Danish consumers take sustainable groceries for granted

The decline in the willingness to pay extra for sustainable products among Danish customers is not only due to inflation.

Danish consumers became less willing to pay extra for sustainable groceries from 2021 to 2022, according to the Global Sustainability Study from the consultancy Simon-Kucher. The decline is partly due to inflation. But according to Simon-Kucher’s experts on consumer trends and sustainability, there is another explanation.

“We hypothesize that the decline in willingness to pay extra for environmentally friendly groceries is mainly due to two things: One is that price increases have affected consumers’ overall purchasing power. The second is that more and more consumers simply assume that they can buy sustainable products at prices comparable to those of traditional products. This is a development we see in a number of areas. A few years ago, green alternatives were seen as something that not everyone offered. Today, a very large…