A new analysis from the Danish Agriculture & Food Council (Landbrug & Fødevarer) identifies six distinct consumer types and explores their relationship with food and cooking – and tracks how these groups have shifted over time.

Titled “Here are the Danes: meet the 6 consumer types,” the report divides Danish consumers into the following categories:

Food Specialists – 13%
Passionate about food, with taste and experiences at the center. Open to new products and recipes. Frequently dine out and rely on convenience. Typically, women aged 30–59 with children.

Food Idealists – 12%
Value cooking, origin, and production. Prioritize animal welfare and Danish/local products. Health, environment, and sustainability are key concerns. Often women, retirees, 60+.

Green Enthusiasts – 17%
Focused on vegetarian and plant-based eating. Strongly committed to sustainability and organics. Eat out but choose with climate and animal welfare in mind. Typically, younger urban women without children.

The Convenience-Oriented – 29%
The largest group: the “average consumer.” Frequently dine out and make use of convenience products and take-away a little more than average. Even gender split, mostly under 50, widely spread across the country.

The Traditionals – 14%
Interested in health and nutrition, but less engaged with food overall. Spend minimal time cooking. Favor local/Danish products and show some climate awareness. Often men aged 60+ in rural areas.

The Impulsive – 16%
Low interest in food, health, or climate. Food should be cheap, quick, and tasty. Often young men.

Taken together, the first three groups—those with a strong interest in food—make up 42% of Danes, while the less food-engaged segments account for 58%.

The analysis also highlights changes over time. Over the past five years, the Convenience-Oriented group has grown, while the Impulsive segment has shrunk. Between 2023 and 2024, Green Enthusiasts increased by three percentage points—from 14% to 17%. Overall, more Danes now belong to food-engaged segments compared with the year before (42% today versus 38% in 2023).

The findings are based on nationally representative data collected in 2024 by Kantar Gallup, as well as the Danish Agriculture & Food Council’s Dinner Survey conducted by Voxmeter.

Read the full analysis HERE

Photo: Pablo Merchan Montes, Unsplash

By LWM