A new study conducted by the research institute YouGov shows a significant increase in Danes’ interest in sustainable products. The survey, carried out in September 2023, reveals that 65 percent of the respondents actively seek sustainable alternatives when shopping. This marks a substantial rise compared to previous years, where interest in sustainability has been around 50 percent. Particularly, younger consumers in the age group of 18-34 years display a strong preference for eco-friendly products, indicating that sustainability is a growing trend among the younger generations.
Several factors seem to be driving this trend. Firstly, there is an increased awareness of climate change and environmental issues, which the media and education system have contributed to. Secondly, a number of companies have made active efforts to market their products as sustainable, which seems to resonate well with consumers.
Retailers have also responded to the growing demand by expanding their range of sustainable products. According to the survey, 70 percent of the respondents believe that retail stores now offer a sufficient variety of sustainable goods. This indicates that the market is beginning to adjust to consumers’ preferences.
However, there are still challenges associated with sustainability. The price of sustainable products is often higher, which may deter some consumers from choosing these alternatives. The survey shows that 45 percent of the respondents still consider price the biggest barrier to purchasing sustainable products.
Despite these challenges, the trend is clear: sustainability is here to stay, and Danes’ interest in making environmentally friendly choices in their daily lives is on the rise. This presents both challenges and opportunities for companies and politicians who need to navigate a rapidly changing market.