Denmark: Consumer Profile

September 2023

The Danish population is expanding due to an influx of immigrants, while businesses are becoming more diverse and inclusive. Consumer trends and consumption patterns sparked by the pandemic are still observed in 2022, and consumers are increasingly concerned about the environment and equality. Inflation and economic inequalities are putting pressure on consumers, encouraging them to become more conscious about their purchasing decisions.

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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 drivers affecting consumers in Denmark in 2022
How developments today shape the consumer of tomorrow
Key findings
Today 2022: Later lifers and seniors becoming too large to ignore
Today: Denmark lowers work permit threshold for foreign employees to address skill gaps
Today: Danish consumers favour real-world over virtual experiences
Tomorrow 2040: Generation Z emerges as the largest generation cohort
Tomorrow: Danish population to grow amid ageing trend
Tomorrow: Copenhagen to remain the largest city in Denmark
Areas of opportunity
Case study: Denmark's Cogo seamlessly integrates various forms of shared mobility
Today 2022: Single-person households dominate
Today: Larger dwellings dominate
Today: Danish consumers look for homes with outside space
Tomorrow 2040: Single-person households continue to dominate
Tomorrow: Average household head will be a man over 60
Tomorrow: Danish consumers admit that they would be lost without internet access
Areas of opportunity
Case Study: Copenhagen Café offers “Day Care” for husbands
Today 2022: Growing income and stronger spending in higher income bands
Today: Danish government assists households with energy prices
Today: Danes believe it important to spend money on experiences
Tomorrow 2040: Social classes D and E to remain prevalent by 2040
Tomorrow: Senior population will be predominant in the top-income band by 2040
Tomorrow: Copenhagen poised to maintain its lead as Denmark's prime consumer hub
Areas of opportunity
Case study: Innovative Danish start-up Landfolk gains EUR3.8 million in seed funding
Key findings consumer survey
Younger generations generally have a more positive outlook on their future
Danish consumers navigate financial concerns amid inflation and economic uncertainty
More than half of Danes are worried about climate change
Danes look for more flexibility in their work
Danes are not interested in shopping for leisure and are looking for novel saving options
Case Study: Universities and Novo Nordisk Foundation are developing m eat a alternatives
Areas of opportunity
Key findings
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