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Coffee in Sweden
from satisfying its domestic market, Sweden plays quite an important role in
supplying other Nordic countries.
Swedish fika
When it comes to hot drinks Swedish consumers have a clear preference for
coffee, resulting in a high per capita consumption. Swedes consumed about 3.5
cups of coffee a day in 2010. The consumption of espresso coffee increased
steadily in the past decade, amounting to about 2.4% in 2010, which is far higher
than the 0.4% in 2000. This change in the Swedish taste preference leads to an
increased use of stronger Robusta beans, and other specialty beans. Instant
coffee accounted for about 13% of the Swedish coffee market in 2010.
The economic downturn did not influence Swedish coffee consumption much.
Although the volume of Swedish coffee sales decreased slightly, the retail price
increased significantly since 2005; as a result, higher unit prices are paid for highquality coffees. Out-of-home consumption of coffee in Sweden is growing, more
and more coffee specialty shops and take-away shops are opened to serve
changes in consumer lifestyle (Euromonitor, 2010).
Importing role
Swedish coffee imports are dominated for about 94% by green coffee. The limited
imports of roasted coffee indicate the large role of domestic roasters in Sweden in
the supply of its domestic market. Yet Swedish roasters also play a considerable
role in the supply of roasted coffee to other Nordic countries, primarily Denmark
and Norway, but also the United States of America is an important export market.
However, Sweden remains a medium-sized player in EU coffee exports.
Sustainable Sweden
Quality, health and ethical concerns are major trends in Swedish coffee
consumption. Therefore, certification schemes for coffee, like Fairtrade, UTZ
certified, and Rainforest Alliance, are increasingly popular. Sweden is the second
largest organic coffee importer in the EU, after Germany, accounting for 7% of
total imports in 2008. Swedish organic coffee imports show an average annual
growth of 66% over the period 2004-2008, amounting to 2,705 tonnes in the latter
year. Fairtrade-certified coffee accounted for 3.4% of the Swedish coffee market
in 2008, while in 2000 the share of Fairtrade coffee was just below 1%.
Market entry
Since the main ports where coffee is delivered are located outside Sweden, the
country lacks main traders. Therefore, coffee imports are mainly conducted by
roasters and agents, often from the main trading centres. However, in Sweden
traders play a substantial role as well, considering the high direct imports from
DCs, and the re-exports.
The level of concentration in the roasting sector in Sweden is very high compared
to other EU countries. The multinational Kraft (the Gevalia and Bl mocca brands)
the largest player in Sweden, accounts for 42% of the roasted coffee market in
2010, followed by Zogas (22%), and Lfbergs Lila (12%). The retailers ICA and
COOP each account respectively for 5% and 3% of the market (The Swedish
National Coffee Association, 2010).
The main players active in the Swedish coffee market are:
Coffee in Sweden
Due to the continuing consolidation of coffee trade, large international players like
Kraft are increasingly playing a dominant role. Since these large companies work
with many suppliers, they offer ample possibilities, especially to larger DC
producers, but competition is fierce.
Therefore, specialty products (high quality, specific origin or certification) offer
most opportunities to developing country producers. Most importers of specialty
coffees are not exclusively specialised in these products, but in organic products,
or Fairtrade products, in general, or conventional products as well. Certified
coffees in Sweden are mainly sold through the traditional retail channels, like
supermarkets (ICA and COOP), which combine Fairtrade and Organic labelling in
their private label coffee. Besides, there are organic food supermarkets and other
specialty shops that sell certified coffees.
Interesting players for DC exporters are:
Other useful sources for finding trading partners in Sweden are trade associations
and international trade fairs, like: