The value added of advertising and market research in Denmark experienced significant growth from 2013 to 2019, culminating at 6.72 billion DKK. The sector saw a sharp decline in 2020, coinciding with the global pandemic, reducing to 5.64 billion DKK. However, a robust recovery followed in 2021 and continued through 2023, where the value stood at 6.99 billion DKK, indicating resilience and adaptability within the industry. The sector's CAGR over the last five years leading to 2023 was 0.92%, reflecting moderate but steady growth. The forecast for 2024 and beyond shows a consistent upward trend, with the value expected to reach 7.33 billion DKK by 2028, driven by a 5-year CAGR of 0.75% and an overall growth rate of 3.81%.
Future trends to watch for:
• Increased digital advertising expenditure.
• Adoption of advanced data analytics in market research.
• Continued influence of global economic conditions on local markets.
