The Private Sector

Awareness Survey of GRAM Appliances 2025

Explore how GRAM continues to strengthen its position among Danish consumers through new insights into brand awareness, buying behaviour, and market preferences.

Background

Silverlining Research, in collaboration with Creative ZOO, has conducted a comprehensive study of GRAM appliances in 2025.
The purpose of the study was to identify Danes’ market knowledge, including their knowledge of GRAM appliances, as well as buying behaviour and preferences among potential buyers of appliances.
The survey is a continuation of a similar awareness survey conducted in 2021.

Method

To map GRAM’s position in the Danish white goods market, Silverlining Research conducted a questionnaire survey, which was sent to a representative sample of Danes over the age of 18 who have either purchased white goods within the past five years or who are considering purchasing white goods in the coming years. The survey had 870 responses.

Results

The survey results showed that seven out of ten Danes know about GRAM white goods. GRAM has many potential buyers, and they primarily find their inspiration from price comparison sites or physical stores. Furthermore, GRAM is a strong and well-recognised brand that is considered reliable and easy to use by current and previous owners.