Overview
Sweden is a sophisticated market featuring affluent, well-educated, and open-minded consumers who speak very good English and spend 12 percent of their disposable income on food. Sweden’s location as one of the world’s most northern countries means that the growing season in Sweden is comparatively short. Sweden, therefore relies on imports.
In 2022, total Swedish imports of agricultural and related products totaled $25.414 billion of which $275 million originated from the United States. U.S. producers are professional, offer great variety, and deliver products with a consistent quality. U.S. farmers have a good story to tell about sustainability, farm-to-table supply chains, and their State/regional heritage. It is highly recommended that U.S. exporters study the Swedish import requirements carefully. Shipping time & costs, import tariffs, and EU labeling regulations make U.S. products more expensive. Some U.S. food products suffer from a negative perception among Swedish consumers due to misinformation and an image issues. There is fierce competition on price, quality, uniqueness, and innovation from other EU member states and from third countries that have negotiated lower tariff rates, such as Canada and Mexico.
| Agricultural & Related Imports, In USD million | 2019 | 2020 | 2021 | 2022 |
| Total Local Production | n.a. | n.a. | n.a. | 799 |
| Total Exports | 15,075 | 14,604 | 19,082 | 19,588 |
| Total Imports | 21,528 | 20,528 | 22,896 | 25,414 |
| Imports from the US | 249 | 232 | 241 | 275 |
| Total Market Size | n.a. | n.a. | n.a. | n.a. |
| Exchange Rates | n.a. | n.a. | n.a. | n.a. |
Leading Sub-Sectors
Although a small market, Sweden offers export opportunities for U.S. exporters of specialty foods, alcoholic beverages, tree nuts, and products with a special certification, like organics. There is an overall growing demand for functional, fresh, and processed food products that contribute to a healthier lifestyle.
| Product | Total Imports, 2022 | Imports from the U.S., 2022 (U.S. market share) | Key Constraints on Market Development | Market Attractiveness for USA |
| Sauces and Condiments HS210390 | 193,257 | 15,669 (8%) | Competition from other EU MS and also Thailand and the U.K. | Growing demand for sauces, preparations, condiments, and seasonings due to Sweden’s strong grilling traditions, especially during the summer. |
| Live Horses HS010121 | 18,261 | 4,433 (24%) | Competition from other EU MS | Growing demand for purebreds in Sweden. |
| Whiskies HS220830 | 81,897 | 3,989 (5%) | Competition from the U.K. and Ireland | The Swedes prefer good quality whiskies. |
| Pet Food HS230910 | 272,817 | 1,237 (<1%) | Competition from other EU MS, and Canada, China, and Thailand | Demand for petfood is up. |
| Packed and Mixed Nuts HS200819 | 84,879 | 676 (1%) | Competition from other EU MS, and Turkey and Vietnam | Growing demand for retail-ready packaged mixed nuts. |
| Non-alcoholic Beverages HS220299 | 161,564 | 601 (<1%) | Competition from other EU MS | The Swedes like well-known branded and innovative beverages, including non-alcoholic craft beer. |
| Sweet Potatoes HS071420 | 5,891 | 304 (5%) | Some competition from Spain and Egypt. Imports from other EU MS are all re-exported products. | Demand for (processed) sweet potatoes continues to grow. |
Source: Trade Data Monitor
Opportunities
Swedes have an interest in experimenting with new and innovative products and cuisines. There is a growing demand for fresh, organic, and free-from food products due to a greater awareness regarding health. Swedish buyers regularly travel the world to see/buy new product and make new contacts, so exporters should consider exhibiting at one of Europe’s trade shows (see partial list below).
Trade shows
Check the websites of the various trade shows for updates, as many trade shows are being postponed or canceled.
International Confectionary Fair (ISM); Cologne, Germany; Jan 28 - 31, 2024
Contact Hanna.Khan@usda.gov
Tel: +49-3083-05-1152
Fruit Logistica; Berlin, Germany; Feb 7-9, 2024
Contact Hanna.Khan@usda.gov
Tel: +49-3083-05-1152
BioFach; Feb 13-16, 2024
Contact Hanna.Khan@usda.gov
Tel: +49-3083-05-1152
ProWein Düsseldorf, Germany; March 10-12, 2024
Contact Hanna.Khan@usda.gov
Tel: +49-3083-05-1152
PLMA World of Private Label; Amsterdam, The Netherlands; May 28-29, 2024
Contact Marcel.Pinckaers@usda.gov
Tel: +31-70-3102-305
SIAL, Paris, Paris, France; Oct 19-23, 2024
Contact Laurent.journo@usda.gov
Tel: +33 1 43 122 245
Free From Food Expo; Nov 21-22, 2023
Amsterdam, The Netherlands
Contact Marcel.Pinckaers@usda.gov
Tel: +31 70 3102 305
Resources
The Agricultural Service at the American Embassy in The Hague represents the interest of the USDA’s Foreign Agricultural Service (FAS) in the Netherlands and Nordic countries.
Website: https://www.fas.usda.gov/regions
FAS Data & Analysis Sweden:
https://www.fas.usda.gov/regions/europe-and-eurasia/sweden