Midsona’s products belong to strong, growing categories driven by a number of underlying, long-term global trends.

The overall health trend in Europe, which generally drives demand for most of Midsona's products, is at least as strong as the last few years. Insight into the health and well-being and the value of a balanced diet - combined with a clear desire for sustainable consumption - make people increasingly avoid animal products, unnecessary additives and products with poor nutritional content. Midsona's focus on plant-based, pure and organic products is benefited by these trends.


A plant-based diet is an increasingly clearer trend and a growing share of the population in the Nordic countries, and also in the rest of Europe, say that they are flexitarians, vegetarians or vegans, i.e. a clear trend away from eating meat. Driving forces for these groups can, for example, be animal rights, health and the environmetal perspective.

Organic still have a strong position in the Nordic countries and are showing strong growth in many countries in the rest of Europe.


Consumers are becoming more and more aware of their health and are adopting a more holistic approach to improving their well-being. People increasingly prefer more healthy food, but at the same time, have less time to prepare food, which creates a rising demand for comfortable and easy products.


Sales of organic foods continue to increase strongly in large parts of the world. Demand is strong in the Nordic region and increasing in Central Europe, particularly in Germany and France. Today, Germany is the world’s second-largest market for organic products, France is the fourth-largest and, relative to population, Denmark is the world’s largest market.