Market Brief
Focus on the
Swedish Market
Food Products
May 2011
Facts about Sweden
Area: 449,964 sq.km
Population: 9.4 million
Capital: Stockholm.
Stockholm city: 847.100 inh.
Greater Stockholm: 2 mil. inh.
Business language:
Swedish, English
Religion:
Lutheran
Largest cities:
Stockholm city 847.100 inh.
Gothenburg 513.800 inh.
Malmö 298.900 inh.
Uppsala 197.800 inh.
Linköping 146.400 inh.
Västerås 137.200 inh.
Örebro 135.500 inh.
Norrköping 130.100 inh.
Helsingborg 129.200 inh.
Jönköping 127.400 inh.
Form of government:
Constitutional monarchy,
parliamentary democracy
Some distances:
Stockholm-Malmö 640 km
Stockholm-Gothenburg 490 km
Stockholm-Sundsvall 400 km
Stockholm-Kiruna 1310 km
Currency:
1 krona (SEK) = 100 öre
The European Union
• Austria
• Belgium
• Bulgaria
• Cyprus
• Czech Rep.
• Denmark
• Estonia
• Finland
• France
• Germany
• Great Britain
• Greece
• Hungary
• Ireland
• Italy
• Latvia
• Lithuania
• Luxemburg
• Malta
• Netherlands
• Poland
• Portugal
• Romania
• Slovak Rep.
• Slovenia
• Spain
• Sweden
The EES/EEA area
EU-countries, Iceland,
Liechtenstein and Norway
EFTA
Iceland, Liechtenstein,
Norway and Switzerland
Market Brief – Food Products
List of Contents
Page
1
Introduction
3
2
2.1
2.2
2.3
The Swedish Food Market
Market Size
Market Characteristics
Market Segments
2.3.1 Retail Sector
2.3.2 Foodservice Sector
2.3.3 Food Processing Industry
4
4
5
6
6
7
8
3
3.1
3.2
Imports and Exports
Imports
Domestic Production and Exports
9
9
10
4
4.1
4.2
4.3
4.4
4.5
4.6
Channels of Distribution
Retail Groups
4.1.1 ICA Group
4.1.2 Coop Group
4.1.3 Axfood
4.1.4 Bergendahls Food
Wholesalers for the Convenience Store Sector
Wholesalers for the Foodservice Sector
Importers of Fresh fruit and vegetables
Importers of Alcoholic Beverages
Importers of Raw Materials and Food Ingredients
12
13
14
15
15
16
17
17
18
19
19
5
Market Access
21
6
Market Prospects
21
Appendix 1 – Imports and Exports of Food, by Value 2008-2010
23
Appendix 2 – Import of Certain Prepared and Processed Food
24
Products, by Value 2008-2010
Appendix 3 – Retail Sales of Food, by Value 2007-2009
25
Appendix 4 – Direct Consumption of Food, by Quantity 2006-2009
26
Appendix 5 – Facts about Retail Groups
27
Appendix 6 – Useful Internet Links
28
Appendix 7 – Currency Conversion
28
1
Market Brief – Food Products
Disclaimer:
The information provided in this guide is believed to be accurate at the time
of publishing. It is, however, passes on to the reader without any responsibility
on the part of the authors and it does not release the reader from the obligation
to comply with all applicable legislation.
The authors or publishers make no warranty, expresses or implied, concerning
the accuracy of the information presented, and will not be liable for injury claims
pertaining to the use of this publication or the information contained therein.
No obligation is assumed for updating or amending this publication for any
reasons, be it new or contrary information or changes in legislation, regulations
or jurisdiction.
Copyright:
Sida
Author:
Fox Research AB, Stockholm
Published by:
The Swedish Chambers of Commerce, May 2011
This document has been financed by the Swedish International Development
Cooperation Agency, Sida. Sida does not necessarily share the views expressed
in this material. Responsibility for its contents rests entirely with the author.
2
Market Brief – Food Products
1
Introduction
Sweden has a population of approx. 9.5 million people. Since year 2000, the
population has grown with 0.7 million people (+8%), of which a substantial part
through immigration.
Sweden is from 1995 a full member of the European Union (EU), which has 27
member countries. The EU has abolished all trade barriers between the member
countries and can therefore be described as a single, unified market. Another four
countries cooperate with the EU in the European Economic Area (EEA) and
therefore participate in the European single market without having joined the EU.
The population of the 31 EEA-countries is around 520 million people. Sweden's
share of the total population is close to 2%, which means that it is one of the midsized national markets. However, the five Nordic countries (also known as
Scandinavia) - Denmark, Norway, Sweden, Finland and Iceland - with about 25
million inhabitants, are more and more regarded as the “home market” for
companies within the Swedish food trade and industry.
Sweden has experienced a rapid growth during the last 50 years and is among the
wealthiest nations in the world. Also in comparison with other European countries,
the Swedish GDP per capita normally is about 20-25% higher than the EU average.
Sweden and the European Market
Area
Pop. million
Sweden
Scandinavia*
European Union (EU/EEA)
9.5
25.3
520.0
Share %
1.8
4.9
100.0
* Also called the Nordic Countries (Sweden, Denmark, Norway,
Iceland, Finland)
Source: Eurostat, Statistics Sweden
GDP per capita comparison 2000-2010
Swedish volume index of Gross Domestic Product
(GDP) per capita in Purchasing Power Standards
(PPS) expressed in relation to the EU average,
set to equal 100.
European Union
Sweden
2000
2008
2009
2010*
100
127
100
123
100
119
100
125
* Estimate
Source: Eurostat
The euro (€), the second most traded currency in the world, is the official currency
of the European Union, and is currently in use in 17 of the 27 Member States.
However, Sweden has for the moment decided not to participate in the Euro
monetary system, and therefore still uses its national currency, the Swedish krona
(code SEK), in English normally referred to as the “Swedish crown” (since krona
means crown in English).
For currency conversion between the Swedish krona, the euro and the US dollar,
please refer to Appendix 7.
3
Market Brief – Food Products
2
The Swedish Food Market
2.1
Market Size
Swedish consumers spent about 20% of their household budget on food and
beverages in 2009, the same as the EU average. Other important areas of the
private consumption were consumer articles (20%), housing (27%), and transports
(13%,) as well as services, leisure activities and health care (21%).
During 2009, consumer’s expenditure of food and beverages increased about 6% to
SEK 326 billion (€31 billion). Of the total, the retail trade accounted for about 67%
and the food service sector for 33%.
Food Market 2009
Sector
Number
of outlets
Sales SEK
million
M-share
%
Retail trade
Foodservice
• Total
6 100*
31 000
37 100
217 000
109 000
326 000
67
33
100
* Excluding small convenience outlets
and specialised food stores
Sources: Statistics Sweden, Delfi, Fox Research
Retail sales of food and beverages amounted to SEK 217 billion (€20.5 billion) in
2009, which was 5.5% higher than the year before. The rise was due to increased
volumes (2.6%) as well as increased prices (2.9%).
The main product groups were dairy products and fats (16%), meat products
(15%), fruit and vegetable products (15%), and bread and cereal products (12.5%).
Due to high taxation, also consumption of alcoholic beverages (beer, wine, spirits)
is notable when measured by value (15%).
Even though retail sales of beverages, coffee, dairy products, bread, meat, and fish
have increased considerably in recent years, the development of the per capita
consumption is less distinct. In fact, only two product groups – bread and cereals,
and “other foods” (including convenience foods, sauces and confectionery) – can
show a positive progress, while some product groups have experienced a negative
trend, as can be seen in the tables below and the next page.
Retail Sales of Food and Beverages,
By Value 2009
Product
Dairy products, fats and eggs
Meat products
Fruit and vegetables
Bread and cereal products
Fish and seafood
Coffee, tea and cocoa
Other food products
Juice, mineral water, soft drinks
Beer, wine and spirits
• Total
Source: Statistics Sweden
4
Value SEK million
2008
2009
33 238
31 035
31 606
26 203
9 931
5 053
27 620
11 524
29 750
205 960
35 140
32 638
32 170
27 384
10 456
5 544
28 574
12 959
32 389
217 253
%
Share
%
+ 5.7
+ 5.2
+ 1.8
+ 4.5
+ 5.3
+ 9.7
+ 3.5
+ 12.5
+ 8.9
+ 5.5
16.2
15.0
14.8
12.6
4.8
2.6
13.0
6.0
14.9
100.0
±
Market Brief – Food Products
Per Capita Consumption 2006-2009
Product Group
Fruit and vegetable products
Dairy products, fats and eggs
Meat products
Bread and cereal products
Fish and seafood*
Coffee, tea and cocoa
Other food products
Beverages
Per capita consumption in kg/litres
2006
2007
2008
2009
239
183
84
106
25
11
50
179
240
180
84
103
26
11
53
177
238
179
83
110
25
11
53
172
231
178
82
110
25
11
54
177
± 06-09
±
%
+
+
3
3
2
6
0
0
8
1
±
±
+
-
8
5
2
4
0
0
4
2
±
±
+
-
* Based partly on trade estimations. No official figures available since 1999.
Source: Swedish Board of Agriculture
2.2
Market Characteristics
Swedish food consumption consists of 90% processed foods. This is internationally
a very high figure. The remaining 10% is composed of non-processed products,
such as fresh fruit and vegetables, fresh fish, fresh meat and eggs.
Sweden counts as a mature market for groceries, which normally means that there
should be a relatively slow market growth. However, during the last couple of
years, the market value for foodstuffs and beverages has increased about 5 to 6
percent per year, of which price increases account for about half and real increase
in volumes for the remainder. But the positive trend has been slowed down since
2009, however, and the food trade therefore estimate that food sales will show a
more modest development in the coming 2 to 3 years.
The food market has for a number of years been influenced by consumer awareness
of health, environmental, and social issues. A major development is the
introduction of certified organic (also called ecological or biodynamic) foods, as
well as Fair Trade labelled products, especially within ”natural” product groups
such as fresh fruit and vegetables, cereals and coffee.
During 2009, about 4.0% of all foods and beverages sold within the retail trade
were certified organic, when measured by value. The increase was 16%, thus
substantially higher than for the overall food market, which was 5.5%.
At the same time increased interest in healthy foodstuffs has expanded sales of
products that are regarded as nutritious, e.g. nuts, cereal grains, and health bars.
There is also a high interest for food products from other countries, especially for
so called ethnic foods, such as Italian, Chinese, Indian, and Mexican style products.
This has led to significant sale increases especially of ethnic products such as oils
and vinegar, condiments, spicy sauces and dressings.
Taking into account the relatively large number of non-European immigrants
(about 5% of the total population) also foodstuffs from countries in the Middle
East, Africa and South America have increased in demand.
In fact, all major retail groups have during the last couple of years introduced an
"ethnic" assortment consisting of several hundred different products in their
supermarkets, which has been met with a relatively big success.
5
Market Brief – Food Products
Several of the these trends can be seen in the following list, showing food items
with the largest sales increases within the supermarket trade during the last couple
of years:
Exotic foods with well-defined flavours (pomegranates, goji berries, coconut
beverages, coconut milk)
Organic foods (especially organic chocolate and ready-to-eat dishes)
Gluten-free food (popular with many consumers with allergies)
Sports and energy beverages and health bars
Sliced ready-to-eat dishes and items (such as pizza slices and sliced fruit)
Spicy snacks (containing e.g. chilli, garlic, ginger, onion)
Hot sauces and spicy condiments
On the other hand, there are also several product groups that for a number of years
have shown a more modest and even a negative sales development, for example
foods with a high content of salt, fats (such as margarine), sugar, and spirits.
2.3
Market Segments
For food exporters, the Swedish market can be divided into two main market
segments: the retail and food service sectors, and the food processing industry.
2.3.1
Retail Sector
The Swedish retail trade has experienced a very positive trend in recent years. In
fact, sales of food and beverages have increased every year between 2000 and
2009.
During 2009, sales within the total food retailing market (including also other daily
commodities) reached SEK 251 billion (€23.6 billion). However, due to high price
increases, the actual sales volume in 2009 was only marginally higher than the year
before.
Food Retail Market 2009
Food retail market includes sales of both food and
other daily commodities (such as chemico-technical
and household paper products, flowers, tobacco and
magazines). Sales of speciality items are excluded.
Sales SEK
million
M-share
%
160
2 330
440
3 170
6 100
44 100
118 300
30 400
27 000
219 800
18
47
12
11
88
276
51
69
9
36
Other stores*
--
31 100
12
--
• Total
--
250 900
100
--
Type of Store
Hypermarkets
Supermarkets
Discount stores
Convenience stores
• Total
Number
of Stores
* Includes smaller kiosks, tobacconists, fruit and candy stores,
health food stores, bakeries, meat and deli stores, fish stores,
food halls, street markets, drugstores, pharmacies, etc.
Sources: Fri Köpenskap, Market Magasin
6
Sales per store
in SEK million
Market Brief – Food Products
In Sweden, most retail sales of food pass through supermarkets and other general
grocery stores with a wide assortment of foodstuffs and household items such as
paper products, chemical products, toiletries, flowers, newspapers and tobacco.
There are approx. 6,000 grocery stores with a full line of food and other household
items, of which half are larger stores, such as hypermarkets, supermarkets and
discount stores, and half are smaller convenience stores. Discount stores with a
limited assortment have in recent years obtained a relatively large market share,
approx. 12%.
There are also a large amount of bakeries, fruit stores, deli stores and other singleline stores as well as kiosks and street markets. In addition, there are state-run
liquor stores, which are the only retailers that have the right to sell alcoholic
beverages, such as wine, spirits and strong alcoholic beer.
2.3.2
Foodservice Sector
During 2009, sales of food and beverages within the foodservice sector amounted
to approx. SEK 109 billion (€10.3 billion), which indicates that this sector absorbs
about a third of consumers total food expenditures.
Sweden actually rank’s as one of Europe’s leading markets for out-of home meals.
According to a recent study, the average Swedish consumers had meals outside
their homes 168 times during 2009. For other European countries like France, Italy
and Spain, the corresponding figure was only slightly over 100 per year.
In total, the foodservice-sector comprises approx. 31,000 units, such as restaurants,
coffee shops, fast food outlets and canteens.
The restaurant sector, which account for about 70% of the sales volume, comprises
over 18,000 units, of which 12,000 are restaurants, coffee shops, and hotels, and
6,000 are fast-food outlets. Most of the units in the restaurant sector are family run
businesses, but there are also a few large national chains, especially within the fast
food and hotel segments. A trend is the fast growing number of ethnic restaurants
and fast food outlets, as well as coffee shops.
The canteen sector (also called contract catering market) account for 30% of the
sales volume and includes 12,000 units, of which a large share is located in
schools, hospitals, day-care and old age centres. Local, regional or national
authorities and agencies run the majority of these canteens. There are also a
number of staff canteens in large office and industrial complexes, either run by the
companies themselves or by national restaurant chains.
Food Service Market 2009
Type of Outlet
Number
of Outlets
Restaurants, Coffee shops, Fast food
Canteens
• Total
18 500
12 500
31 000
Sales SEK
million
M-share
%
77 000
32 000
109 000
71
29
100
Sources: Delfi, Statistics Sweden
7
Market Brief – Food Products
2.3.3
Food Processing Industry
The Swedish food processing industry counts as an important market segment for
foreign suppliers of foodstuffs. Even though domestic producers and companies
still supply the main part of the raw materials and food ingredients used, imports
are on the increase.
The food processing industry consists of about 3,100 companies with 52,000
employees. In 2010, the estimated net turnover amounted to approx. SEK 200
million (€21.0 billion), which means that food manufacturing accounted for about
10% of Sweden’s total industrial output.
The most important sectors within the Swedish food industry are bakeries, meat
plants, and dairies, with more than 50% of the value of output. However, domestic
producers mainly supply these sectors, as well as the milling, sugar and spirits
industries.
Food Processing Industry 2008-2010
Industry Sector
Employees
2008
2009
2010
Companies
2010
Bakery
Meat
Dairy
Fruit & Vegetables
Brewery & Soft drinks
Chocolate & Confectionary
Fish and Seafood
Milling & Starch
Spices & Condiments
Ready-to-eat
Spirits & Wine
Oils & Fats
Animal feed
Coffee
Sugar
Other
14 400
12 000
6 100
5 100
3 900
2 900
1 900
1 600
1 500
1 000
900
1 700
700
500
500
500
14 700
10 900
6 100
4 900
3 900
2 500
1 900
1 700
1 500
1 400
1 000
1 200
700
500
500
900
13 900
10 800
6 400
4 300
3 900
2 400
1 900
1 700
1 500
1 300
1 000
800
700
600
500
1 000§
1 331
458
134
200
81
203
204
110
53
64
48
44
91
29
5
110
• Total
55 000
54 300
52 600
3 165
Source: Statistics Sweden
The branches, which depend mostly on imports, are the coffee, oils & fats, spice &
condiments, chocolate & confectionary, and fish & seafood industries. Also
manufacturers and canners of fruit juices, and fruit & vegetables, largely depend on
imports. In recent years, also the meat industry has become a large importer.
For more details about Swedish food manufacturers, see chapter 4.6.
8
Market Brief – Food Products
3
Imports and Exports
Sweden has traditionally been more or less self-sufficient in basic foods like meat,
dairy products and cereals. However, during the last two decades, especially since
joining the EU in 1995, imports have shown a steady yearly increase, also
regarding the basic "domestic" products.
The total degree of self-sufficiency is at present estimated to be about 65-70%, and
thus 30-35% is imported. At the same time, also exports have shown a large
increase, which means that the domestic food industry is a growing importer of raw
food materials and food ingredients.
Sweden imports almost twice as much food products as it exports. Imports in 2010
amounted to SEK 95 billion (equivalent of €9.9 billion), an increase by 3%
compared to the previous year, when measured by local currency. Exports
amounted to SEK 54 billion (€5.6 billion), an increase by 9% in local currency.
The net trade gap between imports and exports thus decreased in 2010, and now
amounted to 43%, compared to 46% two years earlier.
The Swedish Food Distribution
Products traditionally supplied
domestically
• Dairy products
• Meat products (fresh meat recently
imported)
• Cereals (mainly wheat, rye)
Products not produced within Sweden
• Most fruit items (except temperate fruit)
• Green coffee, tea and cocoa
• Spices and herbs
• Wine
3.1
Products produced only part of the year
• Fresh vegetables
• Temperate fruit (apples, berries, etc.)
Products imported in large quantities
• All kinds of fish & seafood products
• Fresh meat products
• Sauces, dressings, vinegar and oils
• Ready-to-eat and other convenience
foods
• Frozen, canned and dried food products
• Animal feed
Imports
Imports of food and beverages have shown a steady increase during the last couple
of years. Between 2006 and 2010, the import value has grown by 30%, when
measured by local currency. During 2010, imports amounted to SEK 94,900
million (€ 9.9 billion), an increase of 2.7% compared to the preceding year.
The primary food import consists of food, which is not at all produced within
Sweden such as citrus fruit, nuts, green coffee, tea, cocoa, spices and wine, and
also of products, which are only produced during a part of the year, for example
fresh vegetables and most fresh fruit, such as apples.
Other notable import items are fish & seafood products (including re-exports of
farmed fish), sauces and dressings, ready-to-eat meals, certain canned, frozen and
dried foods, as well as animal feed. And as said earlier, also an increasing degree of
meat, dairy and cereal products are imported.
Even if imports comprise a large number of items, twelve food products accounted
for almost 70% of the total food imports during 2010, see table on the following
pages.
9
Market Brief – Food Products
Ranked by product groups, the two largest categories are fish and seafood products
(25%) and fruit & vegetables (18%), whether fresh or processed. Other important
product groups are meat products and beverages, as well as cheese, chocolate and
confectionery, green coffee, oils & fats, and animal feed. Even though the market
for meat products mainly is supplied by domestic production, it has in just a few
years become the third largest import product group.
Processed food items account for over 60% of all food imports. The five most
important categories are oils & fats, wine, cheese, filets of fish, and cuts of beef.
See also Appendix 1 and 2 for further data.
Food items showing the largest growth in imports during the last three years are
cocoa paste, powder and butter (81%), fresh and frozen fish and seafood (35%),
coffee (33%), charcuterie and delicatessen (33%), spices (27%), prepared and
processed seafood (25%), fish fillets (24%), and dairy products (22%), see also
Appendix 1 and 2.
About 70% of all food imports are normally imported from the European continent,
of which other EU-countries account for the dominant part. However, it should be
noted that some imports from the EU in the statistics actually have their origin in
countries outside of the EU. A typical example is fruit from Latin America that is
delivered to Sweden via ports in Germany, Belgium or the Netherlands. This
means that EU imports are somewhat overestimated in the data. In addition,
Sweden imports a lot of farmed fish from Norway, which to a large extent is reexported to other countries.
Four countries account for about half of the total import value: Denmark, the
Netherlands, Norway, and Germany. OECD countries have during the last couple
of years accounted for 90% of total imports, which means that non-OECD
countries have had a share of just 10%.
Of the non-OECD countries, the largest exporters to the Swedish market are Brazil
and Colombia (mostly coffee), Costa Rica, Guatemala and Panama (bananas and
coffee), as well as Kenya (coffee) and Thailand (mostly exotic fruits, both canned
and frozen items). Other notable exporters are China, India, Vietnam, the
Philippines, Indonesia, Malaysia, Chile, Egypt, Israel, Lebanon, Morocco, and
South Africa.
3.2
Domestic Production and Exports
Traditionally, the Swedish food industry has been geared towards the domestic
market and only 10-15% has been exported. But since joining the EU in 1995,
exports have seen a steady increase year by year. During 2010, the export value
amounted to SEK 53,800 million (€5.6 billion), 9% more than the preceding year.
The main export item is fish and seafood products, which accounts for about 1/3 of
all food exports (which as stated earlier, includes re-exports of farmed Norwegian
fish). Other important export items are spirits, refined oils and fats, and basic cereal
products (mostly rye and wheat).
About 2/3 of food exports are highly processed foodstuffs, which have seen a
steady increase during the last few years. The largest Swedish export item is vodka,
with the Absolut brand as the leading item, distributed to over 100 countries.
10
Market Brief – Food Products
Other important export items are bakery products (mainly rye crisp bread, biscuits
and other sweet bakery goods, frozen bread, and rusk), canned fish and seafood
products, chocolate and confectionary, liquid fats and butter fat mixtures, filets of
fish, roasted coffee, and milk powder.
It should be noted that several of largest export items, especially roasted coffee,
chocolate bars, processed fish and seafood products, and refined oils and fats, fully
or to a large extent are made from imported raw materials.
The most important export markets for the domestic food industry are other EUcountries (especially Denmark, Finland, Germany and France), accounting for over
70% of the total export value. Other large markets were Norway and the USA
(vodka, roasted coffee, and cereals). See also table Appendix 1, Imports and
Exports of Food.
Imports and Exports of Foodstuffs
By Value 2010
Product
Value SEK million
Imports
Exports
Net import Gap %
2008
2010
Live Animal
Meat products
Dairy products and Eggs
Fish & Seafood products
Cereal & Bakery products
Fruit and vegetables
Sugar and sugar confectionery
Coffee, tea, chocolate, spices
Animal feed
Other food products
Beverages
Tobacco
Oil seeds & oils and fats
304
9 842
7 046
23 487*
4 501
16 533
2 179
7 687
3 055
6 040
8 329
1 287
4 577
167
2 060
3 591
19 069*
6 089
2 830
1 244
3 526
1 195
5 646
6 263
567
1 575
+
-
137
7 782
3 455
4 418
1 588
13 703
935
4 161
1 860
394
2 066
720
3 002
+
-
29
76
44
31
38
85
32
65
75
33
12
64
68
45
79
49
19
35
83
43
54
61
7
25
56
66
• Total
94 867
53 822
-
41 045
-
46
43
Difference
* Including re-exports of farmed Norwegian fish
Source: Statistics Sweden
Food Imports by Product Groups
By Value 2009-2010
Product
Value SEK million
2009
2010
Change %
± 09-10
Share %
2010
Live Animal
Meat products
Dairy products and Eggs
Fish & Seafood products
Cereal & Bakery products
Fruit and Vegetables
Sugar and sugar confectionary
Coffee, tea, chocolate, spices
Animal feed
Other food products
Beverages
Tobacco
Oil seeds & Oils and fats
386
9 750
7 010
19 991
4 838
16 790
2 299
6 802
3 429
6 371
8 845
1 333
4 548
304
9 842
7 046
23 487
4 501
16 533
2 179
7 687
3 055
6 040
8 329
1 287
4 577
+
+
+
+
+
21
1
1
17
7
2
5
13
11
5
6
3
1
0
10
8
25
5
18
2
8
3
6
9
1
5
• Total
92 392
94 867
+
3
100
Source: Statistics Sweden
11
Market Brief – Food Products
4
Channels of Distribution
Four trade groups, ICA, Coop, Axfood and Bergendahls, with both retail and
wholesale activities, dominate the Swedish distribution of food and beverages to
the retail sector. All four groups have also built up their own buying and import
departments.
These trade groups import some of their general food supplies by themselves,
especially items bought in high volumes, and some through independent
wholesalers acting as importers or agents.
There are also wholesalers for different segments of the food sector. Thus, the
convenience store segment is mainly supplied by specialised wholesalers, of which
the leading ones are Axfood Närlivs, Menigo and Privab.
The foodservice sector (hotels, restaurants and catering establishments) is supplied
by several wholesalers, of which four dominate the market, Servera, Menigo.
Svensk Cater and Martin Olsson.
Besides these groups, imports are also conducted by importing wholesalers
specialised in certain food items such as fresh fruit & vegetables, cheese & egg,
fish, meat products, health foods, confectionary or alcoholic beverages.
Specialised wholesalers may distribute their goods either via the large retail groups,
catering or convenience store wholesalers, or directly to independent chains, large
food stores, or catering chains and large units.
There are also some importers specialised in selling to the food industry, including
bakeries. However, large food manufacturers often conduct their own buying.
Food Importers/Wholesalers
A selection of the largest importers and wholesalers
within the Swedish food wholesale trade.
Retail Groups with integrated retailing
and wholesaling activities
• ICA Group
• Coop Group
• Axfood (Axel Johnson)
• Bergendahls Food
Convenience Store Wholesalers
• Axfood Närlivs
• Menigo (Brakes Group)
• Privab
Foodservice Wholesalers
• Servera (Axel Johnson)
• Menigo (Brakes Group)
• Svensk Cater (Euro Cater)
• Martin Olsson
Fresh Fruit & Vegetables Wholesalers
• Saba Trading (Dole)
• Everfresh (Total/Fyffes)
• ICA Frukt & Grönt (ICA)
• Ewerman
Bakery Ingredients Wholesalers
• KåKå (Orkla Group)
• Kobia
12
Market Brief – Food Products
4.1
Retail Groups
As mentioned above, the Swedish food-retailing sector is highly concentrated.
Four trade groups, with both integrated retail and wholesale activities, dominate
the market:
ICA - Sweden’s largest food retailer, has 1,350 stores and a market share of
about 38%.
Coop Group - has 720 stores and approx. 16% of the whole food market.
Axfood - has about 340 general grocery stores and approx. 700 convenience
stores. The market share is around 16%.
Bergendahls Food - has 180 stores and a market share of 5%.
These four groups account for about 75% of the total retail market for foodstuffs
and other everyday commodities. However, if only sales of ordinary grocery stores
are counted (excluding small convenience stores and speciality food stores) their
combined market share is even higher, about 95%.
All these groups are also cooperating with retailing groups in other Scandinavian
or European countries, especially regarding imports.
In recent years, two foreign-based discount chains have been established in
Sweden, Lidl of Germany and Netto of Denmark. Even though these chains have
built up their own supply system in Sweden, all imports are coordinated with their
headquarters in Germany and Denmark respectively. Their combined market share
is still rather insignificant, about 4%, but it is expected to rise substantially within
the next few years.
Another large food retailer is Reitan Servicehandel (with headquarters in Norway)
which runs 7-Eleven and other convenience stores. In addition there are several
petrol store chains as well as smaller independent stores and so called ethnic food
stores (usually run by immigrants). These stores are generally supplied by
specialised convenience store wholesalers, see Section 4.2 below.
Food Retailing Statistics 2009
Sales of groceries and other daily commodities.
Other products excluded.
Group
Food sales
SEK million ±
%
ICA Group
Coop Group
Axfood
Bergendahls Food
• Sum
Lidl
Netto
Reitan
Convenience stores
Other grocery stores
• Sum
96 700
39 500
39 400
11 300
186 900
5 400
3 600
4 300
11 100
8 600
219 800
+
+
+
+
+
+
+
+
+
5.1
4.0
2.0
13.8
4.2
7.4
16.7
25.0
4.5
1.1
4.1
Speciality food stores
• Total
31 100
250 900
+
+
5.7
4.3
Number of
food stores
1 350
720
1 030
180
3 280
140
110
520
1 290
760
6 100
Market
share %
38
16
16
5
75
2
1.5
1.5
4.5
3.5
88
12
100
Sources: Company information, Fox Research
13
Market Brief – Food Products
About 12% of the food retailing market consist of speciality food stores such as
pastry shops and bakeries, meat and deli stores, fish stores, health food stores, fruit
& candy stores, kiosks, street markets, and non-food retailers (such as drugstores,
pharmacies, tobacconists, and florists). Depending on line of business, these stores
are either customers of specialised wholesalers or buy their supplies from cash and
carry-units.
4.1.1 ICA Group
The ICA Group, with headquarters in Stockholm, has retail subsidiaries in Sweden
(ICA Sverige), Norway (ICA Norge) and in the Baltic countries (Rimi Baltic).
With 2,200 stores and a combined turnover of SEK 93 million (€9.8 billion), the
ICA Group and its affiliated stores form together the second largest retailer within
the Scandinavian grocery sector. The ICA group is the clear market leader in
Sweden (38% market share) and number four in Norway, and one of the top three
retailers in the Baltic countries.
All Swedish ICA stores are owned by independent retailers, who are members of
the ICA Association, which in turn controls half of the ownership of ICA AB, the
parent company. Royal Ahold, based in the Netherlands, controls the remaining
part.
The Royal Ahold Group is one of the world’s largest retail chains, with activities
in several European countries as well as in the USA.
The Swedish retail business is handled by the subsidiary ICA Sverige and consists
of approx. 1,340 different types of ICA food stores, from small neighbourhood
stores to large superstores and hypermarkets.
ICA Sverige coordinates questions of common interest to all Swedish ICA
operations. It also function as the ICA retailers company for marketing, logistics,
distribution, accounts, retail development, training and financing/administration.
The buying department, which is organised within the parent company ICA AB in
Stockholm, has been established to coordinate all buying activities of both ICA in
Sweden and Norway. A special unit located in Helsingborg in south Sweden, ICA
Frukt & Grönt, handles imports of fruit and vegetables.
During the last couple years, ICA have also been coordinating buying and
trademarks with Ahold in the Netherlands. ICA is since many years also engaged
in import and buying cooperation with the Kesko Group, Finland’s second largest
food retailer.
ICA Sweden Retail Statistics 2010
Sales include both food
and non-food articles.
Profile
ICA Maxi
ICA Kvantum
ICA Supermarket
ICA Nära
• Total
Source: ICA
14
Type of
store
hypermarket
large superstore
supermarket
minimarket
Number of
stores
72
116
443
716
1 349
Total sales
SEK million
26 204
21 836
29 903
14 327
92 970
Sales per
unit SEKm
364
188
68
20
69
Market Brief – Food Products
4.1.2
Coop Group
The co-operative KF group and its affiliated regional cooperative societies is the
second largest food retail group in Sweden, with approx. 16% of the market. The
co-operatives are owned by approx. 3.2 million individual members, which mean
that about 60% of all Swedish households are owners of the Coop Group.
KF and the affiliated co-operative societies operate over 700 retail stores
nationwide, such as hypermarkets, supermarkets and minimarkets. The Coop stores
have introduced Sweden’s largest assortment of organic and environmental
friendly products, as well as an assortment of ethnic foodstuffs.
Wholesaling, importing and distribution of food is managed by Cilab AB, a newly
formed company. Another company, Coop Trading A/S, based in Copenhagen,
Denmark, handles part of the group’s international purchases of branded and
private label products. Coop Trading is owned jointly by the consumer cooperative organisations in Scandinavia - Coop Sweden, Coop Danmark, Coop
Norway and the S-Group/SOK (Finland). The stores belonging to these four groups
account for about 30% of the total food retail market in Scandinavia.
It should be noted, that imports of fresh fruit and vegetables are handled by
Everfresh, an independent importer (see Section 4.4 below).
Coop Retail Statistics 2009
Sales include both food
and non-food articles.
Profile
Coop Forum
Coop Konsum*
• Total
Type of
store
hypermarket
supermarket
Number of
stores
Total sales
SEK million
Sales per
unit SEKm
65
660
725
17 550
28 950
46 500
270
44
64
* Including Coop Nära minimarkets
and Coop Extra superstores.
Source: Market Vem-är-vem
4.1.3
Axfood
Axfood is a trading, marketing and distribution company, with primary operations
within the retail and wholesale trade in Sweden. The company, which is listed on
the Stockholm stock exchange, is part owned by the Axel Johnson Group (45%).
Axfood, which has about 1,000 stores around the country has a market share of
about 16%. At the end of 2009, also the independent supermarket chain Vi, which
has a strong market presence in Stockholm, became part of the Axfood group,
which increased the market share with 2 percentage points.
The retail activities include supermarkets and discount stores, of which the
majority are wholly owned, as well as convenience stores, which are run by
independent retailers.
Both own and independent stores normally purchase all their goods through the
central buying department of Axfood, called Axfood Products & Purchasing
(APP). APP purchase about 20,000 food and other consumer goods items from
more than 2,000 suppliers.
15
Market Brief – Food Products
APP handles all imports (except fresh fruit and vegetables, which is conducted by
Saba Trading, see Section 4.4). APP is also responsible for the development of
private labels.
Axfood works closely with United Nordic, a part-owned company that import
items together with wholesalers in Denmark (Dagrofa/Supergros), Norway
(NorgesGruppen/Unil) and Finland (Tuko Logistics). The retail groups behind
United Nordic account for about 20% of the total Scandinavian food retail market.
Wholesale activities include Dagab, a logistics company for the retail operations,
and Axfood Närlivs wholesaler for the convenience store sector.
The Axel Johnson Group, which is Axfood’s largest owner, also owns Servera, a
wholesaler for the foodservice sector. In addition, Axel Johnson runs Åhléns,
Sweden’s only nationwide department store chain.
Axfood Retail Statistics 2009
Sales include both food
and non-food articles.
Profile
Type of
store
Willys*
Hemköp
Tempo & Handlarn
• Total
Discount store
Supermarket
Convenience
Vi-chain**
Supermarket
Number of
stores
Total sales
SEK million
Sales per
unit SEKm
150
150
660
970
20 900
10 500
4 100
35 500
139
70
6
37
60
4 800
80
* Including Prisextra discount stores
** Part of Axfood from the end of 2009
Source: Market Vem-är-vem
4.1.4
Bergendahls Food
Bergendahls Food, a retailer and wholesaler based in south Sweden, has approx.
180 own and affiliated stores. The overall market share is 5%, but in south Sweden
the share is substantially higher, over 20%.
The main retail activity comprises the CityGross chain, large discount superstores
at present mostly situated in the south and middle part of the country.
Bergendahls Food has embarked on a massive expansion for the CityGross chain,
which has resulted in over 30 new superstores all over the country in just a few
years. This has increased the group's market share substantially. Bergendahls Food
is also the main supplier to several independent supermarkets.
During the end of 2009, Bergendahls formed a new national retail group,
Matrebellerna (the Food Rebels), consisting of both of its own CityGross stores
and independent food stores around the country.
Bergendahls Food, which supplies own and affiliated stores as well as independent
stores, handles import and wholesaling activities. However, the importation of
fresh fruit and vegetables is handled by Everfresh, see Section 4.4.
There is also a unit for cash & carry, Bergendahl Snabbgross, which caters to
convenience stores and restaurants.
16
Market Brief – Food Products
Bergendahls Food Retail Statistics 2009
Sales include both food
and non-food articles.
Type of
store
Profile
CityGross
Matrebellerna*
• Total
Number of
stores
Total sales
SEK million
Sales per
unit SEKm
26
159
185
7 500
4 800
12 300
288
30
66
Hypermarket
Supermarket
* Part of Bergendahls Food from the end of 2009.
Source: Market Vem-är-vem
4.2
Wholesalers for the Convenience Store Sector
There are about 2,500 food stores with a full line of food and grocery items, which
do not belong to one of leading retail groups. Most of these stores are convenience
stores, small neighbourhood stores, or food departments in petrol stations. Their
combined market share is about 10% of the total food retail market.
As a rule, convenience stores are supplied by specialised convenience wholesalers,
of which the two largest are Axfood Närlivs (Axfood Group) and Menigo (Brakes
Group). Another nationwide supplier is Privab, consisting of 7 independent
wholesaling companies, cooperating under one umbrella.
Axfood Närlivs, Sweden’s largest wholesaler for the convenience store sector, has
about 600 convenience stores as customers, as well as numerous kiosks and singleline shops.
Convenience Wholesaling Groups Statistics 2010
Sales SEK million
2010
2009
Group
Axfood Närlivs
Menigo Foodservice*
Privab Grossisterna
5 248
4 466
805
5 063
4 568
668
Number of
Local branches Employees
8
6
9
435
806
131
* Menigo is also a wholesaler for the foodservice sector
Sources: Company information, Fox Research
4.3
Wholesalers for the Foodservice Sector
A few large and specialised catering wholesalers dominate the distribution of food
products to hotels, restaurants and catering establishments.
The seven largest wholesaling groups control about 65% of total sales, while direct
deliveries from local establishments such as bakeries, dairies, butcheries and delikitchens, account for most of the remaining part.
The most important wholesalers are Servera and Martin Olsson (which have
announced plans to merger in 2012), Menigo Foodservice (Brakes Group, Europe’s
largest foodservice wholesaler), and Svensk Cater (part of EuroCater, with
headquarters in Denmark). All of them have built up their own import departments.
There are also several locally strong wholesalers, especially in Stockholm and
other large metropolitan areas. In addition, there are many small and medium-sized
wholesalers, often specialised in certain product groups or market segments.
17
Market Brief – Food Products
The most important of these companies are Dafgård (frozen foods), Arno Holm
(Asian foods), Trinity (delicatessen), and KåKå and Kobia (raw materials and
ingredients for bakeries, coffee houses and pastry shops).
Food Service Wholesaling Groups Statistics 2010
Sales SEK million
2010
2009
Group
Servera
Menigo Foodservice*
Svensk Cater
Martin Olsson
Dafgård**
KåKå
Kobia
ML Mårdskog & Lindkvist
Trinity
Arno Holm
Stiab
7 072
4 466
2 611
2 184
1 934
914
474
426
151
136
46
Number of
Local branches Employees
6 743
4 568
2 535
1 875
1 989
904
437
416
106
138
59
14
6
20
11
1
3
3
2
1
2
1
1 590
806
480
515
951
120
88
87
28
33
14
* Menigo includes wholesaling also to the convenience store sector
** Dafgård also includes manufacturing of frozen foods
Sources: Company information, Fox Research
Food Service Wholesaling Groups:
Market Shares 2010
Company
Servera
Menigo
Svensk Cater
Martin Olsson
Other Wholesalers
• Total
Market share %
28
12
12
10
38
100
Sources: Servera, Fox Research
4.4
Importers of Fresh Fruit and Vegetables
Three groups, ICA Frukt & Grönt, Everfresh and Saba Trading, dominate imports
and distribution of fresh fruit and vegetables. All three companies are
headquartered in Helsingborg, in south Sweden.
ICA Frukt & Grönt, with an estimated 30% market share, is the buying division
within the ICA Group for all fresh fruit and vegetables. It also supplies independent
stores and restaurants.
Everfresh, subsidiary of Total Produce/Fyffes, with headquarters in Ireland, has in
recent years taken a large share of the Swedish market for fresh produce. New
customers include both Coop Sweden and the Bergendahls Group.
Saba Trading is one the leading Scandinavian importer and distributor of fruit,
vegetables and houseplants. The group is the main supplier of fresh produce to all
food stores within the Axfood group as well as to several leading convenience store
chains and large restaurant chains.
Saba Trading is a subsidiary of Dole, the world's largest producer and marketer of
fresh produce, and also one of the largest import companies within the European
market.
18
Market Brief – Food Products
There are also a large amount of medium and small importers/wholesalers of fresh
fruit and vegetables. However, as a rule these importers only buy their products
from other Scandinavian or European sources.
4.5
Importers of Alcoholic Beverages
The selling of alcoholic beverages (wine, spirits and strong alcoholic beer) is
subjected to special rules in Sweden. A state monopoly, Systembolaget, has the
sole rights of over-the-counter retail sales. However, alcoholic beverages are also
sold through licensed restaurants.
Since a few years, import, production and wholesaling of alcoholic beverages is
open to all companies that have acquired a special alcoholic license. Imports are
now handled by some 700 licensed manufacturers, agents, importers, wholesalers
and breweries.
Licensed Importers of Alcoholic Beverages
Selected list of some large licensed importers
of alcoholic beverages
Company
Company
Food Service Wholesalers
Servera
Menigo
Svensk Cater
Martin Olsson
Axfood Närlivs
Importers
Systembolaget
Altia (Finland)
Fondberg & Co
Chris Wine & Spirits
Vin Trädgårdh
Stellan Kramer
Nigab (Hans Just, Denmark)
Philipson Söderberg
Maxxium
Primewine
Breweries
Carlsberg
Spendrups
Åbro
Source: Fox Research
Distribution to both Systembolaget's liquor stores and the restaurant sector is
carried out partly by Lagena (a subsidiary to Systembolaget) and partly by licensed
distributors.
4.6
Importers of Raw Materials and Food Ingredients
Imports of raw materials and food ingredients to food manufacturers is conducted
either by importers and agents specialised in selling to this sector, or in the case of
large manufacturers, by the companies themselves.
Considering the many different kind of food materials and ingredients involved,
there are a large number of importers and agents involved in this field. Some of the
largest specialised importers of food ingredients are Norfoods, Boden & Lindeberg,
B. Engelhardt, and Smith & Son. Regarding bakery ingredients, also KåKå and
Kobia are important.
Several of the large manufacturers are also among the largest importers of raw
materials. This is especially the case for manufacturers of oils and fats (Aarhus
Karlshamn), animal feed (Lantmännen), spirits (V&S), juices (Arla Foods,
Skånemejerier, Milko), fish and seafood (Abba Seafood, Findus), frozen vegetables
(Findus, Procordia Food), coffee (Kraft, Nestlé, Löfbergs, Arvid Nordquist),
chocolate (Kraft, Cloetta), and herbs, spices and ethnic foods (Santa Maria).
19
Market Brief – Food Products
The manufacturing sector is characterized by a high degree of concentration to a
few large companies. Farmer cooperatives, whether Swedish or co-owned with
farmers in other Scandinavian countries, account for a large part of the Swedish
food processing industry. The farmer cooperatives are thus dominant within the
meat, dairy, cereal, starch and animal feed sectors.
About 30% of the total food production in Sweden is carried out by foreign owned
companies. The Norwegian group Orkla is the owner of three leading Swedish
food companies: Procordia Food (canned, dried and frozen foods), Abba Seafood
and Kåkå (bakery ingredients importer and wholesaler).
There are also several multinational food companies with production units in
Sweden: Unilever (convenience foods), Kraft Foods (chocolate and coffee), Barilla
(Wasa crispbread), Carlsberg (beer, soft drinks and water), Pernod Ricard
(Absolut vodka), Hilton Food, Nordzucker (Nordic Sugar) and Findus (canned and
frozen foods).
Other large food manufacturers include the Scandinavian groups Aarhus
Karlshamn (refined oils and fats), Fazer (chocolate and bread) and Paulig (Santa
Maria spices and condiments).
Large Swedish Food Manufacturers
Turnover and sales are for 2010
or latest available figures.
Rank Company
Sector
1
2
3
4
5
Arla Foods Sweden*
Scan Sweden (HK Scan)
Lantmännen (Sweden)
V&S (Pernod)
AarhusKarlshamn Sweden
Dairy products and juices
Meat, ready-to-eat products
Cereal, feed and poultry products
Vodka, spirits
Oils and fats
6
7
8
9
10
Findus Sweden
Procordia Food (Orkla)
Skånemejerier
Carlsberg Sweden
Coca Cola Sweden
11
12
13
14
15
16
17
18
19
20
Turnover
SEK million
Employees
Number
13 053
9 512
4 900
4 804
4 419
3 200
2 860
2 000
440
578
Frozen & canned products
Convenience foods
Dairy products and juices
Beer, soft drinks, mineral water
Soft drinks and mineral water
3 805
3 337
3 305
3 194
2 823
845
993
746
1 107
765
Spendrups
Nordic Sugar (Nordzucker)
Pågen
Milko
Hilton Food Group
Beer, soft drinks, mineral water, wine
Sugar and molasses
Bakery and cereal products
Dairy products and juices
Specialist (private label) meat packer
2 836
2 708
2 509
2 259
2 070
1 117
467
1 304
641
400
Santa Maria (Paulig)
Gunnar Dafgård
Atria Scandinavia
Abba Seafood (Orkla)
Fazer Bageri
Spices, ethnic foods
Frozen meat and ready-to-eat prds
Meat products
Fish and seafood
Bakery products
1 959
1 934
1 917
1 291
1 273
498
951
942
423
744
3 793
3 497
2 391
399
422
278
Multinational food companies
Incl sales of both manufactured and imported products
1
2
3
Unilever Sweden
Kraft Foods Sweden
Nestlé Sweden
Margarine, oils, sauces, ice-cream
Coffee, chocolate, snacks
Convenience foods
*Arla Foods Sweden is part of Arla Foods,
with headquarters in Denmark.
Source: Company annual reports
20
Market Brief – Food Products
5
Market Access
As a full member of the European Union (EU), Sweden is also a part of the EU
customs union. This means that there are no trade barriers between Sweden and
other EU-countries.
All imports from countries outside the EU are subject to import tariffs, which vary
from 0 to 25%. Furthermore, some of these imports have to be delivered to the EU
on a quota basis.
However, developing countries enjoy preferential treatment under the Generalized
System of Preferences (GSP), which grants tariff reductions. Furthermore,
countries that are beneficiaries of the special incentive arrangement for sustainable
development and good governance (GSP+) enjoy duty free access for all products.
In addition, imports from the Least Developed Countries (LDCs) enjoy duty and
quota free access for most agricultural products, under the Everything But Arms
(EBA) arrangement.
EU regulations regarding food labelling, nutritional information, additives and food
control are now in effect in Sweden. However, under a transitional period, some
Swedish regulations will still be applicable.
More information about the EU customs duties, regulations and other market
requirements can be obtained from the EU Export Helpdesk for Developing
Countries as well as from other EU sites, see box below. See also Appendix 6, for
more links to other national and European agencies.
Internet sites about EU customs duties and regulations
EU Export Helpdesk for Developing Countries
EU Bilateral Trade Relations
EU General Systems of Preferences (GSP)
6
http://exporthelp.europa.eu/
http://ec.europa.eu/trade/creating-opportunities/bilateral-relations
http://ec.europa.eu/trade/issues/global/gsp/index_en.htm
Market Prospects
Imports of food products have increased considerably since Sweden joined the EU
and imports now account for over one third of total food consumption.
A substantial part of imports, about 40%, consists of products that are not (or
cannot be) produced within the country, such as juice, coffee, wine, tea, cocoa, and
certain vegetables and fruits, as well as fresh fish and seafood products. But an
increasing part of imports constitute of products that are competing with
domestically produced items.
EU and OECD countries supply the largest part of imports. In fact, only 10% are
imported from developing countries. The main imported items from developing
countries consist of fresh produce (e.g. citrus fruit, bananas and other tropical fruit,
as well as vegetables), bulk items that are mixed and repacked in consumer
packages by domestic packers (e.g. juice, nuts and spices), and raw materials for
domestic manufacturers, such as green coffee, oils and fats, and animal feed
ingredients.
21
Market Brief – Food Products
In recent years, imports from developing countries have also constituted a
reasonably large amount of processed food and beverage products, such as canned
fruit, canned seafood, frozen vegetables, sauces, and wine.
A market characteristic is that health, environmental and social issues have started
to play a significant role in the food trade. Organic and Fair Trade labelled
products have therefore achieved a relatively large share in a short period. At the
same time products that are seen as healthy and nutritious have shown significant
sales increases in recent years.
Another trend is the interest for ethnic food with an authentic exotic taste. Several
ethnic food items have therefore been among the fastest growing product
categories within the retail trade.
The positive trend for organic, fair trade, nutritious, or ethnic products is expected
to maintain over the next few years, which means that new suppliers are needed,
including suppliers in developing countries.
The prospects for exporters in developing countries wishing to enter the Swedish
market depend on the type of product in question. Obviously, there will be a
continued demand for products, which either are not at all produced within the EU,
or only produced within the EU during part of the year.
On the other hand, exporters that have to compete with suppliers within the EU can
only expect a successful entry into the Swedish market if superior quality and/or
favourable prices can be offered.
In conclusion, interesting prospects exist for exporters in developing countries who
can supply quality products at competitive prices.
22
Market Brief – Food Products
Appendix 1
Imports and Exports of Food,
by Value 2008-2010
Product
Meat products
Import Value in SEK Million
2008
2009
2010
± 08-10%
Export Value in SEK Mill.
2009
2010
9 748
7 415
2 333
9 750
7 735
2 015
9 842
7 730
2 112
+
+
-
1.0
4.2
9.5
1 935
895
1 040
2 060
1 037
1 023
6 245
3 418
2 827
7 010
3 609
3 401
7 046
3 606
3 440
+ 12.8
+
5.5
+ 21.7
3 136
700
2 436
3 591
561
3 030
17 783
15 684
2 099
19 991
17 779
2 212
23 487
21 179
2 308
+ 32.1
+ 35.0
+
9.1
15 393
14 342
1 051
19 069
17 863
1 206
4 796
554
519
133
2 104
780
706
4 838
482
515
144
2 132
822
743
4 501
501
523
119
1 990
773
587
6.2
9.6
+
0.8
- 10.5
5.4
0.9
- 16.9
5 887
1 451
10
91
3 389
142
804
6 089
1 644
39
52
3 459
146
749
16 708
4 571
2 554
6 377
1 745
1 462
16 790
4 599
2 819
6 167
1 945
1 260
16 533
4 915
2 531
6 250
1 739
1 085
1.0
+
7.5
0.9
2.0
0.3
- 25.8
2 811
680
592
852
532
156
2 830
703
650
653
663
179
14 507
805
3 652
3 034
364
339
336
567
5 410
15 472
827
3 850
3 210
413
378
423
535
5 836
15 906
852
3 566
4 048
660
317
425
463
5 575
+
+
+
+
+
+
9.6
5.8
2.4
33.4
81.3
6.5
26.5
18.3
3.0
10 397
919
2 494
1 037
17
103
142
1 608
4 077
10 416
720
2 665
1 081
22
116
164
1 669
3 979
- soft drinks and mineral waters
- alcoholic beverages
7 917
1 125
6 792
8 845
1 160
7 685
8 329
1 164
7 165
+
+
+
5.2
3.5
5.5
6 527
354
6 173
6 263
469
5 798
Oil seeds
Oils & Fats
Animal feed
Live Animal
Tobacco
772
4 506
3 064
342
1 192
538
4 010
3 429
386
1 333
682
3 895
3 055
304
1 287
- 11.7
- 13.6
0.3
- 11.1
+
8.0
121
1 594
1 027
186
528
192
1 383
1 195
167
567
87 319
92 392
94 867
49 542
53 822
- fresh and frozen meat
- processed products
Dairy products & Eggs
- cheese
- other dairy products & eggs
Fish & Seafood products
- fresh and frozen
- processed products
Cereal & Bakery products
- cereals (wheat, rye, etc.)
- rice
- flour, grains and starch
- bakery products
- pasta products
- other (cornflakes, müsli, etc.)
Fruit & Vegetables
- vegetables, fresh, frozen or dried
- vegetables, prepared or preserved
- fruits and nuts, fresh or dried
- fruit and nuts, prepared or preserved
- fruit and vegetable juice
Other food products
- sugar, molasses and honey
- chocolate and sugar confectionery
- coffee, raw and roasted
- cocoa, paste, powder and butter
- tea
- spices
- margarine and cooking oils
- other food products
Beverages
• Total
+
8.6
Source: Statistics Sweden
23
Market Brief – Food Products
Appendix 2
Imports of Certain Prepared and Processed Food Products,
by Value 2008-2010
Product
Meat products
- Dried and salted meat products
- Charcuterie and delicatessen
Value in SEK Million
2008
2009
2010
±
08-10 %
324
562
365
614
359
749
+
+
11
33
Dairy products
- Cheese
3 413
3 609
3 606
+
6
Fish and Seafood products
- Fish fillets
- Dried, salted or smoked fish
- Prepared and prepared fish products
- Prepared and processed seafood products
3 056
2 640
1 180
919
3 679
1 998
1 187
1 025
3 786
2 430
1 155
1 153
+
+
24
8
2
25
Cereal based products
- Bakery products
- Pasta products
- Cornflakes, popped popcorn (maize)
2 104
780
753
2 132
822
720
1 990
773
675
-
5
1
10
Fruit and Vegetable products
- Prepared and processed vegetables, frozen
- Prepared and processed vegetables, canned or dried
- Jams and marmalade
- Prepared and processed fruit and nuts
- Fruit and vegetable juice
526
1 848
295
879
1 462
558
2 078
288
974
1 260
552
1 813
259
863
1 085
+
-
5
2
12
2
26
Other food products
- Sugar
- Chocolate and sugar confectionery
- Roasted and instant coffee
- Tea
- Cocoa paste, powder and butter
- Sauces
- Vegetable oils and fats
424
3 652
340
324
363
1 215
640
397
3 850
417
360
413
1 376
530
463
3 566
492
300
660
1 347
576
+
+
+
+
-
9
2
45
7
82
11
10
Beverages
- Beer and cider
- Wine
- Spirits
821
4 461
1 332
879
4 990
1 601
802
4 678
1 528
+
+
2
5
15
Source: Statistics Sweden
24
Market Brief – Food Products
Appendix 3
Retail Sales of Food,
by Value 2007-2009
Product Group
Dairy Products, Eggs & Fats
Milk, cream, yoghurt, eggs
Cheese
Margarine and butter
Cooking and salad oils
Meat Products
Fresh and frozen meat
Cured meats and provisions
Ready-to-eat prds (incl. frozen items)
Fish & Crustacean Products
Fresh and frozen fish and crustaceans
Processed fish and crustacean products
Fruit & Vegetables
Fresh fruit and berries, incl frozen
Dried fruit
Canned fruit products
Fresh vegetables & potatoes, incl frozen
Dried vegetables
Canned vegetable products
Processed potato products
Bakery and Cereal Products
Bread, pastries
Flour, grains, müsli, etc.
Pasta
Rice
Coffee, Tea, Cocoa mixes
Coffee
Tea
Cocoa and chocolate mixes
Other food products
Chocolate, sweets and ice cream
Marmalades and fruit preserves
Sugar and syrup
Sauces, condiments, dressings
Salt and spices
Other food products
Beverages
Fruit and vegetable juices
Soft drinks & mineral water
Beer
Wine
Spirits
• Total
Retail sales in SEK Million
2007
2008
2009
± 07-09%
Share %
2009
25 975
12 599
13 376
3 337
793
28 651
13 507
15 144
3 731
857
30 442
14 264
16 178
3 796
902
+
+
+
+
+
17
13
21
14
14
16.2
29 954
12 438
13 852
3 664
31 035
12 533
14 551
3 951
32 638
13 938
14 626
4 075
+
+
+
+
9
12
6
11
15.0
9 879
4 681
5 198
9 931
4 514
5 417
10 466
4 626
5 830
+
+
6
1
12
4.8
29 837
10 776
1 539
361
11 639
197
2 540
2 795
31 606
11 171
1 807
432
12 506
226
2 557
2 906
32 170
11 053
2 071
299
12 272
252
3 187
3 036
+
+
+
+
+
+
+
8
3
35
17
5
28
25
9
14.8
24 660
18 381
3 607
1 967
705
26 203
19 261
3 900
2 188
855
27 384
20 037
4 113
2 349
884
+
+
+
+
+
11
9
14
19
25
12.6
5 050
4 017
696
337
5 053
4 054
727
272
5 544
4 444
761
340
+
+
+
+
10
11
9
1
2.6
25 582
16 176
1 274
815
4 645
162
2 510
27 620
17 299
1 338
793
5 045
170
2 976
28 574
18 084
1 391
823
5 092
180
3 004
+
+
+
+
+
+
+
12
12
9
1
10
11
20
13.1
39 805
4 972
6 536
7 819
13 886
6 593
41 274
5 129
6 395
8 661
14 605
6 484
45 348
5 977
6 982
9 399
16 024
6 966
+
+
+
+
+
+
14
20
7
20
15
6
23.4
194 873
205 960
217 253
+
11
100.0
Source: Statistics Sweden
25
Market Brief – Food Products
Appendix 4
Direct Consumption of Food,
by Quantity 2006-2009
Product Group
Per capita consumption kg
2006
2007
2008
2009
Total Consumption, tonnes
2008
2009
Dairy Products, Eggs & Fats
183.2 179.8 179.3 178.1
1 652 300
1 655 900
Milk, cream, yoghurt, milk powder
Cheese
Eggs
Margarine and butter
Cooking and salad oils
142.5
17.8
10.0
10.9
2.0
139.1
17.7
9.6
11.6
1.8
138.8
17.8
10.0
11.2
1.5
137.1
18.0
10.1
11.6
1.3
1 279 300
163 800
92 300
103 200
13 700
1 274 500
167 300
94 000
107 600
12 500
Meat Products
83.5
83.5
82.8
81.9
764 400
761 600
Fresh and frozen meat
Cured meats and provisions
Ready-to-eat products (incl. frozen items)
42.5
24.1
16.9
43.8
23.3
16.4
46.1
23.8
12.9
46.5
23.3
12.1
425 400
219 800
119 200
432 300
216 800
112 500
Fish & Seafood Products*
25.3* 26.4* 25.2
25.4
238 000
245 000
Fresh, chilled or frozen fish and seafood*
Prepared or preserved fish
Prepared and preserved seafood
13.0*
10.4
1.9
14.0*
9.3
2.1
Fruit & Vegetable Products
13.6*
10.8
2.0
13.7*
9.5
2.0
138 800*
86 900
19 300
2 205 200
2 147 000
Fresh fruit and berries
Frozen fruit
Canned and dried fruit
Marmalades and fruit preserves
Fruit juices and nectars (litres)
Nuts and almonds
Fresh vegetables (excl. potatoes)
Frozen and dried vegetables
Canned vegetables
Fresh potatoes
Frozen and canned potato products
Potato mixes (incl. starch)
Potato chips
Soups, made from fruit and vegetables
64.4
0.7
5.5
7.8
21.8
2.3
54.9
6.0
14.9
45.9
8.6
0.7
1.4
3.8
65.3
0.8
5.5
7.4
23.6
2.5
52.9
6.2
15.3
44.9
9.0
0.6
1.6
4.6
64.1
0.8
5.5
7.5
22.0
2.6
53.0
6.2
16.3
44.5
9.0
0.6
1.7
4.5
57.4
1.1
4.8
7.3
22.0
2.7
53.9
6.1
15.9
44.7
8.9
0.6
1.8
4.0
597 500
7 800
51 300
68 700
202 800
24 300
489 100
57 100
149 800
410 700
83 200
5 900
15 800
41 200
533 200
10 000
44 800
67 600
202 800
25 300
501 200
56 400
147 900
415 400
82 900
5 400
17 100
37 000
Bakery Products
75.2
72.3
76.5
77.6
705 000
722 000
Soft bread & pastries
Crisp bread, rusks
Biscuits
66.3
3.8
5.1
63.8
3.5
5.0
68.4
3.5
4.6
69.5
3.6
4.5
630 300
32 700
42 100
646 800
33 200
41 800
Cereal Products
30.8
30.2
33.3
32.2
307 100
301 300
7.7
2.9
1.3
4.1
9.5
5.4
7.4
3.4
1.3
3.7
8.8
5.6
10.1
3.0
1.3
4.0
9.0
5.9
10.1
2.8
1.2
3.5
9.4
5.2
92 700
28 100
11 800
37 300
83 100
54 100
94 200
26 700
11 300
32 900
87 800
48 400
10.8
11.2
11.2
11.3
103 200
105 700
8.5
0.2
2.1
8.4
0.4
2.4
8.3
0.4
2.5
8.2
0.4
2.7
76 700
3 700
22 800
76 700
3 800
25 200
Other food products
49.5
52.5
52.6
53.8
485 900
501 500
Confectionery (chocolate and sweets)
Sugar and syrup
Honey
Sauces and dressings
Mustard, spices and salt
Ice cream
15.1
6.9
0.7
11.7
2.9
12.2
15.6
6.7
0.7
14.7
3.0
11.8
15.7
6.7
0.6
15.9
2.7
11.0
15.1
6.9
0.6
18.0
2.8
10.4
145 200
61 500
5 300
147 000
25 500
101 400
140 800
64 400
5 800
167 500
26 500
96 500
Beverages (litres)
178.5 176.7 172.4 177.0
1 589 300
1 646 400
Soft drinks & mineral water (litres)
Beer (litres)
Wine and spirits (litres)
101.2
54.1
23.2
881 600
481 100
226 600
912 500
492 500
241 400
Flour (mostly wheat and rye)
Oat grains, incl. other cereal grains
Mixes
Müsli, cornflakes, popcorn
Pasta
Rice
Coffee, Tea, Cocoa
Coffee
Tea
Cocoa and chocolate mixes
* Figures from 2000 are based on estimated data.
Source: Swedish Board of Agriculture
26
238.7 240.2 238.3 231.2
132 400*
87 300
18 300
98.6
53.6
24.5
95.6
52.2
24.6
98.1
53.0
25.9
Market Brief – Food Products
Appendix 5
Facts about Retail Groups
ICA Group
Parent Company
Ownership
Turnover
Headquarters
ICA AB
ICA AB is owned by Hakon Invest AB (40 percent) and the Netherlands-based Royal
Ahold N.V. (60 percent). Due to shareholders' agreement, neither party has control of
ICA AB, and both share equal voting power.
Hakon Invest is majority owned (67%) by the ICA Association, which in turn is owned
by the ICA-retailers in Sweden. Royal Ahold is a holding company that conducts retail
operations, primarily in Europe and the US.
SEK 93,860 million (2010), including Norway and the Baltic countries
Stockholm
Retail Sweden
Parent company
Total retail sales
Headquarters
Internet site
ICA Sverige AB
SEK 92,970 million (2010), including privately owned ICA-stores
Stockholm
www.ica.se
KF Group (Coop Sverige)
Parent Company
Turnover
Headquarters
Kooperativa Förbundet (KF), the Swedish Co-operative Union
SEK 36,660 million (2010)
Stockholm, Sweden
Food Retailing
Division
Turnover
Total retail sales
Headquarters
Internet site
KF Grocery Retail Group
SEK 32,540 million (2010)
SEK 46,500 million (2009), including affiliated regional cooperatives
Stockholm
www.coop.se
Axfood
Parent Company
Ownership
Turnover
Total retail sales
Internet
Axfood AB
Axel Johnson AB (46%), Others (54%)
SEK 34,260 million (2010)
SEK 40,300 million (2009), including affiliated stores
www.axfood.se
Axel Johnson Group
Parent Company
Axel Johnson AB
Headquarters
Stockholm
Internet site
www.axeljohnson.se
Bergendahls Food
Parent Company
Group Turnover
Bergendahl & Son AB
SEK 9,999 million (Sep 2009/Aug 2010)
Bergendahls Food
Turnover
Total retail sales
Headquarters
Internet site
SEK 9,099 million (Sep 2009/Aug 2010)
SEK 12,300 million (2009), including affiliated stores
Hässleholm (South Sweden)
www.bergendahls.se
27
Market Brief – Food Products
Appendix 6
Useful Internet Links
Information about the EU
EU Export Helpdesk
Information about duty rates,
import regulations and trade data
EU Trade Relations
EU official website
EU Statistics – Eurostat
EU Food Safety
CBI Centre for Promotions
http://exporthelp.europa.eu
http://ec.europa.eu/trade
http://europa.eu/index_en.htm
http://epp.eurostat.ec.europa.eu
http://ec.europa.eu/food/index_en.htm
www.cbi.eu
Information about Sweden
Sweden’s official website
Open Trade Gate Sweden
Trade rules and requirements
National Food Administration
Food safety and regulations
Board of Agriculture
Statistics Sweden
Swedish Trade Federation
Swedish Chambers of Commerce
Business contacts, market information
National Board of Trade
Swedish Associations of Agents
Network for agents and brokers
Swedish Food Federation
Other useful links
eMarket Services Online business directory
FAO - Food and Agriculture Org.
www.sweden.se
www.opentradegate.se
www.slv.se/en-gb
www.sjv.se
www.scb.se
www.svenskhandel.se (enter English)
www.swedishchambers.se
www.kommers.se
www.agenturforetagen.se
www.li.se
www.emarketservices.com
www.fao.org
Appendix 7
Currency Conversion
Average exchange rate of the Swedish currency SEK
Average rate in SEK
2005
2006
2007
1 Euro €
1 US Dollar $
9.28
7.35
9.26
7.48
* Average rate for January – April 2011
Source: Swedish Central Bank (Riksbanken)
28
9.25
6.76
2008
2009
2010
2011*
9.61
6.58
10.62
7.65
9.54
7.20
8.89
6.42
The Nordic Market
There are many similarities among the Nordic countries with
regard to culture, language, political and social systems etc.
Also when it comes to consumer behaviour and product
preferences you find many similarities.
When entering one of the Nordic markets it therefore might
be relevant to consider the possibilities in the other countries
as well.
Three of the Nordic countries work with trade and import
promotion aktivities. Below you will find contact details of the
import promotion organisations in Finland, Norway and
Sweden.
Population:
Denmark
Finland
Norway
Sweden
5.5 million
5.4 million
4.9 million
9.4 million
Norway
Denmark
Sweden
Finland
Denmark
Norway
As from January 2010, Denmark has no trade promotion
programme. The earlier programme (DIPP), which was financed
by Danida (the Danish International Development Assistance),
ended on 31 December 2009.
Department of international trade cooperation (DITC) is
established according to an agreement between NORAD
(Norwegian Agency for Development Cooperation) and HSH
(Federation of Norwegian Commercial and Service Enterprises).
DITC promotes imports from developing countries.
Contact details:
HSH – Department of International Trade Cooperation (DITC)
P.O. Box 2900 Solli,
NO-0230 Oslo, Norway
Phone: +47-2254 1700
E-mail: [email protected]
Internet: www.hsh-org.no
Finland
Sweden
The Finnish business partnership programme, Finnpartnership,
provides advisory services for business activities of Finnish
companies in developing countries and financial support in the
planning, development and implementation phases of a project.
The programme is carried out in cooperation with Sida (Swedish
International Development Cooperation Agency). It focuses on
business contacts, market information, training and extended
contacts in order to promote export from developing countries.
Contact details:
Contact details:
Finnpartnership - Finnish Business Partnership Programme
c/o Finnfund
P.O. Box 391
FI-00121 Helsinki, Finland
Phone. +358-9-3484 3314
Fax +358-9-3484 3346
Internet: www.finnpartnership.fi
Swedish Chambers of Commerce
Trade Promotion
P.O. Box 16050
SE-103 21 Stockholm, Sweden
Phone: +46-8-555 100 00
Fax: +48-8-566 316 30
E-mail: [email protected]
Internet: www.swedishchambers.se
January 2010
Swedish Chambers of Commerce
Trade promotion
PO Box 160 50
SE-103 21 Stockholm, Sweden
Phone: +46 (0)8 555 100 000
www.swedishchambers.se
www.chambertrade.com
[email protected]
The production and distribution of this report
is funded by Sida (Swedish International
Development Cooperation Agency).