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.
The Denmark: Consumer Profile 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.
The Denmark: Consumer Profile 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 Economy 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.
Table of Contents
- Scope
- Key findings
- Key drivers affecting consumers in Denmark in 2023
- How developments today shape consumers of tomorrow
- Net migration key population growth driver
- Danish consumers are keener on vitamins when it comes to health management
- 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
- Danish families continue to get smaller
- Living in cities places outside space as high priority for homes in Denmark
- 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
- Noah’s Kitchen offers fully automated take-away experience targeted at busy urban singles
- With such a high urbanisation rate housing costs are important part of the budget
- Baby Boomers comfortable with their finances; Gen X most concerned
- Baby Boomers plan to spend their wealth on daily living and holidays
- Copenhagen to lead consumer expenditure by a wide margin
- Key findings consumer survey
- 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
