Key figures on the Nordic Swan Ecolabel

The Nordic Swan Ecolabel is the most well-known eco-label in the Nordic region.

The Nordic Swan Ecolabel is the official Nordic ecolabel – and consumer surveys are regularly conducted in Denmark, the Nordic countries and outside the Nordic countries in both Denmark and the Nordic countries. On this page you will find a small selection of key figures.

Nordic awareness figures

The Nordic Swan Ecolabel is the most well-known ecolabel in all the Nordic countries, and Nordic consumers have very high confidence in the label:

95 %

of Nordic consumers are familiar with the Nordic Swan Ecolabel.

93 %

of those who know the label trust the Nordic Swan Ecolabel.

60 %

look for the Nordic Swan Ecolabel when choosing between products.

Source: Nordic Consumer Sustainability Index by Nordic Swan Ecolabel, IPSOS 2022.

International key figures

Can companies use the Nordic Swan Ecolabel outside the Nordic region? Yes, very much – and many companies already do. Below are examples of the proportion of Nordic companies within a product group that sell products with the Nordic Swan Ecolabel outside the Nordic countries:

64 % of flooring companies
59 % of cosmetics companies
30 % of companies in textiles and furniture

Under cases you can read more about what experiences companies have made.

Knowledge outside the Nordic region

In a consumer survey among more than 9,000 European consumers in 7 different countries, YouGov in 2022 examined interest in Nordic products as well as knowledge of and interest in the Nordic Swan Ecolabel. The highest level of knowledge was in respectively. Germany (21% knowledge), Austria (21%) and the Netherlands (19%).

Danish key figures

> 55 different product groups where companies can obtain certification with the Nordic Swan Ecolabel.
> 25.500 products with the Nordic Swan Ecolabel on the Danish market.
> 1.300 licenses with he the Nordic Swan Ecolabel in Denmark.
93 % of Danes know the Nordic Swan Ecolabel, and 78% of Danes know that the Nordic Swan Ecolabel is an ecolabel.
69% of Danes trust that a product is a better choice for the environment if it carries the Nordic Swan Ecolabel. 66% of Danes look for the Nordic Swan Ecolabel when choosing products.

44 %

Growth in turnover of products with the Nordic Swan Ecolabel on the Danish market from 2020 to 2021 (from DKK 9.6 billion to DKK 13.9 billion).¹

¹ Reported realised turnover from factory, i.e. excluding taxes and profit in retail. The turnover figure excludes printing houses, investment funds and cleaning of liquid-damaged electronics.
Sources: Ecolabelling Denmark and YouGov January 2023.