The fact that food costs are a hot potato is highlighted in HelloFresh's report on Swedes' eating habits. While the spirit of the times is characterised by unpredictability, there is a focus on the traditional.
‘Sweden at the Table 2024’ is the title of the report commissioned by meal kit provider HelloFresh and carried out by Verian, formerly Kantar Public. A total of 1,005 interviews were conducted with Swedes aged between 18 and 84. The focus is on the food we eat and cook at home. The survey reveals that one in two Swedes today cites the cost of food as an important factor, and 40% of those surveyed now opt for cheaper food. This involves eating less meat, fewer vegetables and more pulses.
– It is possible to cut down on your spending without compromising on quality or nutrition. Replacing meat with beans from time to time is a great example. It’s also important to plan your meals and use the right quantities to reduce food waste, whilst at the same time using any leftovers to create new and exciting dishes,’ says Sofia Fattori, culinary director at HelloFresh. The majority of those surveyed, 90%, cook something from Swedish cuisine every month. The clear favourite is meatballs with cream sauce, whilst pea soup, pancakes, oven-baked falukorv and raggmunk are also among the favourite dishes. But we’re also curious about food from other cuisines; our top three choices are: Italian, followed by Swedish and Korean.
– The spirit of the times is characterised by unpredictability, and that feeling means a focus on tradition, familiar dishes and, ideally, foods that provide a satisfying, filling sensation; rich in fat and carbohydrates. The 1990s trend for Italian cuisine is enjoying a revival, as is creamy Thai cuisine, says food researcher Richard Tellström. We mostly find inspiration for new recipes online, but friends, family, cookbooks and cooking programmes also provide inspiration. Among Generation Z, there is a keen interest in cooking, and 37% follow food influencers on social media; a fifth of them find new recipes on TikTok. So far, AI services such as ChatGPT have not enjoyed much success in this area.
MOST POPULAR VIRAL RECIPES * Smashed Potato * Feta Cheese Pasta * Tortilla Wrap Source: HelloFresh
