Analysis: We would like to eat more greens, but fewer do it.
Økologisk NuA new consumer analysis from Landbrug & Fødevarer shows that Danes do not necessarily lack motivation or knowledge that vegetables are an important part of a healthy diet. The analysis, based on data from Voxmeter, indicates that the challenge is to turn ambitions into action in a busy everyday life. Habits, lack of inspiration, price, and the perception that vegetables are cumbersome or quickly become boring are among the barriers that hinder progress. "We do not have a motivation problem. We have a daily challenge. Danes want to eat more vegetables, but if they are perceived as time-consuming, difficult, or hard to incorporate into meals, they are rejected. Therefore, we should not just tell people they should eat more vegetables. We need to make it easier to choose vegetables," says Line Munk Damsgaard, head of Nutrition & Consumer Analysis at Landbrug & Fødevarer, in a press release. The analysis, published in connection with the National Green Week, shows that the proportion of Danes who eat vegetables every day has decreased from 55% in 2024 to 51% in 2026. At the same time, 51% say they would like to eat more vegetables than they do today. It is especially Danes who do not eat vegetables daily who want to eat more. Thus, Denmark faces a green paradox: the willingness is there, but everyday life gets in the way. Vegetables must win in everyday life The new vegetable analysis shows that the most important factors for Danes when buying vegetables are taste, freshness, quality, and health. Price/value for money ranks fifth and sixth, while Danish-produced vegetables are prioritized by nearly a third of Danes. This means that the task is bigger than just producing more vegetables. They also need to be attractive choices. "It is a problem that fewer Danes eat vegetables every day, even though most want to. This shows that good intentions are not enough. If we want to reverse the trend, vegetables must be the easy and obvious choice. They should taste good, be inspiring, have a reasonable price, and be easy to incorporate into a busy everyday life. For this to succeed, the entire food chain—from producers and retailers to canteens, public kitchens, and restaurants—has a responsibility," says Line Munk Damsgaard.
A new consumer analysis from Landbrug & Fødevarer shows that Danes do not necessarily lack motivation or knowledge that vegetables are an important part of a healthy diet. The analysis, based on data from Voxmeter, instead indicates that the challenge is to translate ambitions into action in a busy everyday life. Habits, lack of inspiration, price, and the perception that vegetables are cumbersome or quickly become boring are among the barriers that hinder progress.
"We do not have a motivation problem. We have a daily life challenge. Danes want to eat more vegetables, but if they are perceived as time-consuming, difficult, or hard to incorporate into meals, they are rejected. Therefore, we should not just tell people that they should eat more vegetables. We need to make it easier to choose vegetables," says Line Munk Damsgaard, head of Nutrition & Consumer Analysis at Landbrug & Fødevarer, in a press release.
The analysis, which is published in connection with the National Green Week, shows that the proportion of Danes who eat vegetables every day has decreased from 55% in 2024 to 51% in 2026. At the same time, 51% say they would like to eat more vegetables than they do today. And it is especially Danes who do not eat vegetables daily who want to eat more.
Thus, Denmark faces a green paradox: The will is there, but everyday life gets in the way.
Vegetables must win in everyday life
The new vegetable analysis shows that the most important factors for Danes when buying vegetables are taste, freshness, quality, and health. Price/value for money ranks fifth and sixth, while Danish-produced is prioritized by nearly a third of Danes.
This means that the task is bigger than just producing more vegetables. They also need to be attractive choices.
"It is a problem that fewer Danes eat vegetables every day, even though most want to. This shows that good intentions are not enough. If we want to reverse the trend, vegetables must be the easy and obvious choice. They should taste good, be inspiring, have a reasonable price, and be easy to incorporate into a busy everyday life. For this to succeed, the entire food chain has a responsibility – from producers and retailers to canteens, public kitchens, and restaurants," says Line Munk Damsgaard.