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Market News


Wednesday, 03. April 2013
Garden furniture and milk cartons - more than one in three Danes knows the FSC label


A recently-published brand awareness survey conducted by FDB Analysis shows that 35 percent of Danes know the FSC label. They particularly associate it with furniture and paper products. Brand awareness is highest among relatively well-off people.


The survey also shows the recognition of the FSC label is higher among Danes between the ages of 35 and 54. In this age group, 42 percent of the people had heard of the FSC label before. This awareness is even higher among people with high personal income, reaching 50 percent of people; civil servants (44 percent) and the self-employed (40 percent) are also likely to be familiar with the FSC label.

Of those that recognized the label, 77 percent had seen it on gardening products, 29 percent on grocery coupons and 16 percent on newspapers and magazines. It is also associated with charcoal and utensils, and most of the milk cartons in Danish refrigerators are FSC certified.

The survey was conducted by FDB Analysis between 27 August and 2 September 2012. The 1,025 people who responded were between 15 and 74 years old. They were categorized by age, gender and geographical location.

You can read the full survey report (in Danish) on the FSC Denmark website here.