The fifth annual insight report from Food Nation explores how Denmark is perceived in four key export markets: China, Germany, India and the US.
By taking a look back at previous surveys, the report also analyses perceptions of the Danish food and agriculture sector over time – examining strengths, weaknesses and the potential for long-term business growth.
Denmark ranks joint seventh in this year’s top 20 list of top-of-mind countries for food and agricultural products – the only Scandinavian country to get a mention.
The finding reveals a strong national brand that competes well with many, much larger exporting nations.
Nevertheless, there is a big variation in awareness levels from country to country.
Among decision-makers in Germany, top-of-mind awareness is 26%, making Denmark the third most recognised food nation there. In China, just 2% of decision-makers spontaneously mention Denmark, while in India and the US, the awareness level is 7% and 8% respectively.
That leaves plenty of potential to raise awareness further.
of American decision-makers say country of origin is highly important when sourcing food products and solutions
of German decision-makers say country of origin is highly important when sourcing food products and solutions
of Chinese decision-makers say country of origin is highly important when sourcing food products and solutions
of Indian decision-makers say country of origin is highly important when sourcing food products and solutions
A key piece of advice from Professor Polymeros Chrysochou at Aarhus University is that newcomers to an export market should not start by highlighting the unique selling points of their products.
Instead, their first priority should be to identify the basic requirements – or entry points – for making potential customers receptive to their brand.
An attribute that solves a quality or food safety challenge, for example, may have the biggest traction.
The first goal of a branding campaign should be to raise awareness – and then to keep memories fresh.
Quality, organic, food safety, sustainability and reliable are the top five attributes that decision-makers associate with Denmark.
That sounds like a great starting point for exports. But exporters should first understand what lies behind these perceptions before they can benefit from them in their branding.
Food Nation has surveyed key export markets for the Danish food and agriculture sector over five consecutive years. The 2019 survey served as a baseline for the following surveys.
Even though the surveys have been conducted in different markets, the top attributes that decision-makers associate with Denmark have remained largely constant – with quality in an untouchable first place.
Danish export companies may have a reputational head start if they make sustainability part of their brand – decision-makers consistently rate Denmark as a leader for sustainable solutions.
Brand messages that highlight health, food safety and resource efficiency are likely to be seen in a similarly positive light.
These long-term connections may help exporters and export-ready companies gain a foothold when approaching a market for the first time.
Peter Aagesen, sales and marketing director at Thise Dairy shares this piece of advice:
“Sustainability is many things – covering transport, packaging and CO2. It’s important to be clear about what you do in these areas. Customers must understand how you contribute.”
Leverage Denmark as a frontrunner in relation to organic, animal welfare, low environmental impact, sustainability and food safety. Denmark has a long track record for good performance in these areas.
Highlight the specific attributes that make a product or solution relevant to export customers. These are the entry points that make market penetration possible. Brand differentiation can begin once these key entry points are established.
Maintain a continuous flow of branding communication to stay top of mind. Collaboration with a like-minded local partner or community initiative can provide a platform for new conversations that draw more attention to export brands.
Research each market to uncover local perceptions of ‘high quality’ or ‘sustainable’. Such intelligence is key to adapting brand strategies to market expectations and challenges.
Remember to consider brand weaknesses and threats. Negative perceptions of a product category or a change in local legislation can stop an export campaign in its tracks before it gets started. A comprehensive risk assessment is a bonus for every branding strategy.
