Denmark’s grocery market is one of the most mature and competitive in Europe. While the economic outlook remains relatively stable, shoppers continue to feel pressure from rising food prices and evolving expectations around value, quality, and experience.
But which retailers are truly standing out with Danish consumers, and why?
To answer this question, we surveyed 1,000 Danish shoppers, collecting 2,000 evaluations across 10 leading grocery retailers.
The Retailer Preference Index (RPI) Denmark 2025 marks the first edition of this study in the Danish market. Part of dunnhumby’s global RPI programme, now spanning 16 countries, the report highlights the retailers that best align with shopper needs and reveals the key drivers behind customer preference and loyalty.
In this report, you will discover:
A view of the leading grocery retailers in Denmark, highlighting those best positioned to drive customer preference and long-term growth
The key drivers of choice shaping shopper decisions in Denmark — from price and promotions to experience, own label, and sustainability
How leading retailers translate customer understanding into commercial performance, outperforming competitors on growth and share of wallet
The evolving role of different retail formats in a highly dynamic and multi-format market
Download the full report to explore how Danish shoppers define value today, and what it takes to win their loyalty tomorrow.
Access the Retailer Preference Index Denmark 2025
For more information, please contact Lucy Mulcahy, Business Development Manager Nordics, at [email protected].