As the by far the largest and most mature health and wellness packaged food category, naturally healthy packaged food was boosted by the increased health awareness caused by COVID-19 as well as the general increase in home-cooking and consumption of healthy food. Unlike the other health and wellness packaged food categories in Sweden, naturally healthy packaged food is not the subject of any particular trend.
Mediterranean food remains one of the foremost representatives of naturally healthy cuisine in Swedish public opinion. Olive oil, containing omega-3 and omega-6 fatty acids, is a staple of Mediterranean cuisine, and its use has grown rapidly in Sweden.
While Swedish consumers are increasingly seeking out indulgences in their food options, they are less prepared to compromise on the quality and health aspects in their choices. High quality, good taste and healthiness are characteristics of packaged food that Swedish consumers have increasingly come to consider as interconnected.
A high degree of maturity, especially within NH high-fibre food and NH olive oil and means that the category is relatively saturated. As such, forecasted growth is expected to be more modest than for other health and wellness packaged food.
Another limitation for naturally health packaged food is the continued introduction of advanced products that incorporate several health and wellness characteristics. These products aim to meet the needs to Swedish consumers who are becoming more interested in what they eat and more interested in developing an active and healthy lifestyle.
Larger players are set to increasing widen their selection of NH products, following smaller companies into areas that have built up their brand in a specific naturally healthy category. For example, in pasta and rice, Risenta, Paulúns and Saltå Kvarn position many of their products as being naturally healthy.
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Understand the latest market trends and future growth opportunities for the Naturally Healthy Packaged Food industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Naturally Healthy Packaged Food research and analysis database.
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