swedish market - focus fresh fruit and vegetables and ... · pdf file- focus fresh fruit and...
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Swedish market - focus Fresh Fruit and Vegetables and
Lifestyle products
Sofie WikanderColombia November 19-20, 2014
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Swedish market for food
• Imports from within EU - Large part of imports from non EU- countries go via Netherlands (Rotterdam)
• Imports from EU and non-EU countries via ”middle men”
• Swedish large companies cover Scandinavia
• Market for food products imports 1,2 billion USD
• Increased by 33% (2005-2012)
• Re-export
• Trends makes the market move faster – more sales
• A few large retail companies in the food area dominate all of Scandinavia
• Exclusive relationships with agents/distributors - small market, sole representative
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What do we import?
• Fresh fruit
• Citrus
• Fresh vegetables
• Nuts
• Coffee, tea and cocoa
• Spices and herbs
• Wine
• Fish and seafood
• Processed fruit and vegetables (frozen, canned, dried)
• Meat
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ICA
Coop
Axfood
Bergendahls
OthersMarket share %
ICA 41
Coop 18
Axfood (Hemkop, Willys) 14
Bergendahls (Citygross) 6
Others, (Lidl, Netto) 21
The Swedish Food Retail Market
• Consumers spend 14% of disposable income on foods & beverages• Consumers willing to pay relatively high price for premium
products• Meat products; Dairy products & fats; Fruit & vegetables; Bread
and Cereal products; Fish & seafood
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Retail groups
Hotel, restaurants,
catering
Importers fruit and vegetables
Processors
Actors food
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Segments for exports•Hotell, restaurants, catering
•Wholesalers
• Food processing industry
• Large importers
•Retail
•Direct imports?
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Supply Chain Model
© 2013 Archeus AB Helena Hafgren
Fruits & Vegetables
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General trends in Food Retailing
Health/ nutrition
• Food safety
• Environment
• Organic
• Social responsibility – CSR
• Local production
• Climate change
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Foods –Trends
• Growing market for exotic (to Swedes) foods
• Organic foods
• Gluten-free food
• Sports & Energy beverages & Health bars
• Sliced ready-to-eat dishes
• Spicy snacks
• Hot sauces & spicy condiments
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Market opportunities
• Increased imports with increasing population and demand (33% - 2005-2012)
• Also exporter – imports higher
• Quality increasingly important
• Imports from outside Europe are increasing
• Organic and fair trade imports are increasing
• Exporters that want to enter the Swedish market needs to have unique selling
points – to be competetive on the Swedish and EU market
• Quality products at competetive prices
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Market access• Trade fair (Gastro Nord in Sweden (largest for the Nordic countries))
• Contact – make an appointment to show products
• Build business relation – not immidiate sales rather longterm
Sourcing for Suppliers
• Trade fairs
• Shops
• Recommendations
• Personal contacts
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Market access through networking
• New contacts
• New knowledge
• Work together – selling and sourcing
• Common investments
• Common financial and/or negociating power
- Best strategy – by helping others you can grow
- Trust – recommendation – mutual interest
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Buying Process
Self assessment – Company profile- How do you grow- Code of conduct- Certificates
Contact
Audits- Certifications- Importer
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Increasing requirements
- ways to be competetive towards the market
Code of Conduct CSR
HACCP, BRC Sustainability
GMO Organic, Fairtrade
Packaging Transports
Recipe Traceability
Private standards?
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More information at www.chambertradesweden.se
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The Swedish market for Lifestyle products
Textile, garments, leather
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SWEDISH MARKET LIFESTYLE PRODUCTS
• Textile
• Interior decorating (Handicraft)
• Clothing and shoes
• Accessories
We import all of the above
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SWEDISH MARKET LIFESTYLE
• Expanding markets – increased sales and imports but alsocompetition
• Increased imports? From outside EU
• No production domestically (labour, knowledge)
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SWEDISH MARKET
• Imports well over the domestic market – re-exporters
• Swedish large companies cover Scandinavia and Northern Europe(even Middle East and US)
• Luxury goods are small – medium to low price with good quality
• Imports come from many countries – China still largest supplier but new markets and especially developing markets is increasingly interesting for Swedish buyers
• Trends makes the market move faster – more sales
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Home textiles
Clothing
Sports goods
Shoes
Buyers and Retailers Lifestyle
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TRENDS-MARKET AND SALES
• Growing market in Sweden both fashion and interior
• Design is important
• Products should have function (vase, tray, pot, lamp)
• Increased interest in home decoration, fashion, style
• Media coverage (magazines, TV)
• Hand-made / Offline
• Shift from quantity to quality
• Chainstores, e-commerce
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DEVELOPEMENT TRENDS
• Big market player gets bigger
• Hardening competition from new players
• From local to world brands
• From local shopping to malls and centers
• To niche concepts
• Development of new concepts for special target groups
• E-commerce
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CONSUMER TRENDS IN FASHION
• Quality & brands they can trust
• Preselected range, not endless choice
• News
• Clothes for varying occasional needs
• Clothes that fit well and are easy to combine
• Service, advice and information
• Additional values
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CONSUMER TRENDS IN HOME TEXTILES
• Increased interest in home decoration
• Media coverage (magazines, TV)
• Influences from the fashion industry
• Shift from quantity to quality
• Hand-made/ Offline
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BUSINESS OPPORTUNITIES
• Increased imports from countries outside EU
• Outsourcing within the whole sector – few exceptions
• Shift from China and traditional manufacturing markets
• Companies looking for new markets, products and producers – small and large
• Buying collection and ready-made as well as manufacturing and production
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WHO IS BUYING?
• Large importers with own manufacturing
- Own design, mainly looking for producers for their products
• Wholesalers (that sell to smaller and larger shops)
- Have own manufacturing but also buys readymade products and directfrom producers
• Small and medium interior shops
- Buys at trade fairs (abroad and in Sweden), from wholesalers, readymadeand directly from producers
Diversifying risk – looking at new markets for manufacturing and buying.
Looking at manufactured collection
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MARKET ACCESS
• Trade fairs (exhibition and MEETINGS)– eg. FORMEX in Sweden • Through personal contacts – recommendations, travel• Internet (databases, social media)• Embassies/Trade associtations/Chambers/ SECTORAL
ASSOCIATIONS• Reference from others in the business ( Networking)• Contacted by email, mail or phone• Open suppliers list from other brands• Marketing in trade magazines
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Buyer Requirements
• CSR / Sustainability / Code of Conduct• Tracability• Good payment terms• Delivery time• Production capacity• Trustable CSR- policy• Requested certifications
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Meeting the buyer
• First impression is very important so be prepared with the following information:
• Company profile, preferably visualized with samples or pictures.
• Production potential and delivery time – important that this is relative to the production capacity - never promise more than you can deliver.
• Pricing information according to quantities that are requested.
• CSR and sustainability standards, the more precise the better.
• Lasting relationships are built upon trust.
• Keep regular contact and follow up all inquiries.
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How does the buyer choose supplier?
Soft values- Confidence- Relationship- References
Right product- Attractive collection- Expected price level- Expected quality
Trial orders
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Sustainability – What is it?
Key factors
• Water
• Chemical
• Energy
• Social and labour
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Sustainability - Why do it?
• Your stakeholders are expecting it…
• Retailers are expecting it…
• Your competitors are doing it…
• Governments will soon regulate it…
• It is starting to make good financial sense…
• Resource shortages will soon require it…
Companies and actors from all levels are getting involved
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Environmental ImpactsClimate Change
• Energy Use• Renewable Energy• GHG emissions Toxic Chemicals
• PVC• Solvent-based adhesives• Carcinogenics
Resource Impacts
Social Impacts
• Sources• Monitoring• Recycling
Resource Efficiency
• Waste• Materials efficiency• Recycled content
• Use of pesticides• Feedstock• Land intensity
• Health and Safety• Training• Living wages
• Violations• Complicity• Training hours
• Treatment• Transportation• Antibiotics• Execution
• Monitoring• Recycling of water• Waste water treatment
• CO2• Dust/particles• VOCs• SOX
• Pollination• Fibers• Clean water
• Positive contribution• Sponsoring• Schooling
Waste-water/Effluents
Water Use Land Use Biodiversity
Labour Conditions
Community impact
Animal rights
Human Rights
Emissions
Issues in the supply chain
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CTS Market ReportThe Scandinavian Market for Fashion & Interior Design
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Thank you!
Twitter: @chambertradesweFacebook: Chamber Trade Sweden
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Sofie Wikander
[email protected]: @chambertradeswe
Facebook: Chamber Trade Sweden
QUESTIONS?
Sonia Albarello
Phone: +46 8 690 49 40
Fax: +46 8 690 49 41
E-mail: [email protected]
Internet: www.opentradegate.se