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Focused Trade Mission to Scandinavia


Apr 03, 2017 - Apr 07, 2017

Location: Sweden, Stockholm and Denmark, Copenhagen

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U.S. exports of agricultural products to Sweden remained steady at $US189.3 million in 2015. Exports of consumer oriented products were US$166.4 million or over 88% of the agricultural total and increased 5%. Sweden is the 8th largest EU market for U.S. processed food exports, importing US$167.8 million in 2015, and growth of 4%.

The packaged food retail market in Sweden reached US$14.5 billion in 2015. That represented growth of 7.6% or US$1 billion since 2011. In the forecast Sweden is predicted to have packaged food retail sales of US$15.4 billion in 2020, growth of 5.7% or US$825.9 million.

U.S. products most likely to make inroads to the Swedish market include high-quality, niche, natural (organic and non-organic) and specialty-type products with a high a value-added component. The Swedish market offers many interesting niche segments in functional foods, e.g. for products that are lactose-free, wholegrain, gluten-free or rich in vegetable protein. Swedish consumers are prepared to pay a premium price for high quality products with substantiated health benefits. Generally products that are low in sugar, high in fiber and low glycemic index have good potential on the Swedish market. Products that can be consumed on-the-go also present opportunities, as do products addressing the major health problems of Swedish consumers; fatigue, stress and obesity.  

U.S. exports of agricultural products totaled US$261.7 million in 2015. Exports of consumer ready products amounted to 37.2% of the agricultural total, or US$97.4 million, up 2%. Denmark is the 9th largest importer of processed foods in the EU-28, totaling US$140.2 million in 2015.

Packaged food retail sales in Denmark reached nearly US$8.4 billion in 2015. That represents growth of nearly 7.9% or US$614.5 million since 2011. They forecast growth of 5.4% by 2020, where packaged food sales increase US$451.1 million to US$8.8 billion.

Demand is growing for convenient, high-energy beverages and snacks. In addition, the number of single-person households is increasing and more women are entering the labor force. Danish consumers are becoming increasingly busy, there is a lower propensity to prepare meals at home and the frequency of traditional family meals is dwindling. As a result, there is rising demand for convenience foods such as healthy frozen foods and microwaveable meals. There is also growing interest by Danish consumers in a wider variety of imported ethnic foods and seafood.

Early Registration Deadline: November 28, 2016 - $400 
Registration Deadline: January 9, 2017 - $600

Services May Include:

  • One-on-one meetings with qualified buyers
  • Pre-event custom product research including market overview, cost assessment and importation analysis
  • Market briefing by local USDA, Foreign Agricultural Service and retail store tour
  • Table top showcase and trade reception
  • Translation of up to 2 pages of materials to local language
  • Inclusion in Trade Mission brochure containing your company profile, contact details and product lines
  • Identifying top leads and follow-up letter in local language
  • On-site assistance by Food Export's In-Market Representative.

Sunday, April 2
Arrival in Stockholm, Sweden

Monday, April 3
Market briefing by local USDA, Foreign Agricultural Service
Retail tours

Tuesday, April 4
One-on-one meetings
Table top showcase and trade reception/lunch
Evening flights to Copenhagen

Wednesday, April 5
Retail tours in Copenhagen

Thursday, April 6
One-on-one meetings
Table top showcase and trade reception/lunch

Friday, April 7
Departures back to U.S.

Top U.S. products in Sweden demand include:

  • Beer and wine
  • Condiments and sauces
  • Processed/prepared seafood
  • Processed fruit
  • Snack foods
  • Processed vegetables and pulses

Top U.S. products in Denmark demand include:

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