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How is the expectation for the Danes’ consumption after the corona crisis?

April 24th, 2020

For a period, the Danes’ regular consumption habits have not been possible when it comes to visits at restaurants, culture institutions, and hairdressers. The corona crisis has had a big impact on the Danes regarding their behavior and consumption habits, which have changed significantly. But how will the Danes’ consumption be when the corona crisis has passed? In collaboration with Advice, Userneeds has examined the Danes’ expectations for future consumption habits.

In collaboration with Advice, Userneeds has examined the Danes’ expectations for their future consumption habits. The result shows that the Danes will spend more money after the crisis on visits at restaurants, cultural institutions, and hairdressers. 21 percent of the respondents in the survey answer that they will go to restaurant more often. Further, 19 percent answer that they will spend more money at cultural experiences and 11 percent expect to spend more money on personal care. To a large degree, it is thereby self-indulgence and things that makes us happy which the Danes will spend more money on.

It thereby seems that professions that have been highly impacted by the crisis will experience support from the consumers when the crisis has passed. Maria Rasmussen, Director and Consumer Expert at Advice, says: ”The numbers are speaking their clear language, we are ready to get out in the Danish country again when the worst crisis is over, and therefore the line of industries which have experienced the crisis the hardest will also experience an extra support from the consumers when the world look a little more normal again.”

An area the Danes do not expect to spend more money than so far is foreign traveling, why the travel industry, which is among the hardest impacted, unfortunately should not expect as much support. 28 percent answer that they expect to use less money on foreign traveling. At the same time, 27 percent expect to travel more in Denmark than what they are used to. In this regard, Maria Rasmussen says: ”Even though the travel industry seems to be impacted the hardest for now, the future does not seem that black as the analysis indicate. It is expected that consumers will be nervous about, for example, booking a trip abroad when the uncertainty if you will be allowed to travel is as big as at the moment. The day all borders are opened I am convinced that many Danes want to travel the world again. But there will also be those who have experienced the joy of vacations in Denmark and therefore will hold on to the new travel habits gained under the crisis.”

Beside the fact it is expected that less money will be spend in the travel industry around 14 percent of the consumers expect to spend less money on clothes after the corona crisis. Only 6 percent expect to spend more money on clothes and shoes, and only 5 percent expect to spend more money on sport activities such as fitness. Maria Rasmussen says in this regard: “That only six percent expect to spend more money on clothing after corona has passed is interesting but not necessarily true. At the moment many of us are at our homes in our own little bubble, but it may look different when we again face the world around us, our colleagues and friends.”

Thus, the Danes do not expect to spend more money on for example clothing after having had plenty of opportunities to look in the mirror spending all this time at home. This also applies to the home where very few have gained desire to buy new thing for the home. Around 15 percent answer that they expect to spend less money for home accessories. Only 7 percent expect to buy more home accessories, and 4 percent expect to spend more money on electronics.

The corona crisis has had an impact on the Danes’ expectations for their future economic consumption. Especially, it is experiences and their well-being which the Danes prioritize such as visits at restaurants, cultural experiences, and personal care. Further, more Danes seems to expect spending less money on foreign travel, clothing, and home accessories.

Read more about the results in these articles (Please note the articles are in Danish)

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