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Consumer Values and Behaviour in Denmark

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  • 58 Pages
  • June 2024
  • Region: Denmark
  • Euromonitor International
  • ID: 5465908
This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

The Consumer Values and Behaviour 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 Values 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
  • Consumer values and behaviour in Denmark
  • Danish consumers feel comfortable expressing their identity with friends and family
  • Older generations feel most comfortable expressing identity with friends and family
  • Danes prefer creating memories rather than acquiring things
  • Danish millennials extensively research the products and services they consume
  • Overall, consumers in Denmark anticipate that they will be happier in the future
  • Most Danes expect to be better off financially in the future
  • Danes enjoy exercising during their time at home
  • A safe location tops the priority list of home features for Danish consumers
  • Danes prefer to prepare their own meals
  • Danish consumers would rather use their time spent cooking on other things
  • Danish millennials don’t trust their culinary abilities as much as other generations
  • Danish consumers look for healthy ingredients in food and beverages, particularly millennials
  • Work life balance is the top career priority for Danes
  • Danes primarily seek job security
  • Danes actively maintain a clear separation between their professional and personal lives
  • Danes connect with friends through digital means more regularly than in person
  • Younger generations love socialising, both in person and online
  • Danish consumers list relaxation as their top travel consideration
  • Gen X seeks relaxation most when planning a vacation
  • Consumers in Denmark prefer less strenuous exercise like walking or hiking
  • Baby boomers have a higher proclivity for cycling than other generations
  • Consumers prefer massages to reduce levels of stress
  • Consumers in Denmark are worried about climate change
  • Baby boomers taking on the fight to ensure a more sustainable lifestyle
  • Consumers in Denmark prefer repair over replacement, more than the global average
  • Strong tendency shown by baby boomers to boycott brands not aligned with their values
  • Danish consumers enjoy a good deal
  • Baby boomers prefer quality over quantity
  • Danish consumers are more willing to buy second-hand compared to global average
  • Baby boomers most willing generation to purchase second hand or previously owned goods
  • Danish consumers are drawn to digital platforms for streaming content
  • Consumers in Denmark more likely to increase spending on travel/holidays
  • Millennial Danes expect to see themselves spending more on travel
  • Danish consumers are more satisfied with their financial standing than the rest of the world
  • Baby boomers are the most financially secure generation in Denmark
  • In Denmark, Gen Z is the generation with the highest proportion intending to save more
  • Danish consumers feel that targeted advertising is intrusive
  • Gen Z is less concerned about targeted advertising than older generations
  • Social media is the main utility of internet access for Danes
  • Millennials have the highest proclivity for connected appliances in Denmark
  • Millennials are the most adept at engaging with activities online in Denmark
  • Consumers in Denmark are less inclined to interact with businesses on social media
  • Danish millennials at forefront with engagements with companies and brands