Price seems to be a major guiding factor at the supermarket, according to S Group‘s sales SVP.People in Finland appear to have made fairly big changes in their diets over the past year, according to grocery sales at S Group stores.

Around this time last year, the Finnish Food Authority issued updated nutritional guidelines recommending that people consume less animal protein and more fruits and vegetables than in the past.

Among other things, it said people should ideally consume around 500-800 grams of vegetables, fruits and berries a day and up to 350 grams of red meat (down from 500g of beef, pork and lamb) per week – with as little processed meat (cold cuts and sausages) as possible.

Tofu vs Meat

People also seem to be eating less meat,as the authority has recommended.

Sales of tofu products have increased by 17 percent at S Group stores since the recommendations were issued, while shoppers were also buying more of the soy-based products at its main competitor, K Group stores.

Shoppers are also increasingly buying other plant-based proteins and canned beans.

At the same time processed meat sales have dropped by seven percent, year-on-year, at S Group’s shops.

Ground beef sales also dipped but this was largely influenced by supply and availability, according to Backström.

“In terms of beef, there is more demand than supply in Finland as well as around the world,” he explained.

The group noted that people increasingly pick poultry or pork over beef. It saw comparative meat sales decline by one percent. A store survey found 70 percent of its customers say they eat meat on a regular basis.

Fish sales up,too

S Group saw sales of fresh fish increase by eight percent over the yearlong period,while its store brand Kotimaista fish products were bought by nearly half of its customers.