Conscious consumption: How Nordic shoppers are reshaping markets
In bustling supermarkets and online stores across Denmark, Norway, and Sweden, a quiet revolution is taking place. Recent data shows a growing trend among Nordic consumers towards supporting local and national products, as they make conscious choices that reflect deeper values and concerns. This shift in consumer behavior is not only influencing what products fill the carts of Nordic shoppers, it’s also reshaping the retail landscape, challenging established brands and creating opportunities for those that can align with the evolving Nordic ethos.
As global events continue to influence local markets, Nordic shoppers are increasingly using their purchasing power as a form of expression, turning transactions into statements of their beliefs and priorities.
This evolving consumer landscape presents both challenges and opportunities for brands operating in the Nordic region. Understanding these shifts is crucial for businesses looking to maintain or gain relevance and build lasting connections with consumers in the Nordics.
The power of local – a growing trend
The Nordic region demonstrates a strong inclination towards locally produced goods. Swedish consumers lead this trend, with 47% believing that buying local is an impactful action. Denmark and Norway follow closely, with 43% and 42% of consumers respectively sharing this sentiment.
This preference extends beyond just local products. Among Danish consumers, there's a growing focus on buying local, regional, and national products. The percentage of Danish consumers expressing this preference has steadily increased: from 29% in Spring 2024, to 31% in Fall 2024, and further climbing to 37% by Spring 2025.
However, this trend is not without its challenges for certain market players. Global brands and international retailers, particularly those perceived as having less connection to local communities or economies, may find themselves at a disadvantage.
The preference shift toward local and national products in the Nordics represents a significant shift in consumer behavior. For businesses, this underscores the importance of emphasizing local connections and sourcing. Brands that can authentically align themselves with local values and production may gain a significant advantage in these markets. Global brands and international retailers operating in the Nordic markets may need to adapt their strategies.
“It will be interesting to closely follow how the shift in consumer behavior towards conscious consumption and boycotts will affect the FMCG market in the Nordics going forward,” says Charlotte Alring, Commercial Director in Sweden.
“Brands will need to adapt – emphasizing transparency, ethical practices, and local relevance to maintain their position in these discerning markets.”
The emphasis on local production could also pose challenges for retailers heavily reliant on imported goods. With 36% of Danish consumers, 35% of Norwegians, and 32% of Swedes considering boycotting products from specific countries as an impactful action – far above the EU-20 average of 19% – retailers may need to reassess their sourcing strategies to align with consumer preferences. Currently, Nordic consumers are prioritizing boycotts with a significant focus on American brands.
Some retailers are already adapting. In Denmark, for example, some retailers have introduced visual cues to help shoppers easily identify products that align with their preferences for European goods.
Boycotts and brand scrutiny: a wake-up call for global brands
In parallel with the move towards local goods, the Behavior Change Spring 2025 Report reveals a growing willingness among Nordic consumers to boycott brands based on various factors. Notably, 23% of Norwegian consumers, 22% of Danes, and 21% of Swedes consider boycotting specific brands an impactful action.
The reasons behind these boycotts are diverse and telling:
- Country of origin concerns: 49% of Norwegians, and 47% of Swedes and Danes cite this as a reason to boycott.
- Unfair price increases: Particularly in Denmark, where 50% of consumers cite this as a boycott driver.
- Environmental concerns: 35% of Danish consumers cite environmental pollution as a reason to avoid certain brands.
These findings highlight the need for brands to be acutely aware of their global image, pricing strategies, and environmental impact.
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