A recent study from uppsala University explores the unexpected surge in popularity of plant-based meat alternatives in Swedish grocery stores, despite a lack of strong political support.

two decades ago, vegetarian options were scarce in Swedish supermarkets. Today, shelves are stocked with vegetarian sausages, fillets, and rolls. the Uppsala University study highlights how this transformation occurred largely without government intervention.

Thomas Lennerfors, Professor of Industrial Technology at Uppsala University, stated in a press release: “In the study, we show that transition to more sustainable food can be driven by companies, consumers and civil society, even though there is little political support – but that the focus will then be on certain types of food products and not on others.”

Meat Substitutes over Lentil Soup

Researchers attribute this growth to “practical legitimacy,” where meat substitutes offered clear advantages for both consumers and producers. these alternatives gained acceptance due to their ease of cooking, reasonable pricing, and profitable manufacturing.

However, the study also notes nutritional deficiencies in some meat-like alternatives. While cooking vegetarian meals from scratch, like lentil stew, could be cheaper and healthier, many consumers opt for pre-made veggie burgers with added dressings.

Helena Fornstedt, a postdoctoral researcher at Uppsala University’s Department of Community Building and Industrial Technology, explained: “But there is no greater focus on changing the eating habits in that direction. Instead, the main focus has been to introduce new vegetarian meat -like products aimed at people who otherwise eat a lot of meat.”

The transition to more sustainable food can be driven by companies, consumers and civil society, even though there is little political support.

Key Events Driving Change

The study involved interviews with 41 individuals involved in Sweden’s plant-based food sector, including entrepreneurs, product developers, chefs, farmers, researchers, buyers, journalists, and public sector employees. Researchers also analyzed newspaper articles, reports, and scientific studies.

Interviews revealed that some companies increased their commitment to sustainable food and alternative protein sources after being influenced by impactful reports and documentaries that garnered media attention.

The researchers identified four pivotal events that substantially influenced the advancement:

1. 2006: The UN’s release of the report Livestock’s Long Shadow, highlighting the environmental impact of meat production, coincided with increased awareness of climate issues through Al Gore’s documentary an Inconvenient Truth and the British Stern report. This spurred efforts in Sweden to reduce meat consumption.
2. 2012: The National Food Agency integrated sustainability aspects into its nutritional recommendations, advising a maximum consumption of 500 grams of red meat per week.
3. 2015: The launch of Oumph in Sweden, a plant-based product with a meat-like texture, boosted interest in meat substitutes and attracted private investors. Additionally, the food industry consultancy Maclean published a protein shift report, leading to a Svenska Dagbladet article series that popularized “protein shift” as a new term in 2016.
4. 2016: A Swedish food strategy was adopted, re-emphasizing Swedish food production for the first time since joining the EU. This strategy facilitated greater access to public funding for research and innovation in plant-based foods.

Accelerating Development

The study indicates that numerous small actions can drive systemic change and establish legitimacy for more sustainable food options. Though, the researchers suggest that progress could be accelerated with stronger political commitment.

Helena Fornstedt noted: “A more driving policy and clearer government efforts could accelerate and control development in several ways. It can be about recommendations from authorities, similar to the Swedish Food Agency’s dietary advice, or research funding that creates better conditions for good and nutritious products. The development can also be promoted through laws, taxes and subsidies – such as, meat tax or support for herbal alternatives.”