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Consumer panel · Europe

Real consumers of Denmark, profiled by Frequent Research.

Know them by age and gender.

  • CapitalCopenhagen
  • CurrencyDanish krone (DKK)
  • LanguagesDanish
Explore the panel Get the panel book 117,656profiled consumers33profile tableskrDanish krone
  • GenderMales50.1% · 58,946
  • Age30-4942.6% · 50,121
  • Education (highest level completed)Secondary / high school graduate21.9% · 25,767
  • Occupation / Employment StatusFull-Time Employee41.6% · 48,945
  • Marital StatusMarried / Civil Partnership35.6% · 41,886
  • Life Stage / GenerationMillennials (born 1981–1996)35.4% · 41,650
  • Ethnicity / Population BackgroundDanish88% · 103,537
  • Region DistributionCapital Region (Hovedstaden)33.3% · 39,179
  • Annual Household Income (gross, DKK)Upper-Middle Household Income · DKK 600,000 – DKK 849,99925.1% · 29,532
  • Annual Personal Income (gross, DKK)Lower-Middle Income · DKK 210,000 – DKK 299,99922.6% · 26,590
  • Home Category (living arrangement)Own Primary Residence53% · 62,358
  • Dwelling TypeDetached House24.9% · 29,296
  • Parents of Children (age of youngest child)18+ Years (adult children)29.6% · 34,826
  • AutomotiveMass-Market Car Owners27.7% · 32,591
At a glance

Denmark in 7 numbers

  • 117,656profiled consumers in Denmark
  • Gender50.1%Males
  • Age42.6%30-49
  • Where they live33.3%Capital Region (Hovedstaden)
  • Occupation41.6%Full-Time Employee
  • Personal income22.6%Lower-Middle Income · DKK 210,000 – DKK 299,999
  • Technology21.4%iOS Smartphone Users

Who they are

Gender, age, marital status, education and life stage.

Gender

2 groups
  • 50.1%58,946 Males
  • 49.9%58,710 Females

Largest group: Males at 50.1%

Age

5 groups
3.5%4,11813-17 21%24,70818-29 42.6%50,12130-49 22.3%26,23750-64 10.6%12,47265+

Largest group: 30-49 at 42.6%

Education (highest level completed)

9 groups
  • Less than secondary / high school16.3%19,178
  • Secondary / high school graduate21.9%25,767
  • Post-secondary vocational / technical training12.3%14,472
  • Some college / university – no degree8.7%10,236
  • Associate / short-cycle tertiary diploma3.6%4,236
  • Bachelor's degree21.3%25,061
  • Master's degree (MA, MSc, MBA, etc.)12.2%14,354
  • Professional degree (MD, DDS, LLB, JD, etc.)2.3%2,706
  • Doctorate (PhD, EdD)1.4%1,647

Largest group: Secondary / high school graduate at 21.9%

Marital Status

5 groups
  • Married / Civil Partnership35.6%41,886
  • Single / Never Married30.7%36,120
  • Divorced10.7%12,589
  • Widowed / Separated6.5%7,648
  • Living with Partner (Cohabiting)16.5%19,413

Largest group: Married / Civil Partnership at 35.6%

Life Stage / Generation

5 groups
  • Millennials (born 1981–1996)35.4%41,650
  • Gen Z (born 1997–2012)24.8%29,179
  • Gen X (born 1965–1980)24%28,237
  • Baby Boomers (born 1946–1964)12.8%15,060
  • Silent Generation (born before 1946)3%3,530

Largest group: Millennials (born 1981–1996) at 35.4%

Work & money

What they do, what they earn and how they bank.

Occupation / Employment Status

11 groups
  • Full-Time Employee41.6%48,945
  • Retired12%14,119
  • Student10.1%11,883
  • Part-Time Employee9.1%10,707
  • Homemaker6.8%8,001
  • Self-Employed / Contract / Freelance5.9%6,942
  • Unemployed5.1%6,000
  • Stay-at-Home Parent (full-time childcare)3.4%4,000
Show all 11

Largest group: Full-Time Employee at 41.6%

Annual Household Income (gross, DKK)

10 groups
2.4%2,824Very Low Household Income · Below DKK 210,000 14.3%16,825Low Household Income · DKK 210,000 – DKK 339,999 21.4%25,178Lower-Middle Household Income · DKK 340,000 – DKK 469,999 21.3%25,061Middle Household Income · DKK 470,000 – DKK 599,999 25.1%29,532Upper-Middle Household Income · DKK 600,000 – DKK 849,999 8.5%10,001Comfortable Household Income · DKK 850,000 – DKK 1,099,999 3.8%4,471Affluent Household Income · DKK 1,100,000 – DKK 1,499,999 1.5%1,765High Household Income · DKK 1,500,000 – DKK 2,199,999 1%1,177Very High Household Income · DKK 2,200,000 – DKK 3,499,999 0.7%824Top Household Income Tier · DKK 3,500,000 and above

Largest group: Upper-Middle Household Income · DKK 600,000 – DKK 849,999 at 25.1%

Annual Personal Income (gross, DKK)

10 groups
1.8%2,118Very Low Income · Below DKK 120,000 13.6%16,001Low Income · DKK 120,000 – DKK 209,999 22.6%26,590Lower-Middle Income · DKK 210,000 – DKK 299,999 21.5%25,296Middle Income · DKK 300,000 – DKK 399,999 14.6%17,178Upper-Middle Income · DKK 400,000 – DKK 499,999 15.8%18,590Comfortable Income · DKK 500,000 – DKK 699,999 6.8%8,001Affluent Income · DKK 700,000 – DKK 999,999 1.6%1,882High Income · DKK 1,000,000 – DKK 1,399,999 1%1,177Very High Income · DKK 1,400,000 – DKK 2,299,999 0.7%824Top Income Tier · DKK 2,300,000 and above

Largest group: Lower-Middle Income · DKK 210,000 – DKK 299,999 at 22.6%

Banking & Financial Services

12 groups
  • Credit Card Holders23.9%28,120
  • Debit Card Users14.2%16,707
  • Digital Wallet / Mobile Money Users12.5%14,707
  • Online / Mobile Banking Users9.9%11,648
  • Home Loan / Mortgage Holders8.6%10,118
  • Life Insurance Policy Holders6.6%7,765
  • Retirement / Pension Savers5.4%6,353
  • Mutual Fund Investors4.8%5,647
Show all 12

Largest group: Credit Card Holders at 23.9%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence53%62,358
  • Rent Primary Residence28.7%33,767
  • Live with Family Member(s) in Their Residence8.3%9,765
  • Live in Student / University Accommodation5%5,883
  • Other Living Arrangement5%5,883

Largest group: Own Primary Residence at 53%

Dwelling Type

11 groups
  • 24.9%29,296Detached House
  • 17.5%20,590Semi-Detached House
  • 16.8%19,766Terraced / Row House / Townhouse
  • 11.2%13,177Apartment / Flat – with balcony or garden
  • 7.8%9,177Bungalow / Single-Storey House
  • 6.9%8,118Apartment / Flat – no outside space
  • 6%7,059Condominium / Serviced Apartment
  • 3.3%3,883Cottage / Farmhouse
  • 2.8%3,294Dormitory / Hostel / Group Quarters
  • 1.6%1,882Other Dwelling Type
  • 1.2%1,412Mobile Home / Caravan

Largest group: Detached House at 24.9%

Parents of Children (age of youngest child)

5 groups
12.7%14,9420-2 Years 16.4%19,2963-6 Years 20.7%24,3557-12 Years 20.6%24,23713-17 Years 29.6%34,82618+ Years (adult children)

Largest group: 18+ Years (adult children) at 29.6%

Parenting, Family & Household Roles

12 groups
  • Primary Grocery Shoppers19.3%22,708
  • Household Head / Main Earner16%18,825
  • Dual-Income Households13.2%15,531
  • Household Budget Managers10.9%12,825
  • Single Parents10.7%12,589
  • Children's Education Decision Makers8.6%10,118
  • New Parents (child under 1 year)4.4%5,177
  • Childcare / Nanny Service Users4.4%5,177
Show all 12

Largest group: Primary Grocery Shoppers at 19.3%

Household Services & Maintenance

9 groups
  • Household Service Decision Makers18.4%21,649
  • Residential Cleaning / Domestic Help Users14.6%17,178
  • Home Maintenance & Handyman Service Users12.8%15,060
  • Plumbing Service Customers11.7%13,766
  • Electrical Repair Service Customers11.4%13,413
  • Laundry / Dry-Cleaning Service Users11.3%13,295
  • Landlords & Property Managers9.5%11,177
  • Pest-Control Service Customers5.4%6,353
Show all 9

Largest group: Household Service Decision Makers at 18.4%

Where they live

Regions and background across the country.

Ethnicity / Population Background

6 groups
  • Danish88%103,537
  • Other Nordic / EU (German, Polish, Swedish)5%5,883
  • Middle Eastern (Turkish, Syrian, Iraqi)3%3,530
  • Asian1.5%1,765
  • Other ethnic groups / minorities1.5%1,765
  • Greenlandic / Faroese1%1,177

Largest group: Danish at 88%

Region Distribution

5 groups
  • Capital Region (Hovedstaden)33.3%39,179
  • Central Denmark (Midtjylland)24%28,237
  • Southern Denmark (Syddanmark)20.3%23,884
  • Zealand (Sjælland)12.7%14,942
  • North Denmark (Nordjylland)9.7%11,413

Largest group: Capital Region (Hovedstaden) at 33.3%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 27.7%32,591Mass-Market Car Owners
  • 20.9%24,590Electric Vehicle (EV) Owners
  • 15.9%18,707Car Insurance Policy Holders
  • 10.5%12,354Hybrid Vehicle Owners
All 11 groups

Technology & Digital Usage

  • 21.4%25,178iOS Smartphone Users
  • 11.9%14,001Android Smartphone Users
  • 10.9%12,8255G Mobile Network Users
  • 10%11,766Generative AI & Chatbot Users
All 11 groups

Travel

  • 17.6%20,707Frequent Domestic Travellers (3+ trips a year)
  • 13.1%15,413International Travellers
  • 12%14,119Family Vacationers
  • 10.1%11,883Weekend / Short-Break Travellers
All 12 groups

Lifestyle & Hobbies

  • 14.1%16,589Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
  • 11.5%13,530DIY & Home Improvement Enthusiasts
  • 10.6%12,472Gardeners & Home Growers
  • 10.4%12,236Eco-Conscious / Sustainable Living Consumers
All 12 groups

Media & Entertainment

  • 17.7%20,825OTT / Subscription Video Streaming Subscribers
  • 13.6%16,001Music Streaming Users
  • 11%12,942Free Ad-Supported Video Platform Viewers
  • 10.7%12,589Book & E-Book Readers
All 10 groups

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

  • 29.8%35,061Non-Tobacco / Nicotine Users
  • 17.4%20,472Beer Consumers
  • 13%15,295Wine & Spirits Consumers
  • 12.4%14,589Adult Nicotine Pouch Users
All 9 groups

Consumer Electronics Ownership & Purchase

  • 17%20,002Laptop / Desktop Computer Owners
  • 13.8%16,237Consumer Electronics Purchase Decision Makers
  • 13%15,295Smart TV Owners
  • 12.1%14,236Audio / Headphone Device Owners
All 10 groups

Content Creators & Social Media Influence

  • 21.8%25,649Casual Social Media Content Posters
  • 13.7%16,119Photo & Visual Content Creators
  • 12.8%15,060Short-Form Video Creators
  • 11.6%13,648Long-Form Video Creators
All 10 groups

Audience profiles

Ready-made audiences for shopping, sport, gaming, beauty, pets, food and health.

Shopping Behaviour & Consumer Preference Sports Interest & Participation Gaming Beauty, Fashion & Personal Care Pet Ownership & Pet Care Food & Beverages (at home) Health, Disability & Healthcare Luxury & Premium Consumer Restaurant & Food Delivery Consumers

Shopping Behaviour & Consumer Preference

  1. Value & Discount Seekers15.2%17,8842
  2. Online Shoppers15.9%18,7071
  3. In-Store Shoppers10.8%12,7073
  • Online Shoppers15.9%18,707
  • Value & Discount Seekers15.2%17,884
  • In-Store Shoppers10.8%12,707
  • Omnichannel Shoppers10.4%12,236
  • Fashion & Apparel Shoppers9.5%11,177
  • Brand-Loyal Shoppers6.4%7,530
  • Impulse Buyers6.2%7,295
  • Home & Furnishing Shoppers5.8%6,824
  • Cross-Border Online Shoppers5.5%6,471
  • Social Commerce / Live-Shopping Buyers5.2%6,118
Show all 12

Profile distributions are modelled estimates for planning and feasibility, built from public demographic and market patterns. They are not a count of individual panel members; feasibility for your exact audience is confirmed for each project.

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