We provide healthy food for people and the planet.

Following several years marked by high inflation, rising interest rates and an economic downturn – all of which have had a significant impact on consumers and their purchasing behavior – the European economy is now showing clear signs of stabilization. Inflation began to ease in 2024, and 2025 continued in the same positive direction with a more balanced price trend of around two per cent. This is a level that creates better conditions for both businesses and consumers. Although overall volume growth in the food industry remains low, forecasts from the European Commission indicate that the economy is gradually strengthening in certain geographical areas of Europe.

When inflation has been high, it has been understandable that consumers have prioritized lower-priced food over more expensive alternatives that focus on organic, functional and high quality. This is beginning to change, and more consumers now value food that offers nutritional or health benefits. As many as 60 per cent of Nordic consumers say their food choices are driven by a desire to eat more nutritious food. Consumers’ desire to buy organic products remains strong, with around 70 per cent of consumers in the Nordics choosing organic products to some extent when shopping. Growth in the segment is being held back by persistently high food prices and a shift towards buying more local food. However, in an increasingly stabilized market, demand for organic, healthy and functional food is on the rise. As many as 69 per cent of global consumers believe that sustainability factors have become more important to them in recent years.

Choosing sustainable and organic food is key to both public health and the environment. The IPCC highlights, among other things, sustainable agriculture and changing consumption habits – such as a more plant-based diet – as key factors for a sustainable future. Furthermore, both the Nordic Council of Ministers and the Swedish Food Agency have updated their dietary guidelines for 2025 to include increased intake of vegetables, whole grains and pulses, as well as reduced consumption of red meat. An increasing number of consumers are also choosing to cook vegetarian meals. Sustainable eating habits are seen as important both for the individual and for the planet. Similar trends are evident across the rest of Europe and globally.

The market is creating several interesting opportunities for growth beyond mere volume – particularly within certain categories and sales channels. Interest in healthy, natural and function-oriented food, protein-rich products and products of high nutritional quality continue to rise. Interest in dietary supplements is also high. Half of Nordic consumers take vitamin supplements every day, and consumption of both protein-rich dairy products such as quark and cottage cheese, as well as protein bars, has increased significantly in recent years. Consumers are also increasingly demanding pure, natural products without unnecessary additives, driven by concerns about the impact of ultra-processed food on both individuals and the climate. This trend is particularly noticeable among younger consumers.

A new generation of consumers is beginning to make its mark on the market. Products with great potential for this consumer group are healthy, functional and ready-to-eat items that are “on-the-go” and fit into their lifestyle. Studies show that as many as 77 per cent of global “Gen Z” buy food on the go every month. There is great potential in the “healthy snacking” category, where healthy snack alternatives are becoming increasingly popular. This trend is driven by several factors. Among other things, studies show that half of the Nordic population skips one meal a day, a habit potentially replaced by various alternative, easily accessible snacks. Furthermore, there is growing interest in snacks with health benefits, as well as plant-based, protein- and high in fibre, natural snacks.

Consumers in Europe are slowly beginning to recover after several years of economic uncertainty marked by high inflation and rising prices. At the same time, healthy and sustainable choices are becoming increasingly central to consumers, creating new opportunities for players who can meet these needs. Although higher price levels sometimes dampen willingness to buy, there is a clear underlying interest in foods that combine nutrition, functionality and sustainability. This trend is particularly evident among younger consumers who actively seek products that support a healthy lifestyle.

Midsona has a strong market position thanks to its broad and diversified product portfolio. This encompasses healthy and function-focused products, such as high-protein options and dietary supplements. The portfolio also includes updated and innovative solutions in ‘healthy snacking’, which meets the growing demand for convenient and nutritious snacks. Midsona also produces and supplies products under retail chains’ own brands, known as private label. Private label strengthens Midsona’s market presence, enables it to reach more consumer segments and complements the company’s own brands, whilst creating growth opportunities in affordable and sustainable product categories.

Midsona is well positioned to capture further market share in segments where consumers are seeking products that combine quality, health, sustainability and value for money. The company’s clear strategy enables Midsona to continue driving progress towards a healthier and more sustainable future, where the success of the business rests on individual well-being and respect for the planet’s resources.