The consumer trend towards health and wellness, in the wake of the COVID-19 pandemic​, has led to a rise in dozens of new, sometimes unusual, diets. From the low-histamine diet​ to the carnivore diet​, the world of food and beverage is awash with new eating styles to improve health, lose weight and live longer. Enter the Nordic Diet.

“Consumers are taking a closer look at the Nordic diet in a bid to increase wellbeing and longevity,” says chef and food writer, Tiffany La Forge.

What is the Nordic?​

The Nordic diet isn’t actually a new concept. Hailing (unsurprisingly!) from the Nordic region of Denmark, Finland, Norway, Iceland, Sweden, and Greenland, it’s been around for hundreds of years. So, why has it started to gain global interest now?

The rise in popularity of the Nordic Diet stems from its immortalisation in print, with the publication of The Nordic Cookbook swiftly followed by The Nordic Way.

The diet is based on the region’s traditional ways of eating and is a celebration of seafood. In particular, it focusses on tinned, smoked and preserved fish. Fresh and preserved berries, herbs, root vegetables and whole grains also feature heavily. As well as being recognised for its health benefits, the Nordic Diet is also celebrated for its sustainable credentials, owing to its promotion of locally-sourced ingredients. 

And when it comes to the types of fish, the Nordic Diet is all about quality and variety.

“We aren’t just talking about the average can of tuna,” says La Forge. “Trendy tinned fish varieties connected to this food trend include octopus, squid, mussels, mackerel and beyond.”

Is the Nordic Diet the next big food trend?​

Interest in the Nordic Diet continues to grow, with consumers across the globe embracing this healthy and sustainable form of eating. This has been bolstered by research suggesting that following this style of eating can reduce chronic illnesses and improve heart health.

It also follows on from the hugely popular Nordic lifestyle trend, hygge, where individuals are encouraged to take time away from their busy lives and relax in nature.

But while the Nordic Diet appears to be gaining popularity with consumers, experts believe it’s unlikely to gain the kind of widespread acceptance experienced by other regional eating styles, such as the Mediterranean Diet.

“Though there are elements of the Nordic diet that appeal to consumers on health grounds – focusing on locally sourced foods, consuming oily fish and wholegrains, and the adoption of low carbohydrate/high-protein diets – we believe the Nordic diet lacks a point of difference to the Mediterranean diet. In fact, it doesn’t have as strong or cohesive a ‘lifestyle image’ to reinforce the appeal, compared to the Mediterranean region,” Chris Brockman, director of food and drink content for market insight firm, Mintel, told FoodNavigator.

Is ‘diet culture’ over?​

Mintel research indicates consumers may be experiencing ‘diet fatigue’ in response to the endless new diet styles launched onto the market.

“We have seen that consumers are somewhat exhausted by diet culture, and negative social media search terms associated with ‘diet’ or ‘dieting’ reflect this sentiment,” says Brockman. “Notably, consumers don’t like to be defined by what they eat, meaning that the notion of following a diet is becoming more and more old-fashioned.”

This shift ties in with the move towards the longevity trend, with consumers looking to not just live longer but live well for longer.

“Over time, there has been a gradual shift away from diet and ‘minus’ health claims in food innovation, such as low calorie, and towards more ‘positive’ health claims, such as high protein, fibre, vitamins and minerals,” says Brockman.

This is creating innovation and NPD opportunities for food and beverage manufacturers who are launching products, which emphasise positive nutrition, nutrient density and plant-based ingredients.

However, despite Mintel’s claims that consumers are growing tired of conforming to particular diets, the diet industry remains one of the most powerful and profitable in the world. Figures, published on Global Newswire, stated the global weight loss and weight management market size is valued at 224.27 billion USD and is expected to surpass 405.4 billion USD by 2030. This includes food and beverage.

Additionally, the emergence of weight-loss drugs have resulted in a flurry of innovation and NPD​ by food and beverage brands looking to capitalise on the phenomena.

In May, for example, Nestlé announced it was launching a new line of high-fibre, protein-packed foods intended as a ‘companion’ for GLP-1 weight loss medication users. Called Vital Pursuit, the frozen meals range are ‘portion-aligned’ to reflect the reduced appetite of users, high in protein, and contain vitamin A, potassium, calcium or iron. There are also gluten-free options, and some air-fryer ready items.

So are consumers done with diets..? Probably not.