As by far the largest and most mature HW packaged food category in Sweden, NH packaged food experienced a natural boosted from COVID-19 as well as the general increase in home-cooking and eating healthier. Unlike other HW packaged food categories in Sweden, NH packaged food is not subject to any specific consumer trends.
Premiumisation and a rising interest in international cuisine, particularly Mediterranean food, remains one of the main drivers of retail value growth for NH packaged food. For example, olive oil (containing omega-3 and omega-6 fatty acids) is a staple of Mediterranean cuisine, and its use has grown rapidly in Sweden.
Although some manufacturers focus more on locally sourced NH ingredients than organic, there is significant overlap between the two categories, with most trying to incorporate as many HW characteristics as possible into their products. As Swedish consumers strive for a healthier, more active lifestyle, including becoming more interested in what they eat, advanced products with multiple health claims are becoming increasingly common.
A high degree of maturity, especially within NH high-fibre food and NH olive oil means that the category is relatively saturated. As such, forecasted growth is expected to be more modest than in other HW packaged food.
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.
Whilst Swedish consumers are increasingly seeking out indulgences in their food options, they are also less prepared to compromise on the quality and health benefits of their food choices. High quality, good taste, and healthiness are key characteristics of packaged food that Swedish consumers have come to consider as interconnected.
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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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Naturally Healthy Packaged Food
This category includes products on the basis of naturally containing a substance that improves health and wellbeing beyond the product’s pure calorific value. These products are usually a healthier alternative within a certain sector/subsector. High fibre food (wholegrain/wholemeal/brown), soy products, sour milk drinks, nuts, seeds and trail mixes, honey, fruit and nut bars and olive oil are considered NH foods and 100% fruit/vegetable juice, superfruit juice, natural mineral water, spring water, RTD green tea etc. are considerd NH beverages. While many of these products are marketed on a health basis, this might not always be the case. Naturally healthy food and beverages that are additionally fortified fall into the 'fortified/functional' category. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.
See All of Our DefinitionsThis report originates from Passport, our Naturally Healthy Packaged Food research and analysis database.
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