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YouGov Sweden AB © 2009 YouGov
YouGov Nordic Food & Health
CommentsQuestion 2. What substance are you particularly concerned that food may contain?
2
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
1. Additives 24%
2. Poison/toxic unhealthy substances 19%
3. Sugar 12%
Denmark
1. Additives 27%
2. Salmonella 19%
3. Colourants 18%
Norway
1. Additives 32%
2. Sugar 21%
3. Fat 14%
Finland
1. Additives 34%
2. Preservatives 13%
3. Colourants & Aspartame 10% (each)
YouGov Sweden AB © 2009 YouGov
YouGov Nordic Food & Health
100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100%
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
does
not
conta
inadded
sugar"
" "s
ugar-
free"
"does
not
conta
insu
gar"
"unsw
eete
ned"
"does
not
conta
insw
eete
ners
""l
ight"
"slig
htl
ysw
eete
ned"
"lig
htl
ysw
eete
ned"
"conta
ins
art
ifici
al
sweete
ner"
"sw
eete
ned"
Attitude to expressions used on food packaging – sugar/sweeteners
Question 3. What is your attitude to the statements below when they are printed on food packaging?
2
Base: All (Sweden n=520, Denmark n=511, Norway n=511, Finland n=515 )
24%
8%
11%
10%
"sugar-free"
"light"
"does not contain added sugar"
"lightly sweetened"
"slightly sweetened"
"sweetened"
"unsweetened"
"does not contain sweeteners"
"contains artificial sweetener"
"does not contain sugar"
Negative Positive Don’t know
35%
19%
21%
13%
24%
11%
11%
9%
12%
11%
11%
7%
16%
12%
14%
8%
72%
43%
50%
24%
22%
19%
27%
19%
40%
36%
37%
28%
69%
47%
54%
50%
53%
48%
50%
45%
= significant higher than last year+- = significant lower than last year
47%
58%
59%
70%
29%
45%
46%
66%
41%
54%
59%
64%
49%
45%
46%
61%
59%
46%
55%
61%
11%
23%
18%
52%
40%
37%
23%
41%
19%
12%
16%
31%
8%
14%
11%
16%
8%
6%
7%
15%
1%
2%
2%
0%
1%
2%
2%
0%
1%
2%
2%
0%
1%
1%
2%
0%
1%
3%
4%
1%
1%
2%
2%
0%
2%
2%
3%
1%
1%
2%
2%
1%
1%
2%
3%
0%
1%
3%
2%
1%
100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100%
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
does
not
conta
inadded
sugar"
" "s
ugar-
free"
"does
not
conta
insu
gar"
"unsw
eete
ned"
"does
not
conta
insw
eete
ners
""l
ight"
"slig
htl
ysw
eete
ned"
"lig
htl
ysw
eete
ned"
"conta
ins
art
ifici
al
sweete
ner"
"sw
eete
ned"
Very negative (1)
Quite negative (2)
Quite positive (4)
Very positive (5)
-
+
+
+
+
+
+
+
+
-
--
-
-
YouGov Sweden AB © 2009 YouGov
YouGov Nordic Food & Health
Which types of ingredients do consumers avoid consuming?
Question 13B. Do you try to avoid consuming any of the following ingredients?
2
Genetically modified ingredients 43% 38% 37% 41%Sweeteners 52% 30% 32% 29%Hardened fat 37% 30% 32% 33%Trans fats 48% 30% 25% 23%E-numbers 27% 29% 28% 22%Colourants 26% 28% 20% 25%Preservatives 28% 22% 16% 29%Flavour enhancers 30% 24% 13% 23%Saturated fats 23% 21% 18% 16%Sugar 21% 13% 21% 21%Fats 12% 18% 10% 25%Thickeners 18% 11% 6% 11%Stabilising agents 17% 10% 7% 12%Emulsifying agents 15% 11% 7% 10%Salt 5% 3% 12% 20%Lactose 8% 6% 7% 16%Phosphor 5% 6% 9% 8%Carbohydrates 6% 4% 9% 10%Polyunsaturated fats 5% 7% 4% 9%Nuts 5% 5% 6% 8%Sodium 4% 2% 2% 11%Milk 3% 2% 5% 6%Anti-oxidation agents 8% 5% 1% 1%Gluten 2% 3% 4% 2%Folic acid 2% 3% 2% 3%Egg 1% 2% 1% 3%Magnesium 1% 2% 2% 1%Dietary fibre 1%ProteinsIron 1%Don't avoid any of the above 11% 18% 18% 12%Don't know/No opinion 9% 9% 9% 5%
Base: All (Sweden n=520, Denmark n=511, Norway n=511, Finland n=515 )
New!
+
+
+
+
-
- -
-
-
-
-
-
+
+
YouGov Sweden AB © 2009 YouGov
YouGov Nordic Food & Health
Which types of ingredients do consumers avoid consuming?
Question 13B. Do you try to avoid consuming any of the following ingredients?
2
Base: All (Sweden n=520, Denmark n=511, Norway n=511, Finland n=515 )
Top 3 ingredients consumers try to avoid
Sweden
1. Sweeteners 52%
2. Trans fats 48%
3. Genetically Modified 43%
Denmark
1. Genetically Modified 38%
2. Sweeteners 30 %
Hardened fat 30%
Trans fats 30%
Norway
1. Genetically Modified 37%
2. Sweeteners 32 %
3. Hardened fat 32%
Finland
1. Genetically Modified 41%
2. Hardened fat 33%
3. Sweeteners 29%
Preservatives 29%
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.
YouGov Sweden AB © 2009 YouGov
YouGov Nordic Food & Health
How healthy do consumers think that sugars/sugary substances are?
Question 14. How healthy/unhealthy do you think the following types of sugar/sweeteners are?
2
100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100%
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
Honey
Fru
itsu
gar
(fru
ctose
)
Gra
pe-
sugar
(glu
cose
)
Milk
sugar
(lact
ose
) N
orm
al su
gar
(sacc
haro
se)
Malt
G
luco
sesy
rup
Sw
eete
ners
A
spart
am
e
Sucr
alo
se
Normal sugar (saccharose)
Fruit sugar (fructose)
Grape-sugar (glucose)
Milk sugar (lactose)
Sweeteners
Aspartame
Sucralose
Glucose syrup
Unhealthy Healthy
100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100%
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
SwedenDenmark
NorwayFinland
Norm
al su
gar
(sacc
haro
se)
Fru
itsu
gar
(fru
ctose
)
Gra
pe-
sugar
(glu
cose
)M
ilk s
ugar
(lact
ose
)S
weete
ners
Asp
art
am
eS
ucr
alo
seG
luco
sesy
rup
1 Not healthy at all
2
4
5 Very healthy
Don’t know
Honey
Malt
5%
13%
11%
5%
15%
14%
15%
8%
16%
18%
15%
11%
13%
22%
23%
17%
34%
48%
58%
36%
28%
18%
16%
17%
32%
29%
26%
20%
80%
61%
71%
68%
70%
38%
51%
61%
46%
19%
29%
31%
67%
55%
60%
73%
33%
39%
36%
58%
28%
34%
35%
42%
19%
20%
17%
30%
19%
10%
8%
17%
4%
5%
7%
18%
4%
8%
6%
15%
2%
5%
3%
2%
0%
3%
2%
2%
2%
1%
2%
3%
5%
8%
7%
5%
9%
13%
13%
6%
9%
11%
11%
11%
16%
25%
20%
11%
19%
10%
8%
17%
45%
56%
51%
24%
34%
31%
36%
25%
7%
13%
11%
9%
20%
47%
37%
19%
41%
66%
51%
40%
= significant higher than last year+- = significant lower than last year
Base: All (Sweden n=520, Denmark n=511, Norway n=511, Finland n=515 )
New!
New!
+ -
+
+
++-
-------
++
+
++
+
YouGov Sweden AB © 2009 YouGov
YouGov Nordic Food & Health
Effect of reducing food content to lose weight
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?
2
100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100%
Sweden
Denmark
Norway
Finland
Sweden
Denmark
Norway
Finland
Sweden
Denmark
Norway
Finland
Herb
salt
M
inera
l sa
lt
Sea s
alt
Sugar
Fat
Carbohydrates
Ineffective Don’t knowEffective
100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100%
Sweden
Denmark
Norway
Finland
Sweden
Denmark
Norway
Finland
Sweden
Denmark
Norway
Finland
Fat
Sugar
Carb
ohydra
tes
1 Very ineffective
2
4
5 Very effective
16%
9%
9%
3%
4%
10%
6%
1%
9%
12%
9%
6%
59%
83%
73%
89%
84%
79%
86%
89%
67%
60%
69%
67%
4%
4%
4%
1%
4%
4%
4%
2%
6%
7%
7%
6%
Base: All (Sweden n=520, Denmark n=511, Norway n=511, Finland n=515 )
New!
= significant higher than the other countries= significant lower than the other countries
YouGov Sweden AB © 2009 YouGov
YouGov Nordic Food & Health
Conclusions
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.
3
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