As the Nordic region continues to ‘set the trends’ in health and wellness for the rest of the world, visitors to Natural Products Scandinavia will be among the first to discover exclusive industry insights from Euromonitor International and a raft of big-name industry experts for 2017.  

“There are regions that lead and there are regions that follow. I don’t think there is any doubt which group Scandinavia belongs to,” says Euromonitor analyst Povilas Sugintas, who will be speaking at the show.

Returning to MalmöMässan, on 15-16 November, the show will host two lively discussions from global research firm Euromonitor International – highlighting the latest data and trends in the Nordic market for health and wellness foods, beauty and personal care.  The sessions will give attending natural retailers and buyers (from across Scandinavia and beyond) new insights into untapped opportunities for growth in the region.

“When it comes to public health, Norway, Denmark, Sweden and Finland set the trends,” says Sugintas, who will be unveiling the latest findings of Euromonitor’s annual ‘Consumer Health Research’, giving a qualitative and quantitative overview of consumer trends today, as well as focusing on the growing convergence of health with beauty.

As the beauty industry gradually transforms to become more health orientated, cosmetic companies are responding with even more innovative product functionalities – which creates its own challenges as well as opportunities in the region.  “The quest for a healthy lifestyle has led to an increasing demand for natural beauty, with smaller/niche brands emerging as the main beneficiaries.  Transparency of products and their ingredients puts pressure on companies big and small, creating winners and losers,” he adds.

Povilas Sugintas’ session will take place on Thursday 16 November, at 10.30am – 11.15am in the Natural Theatre.

Nordic health and wellness

“Natural Products Scandinavia has grown so much and has become a great place to find all the latest products in food, health and beauty products.  I’m looking forward to going around the show and talking to the people behind these products,” says Euromonitor analyst and returning show speaker, David Hedin.

In the Nordic region, health and wellness is an area of significant interest.  According to the latest figures from Euromonitor, Nordic countries are in the top three markets for packaged foods, positioned for their health benefits[1].  Hedin will be discussing the results of the latest ‘Packaged Food Market Research Report’, including a detailed market overview of Nordic health and wellness foods in Denmark, Finland, Norway and Sweden.

“Nordic health is a very challenging topic to condense into 45 minutes,” says Hedin, “We increasingly see each health niche create its own opportunities, rather than what health categories a group of consumers are interested in and what health positioned foods they buy.”

“I believe this is due to an increased segmentation of the market, which is a natural effect of a more individualistic society, and this just makes it all the more important to keep up with the latest trends and developments,” he says.

David Hedin’s session will take place on Wednesday 15 November at 3.30pm – 4.15pm in the Natural Theatre.

Big name speakers, more new trends

The show’s three-theatre seminar programme also includes big names like Natural Products Global’s editor Jim Manson, who’ll be providing a global industry snapshot into the latest trends, news and developments in natural and organic sectors.  Cecilia Ryegård, editor and founder of Ekoweb, will be returning to the Organic Theatre to reveal the latest statistics into the Swedish organic market, and what’s happened in 2017 so far.   NOC Sweden founder, Henrick Olténg (previously managing director of Weleda Nordic) and its president Emma Bergqvist will be sharing insights into natural and organic cosmetics, discussing the key elements for the continued growth of this category.

“Natural Products Scandinavia is the best way to gain quick and extensive knowledge about natural and organic products in the Nordic landscape.  It’s the perfect marketplace for those looking to expand into the Nordic region, and looking for exciting new brands,” says Olténg.

The seminar programme to date is available to view online at:

Free trade registration

Top buyers already pre-registered to visit include: HKC Egenvård, Life, Helsekost, Dansk Supermarked, 7-eleven Denmark, BC Hospitality Group, Coop Trading, Netto, Magasin du Nord, Coop Denmark, Coop Sverige, Naturalia, Fairtrade Denmark, Bertram Pharma, BioVita, Naturkost Übelhör, and Renée Voltaire AB.

Natural Products Scandinavia and the Nordic Organic Food Fair will return to Malmö, Sweden, on 15-16 November

For more information and to register for a free trade ticket, please visit and quote priority code NPUK322