New Report: Many Swedes Can’t Afford to Eat Healthily

Inflation is higher than expected, and the economic situation remains difficult for many Swedish households. Food prices continue to rise, with fruits and vegetables among the hardest-hit categories. Today, only 1 in 10 Swedes (10%) eat according to the guidelines. Among those who don’t, 1 in 3 (31%) cite affordability as the main reason—up significantly from last year, when 1 in 5 gave the same response. Nearly 9 in 10 (86%) say they would eat more fruits and vegetables if they were cheaper, and a majority, 59%, say that tough economic times make it harder to buy fruits and veggies as often as they’d like.

The connection is clear. When fruits and vegetables are too expensive, Swedes deprioritize them. Some groups are more vulnerable than others, with families and the unemployed standing out. As many as one in three families with children (31%) say they simply can’t afford enough fruits and vegetables—an 82% increase from last year’s Vegocracy Report. Among the unemployed, 6 in 10 (58%) say the same.

“When prices rise, the most vulnerable in society are hit hardest. Even though inflation has decreased compared to last year, food prices are still high, unemployment is rising, and global uncertainty is great. It’s reflected in Swedes’ eating habits. This year, significantly more people say they can’t afford enough fruits and vegetables—an increase of 63%. That’s alarming,” says David von Laskowski, CEO of Picadeli and Greenfood Group.

These insights come from this year’s edition of The Vegocracy Report, conducted by Ipsos on behalf of Swedish salad pioneer Picadeli. The study, which surveyed 12,000 people across Sweden, Finland, Germany, Belgium, France, the UK, and the US, explores our eating habits and how we feel they impact our health and quality of life.

Swedes Are Aware – But Call for Structural Change
Swedes understand the value of healthy food. A majority (83%) believe a healthy diet improves life, and nearly 4 in 10 worry that their eating habits negatively impact their health.

So why aren’t people eating more fruits and vegetables? Economic factors are clearly a strong driver. Many are even supportive of political incentives and decisions to drive change. The survey shows that Swedes would choose less junk food if it were more expensive, and buy more fruits and vegetables if they were cheaper—nearly 8 in 10 (78%) say they would eat more fruits and vegetables if VAT were removed.

“When we look at what will drive future healthy food choices, it’s clear that affordability and accessibility are crucial. In a time when climate change, demographic shifts, and growing inequality are putting pressure on our food systems and our ability to make healthy choices, the food industry must continue to challenge the status quo with new solutions. At the same time, policymakers, suppliers, and society need to work together to lower the economic barriers to a healthier future,” says David von Laskowski.

Swedes’ Eating Habits and Attitudes – Key Insights:

• Only 10% of Swedes eat fruit and vegetables according to recommended guidelines.
• 37% worry their diet negatively impacts their health.
• 9 out of 10 would eat more fruits and vegetables if they were cheaper.
• 8 out of 10 say they would eat more if VAT were removed.
• 20% of Swedes consider price the most important factor when choosing meals.
• 62% of families with children say the tough economic climate makes it difficult to eat fruits and vegetables as often as they’d like.
• 58% of unemployed individuals say they can’t afford to eat enough fruits and vegetables.
   

https://www.picadeli.se/sv/hallbarhet/vegocracy-report

About the Survey
The Vegocracy Report is based on an international survey conducted by Ipsos on behalf of Picadeli. The study included 12,000 interviews with men and women aged 18–65 across seven countries: Belgium, Finland, France, Germany, Sweden, the UK, and the USA. At least 1,000 interviews were conducted in each country. The interviews were carried out between November 2024 and January 2025.