The Danish conzoom® consists of 9 groups and a total 39 types. Get to know them here



Above you find the percentage distribution of the 9 conzoom®groups and the 39 conzoom®types in the Danish conzoom®. All households are segmented if they are present in national registers at the time of the calculation. The distribution changes a bit from year to year due to the common development in society, changes to the calculation of the variables on which conzoom® is modelled, developments in clustering methods and improvements to the conzoom®model itself. In May 2022, we carried out a major update. New conzoom® types have been added and the current model is the 6th generation since conzoom® was first built in 2002.

Below each segment is presented.

The conzoom®groups

A Affluent homeowners

Homeowners with high income and equity

Fact: 81% enjoys gardening 

  • Typically living in their own single-famliy house
  • Financially well-established with high purchasing power
  • Enjoy spending money
  • Gardening and DIY
  • Broad field of interests and generally well-informed
  • Read one of the major newspapers

B Comfy cosiness

Sociable and egalitarian average Danes

Fact: 33% vote for the Social Democrats

  • Average mature families
  • None or few children living at home
  • Own or rent a smaller detached or terraced house
  • Income slightly below average
  • Can be tempted by a good deal
  • Relaxation and dance shows on the telly

C Country life

Families living in the countryside

 Fact: 62% like to “DIY” 

  • Families with or without kids
  • Villages and open land
  • Generally a good financial health and purchasing power
  • Own their own farm or house, along with a car
  • Engaged in the local church and community
  • Read the local newspaper and listen to the local radio

D Wealthy living

Classy living in the upper class

 Fact: 70% do sports or exercise 

  • Well-off in attractive neighbourhoods
  • Very high purchasing power and wealth
  • Well-informed families belonging to the higher social classes
  • Culturally interested and happy to pay extra for good quality
  • Skiing, triathlon, tennis and golf
  • Travel the world – for pleasure and business

E Urban diversity

Younger and older living the city life 

Fact: 41% watch YouTube on a daily basis 

  • Many singles living in apartments in the big city
  • Low purchasing power but happy consumers
  • Well-educated and well-informed
  • Ride the bicycle or use public transportation
  • Climate friendly, organic and vegetarian
  • Heavy consumers of culture home and abroad

F Upscale city

Well-off in attractive big city apartments

Fact: 44% read fiction at least once a week

  • Live in attractive metropolitan apartments
  • Varying family types with a strong household economy
  • High level of education and occupation
  • Focus on health and eco-friendly products
  • Visits to restaurants and dinners at home
  • Big spenders, also when it comes to cultural consumption

G Seniors

Elderly and those who need special care

Fact: 75% are members of The DaneAge Association, Ældre Sagen

  • Older retirees and early retirement recipients
  • Live in all sorts of homes, typically in provincial towns
  • Readers of the magazines Samvirke and Komputer for alle
  • Believers who like to go to church
  • Enjoy evening school and talks
  • Great consumers of TV, magazines and radio channels P1 and P4

H Youth on the move

Young students in the big city

Fact: 97% use streaming services on a daily basis

  • Singles under 35 years old without kids
  • Student housing and youth housing units in student cities
  • Under education or recently graduated
  • Low purchasing power, but high future potential
  • Fitness, fastfood and readymade meals
  • Like to socialise, go out and go to concerts

I Provincial life


Less privileged living in the province

Fact: 43% are traditionalists

  • Families in all ages, usually without children
  • Tenants in provincial towns
  • Low income and few assets
  • Low level of education and occupation
  • Readymade meals and fastfood
  • Shop and gamble frequently online

conzoom® is a data-driven segmentation tool


A1 Sucessful living


Career-oriented families with resources

Fact: 72% have a health insurance

  • Middle-aged, belonging to the higher social classes
  • Established families living in their own house
  • Very high income and purchasing power
  • Well-informed and very resourceful
  • Doing sports and other activities in their spare time
  • First movers with a taste for luxury products

A2 Prospering families

Large well-educated families

Fact: 34% run on a regular basis

  • Families with many kids
  • Homeowners with high purchasing power
  • Always online and on the go
  • Sports and family activities
  • Streaming, football matches and e-sports
  • Meal boxes and home deliveries

A3 Distinguished elders

Affluent elderly with children who has moved out

Fact: 37% vote for the Social Democrats

  • High purchasing power and quality of life
  • Large home equity
  • Electric bike, golf and gymnastics
  • Well-informed and interested in local news
  • Weekly magazines and TV 2 Charlie on the telly
  • Evening classes, gardening and charter holidays

A4 SOHO workers

Self-employed working from home

Fact: 46% feel stressed

  • Private professionals
  • Live in houses in smaller provincial towns
  • Enjoy cooking fine gourmet dinners
  • Self-employed and doing their own tax return
  • East or west – home is best
  • We should all be more self-sufficient

A5 Family Jensen

Middle-aged families living in good conditions

Fact: 71% uses streaming services

  • Middleclass with means
  • Midlife in midsize towns
  • Home equity and parental purchase
  • Enjoy the cosiness of home
  • Motors and a hook hitch for the trailer
  • Danish oldies songs and TV 2 Zulu on the telly

B1 Middle of the road

Families without children, with a low education level

Fact: 70% is outside the labour force

  • Singles but not lonely
  • Smaller homes in provincial areas
  • Keep the moped and the knitting needles going
  • Ready-made meals, fall for advertising
  • Spirituality and alternative medicine

B2 Optimists

Up and coming well-educated families with children

Fact: 69% prefer to spend their holidays in Denmark

  • Families with kids in provincial towns
  • Newly established with a tight budget
  • Average purchasing power, buy on credit
  • Cars, football matches and grocery shopping at Bilka
  • Many children-related activities
  • Health insurance and slimming clubs
  • Gardening and relaxation at home

B3 Empty nesters

Seniors with children who has moved out

Fact: 82% does gardening regurlarly

  • Elderly families with children who has moved out
  • Traditionalists and working class
  • Uncomfortable with online payments
  • Morning newspapers and Danish oldies songs
  • Groceries from discount stores
  • Denmark and the Danish national lottery

B4 Idyllic living

Couples and singles living in older houses

Fact: 10% do not vote

  • Occupational trained hard workers
  • Middle-aged singles or couples
  • Live in villas in small towns
  • Dance, ball games and badminton
  • Readymade meals and evening school
  • Traditionalists with average purchasing power

B5 Humble and happy

Small families in terraced houses

Fact: 78% prefer the supermarket chain Netto

  • Middleclass and average income
  • Couples or singles with few or no kids
  • Dance shows and entertainment on the telly
  • Deal hunters who read free newspapers
  • Enjoy needlework and gardening
  • Grocery store cakes and coffee in the thermo

C1 Farmers

Farming families

Fact: 67% eat pork almost daily

  • Middle-aged couples with average purchasing power
  • Nature far and wide
  • Live in a big, old farmhouse or country house
  • Local community and local radio
  • Wouldn’t mind doing things themselves to keep the taxes down
  • Go to church, and drive to anything else

C2 Country living

Families in the countryside with many kids

Fact: 58% prefer the supermarket chain SuperBrugsen

  • Activities for the kids in rural surroundings
  • Large and older spacious houses
  • Hunting, Donald Duck and home-baked goods
  • Readymade meals, preferably pasta dishes
  • SoMe and streaming services
  • Camping and sun holidays

C3 Green fingers

Senior families in the countryside

Fact: 88% eat potatoes almost daily

  • Middle-aged without children
  • Elderly couples and singles
  • Weeklies and Ældre Sagen, The DaneAge Association
  • Low purchasing power, but high quality of life
  • Happy gardeners and DIY’ers
  • Like selling and buying used goods

C4 Pair of Hearts

Wealthy families in the countryside

Fact: 65% prefer the supermarket chain REMA 1000

  • Middle-aged and elderly couples without children
  • Own their own spacious older home
  • High purchasing power and well off
  • Welness and charity
  • Keep an open mind about alternative medicine
  • Enjoy doing things at home

C5 Rural comfort

Couples and singles living the country life

Fact: 14% go hunting

  • Families in older houses with and without kids
  • DIY mechanics and moped riders
  • Hunting and motor sport
  • Radio P4 and vacation in Denmark
  • Secondhand media Gul og Gratis and good deals
  • Local living and local radio

D1 The Gold Coast

Well-educated established families with a high income

Fact: 69% invest in shares

  • Classy upper-class life
  • Attractive neighbourhoods in the cities
  • Top managers and top salaries
  • Triathlon, tennis and workout ad libitum
  • Happy to pay extra for good quality
  • Active and well-informed cultural consumers

D2 Sunny side up

Wealthy and resourceful families with children

Fact: 99% eat vegetables, mostly organic, on a daily basis

  • Large families in big villas
  • High purchasing power in attractive neighbourhoods
  • Happy to pay extra for good quality
  • Fashion and nice design
  • Yoga and organic home baked goods
  • Streaming, audiobooks and book clubs

D3 Golden generation

Well-educated and well-off seniors

Fact: 62% have a company sponsered newspaper subscription

  • Elderly without children in big houses
  • Support one or more charity foundations on a regular basis
  • Seniors but still working
  • Curious cultural consumers
  • Garden, health and DR2 on the telly
  • Frequent travellers, often to the big cities

D4 Happy and harvesting

Surplus and more in alternative families

Fact: 37% watch TV 2 News on a daily basis

  • Highly educated, well-off couples or singles
  • Privileged upper class living
  • Wealthy through hard work and property
  • Frequent travellers, often to the big cities
  • Go out regularly – big consumers of culture
  • Hope to win the lottery with Tips og Lotto

E1 City singles

Well-educated younger singles without kids

Fact: 8% voted for “Alternativet” at the 2019 parliamentary elections

  • Long education, but low purchasing power
  • Alternative and creative
  • Modern-community-oriented
  • Well-informed with a high cultural consumption
  • No to gluten – yes to climate friendly food
  • Use public transportation and ride the bicycle

E2 Young co-op dwellers

Well-educated youth living in condos

Fact: 42% visit the library often

  • Attractive condominiums in the city
  • Young, no kids
  • Well-educated or will soon get their degree
  • Low purchasing power, but a high cultural cunsumption
  • Meal boxes, green and organic
  • Airbnb and wellness stays

E3 Heart warmers

Middle-aged and older singles in the heart of the city

Fact: 29% pay a visit to the pharmacy every month

  • Low purchasing power – high quality of life
  • Very sociable and community-oriented
  • Enjoy watching TV and being at home
  • Classical music on the radio channel P1
  • Yoga, gymnastics and dance shows on the telly
  • Supermarket chain Irma and homeless magazine Hus Forbi

E4 Kids on the block

Families with children in the big city

Fact: 29% own a Kia

  • Well-educated and multicultural
  • Mom, dad, kids and average incomes
  • Midsize non-profit housing
  • Activities in the communal house and ball games in the courtyard
  • Slimming tips, make-up and fashion
  • Volunteering and charity

E5 Family ties

Younger and older singles without children

Fact: 27% are doubtful voters

  • Community and togetherness
  • Traditional family values
  • Low occupational level and purchasing power
  • TV channels Zulu, Charlie and Pop FM on the radio
  • Gaming and competitions
  • E-sports, motor sport and football

E6 Urban living

Well-educated younger and middle-aged

Fact: 43% are members of a fitness center

  • Small rental apartments
  • None or few kids, could be sharing children
  • Occupational trained, read specialist magazine
  • Community-oriented – and self-pampering
  • More lamb, less pork
  • No time to waste, run fast and work hard

F1 City pulse

Well-educated families with a high income

Fact: 73% are happy to pay extra for good quality

  • Top managers and high positions
  • Well-educated and well-informed
  • Modern and untroubled
  • High purchasing power and huge cultural consumption
  • Ski holidays and sports vacations
  • Specialty stores and luxury brands

F2 Culture vulture

Highly educated and creative families with children

Fact: 44% ride the bicycle on a daily basis

  • Big city families with many kids
  • Well-educated with a high cultural consumption
  • Globetrotters and gourmet dinners
  • Readymade meals and meal boxes delivered
  • Like to read the newspaper Weekendavisen and shop for groceries at Irma
  • Turn up public cultural expenditure, please!

F3 Picket fences

Middle-aged families with wealth and wits

Fact: 62% are very interested in the climate and environment

  • Older apartments and multifamily houses
  • Well-educated and well-informed metropolitans
  • Wealthy big spenders
  • Retirees or approaching retirement
  • Jazz festivals, ballet and classical concerts
  • Health, wellness and long, nice walks

F4 High flying families

Highly educated and career seeking without children

Fact: 15% voted for “Enhedslisten” at the 2019 parliamentary elections

  • Young career minded families, couples or singles
  • High income and higher social class
  • Vegetarian gourmet dinners and readymade meals
  • Globetrotters with a desire to travel
  • Important to be successful in life
  • Confident in their opinions as well as in fashion

G1 On the porch

Older single tenants in the province

Fact: 65% are interested in politics

  • Retirees enjoying life
  • Live in smaller terraced houses and apartments
  • Worried about traditional family values
  • Dealhunters
  • Royalists and local loyalists
  • Like to bet at Lotto, Tipper and Oddset

G2 Experienced senior

Well-of older couples living in their own home

Fact: 86% do gardening on a regular basis

  • Well-educated and well-informed retirees
  • Large single-family houses in the province or towns
  • Middle class and high purchasing power
  • Gardening, good times and good health
  • Local issues and volunteer work
  • Denmark should look after itself

G3 Welfare founders

Occupational trained seniors living in their own homes

Fact: 75% read free newspapers

  • Retired craftsmen
  • Couples and single widows in towns and villages
  • Villa, doggie and a Weber grill
  • Danish oldies songs and needlework
  • Strong traditionalists with their own defined values
  • Modern technology is taking over our lifes

G4 Nursing & care

Elderly and citizens with special needs

Fact: 46% think that the world is changing too fast

  • Single retirees and vulnerable citizens
  • Worried about the digitalisation and e-mail
  • Classical music and conservatism
  • Wheel of Fortune and TV 2 Charlie on the telly
  • Frightened of the globalisation
  • Read daily newspapers and watch the news on the telly

H1 Student life

Students living in student housing

Fact: 61% do not have a TV

  • Young students living in a few square meters
  • Environmentally concerned backpack travellers
  • Modern-community-minded
  • Leftist vegans
  • Readymade meals and fastfood
  • Climate politics and social issues

H2 First move

Young singles living alone for the first time

Fact: 62% go on Instagram almost daily

  • Young students or job seekers
  • Live in small apartments in cities
  • Low purchasing power, but high consumption
  • Very social, love to go to festivals
  • “Parental purchase” apartments and fast food
  • Extreme sports, Spotify and streaming

I1 Provincial youth

Young singles in provincial towns

Fact: 73% have a Facebook account

  • Young singles in the province without kids
  • Live in modest apartments
  • Occupational trained, employed in specialist positions
  • Quick consumer loans and clubbing
  • Fitness and secondhand fashion
  • Streaming and SoMe

I2 Home comfort

Tenants on a low occupational level

Fact: 14% are regularly on a diet

  • Middle-aged singles without children
  • Live in public housing in the province
  • Relatively high unemployment and low purchasing power
  • Instalment plans and negative wealth
  • Eat readymade meals and takeaway on a regular basis
  • Shop at discount stores and ride a moped

I3 Patchwork and knick-knack

Hearty middle-aged living in the province

Fact: 66% enjoy hiking

  • Elderly traditionalists without children
  • Live in smaller old apartments
  • Like watching TV and doing needlework
  • Health and alternative medicine
  • Read the local newspaper and novellas in the weekly magazines
  • The world is changing too fast!

I4 Enjoying life

Middle-aged singles without kids

Fact: 63% use the internet primarily to go on social media

  • Singles in apartments in the province
  • Low level of education and low purchasing power
  • Sociable - online and offline
  • Impulse credit purchases
  • Readymade meals and e-sports
  • We should help our own before helping others


Learn about the differences and similarities across the conzoom®types in our tables

Average home size and -age

Average amount of children

Average education level

Average household income

Average household wealth

Average amount of cars