Tofu, Pulled Oats & Blended Meat: How S Group’s Shoppers Are Eating More Plants

S Group, Finland's largest supermarket, has seen a rise in sales of plant-based products and blended meats. Data shows an increase in consumption of vegetables, tofu, and pulled oats, with customers showing interest in various vegetable protein sources. The trend towards plant-based foods is driven by consumers looking for climate-smart and health-conscious options on their plates.

As Finland updates its dietary guidelines to reduce red meat consumption, blended meat products are gaining popularity as a way to bridge the gap. S Group aims to have 65% of all food sold be plant-based by 2030, with the current share already at 60%. The shift towards plant-based diets is seen as a positive move for both personal health and the environment, with consumers increasingly choosing plant-based options for their meals.