Sector Trend Analysis – Fish and seafood trends in Sweden

Canadian performance

Canada was the 10^th largest overall and the 2^nd largest non-European import source of fish and seafood to Sweden, after Norway (86%), Denmark (4.8%), China (1.3%), Germany (1%), and other European trading partners. Norwegian fish and seafood imports dominate mainly due to Norwegian companies and fishermen entering the EU market via Sweden, rather than direct consumption in the Swedish market.

Imports from Canada were valued at Can$21.6 million in 2017, representing a decrease of 12% from 2016 due largely to a decrease in imports of prepared shrimp and prawn. Prepared shrimp and prawn continues to be an important import for Sweden, however imports from Canada and other traditional sources have been in decline over the past four years, with Sweden increasingly sourcing prepared shrimp and prawn from Albania and Bulgaria.

Sweden was Canada's 20^th most important market for fish and seafood in the world and 9^th most important EU market. Sweden received approximately 0.2% of Canada's fish and seafood exports in 2017. Overall, fish and seafood was Canada's 6^th most significant export sector to Sweden after precision instruments. The sector represented 2% of all Canadian merchandise exports to Sweden in 2017 (Global Trade Tracker, 2018).

Sweden represents a promising market for Canadian suppliers of fish and seafood products. Competition from European suppliers continues to affect Canadian imports but the implementation of the Comprehensive Economic and Trade Agreement (CETA) is expected to help fill key EU opportunities. Most fish and seafood tariffs will be eliminated gradually within three, five, or seven years. See the chapter-by-chapter guide to the key provisions of the Agreement.

Consumption trends

Per capita expenditures on fish and seafood in Sweden have decreased from US$67.9 million in 2012 to US$60.8 million in 2017, a decline of 10%, partly due to media reports focusing on fish related environmental issues including heavy metal content in fish. Sweden has the 7^th highest per capita consumption of fish and seafood in the EU with 26.9 kilograms (kg)/person. Per capita expenditures are forecast to increase to US$73.2 million by 2020. Fish and seafood product sales represent roughly 27% of overall meat sales in Sweden (Mintel 2018).

Fish and seafood is seen in Sweden as a healthy alternative to other meat products and an important part of Swedish holiday culture and classic dishes in Swedish cuisine. Salmon and pickled herring are typical holiday foods. Cod and shrimp are also found in many classical Swedish dishes.

By the numbers

Top ten fish and seafood suppliers to Sweden in 2017 (Can$ millions)

Market size

Retail sales of frozen processed seafood grew from 2013 to 2017 with a compound annual growth rate (CAGR) of 1.4%. The three main categories of frozen processed seafood products sold in Sweden were: breaded fish representing 29.2% of the total; breaded fish fingers (26.2%); and cooked and peeled process prawns (23.3%). Frozen processed seafood is expected to perform better than average for the processed seafood category, growing 3.0% over 2018-2022.

Retail environment

The Swedish food retail industry is highly consolidated and dominated by grocery retailers (full-service supermarkets, hypermarkets, discounters, and convenience stores). Three leading retailers (ICA, Coop and Axfood) hold a combined market share of 96.0%.

Fish and seafood products are more likely to be sold frozen as opposed to chilled. Almost every supermarket has a large selection of frozen fish and seafood and some of the larger stores have a chilled/fresh fish counter. Smoked and preserved options are always plentiful.

Sweden fish and seafood supply chain structure

Seafood arrives in Sweden either via Swedish fisheries or via import. Both arrive at key landings ports where they go to auction. The largest fresh fish and seafood auctions are held in Gothenburg Harbour, Smögen and Strömstad, which are located on the west coast. The west coast deals in significantly higher volumes of landings. On the Baltic side, Karlskrona, Trelleborg, Simrishamn, Västervik and Oxelösund are the largest.

The general supply structure of Sweden's seafood sector for imports can be described as follows:

Description of above image

There are four steps along the supply chain that fish and seafood caught by a foreign fleet make on its way to the Swedish consumer:

1. Exported directly after harvest through brokers/agents to importers/processors and large retailers
2. Distributed by the importers/processors to wholesalers, large retailers, and fishmongers
3. Distributed by wholesalers to restaurants and fish mongers, and
4. Fish and seafood made available at the retail level by large retailers, fishmongers, and restaurants

Source: The Fish Site

For more information

International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice.

• Overview of Trade Commissioner Services in Sweden
• Find a Trade Commissioner

For additional intelligence on this and other markets, the complete library of Global Analysis reports can be found on the International agri-food market intelligence page, arranged by region.

For additional information on Seafood Expo Global (SEG) 2019, please contact:

Resources

• Euromonitor International, 2017:
  • Processed Seafood in Sweden
  • Processed Meat and Seafood in Sweden
• Global Trade Tracker, 2018
• Mintel, 2018
• Trade Commissioner Service, 2018
• The EU fish market – 2017 Edition, European Market Observatory for Fisheries and Aquaculture Products (EUMOFA)
• The Fish Site: Sweden Sea Fish Industry, 2014

Sector Trend Analysis: Fish and Seafood Trends in Sweden
Global Analysis Report

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