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In the first quarter of 2024, the sales revenue of the online grocery market in Denmark reached roughly *** billion Danish kroner, slightly down from the previous quarter. During the surveyed period, the online grocery market reached its peak in the first quarter of 2021, with a sales revenue of over *** billion Danish kroner. This could largely be attributed to the COVID-19 pandemic, which caused more shoppers to turn to e-commerce while avoiding in-store shopping. 

Grocery shopping goes digital

Globally, online grocery shopping has become increasingly popular since 2021, with grocery e-commerce revenue estimated to grow by around ** percent by 2026. In Denmark, the sales turnover of grocery products has been on the rise over the past few years. The third quarter of 2022 saw a sales turnover of over billion Danish kroner, up from *** billion in the corresponding quarter in 2020. Meanwhile, around ** percent of the population in Denmark was planning on purchasing groceries online in the second quarter of 2022.

Who shops online?

There are multiple ways that Danish consumers can shop and order food via the internet. In 2022, more than ** percent of shoppers ordered deliveries from restaurants, while around a quarter purchased food and groceries online. The share of consumers that order groceries on the web varies significantly depending on different demographics. The consumers who had ordered food and groceries online the most in 2022 were between the ages of 20 and 39 years old. When looking into how gender plays a role in Danish online grocery shopping, women purchased these items more often than men.