Analysis of Norways largest retail work on reducing costumers consumption of saturated fat

The intentional agreement between the health authorities and the food industry is important to make diet healthier in Norway. GreeNudge has in recent years worked with NorgesGruppen, the largest grocery store chain in Norway, to evaluate whether measures contributes to healthier choices.

In collaboration with NorgesGruppen, we evaluate whether various measures in the grocery stores contributes to a healthier choices. This is important in further strategy and commitment to promote healthier and more sustainable choices.

Key findings of the report:

• In total, the volume of saturated fat sold through NorgesGruppen’s chains has decreased by 2% from 2017 to 2019 (see p. 25-26)
• The reduction in saturated fat has been greatest for margarine and butter, milk and dairy products, sweets and meat (see p. 27)
• Key instruments that can explain the change are product development and reduced prices for healthier alternatives.
• Several products with a new and improved recipe meant that the product met the requirements for labeling with the Keyhole, which contributes to a reduced volume sales of saturated fat.

You can read the report here (only available in Norwegian)