YouGov Sweden AB © 2009 YouGov YouGov Nordic Food & Health Comments Question 2. What substance are you particularly concerned that food may contain? 2 The substance most consumers are concerned about is additives, which applies for all countries. The share mentioning additives has increased since last in all countries except Denmark. Top 3 substances Sweden 1.Additives24% 2.Poison/toxic unhealthy substances19% 3.Sugar 12% Denmark 1.Additives27% 2.Salmonella19% 3.Colourants18% Norway 1.Additives32% 2.Sugar 21% 3.Fat14% Finland 1.Additives34% 2.Preservatives13% 3.Colourants & Aspartame10% (each)

YouGov Sweden AB © 2009 YouGov YouGov Nordic Food & Health Attitude to expressions used on food packaging – sugar/sweeteners Question 3. What is your attitude to the statements below when they are printed on food packaging? 2 Base: All (Sweden n=520, Denmark n=511, Norway n=511, Finland n=515 ) 24% 8% 11% 10% "sugar-free" "light" "does not contain added sugar" "lightly sweetened" "slightly sweetened" "sweetened" "unsweetened" "does not contain sweeteners" "contains artificial sweetener" "does not contain sugar" Negative Positive Don’t know 35% 19% 21% 13% 24% 11% 11% 9% 12% 11% 11% 7% 16% 12% 14% 8% 72% 43% 50% 24% 22% 19% 27% 19% 40% 36% 37% 28% 69% 47% 54% 50% 53% 48% 50% 45% = significant higher than last year + - = significant lower than last year 47% 58% 59% 70% 29% 45% 46% 66% 41% 54% 59% 64% 49% 45% 46% 61% 59% 46% 55% 61% 11% 23% 18% 52% 40% 37% 23% 41% 19% 12% 16% 31% 8% 14% 11% 16% 8% 6% 7% 15% 1% 2% 2% 0% 1% 1% 2% 0% 1% 3% 4% 1% 1% 2% 2% 0% 2% 2% 3% 1% 1% 2% 2% 1% 1% 2% 3% 0% 1% 3% 2% 1%

YouGov Sweden AB © 2009 YouGov YouGov Nordic Food & Health Comments – sugar/sweeteners Question 3. What is your attitude to the statements below when they are printed on food packaging? 2 The overall picture of expressions about sugar/sweeteners is that consumers still are positive towards reduced or no sugar content at all. However, particularly in Sweden and Norway, more and more consumers are negative about reduced or sugar free food. In these two countries, Sweden and Norway, more consumers are negative towards ”Light” too, compared to last year. Finland is the only country in which more consumers are positive towards ”Light” than are negative. They are also more positive about ”sugar-free” and ”unsweetened”.

YouGov Sweden AB © 2009 YouGov YouGov Nordic Food & Health Which types of ingredients do consumers avoid consuming? Question 13B. Do you try to avoid consuming any of the following ingredients? 2 Base: All (Sweden n=520, Denmark n=511, Norway n=511, Finland n=515 ) New!

YouGov Sweden AB © 2009 YouGov YouGov Nordic Food & Health Which types of ingredients do consumers avoid consuming? Question 13B. Do you try to avoid consuming any of the following ingredients? 2 Base: All (Sweden n=520, Denmark n=511, Norway n=511, Finland n=515 ) Top 3 ingredients consumers try to avoid Sweden 1.Sweeteners52% 2.Trans fats48% 3.Genetically Modified43% Denmark 1.Genetically Modified38% 2.Sweeteners30 % Hardened fat30% Trans fats30% Norway 1.Genetically Modified37% 2.Sweeteners32 % 3.Hardened fat32% Finland 1.Genetically Modified41% 2.Hardened fat33% 3.Sweeteners29% Preservatives29% Genetically modified food is on the top three list in all the Nordic countries regarding what consumers try to avoid. In Sweden there is a clear trend to avoid additives such as E-numbers, flavour enhancers, thickeners and stabilising agents. Few changes in Denmark, fewer trying to avoid fat in Sweden and Norway.

YouGov Sweden AB © 2009 YouGov YouGov Nordic Food & Health How healthy do consumers think that sugars/sugary substances are? Question 14. How healthy/unhealthy do you think the following types of sugar/sweeteners are? 2 Normal sugar (saccharose) Fruit sugar (fructose) Grape-sugar (glucose) Milk sugar (lactose) Sweeteners Aspartame Sucralose Glucose syrup UnhealthyHealthyDon’t know Honey Malt 5% 13% 11% 5% 15% 14% 15% 8% 16% 18% 15% 11% 13% 22% 23% 17% 34% 48% 58% 36% 28% 18% 16% 17% 32% 29% 26% 20% 80% 61% 71% 68% 70% 38% 51% 61% 46% 19% 29% 31% 67% 55% 60% 73% 33% 39% 36% 58% 28% 34% 35% 42% 19% 20% 17% 30% 19% 10% 8% 17% 4% 5% 7% 18% 4% 8% 6% 15% 2% 5% 3% 2% 0% 3% 2% 2% 2% 1% 2% 3% 5% 8% 7% 5% 9% 13% 13% 6% 9% 11% 11% 11% 16% 25% 20% 11% 19% 10% 8% 17% 45% 56% 51% 24% 34% 31% 36% 25% 7% 13% 11% 9% 20% 47% 37% 19% 41% 66% 51% 40% = significant higher than last year + - = significant lower than last year Base: All (Sweden n=520, Denmark n=511, Norway n=511, Finland n=515 ) New!

YouGov Sweden AB © 2009 YouGov YouGov Nordic Food & Health Effect of reducing food content to lose weight Question 18. How effective do you think it would be to reduce the consumption of the following Food contents if you want to lose weight? 2 Sugar Fat Carbohydrates IneffectiveDon’t knowEffective 16% 9% 9% 3% 4% 10% 6% 1% 9% 12% 9% 6% 59% 83% 73% 89% 84% 79% 86% 89% 67% 60% 69% 67% 4% 4% 4% 1% 4% 4% 4% 2% 6% 7% 7% 6% Base: All (Sweden n=520, Denmark n=511, Norway n=511, Finland n=515 ) New! = significant higher than the other countries = significant lower than the other countries

YouGov Sweden AB © 2009 YouGov YouGov Nordic Food & Health Conclusions  Half of all Nordic consumers are worried about what food may contain when they shop food. In Sweden and Norway we see an increasing share this year.  Additives in general are now what most consumers are worried about in all Nordic countries, which was not the case last year. Sweeteners, trans fats, genetically modified ingredients, hardened fats and flavour enhancers are what consumers try to avoid in Sweden.  A continuous trend from last year that less consumers find sugar unhealthy and more find artificial sweeteners unhealthy. However, still more consumers consider food with reduced or no sugar at all to be healthy than unheatlhy.  The new GDA label is already known to a vast majority of Nordic consumers and more than half of them do also look for it when shopping. Furthermore, the Fairtrade label has also had a positive trend last year.  Meat, namely pork, beef and chicken, are by far the most important kind of food that consumers like to know the origin, and do also avoid buying if not declared on the package. Meat and milk are also the kind of food most Swedish consumers only buy if its from their own country.  Food should not come from more than 100 km from the store to be called ”Locally produced“ according to half of the consumers (200 km 3 out of 4 Swedish consumers).  All in all, many signs of an urge for more natural and healthy food compared to previous year. 3