The sale of Keyhole- products (Nyckelhålsmärkta) has increased in recent years, while the range of available products has remained stable, according to new statistics from the grocery retail sector.
The Keyhole is an independent labeling system from the Swedish Food Agency, designed to serve as a simple guide to healthier eating habits. However, a sufficient and varied product range is essential for it to be effective. For this reason, the Swedish Food Agency has analyzed the sales and market share of Keyhole-labeled products in the grocery sector over the past few years.
The Keyhole remains a relevant front-of-package label for food products in Swedish grocery stores. While the number of Keyhole-labeled products has remained stable, both the value and volume of sales have grown more significantly than the overall trend in the grocery sector.
- It’s encouraging to see a good range of Keyhole-labeled products available. Just as exciting is the strong demand among consumers for these healthier options, says Britta Ekman, head of the Swedish Food Agency’s sustainable food consumption unit.
Sales data from NielsenIQ revealed significant variations across different food categories. However, there were clear increases in volume for categories such as ”Fats and Oils” (33%), ”Fresh Vegetarian Products” (24%), and ”Breakfast Cereals” (11%), indicating notable changes in consumption within these areas.
This development supports healthier eating habits and is beneficial for public health. In January, the Swedish Food Agency, together with various stakeholders in the food industry, is placing extra emphasis on the Keyhole label.
Read the full press release HERE