Webinar: Navigating the German Market: Trends, Risks and Opportunities for Danish Export Companies

How do Danish companies assess their export opportunities in Germany in 2025?

Danish companies are predominantly positive about developments in 2025. 40 percent expect their revenue on the German market to be higher than in the previous year, while 37 percent expect it to remain unchanged. 23 percent expect a decline. The results indicate that optimism remains, even though a significant share of companies still see Germany as a difficult market.

What do companies expect from the German market in 2026?

Expectations for 2026 are more positive than expectations for 2025. 57 percent expect higher revenue on the German market than in 2025, while 36 percent expect revenue to remain unchanged. Only 7 percent expect a decline. Overall, the survey points to growing optimism among the participating companies.

What drives growth expectations for 2026?

The main driver is new or larger market shares. 66 percent of the companies expecting growth cite gained market shares as a reason, while 46 percent point to growth in their own industry. In addition, 13 percent mention legislative changes, and 10 percent highlight increasing customer purchasing power. Companies also point to stronger sales efforts, further investments and confidence in the strength of their own products as reasons for expected growth.

Why do some companies not expect growth in Germany?

The most common explanation is declining customer purchasing power. 70 percent of the companies that do not expect growth cite this as a reason. 30 percent mention the loss of business partners or customers, and 20 percent point to changing consumer habits. The report also highlights the weak economic situation in Germany and increasing price pressure from competitors as key explanations.

How do companies assess Germany as a business location?

Companies have become more cautious in their assessment of Germany as a business location. 28 percent believe that Germany’s attractiveness as a business location has deteriorated over the past three years, while 52 percent assess it as unchanged. 20 percent believe it has improved. The report points to bureaucratic obstacles, a weakened automotive industry and political changes as factors affecting the assessment.

Where do companies see the greatest potential in Germany?

Companies do not identify one clear regional growth area in Germany. 39 percent see no difference between the regions or do not name a specific part of the country. 24 percent see the greatest potential in Northern Germany, 20 percent in Southern Germany and 18 percent in Central Germany. This shows that many companies see market potential as broadly distributed across Germany.

What is crucial for success on the German market?

The quality of the product or service remains the most important success factor. This is followed by the right business partners and competitive prices. Flexibility, adaptability, competent consulting and German language skills are also considered important. In the webinar, success on the German market was summarised in four Ps: patience, presence, price and professionalism. In other words, success requires a long-term approach, local presence, competitive prices and a high level of professionalism.

Which challenges are most important for Danish exporters in Germany?

The biggest challenge is economic uncertainty and the economic downturn in Germany, mentioned by 57 percent. This is followed by strong competition from providers in other countries at 40 percent, limited demand at 25 percent and low risk appetite or reluctance to invest at 23 percent. Bureaucratic obstacles are mentioned by 15 percent, while challenges related to digitalisation and the limited relevance of the German market are assessed as less significant.

Where do companies get knowledge about the German market?

Business partners are the most important source of knowledge about the German market and are mentioned by 69 percent. Trade fairs follow at 65 percent and the internet at 63 percent. Fewer companies use consulting firms, the Trade Council and Danish or German business organisations. This indicates that companies primarily orient themselves through their own market relations and concrete local contacts.

How was Exportbarometer 2025 conducted?

The German-Danish Chamber of Commerce conducted the survey among Danish companies from 22 October to 21 November 2025. Exportbarometer 2025 was sent to 3,618 CEOs as well as export and marketing managers, and 338 companies completed the full survey. This corresponds to a response rate of 9 percent. Exportbarometer is an annual survey that the German-Danish Chamber of Commerce has conducted since 2012 with a focus on Danish exports to Germany.