Consumer Values and Behaviour in Denmark

June 2025

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Denmark report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Denmark report answers:

  • How is the consumer mindset in Denmark changing? In Denmark, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Denmark purchase decisions?
  • Where and how do consumers shop in Denmark?
  • What health-related activities do consumers in Denmark participate in?
  • What megatrends should I focus on in Denmark (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Scope
Consumer values and behaviour in Denmark
Danes feel at ease expressing their identity among friends and family
Millennials prioritise spending money to optimize their use of time
Consumers enjoy experimenting with novel goods and amenities
Younger generations desire customised products and services
Danes say it is likely that they will experience greater happiness in the future
Younger generations say it is likely that they will be better of financially in future
When att home, consumers exercise
Safe location - the most desired home feature
Consumers prefer to cook or bake meals for themselves
Consumers prefer to engage in activities other than preparing meals
Millennials say that ordering food for delivery is more convenient
Danes look for healthy ingredients in food and beverages
Younger generations expect to find employment that provides time for work life balance
Danes primarily desire to earn a high salary
Consumers say they have a strict boundary between work and personal life
Consumers in Denmark prefer interacting with their friends virtually
Younger generations prefer interacting with their friends virtually
Consumers in Denmark primarily seek finding peace and releasing tension when travelling
Older generations expect getting the best return on money spent options when on vacation
Consumers walk or hike for exercise
Older generations cycle or ride a bike more frequently
Consumers in Denmark are interested in massages
Danes are feeling uneasy about the effects of climate change
Consumers actively engaged in adopting more sustainable behaviors
Danes motivated to opt for repairing damaged objects instead of purchasing new ones
Consumers in Denmark boycott brands/companies not aligned with their beliefs
Danes have a fondness for great bargains
Baby Boomers likes to buy less items, yet of elevated quality
Danes are open to purchasing used or pre-owned goods
Older generations try to lead minimalist lifestyles, only spending money on essentials
Consumers subscribe to online streaming services
Danes expect to increase spending on groceries
Gen Z set to increase spending on health and wellness the most
Consumers are satisfied with their current financial standing
Millennials owe more money than they have saved up
Younger generations planning to prioritise saving money in future
Consumers actively manage data sharing and privacy settings
Younger generations prefer to engage in online communication
Consumers go to social networking websites to update profiles
Older generations regularly go to social networking websites to update online profiles
Gen Z most frequent in online purchasing
Consumers show support for companies by following their social media updates
Gen Z most active in online interactions with brands or companies
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