More and more people are finding it easier to identify the origin of their food. According to a new survey conducted on behalf of Svenskmärkning, 40 percent believe that it is easy to see the origin, compared with 25 percent in 2016. 70 percent are also willing to pay more for Swedish food.
75 percent answered in the survey that origin labelling makes it easier when they buy food
"It's good but we know it can be even better. It should of course be easy to find Swedish produce, food and plants in the store. That is why, together with the food chains and companies that use the Från Sverige [From Sweden] label, we are investing heavily in communication for the label in the store and digitally in 2021. More than three out of four consumers want a clear Från Sverige label on the goods and guidance in store," says Ulrika Ekström, CEO of Svenskmärkning, in a press release.
84 percent of consumers are familiar with the Från Sverige label. The highest awareness is among young adults up to the age of 29, who are also willing to pay more for Swedish produce and food. Of all participants, 73 percent answered that they are willing to pay more, and women were slightly more likely to pay more than men.
Of those who are familiar with the Från Sverige label, 83 percent answer that they have great confidence in the label, which according to Svenskmärkning can be compared with the trust in general for information about origin, which is around 60 percent.
"We are clear in our communication about what the brand stands for; that the raw material must be cultivated or born and bred, processed, packaged and controlled in Sweden. Clear criteria have a very positive effect on the confidence figures. Then you know what you are getting," says Ulrika Ekström.
"The pandemic affects this, but the strong figures are not just a corona effect", says Ulrika Ekström. "We have seen a steady increase in interest in Swedish-produced products. Consumers are becoming increasingly aware and are happy to choose products that have not 'travelled far'. This applies regardless of whether it is organic or conventionally produced products."
Facts from the survey:
- 9 out of 10 consumers believe that the Swedish food industry is important (92%)
- 8 out of 10 consumers want to support Swedish farmers (84%)
- 7 out of 10 think that origin labelling makes it easier when shopping for food (75%)
- 7 out of 10 are willing to pay more for Swedish raw materials (73%)
The survey was conducted by Demoskop in January 2021, with a web-based panel with 1109 participants. The survey is conducted annually.
Photo source: Dreamstime.com