product launches targeting children. Manufacturers are also enhancing product formats to appeal to children, making them more palatable and user-friendly. Gummies, for example, are proving increasingly popular in vitamins and dietary supplements.

In 2024, Denmark ranked third in Western Europe for average gross income, driven by a robust economy and increasing labour productivity. Furthermore, per capita disposable income is forecast to grow by 8.6% in real terms over 2024-2029, supported by economic reforms and tax relief. However, income inequality and a high tax burden remain challenges, with the gender gap and cost-of-living pressures affecting lower-income groups.

Lodging sales in Denmark are poised for healthy growth in retail current value terms in 2025, extending the positive momentum of the previous year. This is attributable to a boom in inbound tourism, driven primarily by the country’s reputation as a fashionable and attractive destination, supported by steadily growing domestic travel.

The number of people travelling by air in Denmark is expected to rise in 2025, although at a slower pace than during the immediate post-pandemic period. Continued growth is being supported by Denmark’s strong economy, which is enabling more Danes to travel - particularly on international routes. At the same time, the introduction of a new passenger tax on flights, effective from January 2025, is placing upward pressure on ticket prices, which in turn, is expected to boost retail current value gr

The travel market in Denmark is expected to maintain a positive trajectory in 2025, with inbound tourism showing the strongest growth. This is being driven by the country’s favourable international reputation, improved infrastructure - including a significant increase in hotel capacity - and relative ease of access, supported by a large nearby German market. Additionally, some travellers are increasingly attracted to Denmark’s cooler Northern European summers as an alternative to the warmer Medi

Booking sales in Denmark are set to increase in current value terms in 2025, driven by stronger outbound travel and rising average prices. Domestic tourism has also grown, albeit to a lesser extent, due to both competition from international travel and a softening of consumer confidence, leading some households to either hold back on spending or prioritise cost savings.

Inbound arrivals to Denmark are expected to see robust growth in 2025, both in terms of the number of trips and current retail value. This is not solely driven by the release of pent-up demand post COVID-19 - particularly as arrivals had already surpassed pre-pandemic levels by 2023 - but also by the country’s continued appeal as a travel destination. Denmark has several key strengths that make it especially appealing to international tourists. It enjoys a positive reputation abroad, benefits fr

In 2024, single person households were the leading type in Denmark, driven by young adults prioritising education and career, and an ageing population. Over 2024-2029, these households are predicted to grow by 4.0%, outpacing the overall 3.0% household growth, while the average household size will remain stable, at 2.1 persons. Despite this trend, Denmark is forecast to see the highest growth in two-child households in Western Europe, highlighting the need for flexible social policies.