Nordic spotlight: region ‘leading the way’ in health and wellness

By Lucy Whitehouse

- Last updated on GMT

Nordic spotlight: region ‘leading the way’ in health and wellness

Related tags Sweden

An industry show dedicated to natural trends in Scandinavia has suggested the Nordic region now ‘sets the trends’ in health and wellness for the rest of the world.

The Natural Products Scandinavia show has announced its workshop and seminar programme, which will be assessing the impact of the Nordic region on international trends, according to organisers.

Euromonitor analyst Povilas Sugintas, who will be speaking at the show, confirmed this theme in a statement released by the event organisers.

“There are regions that lead and there are regions that follow.  I don’t think there is any doubt which group Scandinavia belongs to​,” Sugintas said. “When it comes to public health, Norway, Denmark, Sweden and Finland set the trends.​”

Show for the Nordic market: niche brands reign

Returning to MalmöMässan, on 15-16 November, the show is set to host ‘lively discussions’ centering on the latest data and trends in the Nordic market for health and wellness food, 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​,” organisers assert.

As the beauty industry gradually transforms to become more health orientated, cosmetic companies are responding with even more innovative product functionalities, they note, 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​,” agrees Sugintas.

Transparency of products and their ingredients puts pressure on companies big and small, creating winners and losers.​”


The Natural Products Scandinavia show will feature a three-theatre seminar programme, with various industry experts set to share their insights. Some highlights include:

  • Natural Products Global’s editor Jim Manson, who will 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

Further information on the show can be found here​.

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