Meet the speaker - David Hedin

Euromonitor International's senior analyst David Hedin is back at the show with an updated view on Nordic health and wellness food trends for 2018. Find out what to expect from the session and a few wellness trends to take note of, in this speaker Q&A: 

What are the main takeaways from your session?

With a mix of data and examples, expect insight into the development of health and wellness in foods in Denmark, Finland, Norway and Sweden and analysis of how the markets interact regionally. The presentation is based on the data and insight available in Euromonitor International’s main product and information system Passport.

What health and wellness trends do visitors need to know about?

Since last time I presented, milk alternatives have returned to the spotlight. Many dairy companies think about how to best challenge the substitution and occasionally aggressive marketing campaigns of companies selling milk alternatives. In Denmark, Arla ran a marketing campaign far away from the constraint scientific arguing that we are used to seeing from dairy companies and in Finland Valio chose to embrace the milk substitution trend by launching its own oat based products, both approaches so far unseen in the rest of the world.

What are you looking forward to most about attending the show?

The nice thing about presenting at Natural Products Scandinavia is the wide understanding of health in general rather than a predetermined focus on a single trend. This simultaneous focus on wellness, natural origin, organic, high protein, reduced meat or what have you, really leverages our content in the best way as well, enabling us to each year really get to the core of which food trends in the Nordics are the most significant.

David Hedin will be speaking in the Nordic Organic Food Fair at 1.30pm - 2.15pm on Thursday 14 November. To apply for a free trade ticket, please visit www.eventdata.co.uk/Forms/Default.aspx?FormRef=NPSB8Press.