The sixth annual Insight Report from Food Nation explores how Denmark is perceived as an agriculture and food leader in three key export markets.
In 2024, we asked decision-makers from Japan, South Korea, and the UK about their awareness of the Danish food and agriculture sector, its unique selling points, and their perceptions of solutions that contribute to reducing greenhouse gas emissions.
Denmark ranks 21st in this year’s list of top-of-mind countries for agriculture and food products.
The finding reveals substantial potential to increase awareness of Denmark’s national brand, especially considering the recognized importance of country-of-origin.
However, there is significant variation in awareness levels from country to country. Among decision-makers in Japan, Denmark’s top-of-mind awareness is 2%. In South Korea, 5% of decision-makers spontaneously mention Denmark, while in the UK, the awareness level is just 1%.
This leaves plenty of potential to raise awareness further.
of Japanese decision-makers say country of origin is important when sourcing food products and solutions
of South Korean decision-makers say country of origin is important when sourcing food products and solutions
of British decision-makers say country of origin is important when sourcing food products and solutions
Henrik Wiboltt, Senior Vice President of Global Sales at FOSS, highlights the importance of local presence and collaboration in raising market awareness. He emphasizes the synergy between direct customer engagement and leveraging Danish trade promotion efforts.
Quality, food safety, natural, trustworthy and good taste are the top five attributes that decision-makers associate with Denmark.
That sounds like a strong foundation for exports. However, exporters should first understand the nuances behind these perceptions to effectively leverage them in their branding.
When asking the decision-makers from Japan, South Korea, and UK about their level of agreement with various statements on greenhouse gas reductions, it becomes clear that there is consensus on the importance of sustainable practices.
The decision-makers consistently express a strong level of agreement on the importance of greenhouse gas reductions across statements related to long-term growth, collaboration, customer demand, and pricing.
of the decision-makers agree that companies must offer products and solutions to reduce greenhouse gases for long-term growth.
of the decision-makers agree that prioritizing practices mitigating greenhouse gases will become increasingly important to companies in the coming years.
of the decision-makers prefer to buy and collaborate with companies committed to reducing greenhouse gases from their activities.
of decision-makers agree that products and solutions contributing to the reduction of greenhouse gases are more important than price.
In this year’s survey, the decision-makers were asked which initiatives they believe would have the biggest impact on the ability to reduce greenhouse gases of the agriculture and food
sector, in their home country.
Overall, their answers indicate that reducing food waste, recycling in production, and use of renewable energy are perceived as factors having the biggest impact on the agriculture and food sector’s ability of reducing greenhouse gas emissions nationally.
Given that three of the top five attributes relate to the production stage of the value chain, Danish companies could prioritize initiatives that enhance sustainable practices in production, which could, in turn, be leveraged as a key differentiator in branding and marketing efforts.
Leverage Denmark’s strengths in quality, food safety, and sustainability. Danish companies should capitalize on Denmark’s reputation in these areas to enhance their brand in global markets.
With growing market demand for sustainable solutions, Danish companies should prioritize products and practices with a low environmental impact to meet this demand and align with market expectations in all three countries.
Drive exports by focusing on sustainable practices and low-emission products, demonstrating how Danish solutions meet the growing demand in the Japanese, South Korean, and British markets. Danish companies can set industry standards and influence global practices by adopting and
promoting sustainability, ensuring their offerings remain relevant.
Use Denmark’s leading position within technology to guide business partners on how to invest in technology that enhances health and sustainability. Technology is a key enabler of the green transition and better health. Most decision-makers agree that new investments are necessary.
Invest in robust data management systems to meet stringent EU regulations and enhance credibility in sustainability efforts. This will help Danish companies document and validate their sustainability initiatives effectively, making them more competitive on the export markets
Denmark is a frontrunner in innovative, sustainable and efficient agriculture and food production. The Danish food cluster is well-known worldwide for its strongholds in areas like food quality and safety, sustainability, organic food production, gastronomy, health, ingredients, innovative technology and the unique Danish way of collaborating. We like to share our know-how, so you can be inspired in your business.
