In Denmark, the servicefradrag—a tax rebate on household services—has been significantly increased for 2025. With the deduction limit raised from 11,900 DKK in 2024 to 17,500 DKK per person, demand for home cleaning services is surging.
Given that the deduction covers around 26% of labor costs, a couple could today claim up to 35,000 DKK, saving over 9,000 DKK on household services like cleaning, babysitting, and gardening.
This increase has reduced the net cost of home cleaning and spurred noticeable market growth. According to consumer elasticity studies, a 10% price decrease typically leads to a 7–13% rise in demand for household services across EU countries—and Denmark is no exception.
A Shift in Consumer Behavior
Danes are increasingly outsourcing routine chores. The accessibility and affordability of professional cleaning are transforming how households manage their time. You can now find platform-based cleaning services in Denmark offering standardized staffing conditions, thanks to collective bargaining and formal work arrangements.
Comparing with Sweden
In Sweden, RUT-avdraget has functioned as a catalyst for the home-cleaning market for years. Swedish households currently receive a 50% tax deduction on routine cleaning, up to a limit of roughly 75,000 SEK annually. The strong uptake in Sweden means that cleaning services are widely adopted, particularly in urban areas.
Now, with Denmark’s servicefradrag expanded, a similar boost is expected. Price elasticity suggests a strong correlation between tax incentives and increased consumer uptake—something both Denmark and Sweden have demonstrated.
Hello Clean’s Experience in Sweden
One of Sweden’s fastest-growing home cleaning providers, Hello Clean, has seen steady growth—even through economic slowdowns in major cities like Stockholm. Their flexible model with no long-term commitments and transparent pricing continues to attract customers looking for quality without complexity.
“Our goal has always been to provide outstanding cleaning services at a price that makes sense for our customers,” says Max Gärdin, CEO of Hello Clean.
Hello Clean is part of the same parent company behind Hey Kiddo nannies & childcare, and Studybuddy, peer-to-peer-tutoring — two well-known Swedish services focused on helping families manage everyday life with more support and less stress.
This shared philosophy of simplicity, reliability, and affordability — combined with favorable tax incentives — has created a strong foundation for market expansion, both in Sweden and potentially in Denmark.
With generous tax support, changing consumer norms, and evolving labor frameworks, Denmark’s home cleaning market is poised for significant expansion—mirroring Sweden’s path over the past decade. For providers, navigating this transition with flexible pricing, quality assurance, and transparent service will be key to winning over Danish households.
