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Comments
2
Question 2. What substance are you particularly
concerned that food may contain?

• The substance most consumers are concerned about
  is additives, which applies for all countries.
• The share mentioning additives has increased
  since last in all countries except Denmark.
• Top 3 substances
• Sweden
• Additives 24
• Poison/toxic unhealthy substances 19
• Sugar 12
• Denmark
• Additives 27
• Salmonella 19
• Colourants 18

• Norway
• Additives 32
• Sugar 21
• Fat 14
• Finland
• Additives 34
• Preservatives 13
• Colourants Aspartame 10 (each)

2
Attitude to expressions used on food packaging
sugar/sweeteners
2
Question 3. What is your attitude to the
statements below when they are printed on food
packaging?
3
Comments sugar/sweeteners
2
Question 3. What is your attitude to the
statements below when they are printed on food
packaging?
The overall picture of expressions about
sugar/sweeteners is that consumers still are
positive towards reduced or no sugar content at
all. However, particularly in Sweden and Norway,
more and more consumers are negative about
reduced or sugar free food. In these two
countries, Sweden and Norway, more consumers are
negative towards Light too, compared to last
year. Finland is the only country in which more
consumers are positive towards Light than are
negative. They are also more positive about
sugar-free and unsweetened.
4
Which types of ingredients do consumers avoid
consuming?
2
Question 13B. Do you try to avoid consuming any
of the following ingredients?
Base All (Sweden n520, Denmark n511, Norway
n511, Finland n515 )
New!


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5
Which types of ingredients do consumers avoid
consuming?
2
Question 13B. Do you try to avoid consuming any
of the following ingredients?
Base All (Sweden n520, Denmark n511, Norway
n511, Finland n515 )
Genetically modified food is on the top three
list in all the Nordic countries regarding what
consumers try to avoid. In Sweden there is a
clear trend to avoid additives such as E-numbers,
flavour enhancers, thickeners and stabilising
agents. Few changes in Denmark, fewer trying to
avoid fat in Sweden and Norway.

• Top 3 ingredients consumers try to avoid
• Sweden
• Sweeteners 52
• Trans fats 48
• Genetically Modified 43
• Denmark
• Genetically Modified 38
• Sweeteners 30
• Hardened fat 30
• Trans fats 30

• Norway
• Genetically Modified 37
• Sweeteners 32
• Hardened fat 32
• Finland
• Genetically Modified 41
• Hardened fat 33
• Sweeteners 29
• Preservatives 29

6
How healthy do consumers think that sugars/sugary
substances are?
2
Question 14. How healthy/unhealthy do you think
the following types of sugar/sweeteners are?
7
Effect of reducing food content to lose weight
2
New!
Question 18. How effective do you think it would
be to reduce the consumption of the following
Food contents if you want to lose weight?
Base All (Sweden n520, Denmark n511, Norway
n511, Finland n515 )
Ineffective
Dont know
Effective
4441
16993
59837389
Fat
84798689
4442
41061
Sugar
91296
67606967
6776
Carbohydrates
significant higher than the other countries
significant lower than the other countries
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Conclusions
3

• Half of all Nordic consumers are worried about
  what food may contain when they shop food. In
  Sweden and Norway we see an increasing share this
  year.
• Additives in general are now what most consumers
  are worried about in all Nordic countries, which
  was not the case last year. Sweeteners, trans
  fats, genetically modified ingredients, hardened
  fats and flavour enhancers are what consumers try
  to avoid in Sweden.
• A continuous trend from last year that less
  consumers find sugar unhealthy and more find
  artificial sweeteners unhealthy. However, still
  more consumers consider food with reduced or no
  sugar at all to be healthy than unheatlhy.
• The new GDA label is already known to a vast
  majority of Nordic consumers and more than half
  of them do also look for it when shopping.
  Furthermore, the Fairtrade label has also had a
  positive trend last year.
• Meat, namely pork, beef and chicken, are by far
  the most important kind of food that consumers
  like to know the origin, and do also avoid buying
  if not declared on the package. Meat and milk are
  also the kind of food most Swedish consumers only
  buy if its from their own country.
• Food should not come from more than 100 km from
  the store to be called Locally produced
  according to half of the consumers (200 km 3 out
  of 4 Swedish consumers).
• All in all, many signs of an urge for more
  natural and healthy food compared to previous
  year.