Despite initial intentions, a comprehensive survey reveals that Danish consumers selectively boycott American products, with certain brands experiencing a decline in sales while others remain unaffected. The data indicates a nuanced approach to boycotting, suggesting that purchasing behavior is influenced by brand association with the United States.

The survey, conducted by YouGov, highlights that Coca-Cola, Tesla, Heinz, and Pepsi are among the specific products targeted by Danish consumers. Since the beginning of Donald Trump’s presidency, there was a popular movement, exemplified by almost 100,000 Danes joining a Facebook group dedicated to boycotting goods from the USA. Monthly buyers of Coca-Cola have decreased by 15 percent, and Pepsi sales have declined by 19 percent among the 3,000 households surveyed.

Carlsberg, which bottles and distributes Coca-Cola in Denmark, acknowledged a small impact on sales, but stated it was not drastic.

Conversely, the survey indicates that Oreo, owned by the American company Mondelēz International, has seen an increase in sales among Danish consumers. An average of 74,000 households purchased Oreo monthly, but in April, that number rose to 93,000.

Charlotte Alring, an analyst at YouGov, suggests that Danes selectively boycott products closely associated with the United States, while other American goods are not significantly affected. This indicates a more targeted and discerning approach to boycotting American products.