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Consumer Lifestyles in Denmark

October 2022

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.

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This report comes in PPT.


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?
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
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

Buy Conumer Lifestyle overview reports to:

Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.


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