Market study: The Swedish market for fresh fruit and vegetables

Sweden is a large importer of fruit and vegetables, with a turnover of more than 900 million euros a year, making up 19 percent of the total grocery sales. The level of environmental awareness amongst the public is high and constantly growing, generating a consumer trend towards less meat and more greens.

While some crops are cultivated in Sweden defying the harsh climate, others are simply not growable, yet in high demand and thus opening up for potential exporters.

If you are on the look out for new markets, read up on the market studies offered by the National Board of Trade Sweden. In this study we present an overview of the Swedish market for fruit and vegetables, partly from the perspective of supply possibilities and consumer demand and partly from the perspective of Sweden being a national market within the EU internal market.