You Gov Nordic Food Health 2 Comments

You. Gov Nordic Food & Health 2 Comments 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 Norway 1. Additives 24% 1. Additives 32% 2. Poison/toxic unhealthy substances 19% 2. Sugar 21% 3. Sugar 3. Fat 14% 4. Denmark 4. Finland 5. Additives 27% 5. Additives 34% 6. Salmonella 19% 6. Preservatives 13% 7. Colourants 18% 7. Colourants & Aspartame 10% (each) You. Gov Sweden AB 12% © 2009 You. Gov

You. Gov Nordic Food & Health 2 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? Base: All (Sweden n=520, Denmark n=511, Norway n=511, Finland n=515 ) Negative "does not contain added sugar" "sugar-free" "does not contain sugar" "unsweetened" "does not contain sweeteners" "light" "slightly sweetened" "contains artificial sweetener" "sweetened" 24% 8% 11% 10% 35% 19% 21% 13% + 47% 58% 59% 70% 29% 45% 46% 66% 24% 11% 9% 16% 12% 14% 8% - 1% 2% 2% 0% 59% 46% 55% 61% + 11% 23% 18% 52% + 1% 3% 2% 1% - 40% 37% 23% 41% 22% 19% 27% 19% 40% 36% 37% 28% + 69% 47% 54% 50% + 19% 12% 16% 31% 8% 14% 11% 16% + 53% 48% 50% 45% 1% 2% 2% 0% 1% 2% 3% 0% 49% 45% 46% 61% + 1% 1% 2% 0% 1% 2% 2% 1% - - 8% 6% 7% 15% You. Gov Sweden AB 1% 2% 2% 0% 41% 54% 59% 64% 12% 11% 7% 72% 43% 50% 24% Don’t know Positive + = significant lower than last year 1% 3% 4% 1% 1% 2% 2% 0% 2% 2% 3% 1% + = significant higher than last year © 2009 You. Gov

You. Gov Nordic Food & Health 2 Which types of ingredients do consumers avoid consuming? Question 13 B. Do you try to avoid consuming any of the following ingredients? Base: All (Sweden n=520, Denmark n=511, Norway n=511, Finland n=515 ) New! + + + - - - - + - - You. Gov Sweden AB © 2009 You. Gov

You. Gov Nordic Food & Health 2 Which types of ingredients do consumers avoid consuming? Question 13 B. Do you try to avoid consuming any of the following ingredients? Base: All (Sweden n=520, Denmark n=511, Norway n=511, Finland n=515 ) 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 1. Sweeteners 52% 2. Trans fats 48% 3. Genetically Modified 43% 4. Denmark 5. Genetically Modified 38% 6. Sweeteners 30 % 7. Hardened fat 30% 8. Trans fats 30% You. Gov Sweden AB Norway 1. Genetically Modified 37% 2. Sweeteners 32 % 3. Hardened fat 32% Finland 1. Genetically Modified 41% 2. Hardened fat 33% 3. Sweeteners 29% 4. Preservatives 29% © 2009 You. Gov

You. Gov Nordic Food & Health 2 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? Base: All (Sweden n=520, Denmark n=511, Norway n=511, Finland n=515 ) Unhealthy New! Honey Healthy 5% 13% 11% 5% 67% 55% 60% 73% + 33% 39% 36% 58% Fruit sugar (fructose) 15% 14% 15% 8% Grape-sugar (glucose) 16% 18% 15% 11% + 28% 34% 35% 42% 13% 22% 23% 17% + + 19% 20% 17% 30% Milk sugar (lactose) + - Don’t know - 5% 8% 7% 5% 9% 13% 6% 9% 11% 11% 16% 25% 20% 11% Normal sugar (saccharose) 34% 48% 58% 36% New! 28% 16% 17% 4% 5% 7% 18% 19% 10% 8% 17% 45% 56% 51% 24% Glucose syrup 32% 29% 26% 20% 4% 8% 6% 15% 34% 31% 36% 25% Sweeteners 80% 61% 71% 68% + + 70% + 2% 5% 3% 2% 7% 13% 11% 9% 38% 51% 61% 0% 3% 2% 2% 20% 47% 37% 19% 2% 1% 2% 3% 41% 66% 51% 40% Malt Aspartame Sucralose 46% 19% 29% 31% 19% 10% 8% 17% + + + - You. Gov Sweden AB = significant lower than last year + = significant higher than last year © 2009 You. Gov

You. Gov Nordic Food & Health 2 Effect of reducing food content to lose weight 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 n=520, Denmark n=511, Norway n=511, Finland n=515 ) Ineffective Fat Sugar Carbohydrates = significant lower than the other countries You. Gov Sweden AB Effective Don’t know 16% 9% 9% 3% 59% 83% 73% 89% 4% 4% 4% 10% 6% 1% 84% 79% 86% 89% 4% 4% 4% 2% 9% 12% 9% 6% 67% 60% 69% 67% 6% 7% 7% 6% = significant higher than the other countries © 2009 You. Gov

You. Gov Nordic Food & Health 3 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. You. Gov Sweden AB © 2009 You. Gov