News article, 28. February 2022

New analysis of Danes: the six types of consumers

Danish consumers and their relationship with food is the subject of a new consumer analysis from Danish Agriculture & Food Council.

The study identifies categories of consumers – Foodies, those prioritising climate over taste, and those who prefer convenience.

In December 2021, a comprehensive consumer study carried out by the Danish Agriculture & Food Council’s Analysis Department in collaboration with Kantar Gallup identified six distinct segments of Danish food consumers. The segments differ in their approaches to cooking, shopping, sustainability, and other food parameters.

The analysis found that four in ten Danes are highly engaged in their food purchasing and cooking. The six segments are divided into two groups: those who are interested in food (foodies, food idealists and vegetable enthusiasts) make up 40 % of the population. The second group makes up 60 % of the population and includes those who are not interested in food (convenience seekers, the traditional and the non-engaged).

The six consumer types are defined as follows:

Foodies, 12 % of the Danish population

The foodie segment of Danish consumers is heavily engaged in food and cooking. For this group, taste and experience are of great importance. They often go out to eat and enjoy seeking gastronomic experiences. The foodies have a higher consumption of food than the average Danish consumer. Focus points include meal boxes, organic food as well as food experiences and flavour.

Food idealists, 13 % of the Danish population

The primary focus of food idealists is how food is produced. They are socially conscious and responsible. Consumers in the 50+ age group constitute most of this segment. The food idealists include more women than men. They do not compromise on health, and to a greater extent they buy locally and Danish-produced food. This consumer group has purchasing power and will pay for quality. Focus points include animal welfare, local, health, and in-home solutions.

Veggie enthusiasts, 15 % of the Danish population

Veggie enthusiasts focus on plant-based food and care about sustainability. They are concerned about climate issues, and often look for the animal welfare label when buying meat. Veggie enthusiasts consume slightly less each year than the average Danish consumer. Focus points of this segment include smaller packaging, "less but good", organic, animal welfare, on-the-go solutions, and urban.

The Convenience Seekers, 26 % of the Danish population

Consumers in this segment are entertainment seekers. In relation to food, the convenience seeker is much like the average Dane. They rarely eat vegetarian, vegan or plant based. Consumption in this segment largely corresponds to the general average annual consumption. Focus points include ready meals and lighter foods.

The Traditional, 15 % of the Danish population

The Traditional group is primarily made up of older age groups. They focus on health and nutrition and enjoy buying locally and Danish-produced food. This segment is interested in climate issues and environmentally friendly products. Consumption in this segment is roughly equivalent to the average Danish consumption. Focus points include Danish food, value for money, health, and good nutrition.

Read also: Analysis: The Danes’ meat consumption

The Traditional group is primarily made up of older age groups. They focus on health and nutrition and enjoy buying locally and Danish-produced food. This segment is interested in climate issues and environmentally friendly products. Consumption in this segment is roughly equivalent to the average Danish consumption. Focus points include Danish food, value for money, health, and good nutrition.

The Non-Engaged, 19 % of the Danish population

The Non-Engaged show the lowest level of interest in everything related to food and cooking, food quality, health, diet, climate, and sustainability. They prefer simple, traditional food and fast food. They are often young men, but the segment extends to all age groups. Consumption is slightly below the average Danish annual consumption. The main focus point is value for money (including supermarket own labels).

Focus points provide strategic benefits in marketing

The consumer analysis offers helpful tools for targeting Danish consumers. The focus points identified for each consumer segment can be used to advantage in various strategies and marketing.

Graphic of the 6 types of consumers