Milk in Sweden

A number of years ago, the four Swedish retail groups
established themselves internationally, to varying degrees,
through acquisitions and mergers across national boundaries.
The Grocery Manufacturers of Sweden are expecting
further mergers, particularly among suppliers, but also
among retailers.
RETAILERS’ OWN BRANDS – the so-called private-label
brands – continue to grow in strength. Compared with
many other EU countries, Sweden has a small proportion
of proprietary brands, particularly in the dairy segment.
In certain product categories, the trend is toward a more
limited selection or no selection at all, however, there are
also examples where the range has actually increased. In
countries with a high proportion of proprietary brands,
private-label brands can be found in all price classes, from
the cheapest to the most expensive on the shelf.
Growth in the superstore and discount segment is
expected to remain high. At the same time, however,
If consumers are allowed to
choose, food should be ecological,
healthy and easy to prepare.
many consumers have thicker wallets and the demand for
more exclusive, high-added-value products is increasing.
Specialty goods and non-food products are areas in
which the convenience store industry is heavily increasing
its investing. The industry is also adapting itself to growing
health trends. Locally produced and ecological products are
proliferating on store shelves. There is an increasing focus
on environmental impact throughout the value chain.
According to a general forecast for Europe, the percentage
of convenience-store trade conducted via the Internet
will be about 15–25 per cent in 2016. In the opinion of the
Grocery Manufacturers, these fi gures are far too high for
Sweden, considering that Internet shopping in this sector
is currently negligible. Despite the poor success with previous
e� orts, retail chains have not give up. New solutions
are under development. Industry peers in other countries
have demonstrated profi tability in their Internet stores,
and several analysts believe that the commodity in shortest
supply for consumers in the future will be time.
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