A new study indicates that Danes are becoming increasingly quality conscious about their food, with cost considerations slipping further down the list of priorities.

An analysis done at the end of 2003 by Greens Analysis Institute on eating and exercise habits revealed that health is now the main consideration when Danes choose their food.

Over half of those polled put health first when shopping for groceries and one in three put taste as their main criterion. Only one in ten was most concerned about the cost of food, and almost nobody prized speed of preparation.

Danish consumers now only use about 10% of their income on food, and this may create enough budgeting room to put other factors first when planning meals.

Nutrition researcher Dr. Arne Astrup told business news service Børsen that the survey should tell the food industry to consider concentrating on offering a more exciting and varied selection of products with an emphasis on high quality.