Danish consumers still choose conventional pork over organic due to cost

Most Danish shoppers continue to buy conventional pork despite political debate over animal welfare, with price remaining the deciding factor, DR reports.

According to Coop, Denmark’s largest supermarket chain, conventional pork still dominates sales, accounting for 85 percent of total purchases—down from 90 percent at the time of the 2022 general election. While organic and welfare-labeled pork has seen a five-percentage-point increase to 15 percent, the shift remains modest.

At a Kvickly supermarket in Aalborg, customers cited cost as the primary reason for their choice. “It’s a prioritisation of my own finances first, and animal welfare comes second,” said Mikkel Bertel, a jobseeker. Irene Søndergaard, a nursery teacher, added that she saw “no major quality difference” to justify the higher price of organic pork.

Eigil Christensen, a pensioner, expressed a desire to support organic farming but admitted price often dictated his purchases. “Sometimes I compromise and buy the cheaper option, though I feel better knowing the animals are treated well,” he said.

John Thøgersen, a professor of economic psychology at Aarhus University, noted that the election campaign focused on political responsibility rather than consumer action. “There’s been little discussion about what individuals can do, like choosing welfare-labeled products or reducing meat consumption,” he said. While such changes require effort and cost, he argued clearer messaging could influence behaviour.

Denmark’s state welfare label, which ranks products by animal welfare standards, aims to guide consumers toward higher-welfare options. However, Thøgersen observed that even well-intentioned shoppers struggle to align their values with purchasing decisions when faced with price differences.