Three out of four Norwegians say they want to change their eating habits in the coming year, continuing a strong trend from the previous year. The desire to eat less ultra-processed food is now a top priority, just behind the perennial goal of eating more vegetables and salad, according to a new national survey.
The survey, conducted by Respons Analyse for the Information Office for Fruit and Vegetables (OFG), reveals a significant shift. The proportion of people who want to eat less ultra-processed food has jumped from 25 percent at the end of 2024 to 33 percent at the end of 2025.
“That is well worth noting. We perhaps thought the trend of wanting to eat less ultra-processed food had calmed down a bit, but on the contrary,” said Iselin Sagen, a nutrition advisor at OFG. She points out that attention around the level of food processing has increased in recent years, possibly to an excessive degree.
The Rise of Anti-Processing Sentiment
OFG suggests the desire to cook more food from scratch using raw ingredients is likely linked to the goal of reducing ultra-processed food intake. The survey indicates that few people think of official dietary guidelines when asked what changes they wish to make. “It is unfortunate that the dietary guidelines are used too little as a guide for healthy eating habits. When the debate gets too one-sided attention on ultra-processed food, it can lead to food items that are actually recommended and well-documented as beneficial for health being chosen against,” Sagen explained.
She emphasizes a crucial nuance often lost in public discussion. “It is fine that many want to make more food from scratch and choose quality raw ingredients. At the same time, it is important to remember that it is not processing itself that determines whether the food is healthy, but the nutritional content and the totality of the diet.”
The Persistent Vegetable Gap
Alongside the new focus on processing, a stable 35 percent of respondents want to eat more vegetables and salad. OFG is very pleased with this number but notes a major gap between intention and reality. “Today we eat on average only 3.3 portions of fruit and vegetables per day, while the recommendation is at least 5 to 8 portions,” Sagen said.
This consistent shortfall highlights a core challenge in Norwegian dietary habits. While intentions are strong, actual consumption falls far below national health recommendations. The survey does not delve into the reasons behind this gap, but cost, convenience, and seasonality in Norway's climate are perennial factors discussed by nutrition experts.
The Logistics of Home Cooking
Adopting a more raw-ingredient-based diet requires practical changes. The survey finds that many people have a concurrent desire to better plan their shopping and meals. “If you are going to make more food in this way, it usually requires a bit more planning,” Sagen noted.
This points to a potential barrier. The ambition to cook from scratch collides with the time constraints and busy schedules of modern life. Without effective planning, the goal of reducing reliance on convenient, processed foods may be difficult to achieve, leading to a cycle of good intentions and unmet resolutions.
A Call for Balanced Guidance
The OFG's response to the survey data is one of cautious optimism mixed with a call for perspective. While supporting the move towards whole foods, the organization warns against demonizing all processed items. Their position is that nutritional value should be the primary metric, not the degree of industrial processing alone.
This stance aims to prevent a situation where Norwegians might avoid nutritious, convenient options like canned legumes, frozen vegetables, or whole-grain breads simply because they are processed. The focus, they argue, should remain on overall dietary patterns, salt, sugar, and fat intake, and hitting the recommended daily fruit and vegetable targets.
Practical Steps Forward
To help people translate their intentions into action, Sagen has prepared a list of tips for changing eating habits. The advice centers on manageable, incremental steps. “Change one habit at a time. A fine place to start is to eat more fruit, berries, and vegetables. Small adjustments – like more greens with one meal – are easier to achieve than big dietary changes all at once,” she recommends.
The second key tip focuses on satiety and quality. “Choose food that satisfies well. Fruit, vegetables, whole grains, beans, and lentils provide good fullness,” the advice states. This approach tackles another practical hurdle, ensuring that dietary changes are sustainable and don't leave people feeling hungry, which often leads back to less healthy, convenient snacks.
The data presents a clear picture of Norwegian conscientiousness about diet, but also the challenges. A significant majority is actively thinking about improvement, driven by a growing awareness of food processing. The test, as OFG implies, will be whether this heightened consciousness leads to a more nuanced understanding of nutrition and, ultimately, to a tangible increase in those daily fruit and vegetable portions. The nation's health outcomes may depend on bridging that intention-action gap.