Most Finnish adults are falling well short of the latest Nordic food group targets, especially when it comes to plant-based foods. Instead, their diets are heavy on red and processed meat and dairy, far above recommended levels. This isn't a small gap-it's a clear disconnect between public health policy and what people actually eat.
The 2023 Nordic Nutrition Recommendations (NNR) mark a shift by putting environmental sustainability on equal footing with nutrition. While not law, the NNR shapes everything from Finland's dietary guidelines to public food procurement and nutrition labeling. For Finnish consumers, the NNR sets the standard for what counts as a balanced, sustainable diet-and influences what goes into nutrition shakes, meal replacements, and protein powders on store shelves.
The 2023 NNR includes seven quantitative food-group targets, with a strong emphasis on increasing plant-based foods and minimizing processed meat intake-metrics that are directly relevant to protein shake and meal replacement formulations.
Shake Nutrition Editorial Desk
Researchers analyzed dietary data from 1,655 Finnish adults using the FinDiet 2017 survey. The results are stark: almost no one met the NNR 2023 targets for whole grains, vegetable oils, and other plant-based staples. For example, 96% of women and 66% of men didn't get enough whole grains and vegetable oils. Nuts and seeds were so rarely eaten that researchers couldn't even break down intake by sex. This matters for anyone reading labels-many plant-based shakes and superfood blends highlight nuts, seeds, and whole grains, but actual consumption in Finland is far below what's recommended.
Meanwhile, animal-based foods-especially red and processed meat-were eaten in excess. Men, in particular, consumed almost twice the recommended amount of red and processed meat compared to women. Dairy intake was also high, with men leading, though women were more likely to stay within the recommended range. Fish and seafood fell short for both sexes, with only physically active men coming close to the target. For shoppers, this highlights the need to check where the protein in products comes from: dairy, animal, or plant sources, and whether the mix matches the NNR's push for more plant-based diversity.
The study also looked at age, education, physical activity, and energy intake. The pattern held: higher education, more physical activity, and higher energy intake nudged people closer to plant-based targets, but most still missed them. Those with the lowest energy intake were more likely to stay within meat and dairy recommendations, while the most active and educated were more likely to eat enough fruits, vegetables, and whole grains. BMI didn't make a difference. This is relevant for nutrition shake consumers, since many products are marketed for weight management or athletic performance, but the actual ingredient quality and food group balance may not match the latest evidence-based targets.
Claims Check: Many nutrition shakes and meal replacements highlight 'plant-based' or 'complete nutrition' on their labels, but these claims are only meaningful if the product delivers adequate amounts of whole grains, nuts, seeds, and diverse plant proteins. Under current FDA dietary supplement guidelines, brands must not mislead consumers about the health benefits of their formulations, and all ingredients must be clearly disclosed on the Supplement Facts panel.
FDA / Clinical Nutrition Review Source
These numbers aren't just academic. The NNR 2023 guidelines were designed to connect health and environmental sustainability, helping Finland meet United Nations Sustainable Development Goals. But in practice, most people eat too little of what's good for both people and planet, and too much of what strains both. The study's cross-sectional design means it can't prove cause and effect, and the authors note limits like recall bias and the lack of energy-standardized targets. Still, the evidence is clear: Finnish adults are not eating in line with the new Nordic vision.
For the nutrition shake and meal replacement industry, this research is a reality check. Brands that want to keep up with the science-and earn consumer trust-should be transparent about labeling, clearly state protein sources and amounts, and avoid vague proprietary blends. Independent verification by groups like the Clean Label Project or NSF International can help build credibility, especially as shoppers pay more attention to labels and look for products that genuinely support health and sustainability.
Finland's nutrition policymakers now face a tough reality. Guidelines alone don't change habits. The data shows a wide gap between what's recommended and what's actually eaten, with plant-based foods left behind and animal products still dominating. If Finland wants to make real progress on health and sustainability, it will take more than new recommendations-it will require changes in how food is produced, marketed, and consumed. Until then, the numbers tell the same story: the gap between policy and practice remains, with consequences for both public health and the environment.
