The lifestyle type Modern Housewife lives in a classic detached house or city apartment where the kitchen and dining areas are large and important, and are full of cookbooks. She is family-oriented and values common meals.

She is interested in healthy living, and in cooking – preferably a combination of classic cuisine, French, Italian and Spanish cuisine, and of course Nordic cuisine, which is a must. She is willing to try new things and new dishes, drawing inspiration from magazines and television programmes.

All functional plants are of interest, particularly the edible ones, but also those that purify the air and are fragrant.