Global Shopping Insights Report: Denmark 🇩🇰

Battle of the drinks: juice or water?

In Denmark, juice is significantly more popular than water, with 123% more additions to shopping lists compared to water.

Water is more frequently planned for purchase by Italians, Spaniards, and Brazilians, while juice is favored by Canadians, Swedes, and Norwegians.

Which country likes Nutella the most?

Denmark ranked fourth in the share of Nutella in the sweet and savory snacks category. The highest results were recorded in France and Germany, while the lowest were in Canada, the USA, and Norway.

"shopping" or Netto? Most common shopping list names

The most popular phrases in Danish shopping list titles are "shopping" (13.39% share) and "new list" (10.91% share). Danes stand out for their reluctance to include retailer names in shopping list titles. Only the Netto chain managed to exceed a 1.5% share in Danish shopping list titles, compared to the record 7.92% achieved by Spain's Mercadona.

As a result, the share of retailer names in Danish shopping list titles is among the lowest of all analyzed countries, at just 3.17%. Only Norway (2.83%) and Brazil (0.46%) recorded lower figures.

Who’s behind the shopping list?

In Denmark, 21.28% of active shopping lists from June 1, 2023, to May 31, 2024, were shared with at least one person.

This is higher than the global average and the highest among all the analyzed countries. Poles and Swedes followed closely behind the Danes. Americans used the list-sharing feature the least.

The list-sharing rate may reflect the extent to which citizens of a given country share the responsibility of household shopping.

Hot categories

In Denmark, nearly one in five products added to shopping lists was a fruit or vegetable, a result better than the global average (18.57%) and the second highest among the analyzed countries. Only Poland had a higher share of fruits and vegetables, at 22.86%.

Denmark also stands out as a leader in the bread category, which accounted for 6.42% of list additions, compared to the global average of 4.66%.

Shopper favorites

Milk, rye bread (rugbrød), eggs, and cucumbers are the most frequently added items to shopping lists in Denmark. Rye bread stands out, as it doesn't appear in the top 20 products in other analyzed countries. Similarly, oatmeal, ranked 14th, is also more popular in Denmark compared to other countries.

As in other nations, bananas are the most popular fruit in Denmark.

Who shops like a pro?

In Denmark, 75.66% of items on shopping lists were marked as purchased after being added, which is 20 percentage points higher than the global average and the second-best result in the ranking.

The lowest rates were recorded in the United States (47.3%) and Brazil (48.51%).

Factors such as store availability and product offerings may influence the rate of items being marked as purchased.

Sweet tooth or snack attack?

Danes prefer chips over chocolate, but the difference in additions of these products to shopping lists was only 3%, the second smallest margin in this category among all analyzed countries.

Similarly, chips are more popular among Danes, Norwegians, and Canadians. In contrast, chocolate appears more frequently on shopping lists in France, Poland, and Spain.

The Month That Stood Out

In December 2023, 516,332 products were added to shopping lists in Denmark, which was 7.63% more than in March 2024, the second-highest month for product additions.

During the analyzed period, the lowest number of products was added in June 2023, with 297,154 products, marking a 73% decrease compared to December 2023.

In Danish, please!

80.14% of shopping lists created between June 1, 2023, and May 31, 2024, in Denmark were in Danish, placing Denmark 8th out of the 12 analyzed countries. The lowest share of the primary language was recorded in the United States, where, despite about 78.3% of residents speaking only English at home (according to American Community Survey data from 2018-2022), only 46.74% of shopping lists in the Listonic app were created in English.

Poland had the highest result (96.09%), followed by Norway (89.24%).

Shopping speed champions

Danes rank first among nations in quickly moving from adding a product to their shopping list to marking it as purchased. The average time for this process in Denmark is 58 hours (just under 2.5 days).

Danes have an 11-hour lead over second-place Norwegians. Brazilians take the longest to complete their shopping, needing 172 hours.

Various factors, such as shopping frequency and product availability, may influence these results.

The country of ultimate organizers

Danes used the Listonic app an average of 4.54 times per week, placing them second, just behind the French, among the analyzed countries. Brazilians used the app the least, with an average of 2.67 times per week. The global average is 3.93 visits per week.

Most users in Denmark (28.58%) used the app once a week, while the second-largest group (26.97%) planned their shopping 4 to 10 times per week. Denmark also stands out with the highest percentage of users (10.97%) who plan their shopping in the app more than 20 times per week.