Current value sales of cheese increased in 2025, supported by consistent consumer demand and growing interest in product variety. While traditional cheeses remained core staples, Danes showed increasing curiosity toward foreign and speciality cheeses, contributing to premiumisation in the category. A wider in-store selection supported experimentation, with international brands gaining traction. Industry consolidation, such as Arla Foods’ merger with Germany’s DMK Group, is expected to further ex

Current value sales of other dairy products in Denmark saw a slight increase in 2025, primarily driven by price growth rather than strong volume expansion. Cream and quark remained popular everyday shopping choices, acting as key drivers of value growth within the category. Their widespread use in home cooking and meal preparation in Denmark helped sustain steady demand despite broader stagnation across other subcategories.

Current value sales of drinking milk products increased slightly in Denmark in 2025, supported by stable demand and a recovery in consumer habits. While long-term declines in per capita milk consumption continued, the pace has slowed, with many local consumers maintaining milk as a core household staple. The category also benefited from modest growth in lactose-free milk, which remains an option for those with dietary sensitivities. Unlike other dairy segments, pricing remained relatively stable

Current value sales of baby food decreased in Denmark in 2025, reflecting both demographic and category-specific challenges. A continued decline in birth rates reduced the overall consumer base for baby food products, while economic pressure led some parents to opt for home-prepared meals over packaged options. Additionally, limited product innovation and the discontinuation of Arla’s Baby & Me brand weakened the category’s performance.

Current value sales of yoghurt and sour milk products increased in Denmark in 2025, thanks to the prevalence of these products in daily consumption habits. Products such as traditional yoghurt and sour milk remain staples at breakfast and lunch, while skyr stands out for its high protein content, thick texture, and health-focused positioning. Danish consumers increasingly view skyr as both a nutritious snack and a versatile meal component, supporting its consistent growth across retailers' shelv

Current value sales of butter and spreads increased in Denmark in 2025, primarily driven by rising unit prices due to elevated raw material and logistics costs, particularly for dairy fat. While overall consumption remained relatively stable, many local consumers continued to prioritise traditional butter over alternatives, especially during promotional periods. In fact, butter saw strong activity when discounted, with Danes often stocking up and freezing products. Plant-based spreads maintained

In 2025, dairy products and alternatives in Denmark saw moderate current value growth, largely driven by high pricing coming from elevated input and logistics costs, particularly for butter and other fat-rich products. While overall consumption remained stable, plant-based dairy, yoghurt and sour milk products, butter and spreads, and cheese continued to grow steadily, with the popularity of lactose-free and high-protein dairy reflecting ongoing interest in health and wellness. Compared to the p

Current value sales of plant-based dairy increased in 2025, despite a slower pace of growth compared to previous years. The category was supported by price increases, expanded assortments in discounters, and continued, although more cautious, interest from flexitarian consumers. While overall excitement around plant-based products has moderated, key segments such as plant-based milk have remained relevant in everyday shopping, helping to maintain positive growth.

Retail volume and current sales of in-car entertainment in Denmark decreased once again in 2025. The decline in volume sales represents a continuation of the downward trend established during the review period. New cars, which often feature advanced, built-in entertainment and are increasingly being replaced by smartphones, are the key reason for the downward trend.

Retail volume sales of home audio and cinema continued to decline in 2025, representing a continuation of the downward trend established during the review period, as household preferences shifted away from home audio and cinema to more compact and mobile audio alternatives such as wireless speakers. Additionally, the weakening economic climate and changing household spending priorities, which now favour activities, experiences, and services curtailed by the COVID-19 pandemic, such as foreign tra

Weak sentiment, economic unease and geopolitical uncertainty all had a negative impact on volume sales of computers and peripherals in Denmark in 2025. This is because local consumers are displaying caution in their purchasing patterns and are delaying the purchase of big-ticket items such as computers.

Retail volume sales of imaging devices in Denmark decreased in 2025, reflecting the competitive threat posed by smartphones. The imaging capabilities of smartphones sufficiently meet the photography needs of most local consumers, which explains the recorded volume decrease, supported by the proliferation of smartphones on the market. Smartphones have high ownership rates across all age groups in Denmark.

Retail volume sales of portable players decreased in Demark in 2025, reflecting the maturity of wireless speakers due to their rapid adoption during the review period.

Retail volume sales of mobile phones fell in 2025. This decline is attributable to a legislative change in the latter years of the review period governing Buy Now, Pay Later (BNPL) purchase agreements, which are widely used for purchasing mobile phones. The primary aim of this change is to enhance consumer protection by ensuring that BNPL credit agreements are transparent and that consumers are assessed for their ability to repay, thereby reducing the risk of financial hardship due to unmanageab

Retail Volume sales of consumer electronics fell once again in 2025, albeit at a lower rate than the previous year of the review period.

Retail volume sales of home video decreased in 2025, consistent with changing Danish preferences. Danes are increasingly opting for one large television screen in their homes, rather than purchasing multiple, smaller screen sizes for use in several rooms. This change aligns with the shift in media consumption, which has transitioned from television to computers and smartphones, driven by the proliferation of streaming services.

Retail volume sales of wearable electronics increased in Denmark in 2025, driven by the launch of smart glasses and smart rings, which attracted new customer groups to the category.

Retail volume sales of wireless headphones in Denmark decreased in 2025, as cost-of-living pressures, a sluggish economic climate, and dampened consumer sentiment challenged growth.

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

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