50% of Swedes feel lonely according to a recent study. Hence, interest was high when Santa Maria hosted its first event under the initiative Recipes Against Loneliness on Valentine’s Day in Stockholm. The purpose of the initiative is to highlight the issue of loneliness and contribute to creating more social settings where people feel seen, included, and welcome. A fully booked restaurant and 6,000 curious visits to the registration page show that this is a topic that resonates with many.
Paulig, the company behind the Santa Maria brand, is moving into the future with a strong financial year behind it and an ambitious sustainability agenda ahead. As part of this, the initiative Recipes Against Loneliness has been launched – an effort that means more than just recipes in the literal sense. It’s about creating forums where people can come together, with food as the social fuel. Because food is more than just nourishment – it builds relationships and breaks down the barriers of loneliness. A recent survey, conducted on behalf of Paulig, shows that 73% believe that shared meals can help people feel less lonely.
- Our Valentine’s Day dinner is our first activation around the issue of loneliness. Over time, we want to help bring this topic into public discussion and create settings that combat loneliness. Something as simple as a dinner table with fantastic food can play a big role in that fight, says Eva Berglie, Head of Corporate Brand & Brand Communications at Paulig.
Together with Restaurant Rummel in Stockholm, Santa Maria hosted a free dinner to celebrate Valentine’s Day. No group bookings were accepted – only individual registrations. The interest was high, with nearly 6,000 visits to the registration page. All 110 seats were filled, with a first-come, first-served principle applied to allocate the available spots.
- It was a fantastic evening, with a wonderful ambiance. The scent and taste of delicious food, the buzz of voices, and vibrant live music created a warm, welcoming atmosphere. And the guests’ incredible feedback – which truly warm the hearts of my colleagues and me – gives us even more motivation to continue combating loneliness, says Eva Berglie.
Eva Berglie, Head of Corporate Brand & Brand Communications at Paulig
Results from the 2025 loneliness survey
• 7 out of 10 Swedes believe loneliness is becoming an increasingly important issue in Sweden.
• Half of Swedes have felt lonely at some point in the past four weeks.
• 32% of Swedes will spend Valentine’s Day alone.
• 27% of Swedes are reminded of their loneliness around Valentine’s Day.
• 51% of Swedish singles will spend Valentine’s Day alone.
• 38% of Swedish singles are reminded of their loneliness around Valentine’s Day.
• 73% of Swedes believe that sharing a meal together can help people feel less lonely.
The survey was conducted on behalf of Santa Maria on January 31, 2025. A total of 600 people between the ages of 18 and 44 participated.