According to GlobalData’s consumer survey, it is clearly revealed that drinkers actively seek to moderate and reduce alcohol consumption; in fact, nearly three-quarters (72%) of the population in Denmark are attempting to curb their drinking habits.

It can also be deduced that this rationale appears to increase with age, with older cohorts showing a considerable amount of interest in moderation.

Ultimately, this significant interest in alcohol moderation is surprising given Denmark suffers from one of the highest binge drinking cultures in Europe, especially among younger drinkers. Among 15-16 year-olds, 32% reported having been drunk in the past 30 days, compared to the European average of 13%. (World Health Organization, 2017)

It should be highlighted that the rules, availability and prices are all factors which have contributed the amount of alcohol consumed in this region; to purchase alcohol that’s above 1.2% and below 16.5%, you must be 16 or older. Nonetheless, although there are laws in place to protect minors, there is no age requirement for drinking in Denmark – an adult can purchase alcohol for a child.

It is crucial retailers across Denmark’s FMCG landscape capitalise on the increase in demand for healthier beverages, thus allowing consumers to mitigate health concerns. For instance, on-trade channels can increase their selection of low/non-alcoholic beverages and adult soft drinks, thus resonating with health-conscious consumers. In addition, retailers must ensure the correct nutritional and calorie information is clearly displayed, therefore communicating these options successfully.

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