Chiafrön eller hallonbåtar? En studie av den svenska dagligvaruhandelns aktörers arbete kring hälsorelaterade frågor och hur det påverkar butiken

Sammanfattning: The food industry has for some time been facing criticism for selling unhealthy foods. The problem in our society concerning nutrition is still growing although more and more people are interested in a healthy lifestyle. This thesis aims to describe the interests of the Swedish actors in the grocery-retailing field concerning health and how it affects store marketing. Based on interviews with retailers, government agencies and other stakeholders an overall impression of their opinions and activities was made. In addition, a survey was distributed to gain consumer insights. A theoretical framework was constructed and applied to the empirical results. The results showed an interest in health and most organisations claimed this to be a part of CSR. Although it is still unclear how this area will develop, there is a great potential in health-conscious positioning.