Denmark: Consumer Profile

July 2024

The Danish population is expanding due to an influx of immigrants, while businesses are becoming more diverse and inclusive. Strong economic performance driven by GDP growth means consumer expenditure is increasing, with consumers focusing on environmental concerns and equality. However, moderate inflation and limited increases in disposable incomes means consumers are remaining price conscious in their buying behaviour.

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Overview:

Consumer Profiles  reports  provide key insights into the country's consumer landscape and uncover related business opportunities in 40 countries.

The Consumer Profiles offer valuable statistics and insights into key consumer indicators, linking household size, age, income, and spending patterns to behavioral trends and consumption habits. Utilizing a wide range of socioeconomic data, these reports quantify behaviors, preferences, and motivations both presently and forecasted across 40 markets. Analysis also encompasses Euromonitor’s lifestyles survey results, alongside the examination of longer-term shifts in consumer attitudes and behavior, analyzing their impact within each of the 40 countries. Consumer profiles are constantly changing, influenced by both socioeconomic factors and behavioral changes. Understanding these shifts is imperative for businesses to maintain competitiveness and adapt in order to capitalize on emerging opportunities.

The Consumer Profiles in Denmark report includes:

A high-level analysis of socioeconomic data, including insights on demographics, income and expenditure, households, and consumer lifestyles backed by both in-house statistics and survey data. It also provides a concise compilation of socioeconomic data, offering a snapshot of the consumer landscape today (2022) and in the future (2040). The report is also illustrated with relevant and actionable case studies

The Consumer Profiles in Denmark report answers:

  • How consumers in Denmark are changing? 
  • What are key changes in Denmark population, society and generational structure and how it is affecting businesses?
  • What is the household structure in Denmark and how it is changing consumer landscape?
  • What are key income groups in Denmark? What is the outlook for the future?
  • Where consumers are  spending the money in Denmark? 
  • How is the consumer mindset in Denmark changing?
  • In Denmark, what are consumer attitudes towards “green” and sustainable products?
  • Where and how do consumers shop in Denmark?
Download Table of Contents
Scope
Key findings
Key drivers affecting consumers in Denmark in 2023
How developments today shape consumers of tomorrow
Today 2023: Over one third of Danish population lives in the capital
Net migration key population growth driver
Danish consumers are keener on vitamins when it comes to health management
Tomorrow 2040: Tech-savvy Gen Z overtakes Baby Boomers as the largest generation
Brand values and personal values will play a cru c ial role as Gen Z takes centr e stage
Urbanisation drives service concentration in cities
Opportunities for growth
Case study: The Inklusiv app addresses diverse in-store consumer needs
Today 2023: Share of single person households among the highest globally
Danish families continue to get smaller
Living in cities places outside space as high priority for homes in Denmark
Tomorrow 2040: Household income will grow, and wealth will accumulate in the capital
Unlike elsewhere, women are almost as likely as men to be household heads in Denmark
Digitalisation in Denmark among highest in the world; most families with children connected
Opportunities for growth
Noah’s Kitchen offers fully automated take-away experience targeted at busy urban singles
Today 2023: Disposable income continues to rise
With such a high urbanisation rate housing costs are important part of the budget
Baby Boomers comfortable with their finances; Gen X most concerned
Tomorrow 2040: Highest income segment after 45+
Baby Boomers plan to spend their wealth on daily living and holidays
Copenhagen to lead consumer expenditure by a wide margin
Opportunities for growth
Key findings consumer survey
Case study: Baby Boomers embrace Dagfora’s Meny chain’s “Danish Food Treasures” campaign
Baby Boomers much more willing to pay for local products, Gen Z focused on price
Danes favour second-hand purchases and repairing items well above global average
Gen Z is far less likely to engage in green activities, apart from buying purpose-driven brands
Danes have greater financial comfort and emergency savings compared to global levels
Work-life balance over salary - most important for Gen X
Opportunities for growth
Case study: Too Good To Go starting to offer surplus food straight from manufacturers
Key findings
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