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Swedes losing their appetite for food additives, says group

Published onsdag 2 december 2015 kl 15.40
"The trend is more genuine food, less additives"
(5:39 min)
Kundvagn med matvaror i en av Willys butiker. Foto: Fredrik Sandberg/TT.
A Swedish supermarket. Photo: Fredrik Sandberg / TT.

More Swedes say they avoid foodstuff with additives, according to a recent survey by a consumer association, a trend they say is a global phenomenon. 

The group found that 9 out of 10 Swedes claim they would not buy a food product if it had a lot of additives in it. They say that this is a growing tendency both in Sweden and abroad.

"We see a definite trend. The trend is more genuine food, less additives," says Björn Bernhardson, managing director for the non-profit consumers group Äkta Vara, which can translate to Real Stuff. "More the way you make food at home."

Food additives, also known as “E numbers” in Sweden, are listed on the ingredients list of mainly packaged foods. They can be added to act as a preservative, coloring agent or stabilizer for food.

Even though according to Bernhardson more people say they would not buy a food item containing a lot of additives, he admits that consumers may not always follow through on their beliefs when it comes to shopping at the supermarket.

"I don't think the numbers are the same in real life," he says. "On the other hand ... if the survey shows more and more will refrain from buying them, I think that is true."

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