Directly to consumers’ fridges - meat processing group Danish Crown will now be selling some of its finest meat to those who shop via its new online store, dyrbar.dk.

Photo: Danish Crown
05-09-19 DI Business News

Click-click-click - online sales are growing

Danish e-commerce continues to grow. Danish Crown has just opened an online store selling meat directly to consumers. The percentage of Danes who do their grocery shopping online has increased by 60 per cent over the past four years, show figures from Statistics Denmark.

How about a dry-aged pork T-bone sent directly to your inbox? Or perhaps just to your front door.

Danish Crown has just launched its new online store Dyrbar.dk, which sells beef, veal and pork directly to consumers. 

The meat processing group is thereby part of a rapidly growing trend of Danish companies offering their products online.

Consumers today expect to be able to access everything online. This means that everything can be sold online, and Danish companies are increasingly becoming aware of this potential Sidsel Dyrholm Holst, Branchedirektør

Over the past two years, e-commerce has grown by 24 per cent among companies with more than 10 employees, meaning that around every fourth Danish company currently sells products online, shows new data from Statistics Denmark. 

“Consumers today expect to be able to access everything online. This means that everything can be sold online, and Danish companies are increasingly becoming aware of this potential.” says Director Sidsel Dyrholm Holst, the Danish Commercial Industries Federation.

Special access to the very finest

Danish Crown explains that its online store Dyrbar.dk has been created to give Danes access to what the meat processing group calls “Guldrummet”, or “the Golden Room”. 

“Dyrbar.dk has its roots in Guldrummet. Now we can offer the very best products directly to consumers,” says Jais Valeur, Group CEO at Danish Crown in a press release.

The new online store will give Danes access to the special meat and cuts that were formerly reserved for the country’s top restaurants - from pork spider steaks and dry-aged pork T-bone to hanger steaks and dry-aged beef short loin.

Image:Danish Crown

Food and groceries top the list

If you take a closer look at what is driving the increase in Danish e-commerce, food is at the top of the list.

Figures from Statistics Denmark show that the percentage of Danes who purchase food/groceries online increased by 59 per cent between 2015 and 2019. 

“Danes are increasingly doing their grocery shopping online. They do this via virtual supermarkets such as Nemlig.com and Coop.dk as well as the many providers of meal kits,” explains the director of the Danish Commercial Industries Federation.

In 2019, approx. 8 per cent of corporate revenue in Denmark came from e-commerce, which constitutes a 60 per cent increase compared to 2015.

Danish Crown states that because the meat processing group has no previous experience with meat sales directly to consumers, it does not have a specific target for annual revenue.

See also: New figures: European slowdown sidesteps Denmark

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Sidsel Dyrholm Holst

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