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How should Danish companies position themselves for success in the British market?

As a Danish company, how can you position yourself for success in the British market? We'll give you four solid recommendations.

 

Take a bite of the cake: How to succeed in the UK market

The UK is one of Denmark's long-standing and significant partners when it comes to trade. In 2021, they imported Danish goods at a price of no less than DKK 42.1 billion. Food comprised 23% of total Danish exports to the UK in the same period. Therefore, it is undoubtedly lucrative to gain a foothold in the British market.

 

There are several ways in which you can position yourself as a Danish food company on the British market. The UK's prominent position in the food industry is not necessarily the same as in Denmark, but there is a focus on quality, while the British already know about Danish food culture. This factor, among others, is one you can focus on to be successful on the other side of the North Sea.

 

We have summarised four solid recommendations for those of you who want to enter the British market:

 

1. Take advantage of the fact that Denmark is well-known to the British
Denmark is known to be a food and agricultural nation by a large number of decision-makers in the UK. People recognise that Denmark is a reliable and innovative nation when it comes to food.Therefore, it's just a matter of making use of the pre-existing awareness and tapping into the Danish values in your product.

 

2. Highlight Denmark as a pioneer in environmental welfare
British decision-makers believe that organic food has the greatest positive impact on health. Therefore, it naturally follows to emphasise Denmark's position as an organic front-runner in promoting Danish products.

Compared to British products, Danish foods are still seen as more sustainable and having a greater focus on animal welfare.

 

3. Emphasise quality and good value for money
In the UK, Danish products are known for being of high quality and especially for having good value for money. These are strengths that can help meet the British need concerning affordable food items. It is a significant factor in the recent cost-of-living crisis in the UK and a major concern for consumers.

However, there is a small 'but' here – that the British see Danish foods as more expensive. Even so, 61% of decision-makers say that there is indeed value for money. Therefore, it is good value for money that you should focus on (and not necessarily the exact price).

 

4. Show competence within sustainable food systems
As we have already touched upon, British decision-makers focus primarily on three things when it comes to the greatest health challenges – namely sustainability, affordable food and production costs.

They see the Danish companies as strong suppliers of technological solutions in relation to all these factors. Therefore, as a Danish food company, you have the opportunity to build upon this foundation by conveying the ability to support decision-makers with cost-effective investments in a more sustainable food system.

 

In short: Focus on sustainability and the innovative solutions behind your product.

 

Need help to become successful in the UK market?

It can be a bit challenging to position yourself correctly both communicatively and physically in a new market, and the UK is no exception.

With export sparring and abundant experience in the field, we at The Trade Council can give you a helping hand when you need to be successful in the UK market. All you need to do is reach out to us.

 

Hear more about your options

 

You can also get help through our packages and programs designed for export: