For years, the Mediterranean diet has been considered the gold standard of healthy eating, but a new contender is gaining popularity: the Nordic diet. This eating pattern focuses on smoked fish, rye bread, berries, and seasonal produce, with minimal added sugar. It shares many health benefits with the Mediterranean diet, including whole grains and oily fish.
Interest in Scandinavian-style eating has surged in the UK. Waitrose data shows searches for 'Scandinavian' items on its website have increased by 80% year-on-year. Searches for rye bread and smoked fish jumped 133% and 50% respectively, while recipes for 'rye with smoked salmon' rose by 261% in the past month.
Lizzie Haywood, trend innovation manager at Waitrose, attributes the rise to the visual appeal of the Smörgåsbord trend. 'This style allows people to easily pick and choose, building their ideal breakfast with minimal fuss,' she said. The Scandi-bakery boom, with chains like Ole & Steen, has made 'Copenhagen-cool' breakfast more accessible.
Sales of rye bread, herring, and sliced ham are climbing, and social media is promoting the smörgåsbord aesthetic. Research from the University of Copenhagen and the Norwegian Institute of Public Health links the Nordic diet to improved cholesterol, better blood sugar control, and modest weight loss compared to Western diets.
The trend reflects a broader shift towards whole foods and away from ultra-processed breakfast items. As the Mediterranean diet popularised olive oil, the Nordic diet may popularise dill, rye, and smoked trout.
