Consumer spending in Denmark declined during the economic downturn, with Danes postponing large purchases. While frugality increased, spending is expected to rise as the economy recovers. An aging population is influencing consumer demand toward health and wellness products. Consumer electronics sales remained resilient despite the downturn. E-commerce is becoming a significant retail channel in Denmark.

1. Consumer Lifestyles in Denmark
As a result of the economic downturn, consumer expenditure declined. In particular, spending on
items considered non-essential saw significant declines. Consumers decided to postpone ‘big-ticket’
purchases of such items as in-home consumer electronics products, appliances and white goods. While
many consumers are expected to adhere to aspects of their new frugality, as the Danish economy
recovers over the forecast period, spending levels are nevertheless expected to rise.
Euromonitor's Consumer Lifestyles 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 Denmark Consumer Lifestyles 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.
Euromonitor International has over 30 years experience of publishing market research reports,
business reference books and online information systems. With offices in London, Chicago, Singapore,
Shanghai, Vilnius, Dubai, Cape Town, Santiago and Sydney and a network of over 600 analysts
worldwide, Euromonitor International has a unique capability to develop reliable information
resources to help drive informed strategic planning.
CONSUMER LIFESTYLES IN DENMARK
Euromonitor International
October 2011
LIST OF CONTENTS AND TABLES
Structure of the Report
Consumer Trends
Consumer Confidence Plunges But Now Rebounding
Ageing Population Influences Consumer Demand
Trend Towards Health and Wellness

2. Demand for Consumer Electronics Remains Resilient
E-commerce Becoming A Significant Distribution Channel
Consumer Segmentation
Babies and Infants
Kids
Tweenagers
Teens
Twenty-somethings
Thirty-somethings
Middle-aged Adults
Older Population
Table 1 Consumer Segmentation: 2006-2010
Table 2 Consumer Segmentation: 2011-2020
People
Population
Marital Status
Town Or Country
Table 3 Population by Age: 2006-2010
Table 4 Population by Age: 2011-2020
Table 5 Male Population by Age: 2006-2010
Table 6 Male Population by Age: 2011-2020
Table 7 Female Population by Age: 2006-2010
Table 8 Female Population by Age: 2011-2020
Table 9 Population by Marital Status: 2006-2010
Table 10 Population by Marital Status: 2011-2020
Table 11 Marriage and Divorce Rates/Average Age at First Marriage: 2006-2010
Table 12 Population by Urban/Rural Location and Population Density: 2006-2010
Table 13 Population by Urban/Rural Location and Population Density: 2011-2020
Table 14 Population by Major Cities: 2006-2010
Table 15 Population by Major Cities: 2011-2020
House and Home
Households by Annual Disposable Income
Households by Number of Occupants
Single-person Households
Couples Without Children
Couples With Children
Single-parent Families
Table Annual Disposable Income per Household (Current Value): 2006-2010
Table 17 Annual Disposable Income per Household (Constant Value): 2006-2010
Table 18 Annual Disposable Income per Household (Constant 2010 Value): 2011-2020
Table 19 Households by Number of Persons: 2006-2010
Table 20 Households by Number of Persons: 2011-2020
Table 21 Households by Type: 2006-2010
Table 22 Households by Type: 2011-2015
Home Ownership
Running Costs

3. Shopping for Household Goods
Possession of Household Durables
DIY and Gardening
Pet Ownership
Table 23 Households by Tenure: 2006-2010
Table 24 Households by Tenure: 2011-2020
Table 25 Households by Type of Dwelling: 2006-2010
Table 26 Households by Type of Dwelling: 2011-2015
Table 27 Running Costs: 2006-2010
Table 28 Possession of Household Durables: 2006-2010
Table 29 Possession of Household Durables: 2011-2020
Table 30 Pet Population: 2006-2010
Income
Average Income
Average Income by Age
Table 31 Annual Gross and Disposable Income (Current Value): 2006-2010
Table 32 Annual Gross and Disposable Income (Constant 2010 Value): 2006-2010
Table 33 Annual Gross and Disposable Income (Constant 2010 Value): 2011-2020
Table 34 Average Annual Gross Income by Age (Current Value): 2006-2010
Table 35 Average Annual Gross Income by Age (Constant 2010 Value): 2006-2010
Consumer Expenditure
Living Costs
Table 36 Consumer Expenditure by Broad Category (Current Value): 2006-2010
Table 37 Consumer Expenditure by Broad Category (Constant 2010 Value): 2006-2010
Table 38 Consumer Expenditure by Broad Category (Constant 2010 Value): 2011-2020
Work
Working Conditions
Commuting
Working Women
Alternative Work Options
Retirement
Table 39 Employed Population: 2006-2010
Table 40 Employed Population: 2011-2020
Table 41 Unemployed Population: 2006-2010
Table 42 Unemployed Population: 2011-2020
Learning
School Life
University Life
Adult Learning
Table 43 School Students: 2006-2010
Table 44 Graduates: 2006-2010
Table 45 Higher Education Students: 2006-2010
Eating (including Soft Drinks)
Shopping for Food and Drinks
Dining in
Dining Out

4. Café Culture
Table 46 Consumer Expenditure on Food (Current Value): 2006-2010
Table 47 Consumer Expenditure on Food (Constant 2010 Value): 2006-2010
Table 48 Consumer Expenditure on Food (Constant 2010 Value): 2011-2020
Table 49 Consumer Expenditure on Non-Alcoholic Beverages (Current Value): 2006-2010
Table 50 Consumer Expenditure on Non-Alcoholic Beverages (Constant 2010 Value): 2006-2010
Table 51 Consumer Expenditure on Non-Alcoholic Beverages (Constant 2010 Value): 2011-2020
Table 52 Consumer Foodservice by Type (Current Value): 2005-2009
Table 53 Consumer Foodservice by Type (Constant 2009 Value): 2005-2009
Drinking
Drinking Habits
Shopping for Alcoholic Beverages
Table 54 Consumer Expenditure on Alcoholic Beverages and Tobacco (Current Value): 2006-2010
Table 55 Consumer Expenditure on Alcoholic Beverages and Tobacco (Constant 2010 Value): 2006-2010
Table 56 Consumer Expenditure on Alcoholic Beverages and Tobacco (Constant 2010 Value): 2011-2020
Smoking
Smoking Habits
Shopping for Cigarettes and Tobacco
Table 57 Smoking Prevalence: 2006-2010
Personal Appearance
Shopping for Toiletries and Cosmetics
Attitudes Towards Hair and Beauty
Table 58 Expenditure on Cosmetics and Toiletries (Current Value): 2006-2010
Table 59 Expenditure on Cosmetics and Toiletries (Constant 2010 Value): 2006-2010
Fashion
Fashion Trends
Shopping for Clothes, Shoes and Luxury Goods
Table 60 Consumer Expenditure on Clothing and Footwear (Current Value): 2006-2010
Table 61 Consumer Expenditure on Clothing and Footwear (Constant 2010 Value): 2006-2010
Table 62 Consumer Expenditure on Clothing and Footwear (Constant 2010 Value): 2011-2020
Health and Wellness
Healthcare
Health and Well-being
Sport and Fitness
Nutrition
Home Medication and Vitamins
Table 63 Health Expenditure: 2006-2010
Table 64 Healthy Life Expectancy at Birth: 2006-2010
Table 65 Obese and Overweight Population: 2006-2010
Table 66 Consumer Expenditure on Health and Wellness (Current Value): 2006-2010
Table 67 Consumer Expenditure on Health and Wellness (Constant 2010 Value): 2006-2010
Leisure and Recreation
Staying in
Going Out
Public Holidays, Celebrations and Gift-giving Occasions
Culture

5. Holidays
Table 68 Household Possession of Cable TV and Satellite TV: 2006-2010
Table 69 Household Possession of Cable TV and Satellite TV: 2011-2020
Table 70 Cinema Attendances: 2006-2010
Table 71 Consumer Expenditure on Package Holidays (Current Value): 2006-2010
Table 72 Consumer Expenditure on Package Holidays (Constant 2010 Value): 2006-2010
Table 73 Consumer Expenditure on Package Holidays (Constant 2010 Value): 2011-2020
Consumer Technology
In-home Technology
Portable Technology
E-commerce and M-commerce
Table 74 Household Possession of Broadband Internet-Enabled Computers, DVD Players and Video
Game Consoles: 2006-2010
Table 75 Household Possession of Broadband Internet-Enabled Computers, DVD Players and Video
Game Consoles: 2011-2020
Table 76 Household Possession of Mobile Telephones and Mobile Telephone Calls: 2006-2010
Table 77 Household Possession of Mobile Telephones and Mobile Telephone Calls: 2011-2020
Table 78 Internet Retailing (Current Value): 2006-2010
Table 79 Internet Retailing (Constant 2010 Value): 2006-2010
Transport
Getting Around
Air Travel
Table 80 Household Possession of Passenger Vehicles: 2006-2010
Table 83 Household Possession of Passenger Vehicles: 2011-2020
Table 82 Consumer Expenditure on Transport Services (Current Value): 2006-2010
Table 83 Consumer Expenditure on Transport Services (Constant 2010 Value): 2006-2010
Table 84 Consumer Expenditure on Transport Services (Constant 2010 Value): 2011-2020
Money
Savings
Loans and Mortgages
Credit
Table 85 Consumer Loans, Mortgages and Credit (Current Value): 2006-2010
Table 86 Consumer Loans, Mortgages and Credit (Constant 2010 Value): 2006-2010
Table 87 Financial Cards in Circulation: 2006-2010
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