Survey: Stockholmers' views on superfoods – trends, challenges and opportunities
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How do Stockholmers really view superfoods? A survey via Mitt i Stockholm in March 2025, conducted on behalf of Superfood & Berries, shows that views on superfoods are divided – while only 11% of adult Swedes meet Livsmedelsverket's dietary guidelines for fruit and vegetables.
In this blog post, we summarize the key findings, current health trends, and how superfoods can be a simple everyday complement for those who want to increase their plant-based variety.
One-third use superfoods – two-thirds do not
The survey shows that:
- 🟢 32% of Stockholmers use superfoods – often in smoothies and drinks.
- 🔴 68% do not use superfoods – the main reasons are that people feel that “regular food is enough,” the price is perceived as high, or interest is low.
Those who use superfoods highlight:
- Everyday simplicity
- Variety of fruits, berries, and plants
- Inspiration for new ways to eat
Those who use superfoods do so to:
- Get more fiber & vitamins
- Make everyday life easier
- Get inspiration for new ways to eat fruit & veg
Superfoods are mainly used in smoothies, bowls, and drinks – an easy way to increase the intake of berries and plants without making big changes to everyday routines.
Health trends 2025 – naturalness, convenience, and personalization
The survey reflects several strong trends in health and eating habits:
Focus on naturalness
Many want to eat food that feels clean, natural, and unprocessed. Superfoods – such as dried berries, powder blends, and plant-based ingredients – fit that trend.
Convenience drives everyday choices
At the same time, it’s important that it’s quick and easy. Superfoods are seen as a convenient way to boost a smoothie or breakfast bowl without extra steps in the kitchen.
Personalization of diet
More and more people shape their eating habits based on their own needs, preferences, and lifestyle. Superfoods are used flexibly: at breakfast, for snacks, in baking, or as part of a plant-based diet.
Curiosity among younger people
Younger consumers drive the curiosity trend. They’re happy to try new products, flavors, and formats – e.g., berry powder in smoothies or bowls with superfood toppings.
Livsmedelsverket’s dietary guidelines: only 11% reach the recommendation
According to Livsmedelsverket, adults should eat at least 500 grams of fruit, vegetables, and berries per day. Despite that, their latest statistics show that only 11% of adult Swedes reach the recommendation.
This shows a clear challenge – but also an opportunity. More people want to eat more plant-based, but many find it hard to achieve variety and volume in a busy everyday life.
Here, superfoods can play a role as a complement to a balanced diet – not as a replacement.
How Superfood & Berries products can help you eat more plant-based
At Superfood & Berries we want to make it easier and more enjoyable to include more fruits, berries, and plants in everyday life. Our organic superfoods are:
- Made from natural ingredients with no additives
- Easy to use in smoothies, bowls, baking, and hot drinks
- Perfect as a complement to your daily diet
Examples of use:
- Berry Beautiful for the whole family, a simple and tasty vitamin & mineral boost.
- Wake-Up Wonder in your morning coffee or smoothie – natural energy with chaga, guayusa, and cacao
- Hormon Harmony in a warm plant-based drink in the evening for a gentle nighttime routine, hormone balance
- Belly Boost in overnight oats or yogurt for extra fiber-rich variety, gentle on your stomach
Summary: Superfoods can inspire more plant-based variety
The survey shows that Stockholmers are divided in their view of superfoods – but also that many use them as an easy way to increase the variety of plant-based foods.
At a time when only 11% meet Livsmedelsverket’s dietary guidelines, superfoods become a natural part of the discussion about how we can eat more fruit and vegetables – in a way that suits everyday life, taste, and lifestyle.
Sources:
Customer survey with Mitt I Stockholm, March 2025, conducted on behalf of Superfood & Berries
