A new report published by Svenskmärkning (the From Sweden label) shows that hard cheese is by far the most common breakfast topping in Sweden. The classic Swedish varieties dominate, with Präst named as the most popular cheese.
Ostrapporten 2026 examines Swedes’ cheese preferences and attitudes. The report shows that almost nine in ten people in Sweden eat hard cheese, and that breakfast is its strongest consumption occasion. Four in ten Swedes (42 per cent) name hard cheese as their main breakfast topping.
Among hard cheeses, Präst is the clear favourite, followed by Hushållsost and Herrgård. Preferences vary somewhat between age groups; for example, younger consumers are more likely to choose Hushållsost.
Hard cheese is eaten across the country and by all age groups, but it is most firmly established among older consumers. Almost one in two people aged over 65 choose hard cheese for breakfast. At the same time, the report shows that breakfast is a meal where many people stick to established habits – even when prices are perceived to be high.
Cheese plays a strong and natural role in Swedish households. A total of 94 per cent of respondents say they eat cheese, and almost nine in ten (88 per cent) eat hard cheese. The report also indicates that cheese consumption is broadening. Just over half of consumers (54 per cent) say they eat dessert cheese, and cheese is also widely used in cooking.
Price matters
Many Swedes feel that cheese – especially hard cheese – is expensive. Seven in ten respondents (70 per cent) consider hard cheese to be costly, but buy it anyway, often by taking advantage of special offers. Promotional pricing has become an important part of cheese purchasing, and many consumers say they have switched their regular breakfast cheese to keep costs down.
Taste and price are the two most important factors when choosing cheese. In addition, just over one in five respondents (21 per cent) say it is important that the cheese is produced in Sweden.
- Many people want to choose Swedish cheese, but at the point of purchase it has to be quick and easy. Swedish cheese enjoys a high level of trust, but without clear signals it risks being overlooked. That is why the Från Sverige label is important – it helps consumers quickly identify which cheese is Swedish, says Tina Stugemo, Chief Executive of Från Sverige in a press release.