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Danes opt out of branded goods in supermarkets | Money | DR After three months of steadily rising prices, Danish consumers are changing their shopping behavior and dropping the branded goods. take the cheaper, but also more unknown, from own discount chain? - There are things where I would rather pay a little more for a well-known brand. You could, for example, buy a much cheaper butter, but there I still choose to buy Lurpak, says Sandra Heglund Andersen, when we catch her on the weekend shopping trip in Hundige on Copenhagen's west side. - But we have also shopped for toast, where we bought the bread that was not a branded product. We get more for our money here, and it looked like the same thing, adds Chrisander Gottlieb Klingaa.And they are not alone in their choices. In fact, there has been a clear change in which items we put in the basket on the trip around. - We have seen a movement away from the well-known brands and towards our cheaper own items such as Salling, and ØGO, says Henrik Vinther Olesen, who is responsible for communications and CSR in Salling Group, which has the retail chains Føtex, Bilka and Netto, among others. The vast majority of Danes are re-prioritizing their consumption all the way to the supermarkets. Louise Byg Kongsholm, trend researcher in the PEJ group, Rema1000 and, which has the chains Min Købmand, Let-Køb, Meny and Spar.- The vast majority of Danes are re-prioritizing their consumption all the way to where we buy fewer of the expensive goods, buy more private label (own brands, red .), turns down ecology a bit and in general we think more about, says Louise Byg Kongsholm, who is a trend researcher and director of the PEJ group - scandinavian trend institute. But even though we have turned down the ecology a bit, it is still a priority for many. This is reflected in our own sales figures. - We see that customers are now increasingly choosing our private labels over. In particular, our organic private label, Green Balance, is increasing in popularity, writes communications director, Morten Vestberg, to Nyheder.- The growing interest in the Green Balance series indicates that customers still want to choose organic, but naturally are more price-conscious But even though they still see a small improvement, it will probably put a damper on the turnover of the more expensive organic goods, says trend researcher Louise Byg Kongsholm. - When the price rises on even the simplest basic goods, such as dairy and fruit, then the individual will consider whether it is worth the extra kroner to spend them on an organic apple, milk or butter. Overall, it is a lot of money over a year. So we will probably see a small decrease in organic goods. But for many Danes, organic goods are more a luxury item than part of everyday shopping. So cutting back on ecology may not be an option at all. The vast majority of household budgets can be cleaned up. There is usually always something to pick up. Louise Byg Kongsholm, trend researcher in the PEJ group And good advice is expensive if you have a small economy. But the advice may not be that expensive even.- There is a Facebook group called '', which has become super popular just in recent weeks, says trend researcher Louise Byg Kongsholm.- It can be that people show everyone the products they have found on offer, so that you should at all times review the bean or how to make sure to use the whole broccoli by, among other things, making waffles from the broccoli stick. It is very exciting reading and a great inspiration for many. There are 45,000 members already. Because there is money to be made if you review your account with a tight comb and think about yours, it sounds from the trend researcher. - The vast majority of household budgets can be cleaned up. Everything from how many you have, to what telephony subscription you have. Whether you buy expensive or cheap meat, how often you travel. There is usually always something to pick up. Is there a prospect that price increases will stop at some point, and what does it take? Will unemployment rise? Are we going to put money in the bank? And what can be done to get yourself through the cuts in the best possible way? Three economists with everyday life in a bank, a consumer organization and a university answered questions.