Four Danish consumer trends you need to know about in 2025

What shapes our consumption and habits right now?

The Trend Seminar 2025 will enlighten you on how consumers perceive themselves and the world. Join us in Aarhus or Copenhagen to learn more about the four trends: Are We Alive?, The Control Hunters, Keep It Real, and Old Habits.

Download the Trend Report

Trend #1 Are We Alive?

In a world marked by crises and digital fatigue, we long for presence and community. That’s why more Danes are seeking live experiences where they can truly feel alive – both online and in the physical world.

Trend #2 The Control Hunters

In an unpredictable world, consumers seek stability.
44% want more control over their lives – from prepping and self-sufficiency to health and lifestyle optimization. They choose products free from unwanted chemicals, track their health, and invest in quality. As a brand, you have a unique opportunity to help them take back control.

Trend #3 Keep It Real

Consumers see through AI and trust brands less when it’s used without care. Genuine, human communication is key to maintaining trust in an era of digital skepticism.

Trend #4 Old Habits

In a world of stress and overstimulation, more Danes are returning to traditions and a simpler way of life. Classic values, spirituality, and craftsmanship are making a comeback, as both men and women seek self-sufficiency and deeper meaning in their daily lives. As a brand, you can stay relevant by embracing this growing movement.

Would you like to hear more about the four trends or book a presentation?

Are you interested in booking a trend presentation, or would you like to hear more about trends and our work with target groups and consumer insights? Then please do reach out to us:

CEO, Tina Gretlund: [email protected]

Senior Insight & Strategy Lead, Lise Heiselberg: [email protected]