A growing number of Danish consumers are turning their back on alcohol, a new study conducted by Voxmeter on behalf of Blue Cross Denmark has found.
According to the study, some 42.1% of Danes have avoided alcohol at some point over the past year, marking an increase of 7.5 percentage points on 2024, when 34.6% reported the same behaviour.
‘Responsible approach’
“It’s a surprising, but very pleasing increase,” commented the secretary general of Blue Cross Denmark, Morten Skov Mogensen. “To me, it shows that we in Denmark are taking a more responsible approach to our alcohol consumption than before. It’s not necessarily about giving up alcohol altogether, but about thinking more about how much you drink, when and why.”
When asked whether they have considered giving up alcohol for a period of time, nearly half of Danes said that they have, which is up from 38.7% in 2024, the study showed.
This broad trend toward reconsidering drinking habits is being driven by a number of factors, according to Blue Cross Denmark, including personal health and wellbeing, improved sleep, increased energy, and weight loss motivations.
More than 40% noted that they ‘lacked the desire’ to consume alcohol, while nearly one in four cited medication use or general health reasons.
‘Strongly-rooted alcohol culture’
“We have a strongly rooted alcohol culture in Denmark, and it is often a regular part of social events, celebrations, and when life hurts,” Mogensen added. “In recent years, there has been a movement towards a more reflective relationship with alcohol, and this has been confirmed in this new study.
“I hope that these positive trends can help open the conversation about Danish alcohol culture and push it in a healthier direction.”
Blue Cross Denmark is a social organisation that supports individuals dealing with alcohol abuse, as well as their families. The survey featured 1,022 respondents and was conducted between 7 and 16 May 2025. Read more here.
