Lots of issues here. First and foremost, this is not a direct measure of virus transmission with vs without masks. It's a policy review. Even Danes break the rules sometimes.
Cloth masks don't protect the wearer much; N95's do. Just 1 asymptomatic maskless person in a room can easily infect dozens of people wearing masks. This study doesn't catch this.
For example, the study doesn't control for duration. Aside from super-spreaders (which do happen) most people need to be in close proximity 5 mins or more. Not likely in grocery store.