Grocery Stores In Denmark Face DKK 1bn Hit From Weight Loss Medications, Study Finds

By: Trademagazin editor Date: 2025. 07. 30. 09:34

Danish grocery stores risk losing up to DKK 1.2 billion (€130 million) in revenue due to increased use of weight loss medication in the country, a new report from representative group De Samvirkende Købmænd (DSK) has revealed.

More and more Danes are using weight loss medication, particularly Wegovy, and this can be seen in the shopping cart, the group noted.

Around 465,000 people are regular users of weight loss medication in Denmark, according to the report. International studies have shown that this group could drive a 5%-7% decline in grocery consumption annually.

Jannick Nytoft, CEO of De Samvirkende Købmænd, explained, “It’s not just about fewer chocolate bars and sodas. It’s about a broader shift in consumption, which will ultimately be felt on the bottom line in the Danish grocery trade.”

On average, users of weight loss medications can spend between DKK 1,800 and DKK 2,600 less per year on groceries.

Combined with a large user group, this could lead to a total revenue loss ranging between DKK 0.6 billion (€80 million) and DKK 1.2 billion (€130 million), or the equivalent of up to 0.65% of the industry’s total revenue.

Future Impact

The study also indicated the possibility of greater impact in the future as wider adoption of the medication is likely if it becomes more accessible in tablet form and prices drop.

Data showed that mostly Danes with higher incomes are using the medication, and this group has seen the greatest reduction in grocery spending.

“We need to follow this development closely. It will affect product categories, assortments and purchasing patterns to a degree comparable to previous health trends such as sugar taxes and increased focus on sustainability,” added Nytoft.

Other Findings

In 2023, approximately 2% of Danes over the age of 16 suffered from class III severe obesity, or a BMI of over 40. In the US, 9% of the adult population face this level of obesity.

The use of weight loss medication increased by 640% from 2021 to 2024, with over 180,000 Danes now primarily using Wegovy.

The 465,000 potential users of weight-loss medication in Denmark correspond to approximately half of all people in the country with a BMI ≥ 30.