ICON
ICON
The Food & Drinks audience group provides in-depth insight into the geographic distribution of food and beverage consumers across Denmark. Built on mobile location data, this dataset identifies postcode areas where specific dining, grocery, nightlife, and beverage audiences are overrepresented. It offers a strong foundation for data-driven marketing, media planning, retail expansion, and location-based analysis.
The audience group is subdivided into the following segments:
This dataset is suitable for a wide range of use cases, including:
Yes. The Health & Wellness audiences are fully activation-ready and can be used for online marketing campaigns with targeting at postcode level or even mobile device level, depending on the advertising platform.
Yes. All data is fully anonymized and aggregated and complies with applicable privacy regulations, including GDPR. No individuals can be identified or re-identified from this dataset.
Beer DrinkersThis audience represents consumers identified based on their visits to beer-focused venues. It includes individuals who have been observed at biergartens and beer halls, restaurants with on-site breweries, breweries (craft and industrial), and specialised beer shops. The segment reflects real-world visitation patterns and is highly suitable for proximity targeting, retail analysis, and campaign planning around beer consumption and specialty beer retail locations. |  | ||
| Brands Carlsberg, Tuborg, Royal Unibrew, Mikkeller, Albani, Grimbergen | |||
Casual Dining LoversThis audience represents consumers identified based on visits to everyday sit-down dining locations. It includes people observed at restaurants offering popular international cuisines (e.g., Italian, pizza, burgers, Mexican, Mediterranean, Asian cuisines, vegan/vegetarian concepts), where the venue shows clear casual or family-friendly signals such as indoor/outdoor seating, kids facilities, baby-changing amenities, or takeaway options. The segment also includes visits to pubs that serve food, reflecting social dining occasions beyond traditional restaurants. |  | ||
| Brands Sunset Blvd, Jensens Bøfhus, Halifax, Madklubben, Bones, Wagamama | |||
Coffee Shop RegularsThis audience represents consumers identified based on visits to coffee-focused locations. It includes people observed at cafés with coffee-oriented offerings (e.g., coffee/espresso concepts), specialised coffee shops, and coffee roasteries (craft or industrial). The segment reflects frequent, intentional coffee occasions—ranging from grab-and-go routines to specialty coffee discovery—and is well-suited for local catchment analysis and campaigns around premium beverages, café loyalty, and urban lifestyle moments. |  | ||
| Brands Joe & The Juice, Espresso House, Starbucks, Lagkagehuset, Coffee Collective, Ricco’s | |||
Fast Food DinersThis audience represents consumers identified based on visits to quick-service and convenience-led food venues. It includes individuals observed at explicitly tagged fast food locations, sites with drive-through service, food courts, and restaurants strongly associated with fast-food behaviour through fast-service cuisines (e.g., burgers, pizza, kebab/döner, fried chicken, sandwiches, wraps, noodles). It also captures restaurants where takeaway-only/yes or delivery signals high-frequency, convenience-first dining. In addition, the segment includes visits to widely recognised QSR chains and regional fast-casual brands (as defined through name/brand matching). |  | ||
| Brands McDonald’s, Burger King, Sunset Blvd, KFC, Domino’s, Joe & The Juice | |||
Fine Dining EnthusiastsThis audience represents consumers identified based on visits to high-end restaurants. It includes individuals observed at venues that signal an upscale dining experience through indicators such as reservation requirements, a stated dress code, star-based ratings, or explicit Michelin-related tagging. The segment also captures restaurants associated with premium culinary concepts and cuisines (e.g., French, haute cuisine, tasting menu, modern/contemporary European, fusion and asian-fusion). It reflects special-occasion dining, gastronomic exploration, and premium hospitality moments. |  | ||
| Brands Noma, Geranium, Alchemist, Kadeau, Michelin Guide, AOC | |||
Food & Related ItemsThis audience represents consumers identified based on visits to specialty food retail and food-related venues. It includes individuals observed at shops focused on seafood, cheese, delicatessen/deli, confectionery and chocolate, pastry and sweets, pasta and spices, as well as organic-focused stores. The segment also captures visits to ice cream venues, reflecting treat-oriented and premium/snacking moments. Overall, it highlights people who actively seek out curated, category-specific food products beyond standard supermarket shopping. |  | ||
| Brands Toms, Anthon Berg, Arla Unika, Summerbird, Royal Dansk, KiMs | |||
Food Delivery CustomersThis audience represents consumers identified based on visits to places that actively offer delivery services. It includes individuals observed at a broad range of food venues—such as restaurants, fast food outlets, cafés, food courts, pubs, biergartens, and ice cream venues—where delivery is explicitly available. It also covers visits to food retail locations that offer delivery, including supermarkets, bakeries, convenience stores, greengrocers, butchers, seafood and cheese shops, chocolate/sweets specialists, and coffee/tea shops. The segment reflects convenience-driven purchasing and high intent for at-home consumption across both prepared meals and groceries. |  | ||
| Brands Wolt, Just Eat, Uber Eats, Hungry.dk, Domino’s, Pizza Hut | |||
Grocery & Supermarket ShoppersThis audience represents consumers identified based on visits to everyday food retail locations. It includes individuals observed at supermarkets, local grocery shops, convenience stores, and other venues broadly tagged as food retail. The segment reflects routine household purchasing behaviour, ranging from full weekly grocery trips to quick top-up shopping missions. It is highly relevant for retail catchment analysis, FMCG targeting, and location-based expansion strategies. |  | ||
| Brands Netto, Føtex, Bilka, Coop, Rema 1000, Lidl | |||
Nightlife & Club GoersThis audience represents consumers identified based on visits to evening and late-night entertainment venues. It includes individuals observed at nightclubs, bars and cocktail bars, and live music venues—locations that typically reflect social nightlife behaviour. The segment captures experience-driven consumers who actively engage in after-work drinks, clubbing, DJ events, and live performances. It is highly relevant for beverage brands, event promotions, urban campaigns, and sponsorship activations. |  | ||
| Brands Culture Box, Chateau Motel, Tuborg, Red Bull, Carlsberg, Smukfest | |||
Spirit & Cocktail FansThis audience represents consumers identified based on visits to venues and retailers that strongly signal cocktail and spirits consumption. It includes individuals observed at bars, cafés, pubs, nightclubs, and restaurants explicitly associated with cocktails, spirits, or whisky (through dedicated drink tags or venue naming). In addition, it captures visits to alcohol specialty shops, indicating purchase intent for spirits beyond on-premise consumption. The segment reflects consumers who are interested in mixed drinks, premium spirits, and cocktail-led social occasions. |  | ||
| Brands Aalborg Akvavit, Absolut, Hendrick’s, Bacardi, Campari, Jameson | |||
Wine EnthusiastsThis audience represents consumers identified based on visits to locations strongly associated with wine discovery, purchasing, and tasting. It includes individuals observed at wine bars, specialised wine shops, and alcohol retailers with a clear wine focus. The segment also captures visits to wineries (craft and industrial) and wine tasting rooms, reflecting interest in wine production, terroir, and curated tasting experiences. It highlights consumers who actively engage with wine culture, from casual tastings to premium and regional wine exploration. |  | ||
| Brands Skjold Burne, Moët, Torres, Campo Viejo, Louis Jadot, Freixenet | |||
