Consumer satisfaction with foods in retail industry on the increase

Generally, Danish consumers are satisfied with the quality of foods available in Danish grocery stores, and in recent years consumer satisfaction has increased. This is one of the findings of a recent DCA report “Quality index 2017”, prepared by researchers from the MAPP Centre at Aarhus University.

2018.01.29 | Lotte Rystedt

Women are generally more willing to pay extra for good quality products than men. Photo: Colourbox

In 2014, researchers from Aarhus University developed a so-called quality index, which is used to examine the factors influencing Danish consumer perceptions of quality foods, as well as how these perceptions change over time. A representative cross section of the Danish consumers responsible for food shopping and cooking answered an exhaustive questionnaire. The first quality index was published in 2014, and with the recent index from 2017, certain development patterns seem to appear.

-          We can see that consumers are more satisfied when we ask them what they think of the quality of foods available in grocery stores. This indicates that the retail industry generally offers more quality foods. As an example, discount stores now focus more on organic foods demanded by quality-conscious consumers, says Associate Professor Tino Bech-Larsen, MAPP Centre at Aarhus University, and one of the authors of the report “Quality index 2017”.

The Ministry of Environment and Food of Denmark commissioned the report based on a wish to encourage and follow the Danes’ interests in quality foods. The report was published by DCA – Danish Centre for Food and Agriculture, and is a part of Aarhus University’s agreement on research-based policy support.

Women are willing to pay more for quality foods than men are

To consumers, the most important quality indicator is the fact that the product is Danish. Women are willing to pay 21 percent more for Danish products than for foreign produce, whereas men are willing to pay 15 percent more.

-          Generally, women are more willing to pay extra for good quality products. In particular, when it comes to parameters such as healthy nutritional contents, products with no additives and Danish products. Men however, are more willing to pay extra for foods that taste good, says Tino Bech-Larsen.

The general willingness to pay more is at stable level since 2014.   

Read the entire DCA report ”Quality index 2017 – Focus on family meal patterns” here. (in Danish)


You may also read ”Men and women are equally good at cooking” 


You can read more about Danish food habits and attitudes to foods in ”Food index 2017”, recently published by Madkulturen.


Further information

Associate Professor Tino Bech-Larsen

Department of Management – MAPP Centre, Aarhus University

E-mail: tib@mgmt.au.dk

Tel.: +45 24 22 25 92

DCA, Food, Research