GROCERY RETAILERS IN DENMARK 11 Jan 2012 HEADLINES Grocery retailers records a current value increase of less than 1% in 2011 to reach DKK149 billion Discounters reaches 27% of total grocery retailing sales in 2011 Number of outlets declines by 2% in 2011 Coop Danmark leads sales of grocery retailers with a current value share of 28% in 2011 Constant value sales in grocery retailers are expected to increase by a CAGR of fractionally over 0% in 2011-2016 COMPETITIVE LANDSCAPE Grocery retailing in Denmark is highly consolidated and dominated by chains. Independent grocers accounted for only 2% of the total grocery retailing value sales. Coop Danmark led sales of grocery retailers with a current value share of 28% in 2011, with its share having increased in recent years, a trend that continued in 2011. Its strategy is to expand its product ranges in its nationwide hypermarket, supermarket and discounter chains. Aiming to satisfy the increasingly polarised consumer demand for both premium and economy products, the company is investing heavily in developing strong private label ranges within all price segments, as well as organic products and in-store speciality departments, such as bakery, meat, delicatessen, fruit and vegetables and wine. The company is also developing its ethical profile towards a more environmentally-friendly method of business. © Euromonitor International 2012 www.euromonitor.com NATIONAL BRAND OWNERS AND THEIR BRANDS Company Name (NBO) Brand (GBO) ABC Lavpris A/S ABC Lavpris (ABC Lavpris A/S) Aldi Holding ApS Aldi Marked (Aldi Group) Bavinchi A/S Bavinchi (Bavinchi A/S) Butikskæden Nærkøb A/S Nærkøb (Butikskæden Nærkøb A/S) Dagli'Brugsen (FDB Group), Fakta (FDB Group), Irma (FDB Group), Coop Danmark A/S Kvickly (FDB Group), Lokal Brugsen (FDB Group), SuperBrugsen (FDB Group) Eurospar (Internationale Spar Centrale BV), Kiwi (Dagrofa A/S), Kwik Spar (Internationale Spar Centrale BV), Letkøb (Dagrofa A/S), Spar Dagrofa A/S (Internationale Spar Centrale BV), Super Spar (Internationale Spar Centrale BV), SuperBest (Dagrofa A/S) Bilka (Dansk Supermarked A/S), Føtex (Dansk Supermarked A/S), Føtex Dansk Supermarked A/S Food (Dansk Supermarked A/S), Netto (Dansk Supermarked A/S) DK-Benzin A/S Plus (DK-Benzin A/S) Elite Købmand Elite (Elite Købmand) GuldBageren A/S GuldBageren (GuldBageren A/S) H J Hansen Vin A/S Vinspecialisten (H J Hansen Vin A/S) Hjem-Is A/S Hjem Is (Nestlé SA) Holte Vinlager ApS Holte Vinlager (Holte Vinlager ApS) Konditor Bager Kæden AMBA Konditor Bager (Konditor Bager Kæden AMBA) Kort&Godt A/S Kort&Godt (DSB Group) Kuwait Petroleum Danmark A/S Q8 (Kuwait Petroleum Corp), Qvik To Go (Kuwait Petroleum Corp) Lidl Danmark K/S Lidl (Schwarz Beteiligungs GmbH) Lokalslagteren I/S Lokalslagteren (Lokalslagteren I/S) Løvbjerg Supermarked A/S Løvbjerg (Løvbjerg Supermarked A/S) Mad Med Mere Aps Mad med mere (Mad Med Mere Aps) Reitan Servicehandel Danmark A/S 7-Eleven (Seven & I Holdings Co Ltd) Rema 1000 Danmark A/S Rema 1000 (Reitangruppen AS) Shell Service A/S Shell Select (Koninklijke Shell Groep/Royal Dutch Shell Group) Skjold Burne Vinhandel A/S Skjoln Burne Vinhandel (Skjold Burne Vinhandel A/S) Spar Denmark A/S Go On (SuperGros A/S) Statoil Detailhandel A/S Statoil (StatoilHydro ASA) UniGros Danmark Kioskland (UniGros Danmark) Uno-X Energi AS YX (Reitangruppen AS) Vignoble A/S Vignoble (Vignoble A/S) Source: Passport by Euromonitor International © Euromonitor International 2012 www.euromonitor.com FORECAST DEFINITIONS AND METHODOLOGY Grocery Retailers Retailers selling predominantly food/beverages/tobacco and other everyday groceries (see Grocery products). This is the aggregation of hypermarkets, supermarkets, discounters, small grocery retailers (convenience stores, independent small grocers, chained forecourt retailers, independent forecourt retailers), food/drink/tobacco specialists and other grocery retailers. Methodology This report is derived from Euromonitor International’s Passport information system. Industry research is carried out by a global team of more than 600 in-country analysts and is based on a core set of research techniques: National-level desk research, company research and analysis, store checking, trade interviewing with national players and market analysis International-level desk research, multinational company research and analysis, trade interviewing with international players and market analysis © Euromonitor International 2012 www.euromonitor.com .