Table of Content

Consumer landscape 2021
Life priorities
Danes do not dedicate as much time to themselves compared to global
Time for work is low on the list of priorities
Generation Z focus on time for their friends much more than other generations
Danes like to stand out from the crowd and exude success
Curated experiences tailored to the individual appeal more to Generation X
Danish consumers are interested in new products and services
Baby boomers are less attracted to branded products
Home life
While spending more time at home exercise has been a top priority
Baby boomers’ virtual connections are lower than other cohorts’
Safe area is a top feature; outside space is also highly desirable
Baby boomers are particularly keen to live in a home with outside space
Eating habits
Home cooking and reheating a ready meal higher than global average
Generation X more likely than other cohorts to reheat/prepare a ready meal
Consumers select low prices over other food features or attributes
Veganism is a stronger preference over vegetarianism in Denmark
Dinner is a more popular weekday meal in households without children
Adult households are big on eating snacks on weekend evenings
Nearly half of respondents eat snacks while watching TV/videos
Generation Z and millennials ahead of other cohorts with their snacking habits
Working life
Danes have low expectations to work for themselves
G ood work-life balance more important than being able to work at home
Generation Z have highest expectations of having a secure job
Expectations to work from home in future lower than global average
Over 20% of baby boomers expect to retire before reaching retirement age
Sustainable living
Consumers have most trust in recyclable labels
Generation X are more concerned about climate change than other cohorts are
Reducing food waste is top of the list of eco-friendly behaviours
Baby boomers more focused on green and sustainable actions
Half of Danish consumers use sustainable packaging
Baby boomers most active in repairing rather than replacing items
Leisure habits
Socialising online has surged during the pandemic and exceeds in-person
Baby boomers do not socialise online as much as other cohorts
Danes are very active socially and like going to cultural/sporting events
Millennials and Generation X enjoy leisure shopping more than other cohorts do
Only a quarter of respondents did not take a domestic trip
Travellers enjoy the great outdoors when they go on holiday
All generations primarily look for relaxation when they go on holiday
Health and wellness
Women take vitamins/supplements more frequently than men do
Walking or hiking favourite regular exercise routine for over 65%
Group fitness classes more popular with Generation X
Herbal remedies less popular than global average
Massage is the most popular stress-buster for all generations
Shopping habits
Consumers focus on buying less, but buying better quality products
Older consumers tend to shop more in locally-owned stores
Consumers’ buying choices are mostly influenced by friends and family
Generation X rely more on product label/information
Biggest motivator to shop in-store is to see and try before buying
Younger cohorts not as motivated as baby boomers to see and try first
Best prices keep online shoppers motivated
Free shipping and ease of delivery more motivating to baby boomers
Technology
Danes are concerned about privacy and nearly half feel invaded by ads
Generation X most concerned about managing their data privacy
Smartphone ownership lower than the global average
Smartwatches and fitness wearables more popular than global average
Participation in online video gaming close to global average
Millennials/Generation X make most use of online health-related/medical sites