MaRkET REPORT - Chamber Trade Swedenchambertradesweden.se/wp-content/uploads/2014/02/FOOD-Market-R… · MaRkET REPORT Focus on the Swedish Market 2013 ... increases account for about

MARKET REPORTFocus on the Swedish Market

2013

FOOD

32

INTRODUCTION 4

THE SWEDISH FOOD MARKET 5

Market Size 5

Market Characteristics 6

Market Segments 7

- Retail Sector 7

- Foodservice Sector 8

- Food Processing Industry 9

IMPORTS AND EXPORTS OF FOOD 10

Imports 10

Domestic Production and Exports 11

CHANNELS OF DISTRIBUTION 13

Retail Groups 14

- ICA Group 15

- Coop Group 15

- Axfood 16

- Bergendahls Food 16

- Other Retail Groups 17

Index

Wholesalers for the Convenience Store Sector 17

Wholesalers for the Foodservice Sector 18

Importers of Fresh Fruit and Vegetables 18

Importers of Alcoholic Beverages 19

Importers of Other Food Products 19

Importers of Raw Materials and Food Ingredients 19

MARKET ACCESS 20

Customs Duties, General Import Regulations.

Business Terms, Finding Trading Partners.

MARKET PROSPECTS 21

Appendix 1 - Imports and Exports of Food, by Value 2010-2012 22

Appendix 2 - Retail Sales of Food, by Value 2009-2011 23

Appendix 3 - Direct Consumption of Food, by Quantity 2008-2011 24

Appendix 4 - Facts about Retail Groups 26

Appendix 5 - Useful Internet Links 27

Appendix 6 - Currency Conversion 27

June 2013Produced by Fox Research, StockholmCopyright Chamber Trade Sweden

54

Introduction

Sweden, called Sverige in Swedish, is a country in Northern Europe, with a population close to 10 million people. Since year 2000, the population has grown with 0.8 million people (+9%), of which a substantial part through immigration.

Sweden has from 1995 been a full member of the European Union (EU), which from July 2013 has 28 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 32 EEA-countries is around 520 million people. Sweden’s share of the total pop-ulation is close to 2%, which means that it is one of the mid-sized national markets. However, the five Nordic countries (also known as Scandinavia) - Denmark, Norway, Sweden, Finland and Iceland - with about 26 million inhabitants, are more and more regarded as the “home market” for companies within the Swedish food trade and industry.

The total population of Europe is around 740 million, including non EU-countries such as Russia, Ukraine and several countries in the Balkans.

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 20-30% higher than the EU average.

The Euro (€), the second most traded currency in the world, is the official currency of the European Union, and is currently in use in 18 of the 28 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 6.

MaRkET SizE

Swedish consumers spent about 14% of their household budget on food and beverages in 2012, about the same as the EU average. Other important areas of the private consumption were other consumer articles (18%), housing (26%), and transports (12%,) as well as services, leisure activities and health care (30%).

During 2012, consumer’s food expenditure increased

about 3% to SEK 323 billion (€37 billion). Of the total, the retail trade accounted for about 74% and the food service sector for the remaining 26%.

Consumption of food and beverages amounted to

SEK 240 billion (€27 billion) in 2012 (including alcoholic beverages), which was 3.3% higher than the year before. The rise was due to increased volumes (2.5%) as well as increased prices (0.8%).

The main product groups were meat products (16%), dairy products and fats (16%), fruit and vegetable products (15%), and bread and cereal products (13%). Due to high taxation, also consumption of alcoholic beverages (beer, wine, spirits) is notable when measured by value (14%).

Even though consumption of beverages, coffee, dairy products, bread, meat, and fish have increased consid-erably in recent years, the development of the per capita consumption is less distinct. In fact, only two product groups – bread and cereals, convenience foods, sauces and confectionery – can show a positive progress, while some product groups have experienced a negative trend.

THE SWEDISH FOOD

MARKET

SwEdEn and ThE EuROPEan MaRkET

aREa POP. MilliOn ShaRE % ShaRE %

Sweden 9.6 1.8 1.3

Nordic Countries* 26.0 5.0 3.5

European Union** 518.0 100.0 70.1

Europe 738.0 - 100.0

* Also known as Scandinavia ** EU/EEA area: 27 countries EU-countries and 4 EEA-countriesSource: Eurostat, Statistics Sweden

GdP PER caPiTa cOMPaRiSOn 2005-2012Swedish 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.

2005 2009 2010 2011 2012

Sweden 122 120 124 127 128

Source: Eurostat

FOOd and BEvERaGE MaRkET 2012

SEcTOR nO. OF SalES SEk M-ShaRE % OuTlETS BilliOn

Retail trade* 6 000 240 74

Foodservice* 31 000 83 26

• Total 37 100 323 100

*Including alcoholic beveragesSources: Statistics Sweden, Delfi, Fox Research

76

Taking into account the relatively large number of non-European immigrants (about 5% of the total popu-lation) 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 supermar-kets, which has been met with a relatively big success.

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 (pomegran- ates, 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 marga-rine), sugar, and spirits.

MaRkET SEGMEnTS

For food exporters, the Swedish market can be divided into two main market segments: the retail and food ser-vice sectors, and the food processing industry.

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 2012.

During 2012, sales within the total food retailing market, which besides food and beverages also include an as-sortment of other daily commodities and non-food prod-

ucts, reached SEK 276 billion (€ 31.7 billion), about 4 percent higher than the preceding year. However, due to price increases, the actual sales volume in 2012 was about 2 percent than the year before.

It should be noted that these food retail figures do not include sales of alcoholic beverages, which is carried out by a state monopoly, Systembolaget, which has the sole rights of over-the-counter retail sales.

MaRkET chaRacTERiSTicS

Swedish food consumption consists of more than 70% of canned, frozen and highly processed foods. This is internationally a very high figure. The remaining part 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 vol-umes for the remainder. But for the last couple of years, the positive trend has been slowed down and the food trade therefore estimate that food sales will show a more modest development in the coming years.

The food market has for a number of years been influ-enced 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 2012, about 4% of all foods and beverages sold within the retail trade were certified organic, when measured by value. The increase was about 10%, thus substantially higher than for the overall food market, which was around 4%.

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.

cOnSuMPTiOn OF FOOd and BEvERaGES,

By valuE 2011-2012

PROducT 2011 2012 ± % %

Dairy products, fats and eggs 36 995 38 325 + 4.0 16

Meat products 36 610 37 855 + 3.4 16

Fruit and vegetables 33 690 34 805 + 3.3 15

Bread and cereal products 29 670 30 610 + 3.2 13

Fish and seafood 11 005 11 375 + 3.4 5

Coffee, tea and cocoa 5 905 6 125 + 3.7 3

Other food products 30 410 31 455 + 3.5 13

Non-alcoholic beverages* 14 550 14 975 + 2.9 6

Alcoholic beverages 33 555 34 455 + 2.7 14

• Total 232 400 240 000 + 3.3 100

Including juice, mineral water, and soft drinks Source: Statistics Sweden

valuE SEk MilliOn ShaRE

PER caPiTa cOnSuMPTiOn 2008-2011

PROducT GROuP 2008 2009 2010 2011 ± 08-11 ± %

Dairy Fruit and vegetable products 238 235 229* 242 +4 + 1.7

Dairy products, fats and eggs 179 179 179 176 -3 - 1.8

Meat products 83 82 83 83 ±0 ± 0.0

Bread and cereal products 110 113 112 104* -6 - 5.5

Fish and seafood** 25 26 25 25 ±0 ± 0.0

Coffee, tea and cocoa 11 11 12 11 ±0 ± 0.0

Other food products 53 54 54 52 -1 - 1.9

Beverages (in litres) 172 177 177 177 +5 + 2.9

* Based on preliminary and/or incomplete information** Based partly on trade estimations. No official figures available since 1999.Source: Swedish Board of Agriculture

PER caPiTa cOnSuMPTiOn in kG/liTRES

98

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 single-line 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.

FOOdSERvicE SEcTOR

At the wholesale level, the foodservice sector account for about 18% of the total purchases of food products. However, at the consumer level, the share is substantially higher.

During 2012, sales of food and beverages within the foodservice sector amounted to approx. SEK 83 billion

(€9.5 billion), which indicates that this sector absorbs about 26% of consumers total food expenditures.

Sweden actually ranks as one 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.

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 a little over 70 percent of the sales volume, comprises approx. 19,000 units, of which 12,000 are restaurants, coffee shops, and hotels, and 7,000 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 seg-ments. 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 almost 30 percent 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 PROcESSinG induSTRy

The Swedish food processing industry counts as an important market segment for foreign suppliers of food-stuffs. 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 2011, the esti-mated net turnover amounted to approx. SEK 170 billion

(€19.0 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, domes-tic producers mainly supply these sectors, as well as the milling, sugar and spirits industries.

The branches, which depend mostly on imports, are the coffee, oils & fats, spice & condiments, chocolate & confectionary, and fish & seafood industries. Also manu-facturers and canners of fruit juices, and fruit & vegeta-bles, largely depend on imports. In recent years, also the meat industry has become a large importer.

For more details about Swedish food manufacturers, see table on page 20 “Large Swedish Food Manufacturers”.

FOOd RETail MaRkET 2012

Food retail market includes sales of both food and other daily commodities (such as chemico-technical and household paper products, flowers, tobacco and magazines), as well as a small assortment of non-food. Sales incl. 12% VAT (value added tax).

TyPE OF STORE nuMBER SalES SEk M-ShaRE SalES PER STORE OF STORES MilliOn % in SEk MilliOn

Hypermarkets 150 50 000 18 333

Supermarkets 2 300 132 000 48 57

Discount stores 450 33 000 12 73

Convenience stores 3 100 28 000 10 9

• Total 6 000 243 000 88 41

Other stores* -- 33 000 12 --

• Total -- 276 000 100 --

* 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: Fox Research, Market Vem-är-Vem

FOOd PROcESSinG induSTRy 2009-2011

induSTRy SEcTOR 2009 2010 2011 2011

Bakery 14 700 13 900 14 300 1 396

Meat 10 900 10 800 10 700 511

Dairy 6 100 6 400 5 900 139

Fruit & Vegetables 4 900 4 300 4 100 216

Brewery & Soft drinks 3 900 3 900 3 500 102

Chocolate & Confectionary 2 500 2 400 2 200 203

Fish and Seafood 1 900 1 900 1 900 215

Milling & Starch 1 700 1 700 1 800 116

Spirits & Wine 1 000 1 000 800 60

Oils & Fats 1 200 800 800 48

Sugar 500 500 500 5

Other 5 000 5 100 5 700 388

• Total 54 300 52 200 52 200 3 165

Source: Statistics Sweden

FOOd SERvicE MaRkET 2012

TyPE OF OuTlET nO. OF SalES SEk M-ShaRE % OuTlETS BilliOnRestaurants, Coffee shops, Fast food 19 000 60 72

Canteens 12 000 23 28

• Total 31 000 83 100

Sources: Delfi, Statistics Sweden

EMPlOyEES nO. OF cOMPaniES

1110

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 estimat-ed to be about 55-60%, and thus 40-45% is imported. At the same time, exports have shown a large increase, which means that the domestic food industry is a grow-ing importer of raw food materials and food ingredients.

Sweden imports almost twice as much food products as it exports. In 2012, imports amounted to SEK 100 billion

(equivalent of €11.5 billion) and exports to SEK 57 billion

(€ 6.5 billion).

The net trade gap between imports and exports amounted to 43% in 2012, compared to 46% in 2008, see also tables on the page 12.

iMPORTS

Imports of food and beverages have shown a steady in-crease during the last couple of years. Between 2006 and 2012, the import value has grown by 40%, when measured by local currency. During 2012, imports

amounted to about SEK 100 billion (€11.5 billion), an increase of 3.3% compared to the preceding year, and 8% compared to 2010, when measured by local currency.

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

IMPORTS AND EXPORTS

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.

Ranked by product groups, the two largest categories are fish and seafood products (24%) and fruit & vege-tables (17%), whether fresh or processed.

Other important product groups are meat products and beverages, as well as cheese, chocolate and sugar confectionery, green coffee, oils & fats, and animal feed. Even though the market for meat products main-ly 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.

Food items showing the largest growth in imports during the last three years are cocoa paste, powder and butter (80%), fresh and frozen fish and seafood (35%), coffee (30%), charcuterie and delicatessen (30%), spices (25%), prepared and processed seafood (25%), fish fillets (20%), and dairy products (20%).

About 70% of all food imports are normally imported from the European continent, of which other EU-coun-tries account for the dominant part. However, it should be noted that some imports from the EU in the statis-tics 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, Bel-gium 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 re-exported 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%.

Regarding countries in Asia, Africa and Latin America, 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.

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 2012, the

export value amounted to SEK 56.9 billion (€ 6.5 billion), 7% 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 Nor-wegian 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 food-stuffs, 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.

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, high quality (100% arabica) roasted coffee, and milk powder.

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

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

1312

FOOd iMPORTS By PROducT GROuPS

By valuE 2010-2012

PROducT 2010 2011 2012 ± 2010-12 2012

Meat products 9 395 10 357 11 137 + 19 11

Dairy products and Eggs 6 886 7 144 7 281 + 6 7

Fish & Seafood products 23 282 23 338 24 224 + 4 24

Cereal & Bakery products 4 377 4 737 5 345 + 22 5

Fruit and Vegetables 16 182 15 799 16 650 + 3 17

Coffee, raw and roasted 3 972 5 066 4 735 + 19 5

Chocolate and Confectionery 3 459 3 517 3 768 + 9 4

Other food products 8 048 8 324 8 271 + 3 8

Beverages 8 164 8 274 8 475 + 4 8

Oil seeds & Oils and fats 4 560 5 362 5 403 + 16 5

Animal feed 2 985 3 187 3 448 + 16 3

Live Animals 199 147 155 - 22 0

Tobacco 1 252 1 519 1 067 - 15 1

• Total 92 737 96 772 99 959 + 8 100


valuE SEk MilliOn chanGE % ShaRE

iMPORTS, ExPORTS, and nET iMPORTS OF FOOd

By valuE 2012

PROducT iMPORTS ExPORTS nET iMPORTS 2008 2012

Meat products 11 137 1 758 - 9 379 - 76 - 84

Dairy products and Eggs 7 281 3 112 - 4 169 - 44 - 57

Fish & Seafood products 24 224* 19 312* - 4 912 - 31 - 20

Cereal & Bakery products 5 345 6 974 + 1 629 + 38 + 30

Fruit and vegetables 16 650 3 042 - 13 608 - 85 - 82

Coffee, raw and roasted 4 735 1 386 - 3 349 - 65 - 71

Chocolate & Confectionery 3 768 2 596 - 1 172 - 32 - 31

Other food products 8 271 7 330 - 941 - 33 - 11

Beverages 8 492 6 391 - 2 101 - 12 - 25

Oil seeds & Oils and fats 5 637 1 980 - 3 657 - 68 - 65

Animal feed 3 296 1 436 - 1 860 - 75 - 56

Live Animals 161 208 + 47 - 29 + 29

Tobacco 1 536 1 400 - 136 - 64 - 9

• Total 99 959 56 901 - 43 058 - 46 - 43

* Including re-exports of farmed Norwegian fishSource: Statistics Sweden

valuE SEk MilliOn nET iMPORT GaP %

It should be noted that several of the largest export items, especially roasted coffee, chocolate bars, pro-cessed 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 EU-countries (especially Den-mark, Finland, Germany and France), accounting for

over 70% of the total export value. Other large markets are Norway and the USA (vodka, roasted coffee, and cereals). See also table appendix 1, Imports and Exports of Food.

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 buy-ing 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 cater-ing establishments) is supplied by several wholesalers, of which three dominate the market, Martin & Servera (Axfood), Menigo and Svensk Cater.

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.

There are also some importers specialised in selling to the food industry, including bakeries. However, large food manufacturers often conduct their own buying.

CHANNELS OF

DISTRIBUTION

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 Gruppen

• Coop Group

• Axfood (Axel Johnson)

• Bergendahls Food

cOnvEniEncE STORE whOlESalERS

• Axfood Närlivs (Axel Johnson)

• Menigo (Brakes Group)

• Privab

FOOdSERvicE whOlESalERS

• Martin & Servera (Axel Johnson)

• Menigo (Brakes Group)

• Svensk Cater (Euro Cater)

FRESh FRuiT & vEGETaBlES whOlESalERS

• Saba Trading (Dole)

• Everfresh (Total/Fyffes)

• ICA Frukt & Grönt (ICA)

• Ewerman

BakERy inGREdiEnTS whOlESalERS

• KåKå (Orkla Group)

• Kobia

1514

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’slargestfoodretailer,hasabout 1300 stores and a market share of about 41%.

• Coop-has650storesandapprox.18%ofthe whole food market.

• Axfood-hasabout300generalgrocerystoresand approx. 400 convenience stores. The market share is around 14%.

• BergendahlsFood-has160storesandamarket share of 6%.

These four groups account for almost 80% of the total retail market for foodstuffs and other everyday com-modities. 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 5%, 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 indepen-dent stores and so called ethnic food stores (usually run by immigrants). These stores are generally sup-plied by specialised convenience store wholesalers, see also page 17.

About 11% of the food retailing market consist of spe-ciality 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, tobac-conists, and florists). Depending on line of business, these stores are either customers of specialised whole-salers or buy their supplies from cash and carry-units.

ica GRuPPEn

ICA Gruppen (The ICA Group), with headquarters in Stockholm, has retail subsidiaries in Sweden (ICA Sverige), Norway (ICA Norge) and in the Baltic coun-tries (Rimi Baltic).

With 2,200 stores and a combined turnover of SEK

130 billion (€15 billion), ICA and its affiliated stores form together the second largest retailer within the Scandinavian grocery sector. ICA Gruppen is the clear market leader in Sweden (41% 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.

The Swedish retail business is handled by the subsid-iary ICA Sverige and consists of approx. 1,300 differ-ent 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, dis-tribution, accounts, retail development, training and financing/administration.

The buying department, which is organised within the parent company ICA AB in Stockholm, has been estab-lished to coordinate all buying activities of both ICA in Sweden and Norway. A special unit located in Hels-ingborg 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, which earlier was a part-owner of ICA. ICA is since many years also engaged in import and buying cooperation with the Kesko Group, Finland’s second largest food retailer.

cOOP GROuP

The co-operative KF group and its affiliated regional cooperative societies is the second largest food retail group in Sweden, with approx. 18% 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 regional co-operative societies operate about 650 retail stores nationwide, such as hypermarkets, supermarkets and minimarkets. The Coop stores have introduced Sweden’s largest assortment

FOOd RETailinG STaTiSTicS 2012

Sales consist mainly of food and other daily commodities, including a small assortment of non-food articles.Sales figures incl. VAT (value added tax).

SalES nuMBER OF MaRkETGROuP SEk BilliOn ± % FOOd STORES ShaRE %

ICA Gruppen 114.0 + 4.2 1 320 41

Coop Group 48.6 + 2.1 650 18

Axfood 40.0 + 7.7 720 14

Bergendahls Food 16.7 + 5.3 160 6

Lidl 7.5 + 10.0 160 3

Netto 5.3 + 4.0 150 2

Reitan (7-Eleven) 2.9 + 0.0 320 1

• Sum 235.0 + 3.7 3 480 85

Other grocery stores 12.0 + 3.0 2 520 4

• Sum 247.0 + 3.6 6 000 89

Speciality food stores 29.0 + 5.5 11

• Total 276.0 + 4.0 100

Sources: DLF, Company information, Fox Research

ica SwEdEn RETail STaTiSTicS 2012

Sales consist mainly of food and other daily commodities, including a small assortment of non-food articles. Sales figures incl. VAT (value added tax).

TyPE OF nuMBER OF TOTal SalES SalES PERPROFilE STORES STORES SEk MilliOn uniT SEkM

ICA Maxi hypermarkets 75 33 300 444

ICA Kvantum large superstores 121 27 300 226

ICA Supermarket supermarkets 430 36 000 84

ICA Nära minimarkets 700 17 400 25

• Total 1 326 114 000 86

Sources: DLF, Company information, Fox Research

cOOP RETail STaTiSTicS 2012

Sales consist mainly of food and other daily commodities, including a small assortment of non-food articles. Sales figures incl. VAT (value added tax). TyPE OF nuMBER OF TOTal SalES SalES PERPROFilE STORES STORES SEk MilliOn uniT SEkM

Coop Forum hypermarkets 65 17 000 262

Coop* supermarkets 590 31 600 54

• Total 655 48 600 74

* Including Coop Konsum supermarkets, Coop Extra superstores, and Coop Nära minimarkets Source: Market Vem-är-vem

1716

of organic and environmental friendly products, as well as an assortment of ethnic foodstuffs.

Coop Sverige, a subsidiary of KF, handles wholesaling, importing and distribution for all the Coop stores.

Part of the Coop’s international purchases of branded and private label products is handled by Coop Trading A/S, based in Copenhagen, Denmark. Coop Trading works as a buying agent for all 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 also page 18).

axFOOd

Axfood is a trading, marketing and distribution com-pany, 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 700 food stores around the country has a market share of about 14%. At the end of 2012, also the independent supermarket chain Vi, which has a strong market presence in Stockholm, became part of the Axfood group, which will increase the market share with about 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.

APP handles all imports (except fresh fruit and vege-tables, which is conducted by Saba Trading, see also page 18). 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 (Norges-Gruppen/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 compa-ny for the retail operations, and Axfood Närlivs whole-saler for the convenience store sector.

The Axel Johnson Group, which is Axfood’s largest owner, also owns Servera, a wholesaler for the food-service sector. In addition, Axel Johnson runs Åhléns, Sweden’s only nationwide department store chain.

BERGEndahlS FOOd

Bergendahls Food, a retailer and wholesaler based

in south Sweden, has approx. 180 own and affiliated stores. The overall market share is 6%, 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 expan-sion 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 sup-plier to several independent supermarkets.

During 2010, Bergendahls formed a new national re-tail 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.

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 con-venience 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 special-ised convenience wholesalers, of which the two largest are Axfood Närlivs (Axfood Group) and Menigo (Brakes Group). Another nationwide supplier is Privab, consist-ing of 7 independent wholesaling companies, cooper-ating 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 single-line shops

axFOOd RETail STaTiSTicS 2012


Willys Discount stores 150 23 500 157

Hemköp Supermarkets 150 13 000 87

Tempo & Handlarn Convenience 420 3 500 8

• Total 720 40 000 56

Source: Market Vem-är-vem

BERGEndahlS FOOd RETail STaTiSTicS 2012


CityGross Hypermarket 33 9 000 273

Matrebellerna Supermarket 35 2 800 80

Other stores 100 4 900 49

• Total 165 16 700 101

Source: Market Vem-är-vem

cOnvEniEncE whOlESalinG GROuPS

STaTiSTicS 2012

Sales consist mainly of food and other daily commodities, including a small assortment of non-food articles. Sales figures incl. VAT (value added tax). SalES SEk MilliOn nuMBER OFGROuP 2012 +-% lOcal BRanchES EMPlOyEES

Axfood Närlivs 6 336 +15% 8 790

Menigo Foodservice* 5 500 +10% 7 860

Privab Grossisterna 800 +5% 9 130

* Menigo is also a wholesaler for the foodservice sectorSources: Company information, Fox Research

1918

duce, and also one of the largest import companies within the European market.

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 prod-ucts from other Scandinavian or European sources.

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.

The largest distributor to both the liquor stores and the restaurant sector is Lagena Distribution, a subsid-iary to the French global logistics group JF Hillebrand. However, there are also many smaller licensed distrib-utors.

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 them-selves.

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 Caldic Sweden, Boden & Lindeberg, B. Engelhardt, and Tore Smith Food. 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, Svenska Foder), spirits (Absolut), juices (Arla Foods, Skånemejerier, Norrmejerier), fish and seafood (Abba Seafood,

Findus), frozen vegetables (Findus, Procordia Food), coffee (Mondelez, Nestlé, Löfbergs, Arvid Nordquist), chocolate (Mondelez, Cloetta), and herbs, spices and ethnic foods (Santa Maria).

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 indus-try. Farmer cooperative owned or controlled companies 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 Norwe-gian group Orkla is the owner of three leading Swedish food companies: Procordia Food (canned, dried and frozen foods), Abba Seafood and Kåkå (bakery ingredi-ents importer and wholesaler).

whOlESalERS FOR ThE FOOdSERvicE SEcTOR

A few large and specialised catering wholesalers domi-nate the distribution of food products to hotels, restau-rants 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 deli-kitchens, account for most of the remaining part.

The most important wholesalers are Martin & Servera (Axfood Group), Menigo Foodservice (Brakes Group, Europe’s largest foodservice wholesaler), and Svensk Cater (part of EuroCater, with headquarters in Den-mark). All of them have built up their own import departments.

There are also several locally strong wholesalers, espe-cially 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.

The most important of these companies are Dafgård (frozen foods), Arno Holm (Asian foods), and KåKå and Kobia (raw materials and ingredients for bakeries, coffee houses and pastry shops).

iMPORTERS OF FRESh FRuiT and vEGETaBlES

Three groups, Everfresh, ICA Frukt & Grönt, and Saba Trading, dominate imports and distribution of fresh fruit and vegetables. All three companies are based in Helsingborg, an important port city in the south of Sweden.

Everfresh, subsidiary of Total Produce (former Fyffes group), with headquarters in Ireland, has in recent years taken a large share of the Swedish market for fresh produce. It’s customers include both Coop and Bergendahls Food.

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 indepen-dent stores and restaurants.

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 restau-rant chains. Saba Trading is a subsidiary of Dole, the world’s largest producer and marketer of fresh pro-

FOOd SERvicE whOlESalinG GROuPS

STaTiSTicS 2012 SalES SEk MilliOn nuMBER OFGROuP 2012 +-% lOcal BRanchES EMPlOyEES

Martin & Servera* 11 560 11 330 20 2 614

Menigo Foodservice** 4 970 5 500 6 860

Svensk Cater 2 750 2 900 20 501

Dafgård*** 2 030 2 100 1 1 089

KåKå 930 950 3 121

Kobia 480 500 3 90

ML Mårdskog & Lindkvist 420 480 2 104

Arno Holm 125 130 2 33

* Servera and Martin Olsson merged in 2012 to become Martin & Servera** Menigo includes wholesaling also to the convenience store sector*** Dafgård also includes manufacturing of frozen foodsSources: Company information, Fox Research

FOOd SERvicE whOlESalinG GROuPS:

MaRkET ShaRES 2012

cOMPany MaRkET ShaRE %

Martin & Servera 38

Menigo 12

Svensk Cater 12

Other Wholesalers 38

• Total 100

Sources: Servera, Fox Research

licEnSEd iMPORTERS OF alcOhOlic

BEvERaGESSelected list of some large licensed importers of alcoholic beverages

cOMPany

Food Service Wholesalers

Martin & Servera

Menigo

Svensk Cater

Axfood Närlivs

Breweries

Carlsberg

Spendrups

Åbro

Beverage Importers

Systembolaget

Altia Sweden (Altia Group, Finland)

Fondberg Group

Chris Wine & Spirits (Viva Group)

Stellan Kramer

Nigab (Hans Just Group, Denmark)

Philipson Söderberg (Altia, Finland)

Edrington Sweden

PrimeWine Group

Sources: Servera, Fox Research

2120

There are also several multinational food companies with production units in Sweden: Unilever (conve-nience foods), Mondelez (formely Kraft Foods; choco-late 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 Scandina-vian groups Aarhus Karlshamn (refined oils and fats), Fazer (chocolate and bread) and Paulig (Santa Maria spices and condiments).

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 treat-ment 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 gov-ernance (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 agri-cultural 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, regula-tions 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 Europe-an agencies.

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 30-40%, 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 products that are competing with domestically produced items.

EU and OECD countries supply the largest part of im-ports. 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.

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 prod-ucts 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 cate-gories 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 con-tinued 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.

laRGE SwEdiSh FOOd ManuFacTuRERS

Data is for 2012 or latest available figures. TuRnOvER EMPlOyEESRank cOMPany SEcTOR SEk MilliOn nuMBER

1 Arla Foods Sweden* Dairy products and fruit juices 15 286 3 483

2 Lantmännen Food** Cereal, feed and poultry products 14 655 6 608

3 Scan Sweden (HK Scan) Meat, ready-to-eat products 6 871 2 062

4 AarhusKarlshamn Sweden Oils and fats 5 143 456

5 Absolut Company (Pernod) Vodka, spirits 4 419 478

6 Svenska Foder Animal feed 3 921 271

7 Atria Scandinavia Meat products 3 341 1 153

8 Procordia Food (Orkla) Convenience foods 3 331 1 017

9 Skånemejerier (Lactalis) Dairy products and fruit juices 3 305 746

10 Carlsberg Sweden Beer, soft drinks, mineral water 3 212 1 056

11 Nordic Sugar (Nordzucker) Sugar and molasses 3 171 445

12 Coca Cola Sweden Soft drinks and mineral water 3 082 757

13 Spendrups Beer, soft drinks, mineral water, wine 3 003 966

14 Findus Sweden Frozen & canned products 2 839 833

15 Pågen Bakery and cereal products 2 728 1 534

16 Hilton Food Group (HFG) Specialist (private label) meat packer 2 072 338

17 Gunnar Dafgård Frozen meat and ready-to-eat prds 2 030 1 089

18 Santa Maria (Paulig) Spices, ethnic foods 1 852 485

19 Norrmejerier Dairy products and fruit juices 1 838 470

20 Fazer Bageri Bakery products 1 610 1 348

21 Abba Seafood (Orkla) Fish and seafood 1 266 379

MulTinaTiOnal FOOd cOMPaniES

Incl. sales of both manufactured and imported products

1 Unilever Sweden Margarine, oils, sauces, ice-cream 3 982 373

2 Mondelez Foods Sweden Coffee, chocolate, snacks 3 722 181

3 Nestlé Sweden Convenience foods 2 175 328

* Arla Foods Sweden is part of Arla Foods, with headquarters in Denmark.** Incl. foreign subsidiariesSources: Annual reports, Fox Research

MARKET ACCESS MARKET PROSPECTS

inTERnET SiTES aBOuT Eu cuSTOMS duTiES

and REGulaTiOnS

Eu ExPORT hElPdESk FOR dEvElOPinG cOunTRiES

http://exporthelp.europa.eu

Eu TRadE RElaTiOnS

http://ec.europa.eu/trade/

Eu FREE TRadE aGREEMEnTS

http://ec.europa.eu/trade/policy/countries-and-regions /agreements/index_en.htm

2322

iMPORTS and ExPORTS OF FOOd, By valuE 2010-2012

ExPORT valuE iMPORT valuE in SEk MilliOn in SEk Mill

PROducT 2010 2011 2012 ± 10-12% 2011 2012

Meat products 9 395 10 357 11 137 + 19 1 748 1 758

- fresh and frozen meat 7 020 7 615 8 325 + 19 784 826

- processed products 2 375 2 742 2 812 + 18 964 932

dairy products & Eggs 6 886 7 144 7 281 + 6 3 090 3 112

- cheese 3 505 3 677 3 615 + 3 560 592

- other dairy products & eggs 3 381 3 467 3 666 + 8 2 530 2 520

Fish & Seafood products 23 282 23 338 24 224 + 4 18 392 19 312

- fresh and frozen 18 609 18 467 19 687 + 6 17 222 18 221

- processed products 4 673 4 871 4 537 - 3 1 170 1 091

cereal & Bakery products 4 377 4 737 5 345 + 22 6 274 6 974

- unmilled cereals; flour & grains 586 956 1 144 + 95 1 905 2 340

- rice 499 479 474 - 5 15 26

- bread & bakery products 1 943 1 826 2 204 + 13 3 461 3 670

- pasta products 427 459 463 + 8 75 82

- breakfast & other prepared cereals 922 1 017 1 060 + 15 818 856

Fruit & vegetables 16 182 15 799 16 650 + 3 2 780 3 042

- vegetables, fresh, frozen or dried 4 771 4 263 4 551 - 5 662 737

- vegetables, prepared or preserved 2 471 2 391 2 369 - 4 605 618

- fruit and nuts, fresh or dried 6 152 6 120 6 588 + 7 562 706

- fruit and nuts, prepared or preserved 1 704 1 828 1 874 + 10 791 818

- fruit and vegetable juice 1 083 1 196 1 268 + 17 159 164

Other food products 15 475 16 907 16 774 + 8 11 239 11 312

- sugar, molasses and honey 818 885 659 - 19 1 047 1 148

- coffee, green and roasted 3 972 5 066 4 735 + 19 1 394 1 386

- cocoa, paste, powder and butter 658 613 552 - 16 36 42

- tea 310 293 278 - 10 86 54

- spices 412 461 452 + 10 148 176

- margarine and cooking oils 438 465 545 + 24 1 960 1 830

- chocolate and sugar confectionery 3 459 3 517 3 768 + 9 2 544 2 596

- other food products 5 408 5 607 5 785 + 7 4 548 4 657

Beverages 8 164 8 274 8 475 + 4 6 062 6 391

- soft drinks and mineral waters 1 114 1 262 1 292 + 16 486 51

- alcoholic beverages 7 050 7 012 7 183 + 2 5 576 5 876

Oil seeds 675 875 948 + 40 137 208

Oils & Fats 3 884 4 488 4 455 + 15 1 539 1 772

Animal feed 2 985 3 187 3 448 + 16 1 184 1 436

Live Animals 199 147 155 - 22 137 208

Tobacco 1 252 1 519 1 067 - 15 599 1 400

• Total 92 737 96 772 99 959 + 8 53 174 56 901


RETail SalES OF FOOd, By valuE 2009-2011

RETail SalES in SEk MilliOn ShaRE %

PROducT GROuP 2009 2010 2011 ± 09-11% 2011

dairy Products, Eggs & Fats 35 140 35 478 36 643 + 4 16.1

Milk, cream, yoghurt, eggs 14 264 14 337 14 614 + 2

Cheese 16 178 16 387 17 123 + 6

Margarine and butter 3 796 3 863 4 014 + 9

Cooking and salad oils 902 891 892 - 1

Meat Products 32 638 33 955 38 120 + 17 16.7

Fresh and frozen meat 13 938 14 877 18 695 + 34

Cured meats and provisions 14 626 14 727 14 881 + 2

Ready-to-eat products (incl. frozen items) 4 075 4 351 4 545 + 12

Fish & crustacean Products 10 466 10 296 10 076 - 4 4.4

Fresh and frozen fish and crustaceans 4 626 4 589 4 530 - 2

Processed fish and crustacean products 5 830 5 708 5 546 - 5

Fruit & vegetables 32 170 31 461 31 054 - 3 13.6

Fresh fruit and berries, incl frozen 11 053 10 134 10 227 - 7

Dried fruit 2 071 2 193 2 380 + 15

Canned fruit products 299 325 360 + 20

Fresh vegetables & Potatoes, incl frozen 12 272 11 892 11 566 - 6

Dried vegetables 252 229 195 - 23

Canned vegetable products 3 187 3 256 3 183 - 0

Processed potato products 3 036 3 085 3 143 + 4

Bakery and cereal Products 27 384 28 618 28 709 + 5 12.6

Bread, pastries 20 037 21 112 21 102 + 5

Flour, grains, müsli, etc. 4 113 4 237 4 395 + 7

Pasta 2 349 2 383 2 362 + 1

Rice 884 885 851 - 4

coffee, Tea, cocoa mixes 5 544 5 405 6 128 + 11 2.7

Coffee 4 444 4 372 5 179 + 17

Tea 761 697 639 - 16

Cocoa and chocolate mixes 340 336 310 - 9

Other food products 28 574 29 496 31 373 + 10 13.7

Chocolate, sweets and ice cream 18 084 18 453 20 156 + 11

Marmalades and fruit preserves 1 391 1 404 1 430 + 3

Sugar and syrup 823 793 792 - 4

Sauces, condiments, dressings 5 092 5 390 5 513 + 8

Spices and salt 180 201 205 + 14

Other food products 3 004 3 255 3 277 + 9

Beverages 45 348 46 797 46 017 + 1 20.2

Fruit and vegetable juices 5 977 6 301 6 042 + 1

Soft drinks & Mineral water 6 982 7 403 6 730 - 4

Beer 9 399 9 259 9 247 - 2

Wine 16 024 16 822 17 176 + 7

Spirits 6 966 7 013 6 823 - 2

• Total 217 253 221 157 228 122 + 5 100.0


aPPEndix 1 aPPEndix 2

2524

diREcT cOnSuMPTiOn OF FOOd, By quanTiTy 2008-2011

TOTal cOnSuMPTiOn, PER caPiTa cOnSuMPTiOn kG TOnnES

PROducT GROuP 2008 2009 2010 2011 2010 2011

dairy Products, Eggs & Fats 179.3 178.6 179.4 176.3 1 683 500 1 666 800

Milk, cream, yoghurt, milk powder 138.8 137.1 137.0 132.5 1 285 400 1 252 100

Cheese 17.8 17.9 19.0 18.2 178 500 172 200

Eggs 10.0 10.1 10.6 10.7 99 200 101 300

Margarine and butter 11.2 11.6 11.4 12.3 107 000 116 400

Cooking and salad oils 1.5 1.9 1.4** 2.6** 13 400** 24 800**

Meat Products 82.8 82.1 82.7 83.3 676 000 786 700

Fresh and frozen meat 46.1 46.8 48.9 50.8 458 300 480 200

Cured meats and provisions 23.8 23.1 23.2 21.7 217 700 204 900

Ready-to-eat products (incl. frozen items) 12.9 12.2 10.6 10.8 99 200 101 600

Fish & Seafood Products* 25.2 25.7 25.1 24.9 235 800 235 200

Fresh, chilled or frozen fish and seafood* 13.7* 13.9* 13.8* 13.6* 129 400* 128 500*

Prepared or preserved fish 9.5 9.7 9.1 9.3 85 600 87 800

Prepared and preserved seafood 2.0 2.1 2.2 2.0 20 800 18 900

Fruit & vegetable Products 238.3 224.7 229.0 242.3 2 146 300 2 289 400

Fresh fruit and berries 64.1 57.5 61.8 63.9 579 200 603 000

Frozen fruit 0.8 1.1 1.0 1.1 9 600 10 700

Canned and dried fruit 5.5 5.1 5.0 4.7 47 100 43 900

Marmalades and fruit preserves 7.5 7.6 7.8 7.7 72 800 72 300

Fruit juices and nectars (in litres)*** 22.0 14.9** 16.2** 21.6 151 600** 204 400

Nuts and almonds 2.6 2.7 2.7 2.5 25 000 23 600

Fresh vegetables (excl. potatoes) 53.0 53.9 53.5 58.5 501 100 552 900

Frozen and dried vegetables 6.2 6.1 6.3 6.1 59 100 58 000

Canned vegetables 16.3 15.8 15.5 16.1 144 800 151 600

Soups, made from fruit and vegetables 4.5 4.0 4.1 3.8 38 400 35 700

Fresh potatoes 44.5 44.7 43.3 45.0 406 100 425 500

Frozen and canned potato products 9.0 8.9 9.4 9.0 88 600 85 500

Potato mixes (incl. starch) 0.6 0.6 0.5 0.4 4 800 4 500

Potato chips 1.7 1.8 1.9 1.9 18 100 17 800

Bakery Products 76.5 79.7 78.3 71.8 733 100 678 800

Soft bread & pastries 68.4 71.8 70.6 64.1** 661 100 605 700**

Crisp bread, rusks 3.5 3.5 3.3 3.5 30 700 33 200

Biscuits 4.6 4.4 4.4 4.2 41 300 39 900

cereal Products 33.3 33.6 34.3 32.2 313 700 297 400

Flour (mostly wheat and rye) 10.1 10.1 9.7 9.5 90 500 89 300

Oat grains, incl. other cereal grains 3.0 2.9 3.6 3.5 33 400 33 000

Mixes 1.3 1.2 1.2 1.2 4 800 4 600

Müsli, cornflakes, popcorn 4.0 4.9 4.7 3.4** 44 200 32 500**

Pasta 9.0 9.4 9.7 9.2 90 600 86 800

Rice 5.9 5.1 5.4 5.4 50 200 51 200

coffee, Tea, cocoa 11.2 11.4 12.3 10.9 115 600 103 500

Coffee 8.3 8.3 9.1** 8.1 86 000** 76 000

Tea 0.4 0.4 0.4 0.3 3 500 3 100

Cocoa and chocolate mixes 2.5 2.7 2.8 2.5 26 100 24 400

TOTal cOnSuMPTiOn, PER caPiTa cOnSuMPTiOn kG TOnnES

PROducT GROuP 2008 2009 2010 2011 2010 2011

Other food products 52.6 53.9 53.8 51.7 505 700 488 300

Confectionery (chocolate and sweets) 15.7 15.1 15.2 15.4 142 800 145 900

Sugar and syrup 6.7 7.0 6.9 7.2 64 900 68 400

Honey 0.6 0.6 0.7 0.8 6 600 7 100

Sauces and dressings 15.9 18.0 17.7 15.0** 166 400 141 800**

Mustard, spices and salt 2.7 2.8 2.9 2.9 27 100 26 900

Ice cream 11.0 10.4 10.4 10.4 97 900 98 200

Beverages (in litres)*** 172.4 176.6 177.1 176.9 1 661 100 1 671 500

Soft drinks & mineral water (in litres)*** 95.6 98.1 99.8 98.6 935 500 932 100

Beer (in litres)*** 52.2 52.5 50.7 51.3 476 000 484 600

Wine and spirits (in litres)*** 24.6 26.0 26.6 27.0 249 600 254 800

* Figures from 2000 are based on estimated data. ** Based on preliminary and/or incomplete information*** Total consumption: In 1,000 litres

Source: Swedish Board of Agriculture

aPPEndix 3

2726

FacTS aBOuT RETail GROuPS

ica GRuPPEn

Parent Company ICA Gruppen AB (Ica Group Plc)

Ownership ICA Gruppen AB is a listed public company which is majority owned (51%)

by the Association of Ica Retailers, which in turn is wholly owned by the

1,300 ICA-retailers in Sweden.

Turnover SEK 96,865 million (2012), of which Sweden accounted for 65% and

Norway and the Baltic countries for 35%

Headquarters Stockholm

Retailing Sweden

Parent company ICA Sverige AB

Turnover SEK 65.8 billion (2012)

Total retail sales SEK 114.0 billion (2012), including privately owned ICA-stores

Headquarters Stockholm, Sweden

Internet site www.ica.se

kF GROuP (cOOP SvERiGE)

Parent Company Kooperativa Förbundet (KF), the Swedish Co-operative Union



Food Retailing

Division Coop Sverige AB


Total retail sales SEK 48.6 billion (2012), including affiliated regional co-operatives


Internet site www.coop.se

axFOOd

Parent Company Axfood AB

Ownership Axel Johnson AB (46%), Other investors (54%)


Total retail sales SEK 40.0 billion (2012), including affiliated stores

Internet www.axfood.se

axel Johnson Group

Parent Company Axel Johnson AB


Internet site www.axeljohnson.se

BERGEndahlS

Parent Company Bergendahl & Son AB

Group Turnover SEK 10,570 million (2012)

Bergendahls Food


Total retail sales SEK 16.7 billion (2012), including affiliated stores

Headquarters Hässleholm, Sweden (South Sweden)

Internet site www.bergendahls.se

uSEFul inTERnET linkS

inFORMaTiOn aBOuT ThE Eu MaRkET

EU Export Helpdesk http://exporthelp.europa.eu

Information about duty rates,

import regulations and trade data

EU Trade Relations http://ec.europa.eu/trade/

EU official website http://europa.eu/index_en.htm

EU Statistics – Eurostat http://epp.eurostat.ec.europa.eu

EU Food Safety http://ec.europa.eu/food/index_en.htm

CBI Centre for Promotions of Imports www.cbi.eu

inFORMaTiOn aBOuT ThE SwEdiSh MaRkET

Sweden’s official website www.sweden.se

Open Trade Gate Sweden www.opentradegate.se

Trade rules and requirements

National Food Administration www.slv.se/en-gb

Food safety and regulations

Board of Agriculture (see English) www.sjv.se

Statistics Sweden www.scb.se/default____2154.aspx

Swedish Trade Federation www.svenskhandel.se/In-English/

Chamber Trade Sweden http://chambertradesweden.se/

Chambers of Commerce in Sweden

Stockholm Chamber of Commerce www.chamber.se/about-us.aspx

National Board of Trade www.kommers.se/In-English/

Swedish Associations of Agents www.agenturforetagen.se/en/

Network for agents and brokers

Swedish Food Federation www.li.se/om-li/in-english

OThER uSEFul linkS

Emarket Services Online business directory www.emarketservices.com

FAO - Food and Agriculture Org. www.fao.org

cuRREncy cOnvERSiOn

avERaGE RaTE in SEk

2007 2008 2009 2010 2011 2012 2013*

1 Euro € 9.25 9.61 10.62 9.54 9.03 8.71 8.53

1 US Dollar $ 6.76 6.58 7.65 7.20 6.50 6.78 6.50

* Average rate for January - June 2013Source: Swedish Central Bank (Riksbanken)

aPPEndix 4 aPPEndix 5

aPPEndix 6

Documents

MaRkET REPORT - Chamber Trade Swedenchambertradesweden.se/wp-content/uploads/2014/02/FOOD-Market-R… · MaRkET REPORT Focus on the Swedish Market 2013 ... increases account for about