Swedish consumer trends highlight plant-based and local food shifts

A new consumer report from Oddlygoods and discussions among researchers and industry experts suggest that plant-based foods in Sweden must move beyond being categorized as special dietary products to reach a wider audience. Experts note that while curiosity exists, consumers often fall into “zombie shopping” patterns, choosing familiar products due to daily stress, price, taste, and availability.

To increase adoption, the panel suggested that plant-based items should not be relegated to specialized shelves for vegans or allergy sufferers, as this can act as a barrier to mainstream consumers. Instead, integration into general grocery sections may be necessary to overcome habitual purchasing behaviors.

Separately, there is a growing trend toward sustainable luxury centered on local Nordic ingredients. Producers are increasingly utilizing regional raw materials such as lingonberries, sea buckthorn, and angelica to create high-end products. This shift is driven by consumer demand for authenticity, traceability, and products with a strong connection to their place of origin.