As obesity is becoming a major health problem in the Western world there has been an increased focus on health food products. The Norwegian government has taken this seriously and launched a national action plan 2008 – 2011 for a healthier diet. Below you can find the main trends predicted within the foodstuffs and health sector in Norway:

No sugar nor salt, or at least a reduced amount, in foodstuff products aligned for children and youth. 

No unnecessary additives. 

Organic and biodynamic choices, environmental concern makes consumer more aware of long distance transportations, locally produced products are popular.

Pro-biotic products are on the increase.

Natural juices and mineral water are preferred to juice and sodas. 

Omega 3 and 6 dominate among the nutritional supplements.

Full grain, fibres and protein will be in focus, especially in bread.

Hydrogenated fat is avoided.

Transparency concerning labelling, ingredients, additives, transportations and packaging is demanded.

Access is a keyword, better access in shops for the products demanded and a broader selection of health food products.

On-line shops are on the increase.

Creation of attractive, healthy lifestyle products at a high price is popular.

To capture men’s attention and clarify them as a target group.