Consumer Lifestyles in Denmark
Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations, and aligning them with broader trends in Denmark.
Euromonitor's Consumer Lifestyles in Denmark report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Consumer Overview market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
- Scope
- Consumer landscape in Denmark 2022
- Life priorities
- Danes prioritise spending time with extended family members at a rate higher than average
- Time for work is low on the list of priorities for Danes
- Danes like to stand out from the crowd and seek out tailored products and services
- Millennials value their individuality and like to be distinct from others
- Danish consumers are interested in new products and services from trusted brands
- Baby boomers are less attached to branded products
- Home life
- A large proportion of Danes regularly indulge in their hobbies at home
- Nearly three quarters of Millennials play video games every week
- Baby boomers are particularly keen to live in a home with outside space
- Eating habits
- Millennials have a strong preference for regularly eating out at restaurants
- Consumers select low prices over other food features or attributes
- Evening snacks are more popular at the weekend
- Baby Boomers are less likely to snack between meals than younger cohorts
- Working life
- Danes have low expectations to work for themselves
- Good work-life balance more important than being able to work at home
- Generation Z more focused on earning a high salary
- Expectations to work from home in future much lower than global average
- Over 20% of baby boomers expect to retire before reaching retirement age
- Leisure habits
- Baby boomers do not socialise online as often 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
- Over a third of consumers took four or more international trips in the previous year
- Travellers enjoy the great outdoors when they go on holiday
- Older generations look for relaxation when they go on holiday
- Health and wellness
- Women take vitamins/supplements more frequently than their male counterparts
- Cycling is the most frequent exercise activity after walking and hiking
- Group fitness classes more popular among Millennials
- Danes more likely to use therapy to combat stress than their global counterparts
- Older Danish consumers tend to use stress-reduction activities less than other cohorts
- Sustainable living
- Consumers have most trust in “recyclable” claim on labelling
- All generations are trying to have a more positive impact on the environment
- Consumers are buying more products from purpose-driven brands than global average
- Shopping habits
- Niche brands appeal to Danish shoppers
- Older consumers try to shop more for locally-produced products and services
- Consumers are more influenced by blogger/social media personalities than global average
- Baby Boomers are most influenced by independent consumer reviews
- 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 before they buy
- Free shipping not a key driver for Danish online shoppers compared to their global cohorts
- Free shipping and ease of delivery more of a motivation for Baby Boomers
- Spending habits
- Boomers do not expect to increase spending on health/wellness as much as other cohorts
- Baby Boomers less likely than other generations to increase their savings
- Technology
- Danes are concerned about privacy and nearly half find ads invasive
- Millennials most concerned about target advertising invading their privacy
- Fitness wearables more popular than global average
- Participation in online video gaming mirrors global average
- Millennials more engaged with writing reviews for products and services online
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