Health amongst Danish consumers

The Danish population’s awareness and actions, in regards to health and well-being, has seen a great deal of progress in recent years, and the interest is continuously increasing. The proportion of adult Danes participating in sports has risen steadily ever since the first survey was completed in 1964, as part of a cultural habits study (Pilgaard, 2007).

Figure 7: Exercise habits of Danish adult citizens (1964-2011)

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Exercise habits of Danish adult citizens (1964-2011)

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Source: Own creation based on The Danish Institute for Sports Studies, 2012 The findings of a recent 2011 study of the adult Danish exercise- and sports habits are based on a total of more than 6,000 responses from Danes aged 16-92 years, with comprehensive data provided. However, in spite of the rather large sample, and the great amount of data that was produced from it, one must still question if the numbers, statistics and findings are

trustworthy. Is this sample large enough to represent Denmark as a whole? Findings and facts concluded by The Danish Institute for Sports Studies in their report ´Danskernes Motions- og Sportsvaner, 2011, will in this paper be presented as objective as possible, although findings can be interpreted in different ways, thus prompting scrutiny over the findings. It is prudent to consider, and keep in mind, that not-for-profit sources, such as The Danish Institute for Sports Studies, who produced the above mentioned report, generally have more credibility than commercial sources (Kanuk, et al. 2008), as they are seen as independent and not aiming to make a profit.

The majority of Danish adults who participate in sports do so on their own, or in informal groups with others. The adults’ exercise activity often takes place in other settings than children’s activities, which often require a structured environment, led by a coach. There has been a decline in the usage of public organizational sports settings and facilities, whereas public areas such as parks, forests/woods and sidewalks in the city, are frequently being used by exercising adults. Further, the usage of private sports facilities, such as fitness centers, has increased dramatically over the last decade. During the financial crisis (e.g. 2008-2012) the fitness industry managed to increase their gross profit with 37% during those four years (Krogh, 2012).

Figure 8: Key figures for the Danish fitness industry

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Source: Own creation based on The Danish Institute for Sports Studies, 2012 The Danish National Institute of Public Health conducted a similar survey to that which The Danish Institute for Sports Studies did, which found that more than 66 % of Danish citizens are involved in physical activities at least four hours a week. That is a 6 % increase compared to the year 2000 (Statens Institut for Folkesundhed, 2013). “It has become modern and

fashionable to be well-trained, partly because the media focuses so heavily on health. The majority are now aware that when sitting and working in front of a computer all day, it is vital to exercise in people’s spare time,” says Stig Eiberg, a professor in physical education at The University of Southern Denmark. “Exercise is not as scheduled anymore, and the longer opening hours, at especially fitness centers, benefits us as we schedule our workout sessions around the clock” (Fitness-guide, 2014, p.1).

As stated above, there has been a significant increase of Danes trying to improve their health and modify their lifestyle behavior. Improving health, modifying lifestyles and changing food choices, however, are not the only way to shift aggregate consumption patterns and nutrient intake. In an effort to compete for health-conscious customers, Dunkin’ Donuts are creating and introducing new products with the aim to capitalize on the latest health concerns (The Wall Street Journal, 2014). Secondary, these changes can benefit customers not even looking for better nutrition as they may reap dietary benefits from healthier versions of foods and beverages (Food and Drug Administration, 2014). Despite soaring obesity figures across the

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Gross profits in the Danish fitness industry (2008-2012)

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globe, fast food chains continuously serve meals that are associated with serious health risks.

Branding and advertising campaigns often make fast food look intriguing and sound

appealing, but the fact is, most fast food meals are extremely fattening if eaten regularly over a longer period of time (Zollinger, 2013).

Therefore, in 2007, Dunkin’ Donuts established a Nutrition Advisory Board hiring some of Americas leading experts in the field of nutrition, health and wellness, with the aim to develop and reformulate products so they meet the evolving needs of their customers (Dunkin Donuts, 2008). Since then, the research accumulated has helped to gain knowledge and insight to better understand and anticipate health and wellness trends and to continuously incorporate nutritional science in their menu development. Sometimes they replace an entire meal, but during the last couple of years, healthy snacks have been a big winner on the menu (Dunkin’

Donuts Press Kit, 2014).

As most people find themselves busy throughout the day, they are also snacking more frequently, rather than eating a complete meal several times a day. Dunkin’ Donuts culinary dream team has recognized this change in behavior and is meeting their guests shifting eating habits. By hiring Executive Chef (and Vice President of Product Innovation) Stan

Frankenthaler and his team, Dunkin’ Donuts may be able to brand themselves as an

innovative fast food restaurant, producing fast food menus containing less than 400 calories per meal (Dunkin’ Donuts Press Kit, 2014). With several menu choices, a meal consist of food and a beverage, their DD SMART menu is designed for customers who are aware of what they eat, and this menu fits their healthy lifestyle and ensures that it fulfills all their customers’

dietary wants and needs.

In 2011 America took a big step trying to fight overweight and obesity, as they signed a legislation that requires restaurants to put calorie information on their menus and drive-through signs (The New York Times, 2010). Although it has not come to this extend in

Denmark, yet, it could be a beneficial way to brand themselves and their DD SMART menu. By exposing their (potential) customers to their low calorie menu items visually, they appear more transparent, honest and not just a coffee and donut chain (Appendix 5).

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