“Our trend report from last year shows that sustainability and health are what it’s all about – people are buying by weight rather than pre-packaged, and the meat industry is looking around to see how they can adapt and improve,” Rask explains, mentioning Gram, a package-free shop that opened in Malmö recently with a bring-your-own jars concept. “The population here in Sweden is growing very quickly, so we’re going to have an older generation that’s very conscious; they know what they want and they’re happy to pay for it.” A big part of the development, linked to both health and sustainability, is what she refers to as ‘the protein shift’.