Danish Consumer Sentiment 2021: What the Rapid Change in Consumer Needs Means for Retail

Gertie Find Laerkholm Emil Stamp Andreas Malby

Danish consumer sentiment has been negatively impacted by the global pandemic. Our survey data suggests that a net 12% of consumers are reducing spend today versus pre-COVID. Consumers are not thinking about increasing their expenditure within a foreseeable future, but rather once restrictions are fully lifted (which should cause a positive net 13% of consumers to increase spend). The pandemic has clearly impacted day-to-day life in Denmark, causing new at-home habits to emerge and accelerating existing consumer trends. Our Danish Consumer Sentiment Survey reveals three insights that will impact retail in the coming years of economic recovery.