Danes buying more convenience food

Dansk Supermaked has sold 10-15 percent more ready-made meals than last year

Dansk Supermarked – Denmark’s largest retailer with stores such as Netto, Føtex, and Bilka – has sold 10-15 percent more convenience products than last year, reports DR.

According to the retailer, Danes increasingly choose ready-made meals that save time in the kitchen such as lasagne, chilli con carne and sandwiches.

Dansk Supermarked has also sold between 3 and 7 percent more frozen pizzas and meatballs.

Søren Askegaard, a professor at the department of marketing and management at the University of Southern Denmark, believes the increase in sales is largely thanks to improved quality and availability of convenience food and because people want to have more free time in their everyday life.