Home laundry appliances in Denmark experienced a decline in volume sales in 2025, driven by economic uncertainty and cost-of-living pressures. Consumers are increasingly seeking affordability and multifunctionality, with automatic washer dryers showing resilience. E-commerce continues to play a significant role in the distribution of home laundry appliances, driven by competitive pricing, frequent promotions, and the integration of AI technology for personalised shopping experiences. Sustainabil

Refrigeration appliances in Denmark experienced a decline in retail volume sales in 2025, with a 3% fall to 266,700 units, driven by economic uncertainty and cautious consumer spending. The key trends shaping the category were an increasing focus on energy efficiency, sustainability, and smart technology, with manufacturers like Samsung and Electrolux introducing innovative features to appeal to consumers' aesthetic and functional needs. To succeed in this category, brands should prioritise inno

Dishwashers in Denmark experienced a decline in sales volumes in 2025, primarily due to economic uncertainty. Nevertheless, sustainability and energy efficiency are driving innovation in dishwashers, with manufacturers introducing energy-efficient models that reduce environmental impact and deliver long-term cost savings. Premiumisation is a significant trend, with affluent households seeking premium-positioned dishwashers that combine advanced technology with luxury design, driven by a desire f

Personal care appliances in Denmark was characterised by a 1% decline in retail volume sales in 2025, driven by economic uncertainty and consumer caution. However, certain categories, such as oral care appliances, showed resilience and growth, driven by innovation and technological advancements. The incorporation of smart and AI-powered technologies is a significant trend shaping the market, with manufacturers adopting premiumisation strategies to differentiate themselves and create value. Retai

Microwaves in Denmark experienced a decline in retail volume sales in 2025, driven by economic uncertainty and weak consumer sentiment, with a negative consumer confidence index in 2025. Nevertheless, consumers are driving demand for smart and integrated microwaves, with a preference for sleek, minimalist designs and smart technology. The competitive landscape remains concentrated among the top brands, with a focus on omnichannel strategies and premiumisation. Retail e-commerce dominates the cha

Small cooking appliances in Denmark experienced a significant decline in volume sales in 2025, with current value sales also seeing a similar fall. This was driven by economic uncertainty and cautious household spending. As household sizes and space in urban homes decrease, there is increasing demand for multifunctional and compact product offerings that align with interior aesthetics. While household spending was cautious in 2025, demand for AI-enabled products continued to rise. Retail e-comme

Vacuum cleaners in Denmark experienced a modest decline in retail volume sales in 2025, largely due to cautious household spending and heightened price sensitivity. Despite this, increasing demand was seen for multifunctional and sustainable products. Robotic vacuum cleaners saw volume growth in 2025, and this is set to continue in the forecast period as consumers look for smart appliances. Vacuum cleaners is characterised by a moderate level of concentration, with top players like Electrolux an

Large cooking appliances in Denmark experienced a notable 4% retail volume decline in 2025, driven by economic uncertainty and heightened price sensitivity among households. The demand for multifunctional and premium appliances is on the rise, driven by households' desire for space-saving and clutter-free solutions. Manufacturers are focusing on adding advanced features to their products, such as smart technology and AI-powered innovation, to enhance the value proposition and support profit marg

Consumer appliances in Denmark was characterised by a notable decline in retail volume sales in 2025, due to economic uncertainty, while current value sales also declined, but at a slower rate, driven by a shift towards higher-priced products and inflation. Looking ahead, households are expected to prioritise multifunctionality and sustainability, driving demand for appliances that offer versatility and eco-friendly features. Established brands are expected to maintain their lead through quality

Food preparation appliances in Denmark experienced a notable decline in 2025, with retail volume sales decreasing by 8% to 501,500 units, largely due to economic uncertainty and cautious consumer spending. Blenders was the largest category by volume, but also saw a sales decline. Despite this challenging environment, certain trends are expected to shape the category in the future. Manufacturers are set to focus on multifunctional and smart appliances, as consumer demand for customisation, person

Air conditioners in Denmark experienced a retail volume decrease of 2% in 2025, largely due to a soft housing market and weak household sentiment, as evidenced by a negative consumer confidence index. Consumer choice was increasingly informed by sustainability, and space saving designs. Manufacturers responded with compact, multifunctional designs and eco-friendly technologies with AI-enabled features for superior energy efficiency. AI-powered smart controls now enable remote management and auto

Heat pumps in Denmark experienced retail volume growth in 2025, driven by interest rate cuts, the rising median disposable income per household, and a continued focus on energy efficiency and sustainability. Air to water heat pumps led sales with a retail volume of 14,800 units, benefiting from their cost-effectiveness and lower installation complexity compared to ground source heat pumps, although the latter saw stronger growth. Retail volume sales are expected to remain stable over the forecas

Demand for consumer credit picked up again in 2025 as inflation stabilised and interest rates were reduced. Nonetheless, many consumers continued to exercise caution due to prevailing high unemployment and uncertainty around the economy and the current geopolitical situation.

Childrenswear in Denmark saw 2% retail current value growth in 2025. The category is characterised by growing trends towards sustainability and affordability, driven by consumers becoming more environmentally conscious and cost-aware. The sustainability trend is also leading to increased demand for second-hand clothing and subscription services, with resale and rental options becoming more popular, hampering growth in primary sales. The category is also experiencing polarisation, with consumers

Footwear in Denmark experienced retail current value growth of 2% in 2025, driven by a strong economy and stable consumer spending. Women's footwear remained the largest category, with retail sales of DKK3,507 million in 2025. The competitive landscape was stable, with Nike, H&M and adidas maintaining their lead due to high brand recognition and loyalty. Sales of footwear are expected to continue growing in the forecast period. To succeed in this category, brands should focus on incorporating su

Jeans saw low positive retail current value growth in Denmark in 2025, driven by a strong economy and increased consumer spending. Growth was influenced by trends including sustainability and inclusivity, and market polarisation. With disposable income forecast to rise over the forecast period to 2030, consumer spending on jeans, particularly in the economy and premium segments, is expected to continue growing. Players such as Bestseller and H&M are expected to maintain their leading positions i

Menswear in Denmark experienced low retail current value growth in 2025, driven by a strong economy and increasing consumer spending. The Danish economy's relative strength compared to other European countries contributed to this growth. Sustainability and inclusivity emerged as a significant trend, with Danish consumers increasingly looking for sustainable options. Local companies like Bestseller have therefore intensified their focus on sustainability, launching initiatives such as using 50% r

Apparel accessories in Denmark experienced retail current value growth of 2% in 2025, driven by a strong economy and increasing consumer spending. The trend towards sustainability and inclusivity significantly impacted value growth, with consumers seeking sustainable options and products from brands with sustainable practices. The category is characterised by a mix of global players and domestic brands, with e-commerce continuing to drive growth. The entry of new players like Lindex intensified

Womenswear in Denmark maintained slow and stable retail current value growth in 2025, driven by key trends such as sustainability and inclusivity, resale and rental, and market polarisation. The Danish economy remained relatively strong, while the employed female population continued to rise, supporting demand for womenswear. With a forecast CAGR of 2% to reach DKK17,881 million in 2030, womenswear is expected to continue growing, driven by a stronger economy and increasing consumer expenditure

Apparel and footwear in Denmark saw retail current value growth of 2% in 2025, to reach DKK35,775 million, driven by a strong economy. Sustainability was one of the main trends in 2025, with companies changing their strategies to address consumer concern about the environmental impact of their purchasing decisions. Consumers are increasingly divided between budget-conscious buyers and high-earning consumers willing to spend on premium brands. Sales are expected to continue growing in the forecas

Hosiery in Denmark demonstrated resilience in 2025, with 3% retail current value growth, reaching DKK941 million, driven by a strong economy and increasing consumer spending. Sustainability emerged as a significant trend, with consumers seeking environmentally friendly products and manufacturers responding with innovative, eco-conscious offerings. The category is characterised by polarisation, with private label products and premium brands driving sales in different directions, challenging mid-p

Sportswear in Denmark experienced value growth of 3% in 2025, driven by a strong economy and the ongoing health and wellness trend. Retail sales of sportswear reached DKK7,417 million, with sports apparel being the largest category and seeing the strongest growth, to reach DKK4,603 million. Consumers prioritise comfort, functionality, and style in sportswear, and also look for sustainable products. Sales of sportswear are forecast to grow at a CAGR of 3% over the next five years, reaching DKK8,7

In 2024, many consumers in Denmark prioritised low and no-sugar, low fat and salt, high fibre, and plant based claims across categories. Brands responded with fortified/functional and reformulated products, including low sugar ketchup, fibre-enriched breads, high-protein dairy, and fortified beverages. Premiumisation, organic, natural, and clean-label claims supported sales, while private label and retailer initiatives expanded accessibility and highlighted transparency, traceability, and ethica

In 2024, health, wellness, and clean ingredients strongly influenced hot drinks in Denmark, driving growth in functional teas, herbal teas, and premium coffees. Organic and natural claims remained key purchase drivers, with consumers prioritising transparency, traceable sourcing, and ethically produced ingredients. Specialty and plant-based offerings gained popularity, supporting premiumisation and higher average prices across the category.