Passport | Noter

2020 IMPACT 1
- Growth spurred by COVID-19 lifestyle changes as demand for groceries rises 1
- Discounters upgrade health and hygiene measures during the COVID-19 crisis 1
- Salling Group maintains A steady lead in discounters, closely followed by Rema1000 2
- Period of stabilisation ahead as outlet numbers continue to grow 2
- Food and drink e-commerce is on the rise in Denmark 2
- Convenience and choice remain key factors in consumer decision making 2
- Table 1 Discounters: Value Sales, Outlets and Selling Space 2015-2020 3
- Table 2 Discounters: Value Sales, Outlets and Selling Space: % Growth
- 2015-2020.................................................................................................... 3
- Table 3 Discounters GBO Company Shares: % Value 2016-2020 3
- Table 4 Discounters GBN Brand Shares: % Value 2017-2020 3
- Table 5 Discounters LBN Brand Shares: Outlets 2017-2020 4
- Table 6 Discounters LBN Brand Shares: Selling Space 2017-2020 4
- Table 7 Discounters Forecasts: Value Sales, Outlets and Selling Space 2020-
2025 .......................................................... 4
- Table 8 Discounters Forecasts: Value Sales, Outlets and Selling Space: %
- Growth 2020-2025 5

 Discounters saw a surge in retail current value growth in 2020 as consumers spent more time at home during the COVID-19 crisis, leading to a rise in at home consumption and thus demand for grocery products

 Retail current value sales rose at a 7% growth rate in 2020 to reach sales of DKK54.2 billion

 Salling Group A/S maintained its lead in 2020 with a 34% value share, closely followed by Rema 1000 Danmark A/S in second place

 Retail current value sales are projected to increase at a 1% CAGR (which amounts to a 1% decline in CAGR at 2020 constant prices) over the forecast period


Discounters experienced a strong surge in growth in 2020 as a result of the COVID-19 pandemic which drove a number of lifestyle changes in the country. During the first outbreak of COVID-19

consumers stayed at home much more, and many switched to working from home where possible. This led to an increase in demand for grocery products as consumers ate more meals at home.

Although there was no strict lockdown until the end of 2020 in Denmark, social distancing guidelines and the fear of infection was enough to prompt a certain level of home seclusion in the country.

During the first wave of the COVID-19 outbreak in Denmark some Danish consumers also hoarded products from grocery retailers for a short period in Spring 2020.

As consumers faced an unprecedented health crisis, they were concerned about stock levels and availability and also wanted to limit their trips to the shops in order to avoid the potentially deadly virus.

As such, consumers began to stockpile essential ingredients such as toilet paper, yeast, and flour, with many stores selling out of these products.

Stockpiling and hoarding, of course, boosted sales temporarily in the first half of 2020, but it did create some stock shortages.

This was, however, a relatively short period compared to other countries, and discounters were able to keep their shelves stocked through most of 2020 with very few issues.

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