The danish fmcg market has a growth challenge!

The danish fmcg market has a growth challenge!

The major economies in Europe continue to grow faster than they did in 2016. This is reflected in a value growth of 2.8% in Q3 2017 vs. Q3 2016 across Europe. However, when looking at Denmark the growth is only 0.6%. Denmark is now the third-slowest growing market in Europe after Switzerland and Belgium.

More than ever, it is important to pay attention to the products and trends for which shoppers are willing to pay more, and it is important to evaluate your promotion strategy. In addition, make sure you get your share of the categories with volume growth.

Anne Glad, known from “Kender du Typen” on DR, recently launched the book “Danskernes Mad” based on Nielsen data and other sources. She concludes that: “The Danish kitchen is to a higher extent based on easy and fast meal solutions. Healthy food is not the main focus for the majority, and we treat ourselves to cake, candy and soft drinks, every time we feel like it”. With that in mind, let’s pay attention to the product categories with high growth rates.


… within indulgence, dairy and convenience.

If we look at the sub product classes with double-digit growth (Q3 2017), we find a number of product classes within indulgence. It is e.g. long drinks with liquor, bread snacks*, jelly, gin* and chocolate dessert with growth rates from 13 – 38%. This is what Anne Glad calls: “We eat like children having birthday every day”.

In addition, we find double-digit growth within sub product classes related to dairy. The price trend on traditional dairy products is relatively high. Cream and milk e.g. have a price trend on 27% and 17% respectively. Finally, a number of convenience product categories are increasing significantly.

For those caring about health (they do exist), cabbage and ready-prepared dishes with vegetables are hot.

If you would like to know more, look for our Brainy Breakfast invitation for February or contact your local Nielsen consultant.

* Driven both by volume and price.