In the survey, all market and import figures are given in the Swedish currency Krona (SEK). In Appendix 2 the exchange rate between the US dollar, the Euro and the Swedish Krona (SEK) for the years 1990-2002 is presented.

The per capita consumption of fresh fruit and berries in Sweden is relatively high, in 2001 estimated to 68.1 kg. The three most popular fruits were bananas with 28.1 kg, citrus fruits with 17.6 kg and for apples and pears with 14.4 kg.

The total consumption of fresh fruit in 2001 was estimated at about 606,530 tons, of which bananas accounted for approx. 250,090 tons, citrus fruits about 156,640 tons and apples/pears about 128,160 tons. The consumption of all other fruits and berries accounted for about 61,190 tons.

Domestic production of commercially grown fruit can be estimated to be about 42,000 tons annually. To this figure should be added fruit and berries grown by farmers and households for there own consumption and wild berries picked for the consumption and wild berries picked for the commercial market or home consumption. The figures for these crops are very uncertain but quantities can be assumed to be quite considerable in the summer and early autumn.

Market Value in SEK million
Quantity in tons
Per capita in kilograms

Sweden has a cold temperate climate, which makes it impossible to cultivate many species of fruit. Sweden can only cultivate deciduous fruit, such as apples, pears and plums as well as strawberries, blueberries and certain other berries. This makes it necessary to rely on imports of most kinds of fresh fruit and also of deciduous fruits and berries in the off-season period.

The imports of fresh fruit have expanded for many years, both in volume and diversity. The biggest increase has been recorded for bananas, mandarins, melons, peaches, plums and grapes. Also some exotic fruits such as avocado and papaya fruit should be mentioned. Regarding imports of bananas -Sweden's most popular fruit -have since 1990 increased well over 30%, while imports of citrus fruits have only increased 4%.

In terms of volume, imports of fresh fruit have increased about 13% since 1990, from 470,000 tons to approx. 525,000 tons in 200 I. In value, imports amounted to SEK 3,913 million in 200 1 compared to SEK 3,513 million the year before, a increase of 11.4%.

The Swedish fruit market is with some exceptions mainly supplied by other EU- countries, with the Netherlands, France, Germany and Spain as the most important suppliers. Direct imports from non-EU countries mainly include bananas (Costa Rica and Panama), citrus fruits (Israel, Brazil and Morocco,), grapes (Chile USA and Cyprus), apples and pears (Chile, Argentina, Uruguay and USA), cherries (USA and Turkey), and berries (Russia, Estonia).

Detailed import statistics for 2000-2001 with country of origin are also presented in Appendix I.

The private consumption of apples and pears amounts to about 128,000 tons annually, which equals 14.4 kg per capita In 2001, the market value was estimated to SEK 1,973 million, a increase of approx 14.8% compared to 2000 and 20.6% to 1999.

With a share of about 75% of the apple market and 90% of the pear market, imports playa dominating role on the Swedish market, with the exception of a short period in the autumn.

Imports of apples and pears reached SEK 672 million in 2001, a decrease of 9.4% compared to the year before. Since 1990, imported quantities have been around 121,000 tons. In 2001 imports amounted to 107,565 tons, compared to 115,040 tons the year before.

Apples account for some 74% and pears 26% of the total imports.

The major suppliers of apples to the Swedish market are France and other EU- countries (about 60%). Other major suppliers include Argentina, Uruguay, Chile, and USA. During the last two years there have also been minor imports from ther countries, for example Brazil and China.

Pears is mainly imported through the Netherlands and other EU-countries (60-65%) and USA, Argentina and Chile. Other suppliers include China and South Africa.

The private consumption of fresh plums, peaches (including nectarines), cherries and apricots amounts to about 25,000 tons annually. The main part consists of peaches, while plums, cherries and apricots have a relatively small -but growing market share.

Private consumption of these fruits was estimated SEK 765 million in 2001, a increase of 3.7% compared to 1999.

As can be seen in the table above, the private consumption has been unchanged during the last three years unchanged. Since plums, peaches, apricots and cherries are not really commercially cultivated in Sweden the market is mainly supplied by imports.

In 2001, imports amounted to SEK 200 million, compared to SEK 210 milion the year before, a decrease of 5%. In terms of quantity, imports of plums, peaches, apricots and cherries have decreased about 0.1 %, from 23, 134 tons in 2000 to 23, 123 tons in 2001.

Peaches are mainly imported from Italy and EU-countries like the Netherlands, Spain, Denmark, and Greece. Non-EU suppliers include Turkey, Chile and USA. During the last years, the main suppliers of plums have been the EU (mainly Netherlands, Italy, Spain, and Germany) and Chile, USA, Hungary, Turkey and Israel.

Cherries are mainly imported from three sources, the EU (primarily Netherlands, Italy, Germany), USA and the Turkey. In recent years some small volumes have also been imported from other countries such as Syria and Iran.

Apricots are almost entirely imported through other EU-countries (chiefly the Netherlands and the Italy). Smaller volumes have also been imported from Turkey, the Middle East and Central Europe.

Consumption of fresh berries has decreased for the first time during the last ten years. In 2001, sales of fresh berries reached SEK 740 million, a decrease of 2.6% compared to 1999. In quantity, the decrease is more considerable around 23%.

Strawberries are by far the most important type of berries on the Swedish market. Other important types are cowberries, bilberries (blueberries), raspberries, blackberries, cranberries, black and red currants and gooseberries.

The domestic growers of strawberries have a market share of over 75% of the market. Other berries are of very small importance for the domestic growers, with the exception of black-currants which are mainly grown for the juice and preserves industry.

Imports of fresh berries (under HS 0810.1000-3090) amounted to approx. SEK 155 million in 2001, a increase of 7.1 % compared to 2000. Between 1999 and 2001 imported quantities have increased from around 8,200 tons to 8,400 tons, about 2.4%.

Strawberries are chiefly imported from other EU-countries (Belgium, Italy, and Netherlands). During the last two years Poland has also supplied some volumes.

The EU is the main source also for other type of berries. Non-EU suppliers include Poland (raspberries, bilberries), Guatemala (blackberries), as well as Russia, Estonia, Latvia, and Lithuania (cowberries, fox berries and bilberries).

The Swedish consumption of fresh citrus fruits amounted to SEK 1,540 million in 2001, compared to SEK 1,619 million in 2000 and SEK 1,781 million in 1999. In quantity, the market amounted to about 156,640 tons in 2001, compared to 137,950 tons in 1999, an increase of 13.5%.

A Swedish characteristic is that consumers prefer oranges, which they can peel and chew by segment, over oranges mainly suitable for pressing juice. Small citrus fruits such as mandarins, satsumas, clementines have become popular. Lemons have a quite stable market share while the market for lime is negligible. Grapefruits have a small market in Sweden.

Of the total citrus market, oranges account for approx. 50% and small citrus fruits for 35%. The remainder consists of lemons (10%) and grapefruit (5%).

Almost all of Sweden's imports of oranges come from other EU countries (chiefly Spain and Italy) or from Israel and Morocco. During the last two years there has also been some small imports from Turkey and Egypt and countries in the Southern Hemisphere.

Small citrus fruits are mainly imported from Spain and Morocco or through fruit traders in the Netherlands and Germany. Other sources are Israel and Cyprus and to some extent Turkey, Argentine and Uruguay.

Most lemons are imported from other EU-countries (Spain, the Netherlands, and Germany). The largest non-EU suppliers are normally Cyprus, Turkey, Mexico and Argentina. There are also numerous other suppliers including South Mrica, Jordan and Iran.

The market is fully covered by imports. Imports of fresh grapes equalled SEK 230 million in 2001, a unchanged to the previous year. Since the early 1990's imported quantities have on average been around 21,000-24,000 tons per year.

With an average share of 90%, other EU-countries are the dominant suppliers to the Swedish market, with Italy as the most important country of origin. Small quantities have also been imported from the USA, Chile, Brazil, Argentina, Cyprus, Turkey and Macedonia.

Bananas are Sweden's most popular fruit and Swedes on the average eat about 28.1 kg bananas per capita last year, a very high figure for a European country.

Imports of fresh bananas amounted to SEK 1,419 million in 2001, compared to SEK 1,235 million the previous year. In quantity, imports decreased 0.6% from 185,906 tons in 1999 to 184,860 tons in 2001. Since 1990, imported volumes have increased approx. 30%.

Approx. 90% of imports originate from Central America (Costa Rica and Panama) and South America (Colombia, Ecuador and Nicaragua). Small volumes have during the last years also been imported from the Ghana and Uganda.

Fresh plantains are relatively rare in Sweden. In 2001, imports amounted to just 81 tons, equalling SEK 0.9 million. Main suppliers are fruit companies in the Netherlands and Germany, but some imports are also done directly from Uganda, Ghana and Kenya.

In 2001, imports of other fruits amounted to approx. SEK 406 million, of which the share for the five most important fruits -melons, kiwi fruit, avocados, mangoes and pineapples -was approx. 85%. Between 1990 and 1999 imported quantities have increased about 45%, from 32,000 tons to 47,000 tons.

The major suppliers of these fruits are other EU-countries -mainly Spain, the Netherlands, Belgium Greece and Germany. Direct shipments from non-EU suppliers include

-Turkey (melons, other fruits),
-Iran (melons, other fruits),
-Pakistan (mangoes),
-Thailand (pineapples, papayas, other fruits),
-Zimbabwe (passion fruit, etc),
-Kenya (mangoes, passion fruit, etc),
-Ghana (papayas),
-Mexico (avocados, mangoes),
-Chile (kiwi fruit), and
-Hungary (melons).

The Swedish distribution of food to the retail sector is dominated by four integrated trade groups, with both retail and wholesales activities. All four groups have built up their own buying and import departments.

This trade groups import some of their general food supplies by themselves, especially items bought in high volumes, and some through independent wholesalers acting as importers or agents.

The convenience store and kiosk segment of the market is supplied by specialized wholesalers, of which the two largest belong to one of the four integrated trade groups.

As mentioned above, the Swedish food-retailing sector is highly concentrated. Four trade groups with integrated retail and wholesale activities -ICA, Coop Sweden, Axfood and Bergendahls -account for about 75% of the total market:

All these groups are also cooperating with retailing groups in other Scandinavian or EU countries, especially regarding imports.

Other retail groups, including convenience and traffic store chains, as well as smaller independent stores such as specialized food stores and kiosks, are supplied either by the wholesale arm of one the four large retail groups, or through one or several of the specialized wholesalers.

In Sweden, most retail sales of food pass through supermarkets or other general grocery stores with a wide assortment of foodstuffs and household items such as paper products, chemical products, toiletries, flowers, newspapers and tobacco.

There are approx. 6,100 grocery stores with a full line of food and other household items, of which 2,000 are larger stores, such as supermarkets and hypermarkets. Discount stores with a limited assortment have in recent years obtained a relatively large market share, approx. 12%.

There are also a large amount of bakeries, fruit stores, deli stores and other single line stores as well as kiosks and street markets. In addition, there are state-run liquor stores, which are the only retailers that have the right to sell alcoholic beverages such as wine, spirits and strong alcoholic beer.

Two fruit and vegetables groups -Saba Trading and ICA Frukt & GrÖnt –account for approx. 85% of the total imports of fresh fruit and vegetables into Sweden.

Saba Trading, co-owned by the Axfood and Coop Sweden, is Sweden's and Scandinavia's largest importer and distributor of fresh fruit and vegetables and including its subsidiary FTK, based in Rotterdam in the Netherlands, it also ranks as Europes fourth largest company in its field.

Saba Trading imports about 50% of all fresh fruit and vegetables into Sweden. Subsidiaries also include four banana importing companies: Especially Organic

Bananas (Biodynamiska Produkter), ICA Banan AB, Banan-Kompaniet AB and Skandinaviska Bananimporten, as well as a flower importer and several distributing companies.

ICA Frukt & GrÖnt, a subsidiary within the ICA Group, account for about 30% of the Swedish fresh fruit and vegetables distribution. There are also two specialized companies, ICA Banan (bananas) and Viking Fruit (overseas imports).

Besides these two large groups there are also numerous small and medium sized importers. However, most of these importers are focused on imports from Europe or the Mediterranean area. There are also specialized importers of organic (ecologic) food products, buying from around the world.

Large food manufacturers using fresh fruits and vegetables as raw materials either buy everything directly themselves or some products themselves and others with the help of agents/importers. Among the largest Swedish manufacturers of canned, dried or deep frozen fruit and vegetable products are Procordia Food, Nestle, Topp, Bjomekulla and Scanfood.

As has been mentioned before, for logistic and other practical reasons, Swedish manufacturers prefer to buy their raw materials from domestic growers or suppliers in other nearby countries.

The value of imports is calculated as the price paid by the importer including expenses for insurance and transport to the Swedish border. The trade margins for fresh fruit and vegetables vary greatly depending on type of product and distribution channels. If an agent is involved, he generally wants 5%. Importers apply a mark-up varying between 10 and 30% on landed cost. Wholesalers usually add another 15% but their mark-up may be higher if they offer a very specialized service. At the retail level, mark-ups in the food stores vary from 50-60% up to 100% or higher, including VAT (which is 12%).

As a rule of thumb, a good idea of the consumer price can be calculated by multiplying landed cost by 2.5 or 3.

Price is one of the single most important factors when it comes to exports. The price level often determines whether or not the export comes off. Studying the prices of rival products makes export calculations much easier.

There is big difference in the price level of individual products, and the factors that directly affect pricing are:

In Sweden we have an oligopoly, which means that 2-5 companies more or less dominate 80-95% of a product group. This means that in certain cases the price

level can be relatively stable and even between the players. When the dominance of a few players is too great and the price level is relatively even high, the conditions are excellent for breaking in.

As a full member of the European Union (EU), Sweden is apart of the EU customs union. This means that there are no customs duties or other trade barriers between the other EU-countries and Sweden.

Consequently, for imports of products from non-EU countries, EU customs tariffs apply. Furthermore, some of these imports have to be delivered to the EU on a quota basis. However, products from ACP-countries and LOMB-countries are exempted from duty. For other developing countries GSP agreements may lower the applicable customs tariffs.

The EU customs tariff system is under constant revision, which is the result of several processes. The GATT Uruguay round talks resulted in agreements on lowered tariffs also on food and agricultural products. These agreements must be implemented over a period of several years and will lead to yearly adjustments of tariffs. This process has already started.

Bilateral preferential agreements, quotas and licensing requirements are also being renegotiated and changed as political and market trends make it necessary and crops fail or bumper create overproduction.

Finally, the former Reference Price System has recently been replaced by an Entry Price System, which is regarded to be more open and predictable for importers, but hardly better for exporters in non EU-countries.

With the whole structure and many tariffs being changed, not only once a year, but continously over the year, the only way to find out what exactly applies to a specific product from a specific country at a specific point of time, is to contact the EU Customs Authority, Eurostat, Swedish Customs or organisations representing importers and distributors (see addresses in Appendix 3).

EU regulations regarding food labeling, nutritional information, additives and food control are now also in effect in Sweden. However, under a transitional period, some Swedish regulations will still be applicable.

The Swedish Board of Agriculture is responsible for plant protection. Certain plants and plant products may be imported only on condition that a phytosanitary certificate, issued by the Plant Protection Authority of the country of cultivation, is presented upon importation at the point of entry .The inspection is covered by a special "plant protection fee". Exporters are recommended to check this in each individual case.

Shipments are subject to testing by the authorities according to general EU requirements. Shipments are seldom stopped, provided exporters observe normal care in growing and handling.

When it comes to packing and transport, there are no official regulations. The importer will see to that the products are transported in such a way that they arrive to Sweden without damages.

As with all food imports to Sweden, the goods imported in consumer packages have to be marked with content, weight, country of origin, whether they contain any additives, colorants, or other foreign substances.

Several developing countries have the right climatic conditions for growing these types of fruit. There is an established import from some countries in South America. Other potential exporting countries in the Third World have been tested, but cold storage transport problems occured.

For new exporters outside the EU, the Swedish market is difficult to enter, despite tariff preferences for import from some countries and zero tariff from LOMB countries (overseas countries and territories).

There has been a well-established supply of citrus fruits to the Swedish market for many years, mainly from Spain, Morocco and Israel. It is very difficult and costly for new suppliers to enter the market for these types of fruit.

The sales of oranges have decreased during the last few years. One of the main reasons may be that consumption of orange juice has been growing steadily. The Swedish per capita consumption of juice is one of the highest in the world.

Due to long transport distances, Swedish importer usually cooperates when importing from far-away countries. During the last few years there has been a certain interest in alternative sources of supply for importation during the summer season. However, it is very difficult for new suppliers to compete with countries, which already have an established export to Sweden, with well-organised systems.

The market for satsumas, clementines and similar citrus fruits has developed positively. Main suppliers are Morocco and Spain. Morocco is since many years well established and has invested large amounts in the promotion of small citrus fruits and has gradually improved its market share which is now around 50%.

Other citrus fruits have a comparatively small share of the Swedish market. The lime fruit, which is very popular in most other countries, is not often seen in Sweden.

Bananas are the fruit that have been most affected by the new rules and regulations, which came into effect after Sweden joined the EU. Bananas can be grouped into three main categories:

When importing bananas in excess of the tariff quotas, a higher duty applies. The quotas are divided among importers in away that favours old established importers and discriminate against new ones.Importers must apply for licences, and in the case of Central and South America, an export licence must accompany the application from the exporting couhtry.

The Swedish consumer buys almost exclusively varities of the Cavendish banana, big yellow bananas, often under brand names like Dole, Fyffes or Oncel Tuca.Exporters in ACP-countries who grow this type of banana and can match the price and transport reliability of other third country exporters, may in time find it interesting to look at the Swedish market, but for the time being their capacity is probably taken by exports to other EU countries.

It will not be easy for new banana exporters to enter the Swedish market. Both export countries and importers are under quota, and the logistics of transport, packaging and marketing make it virtually impossible for a new exporter to do it on its own.

The international trade in bananas is dominated by a small group of companies. Even if importers welcome alternative sources of supply, it is in practice extremely difficult for newcomers to compete on this market if they lack full access to cold- storage ships and other facilities, which are essential in the distribution of this perishable fruit.

Generally speaking, there is an interest in tropical fruit in Sweden. The fruit trade is positive to cooperation in activities, which can increase the turnover of the fresh fruit department in food stores, which usually result in good sales developments. Consumers are quite curious about new and exotic products, especially if they are sold at low prices to that they can be sampled without spending too much money.

At the same time it must be said that consumers' acceptance of new tropical fruits is generally quite slow, although some types which have been introduced via heavy marketing activities have won consumer approval. The trade is therefore very positive to most campaigns aimed at widening the tropical assortment.

The first tropical fruit that was accepted in Sweden was the pineapple, which was introduced many years ago and is now familiar to most consumers. Still, sales volumes are small and there are no signs of improvement. One major reason for the lack of real success is the fact that the fruit is transported by boat to Sweden, which means it has to be picked in an unripe state, which influences taste and general appearance very negatively.

The introduction of avocado about 25 years ago was a success. Through strong sales campaigns consumers very soon learned how to use and serve it. The kiwi fruit is another fruit, which has become generally accepted in quite a short time. Both avocados and kiwis are comparatively easy to transport and handle, since they have a long shelf life.

Mango was introduced trough a marketing campaign in 1992. Sales up to then had been very low and few Swedes knew anything about the product. Swedish importers have been actively looking for new suppliers of e.g. avocadoes and mangoes for certain periods of the year, especially the period June and September.

There are other products, which could be the subject of similar campaigns, for example papaya, passion fruit and lime. However, it is very important that potential suppliers are prepared to cooperate with importers in suitable activities. Suppliers cannot expect a quick return on either the money or effort, which must be put into the Swedish market. It is also essential that exporters can prove their general ability to handle the packing and transport of the products in question.

The market for this group of fruits is not likely to change much. Most imports come from countries which have zero duty, with a few exceptions (mostly affecting kiwi fruit and pineapples).

For natural reasons, this product group offers the best prospects for new increased exports from developing countries. The problem is to make Swedes eat more of these fruits, and that is a slow process. Consumption of fresh tropical fruit has increased over the past several years, with the exception of fresh pineapples. But the increase is slow and has started from a very low level.

The EU customs tariffs present an obstacle for suppliers in non-EU, LOMB- or ACP-countries. However, the market situation, supply and demand, is much more important for the price of fresh fruits than customs duties up to 10-15%. When tariffs reach and pass 20% the trade feels that they begin to have a real impact on the choice of supplying countries.

The new Entry Price System, with published rates of duty per 100 kg for imports priced at different levels below the minimum entry price, will effect the trade. Virtually all imports will enter Sweden at the minimum price, as there will be no reason to press import prices below that level. Quality on the other hand may improve as negotiations will probably concentrate on quality more than on price.

For new exporters from non-EU countries, the opportunities to compete with products which can be grown in the EU, LOMB- and ACP- countries or countries with preferential agreements, are very limited. There are of course possibilities to export more tropical fruits to Sweden, but in this case it will be a matter of price, transport logistics and marketing insights. Few developing countries are likely to be able to improve on these matters quickly.

Also, the situation has not become easier after Sweden joined the European Union (EU). When countries in Central and Eastern Europe, which not yet are members of the EU, have satisfied their own and neighbouring market demand for fresh fruit, they may be able to be strong competitors on the European market as well. Consequently, as it is today, the market situation does not offer many opportunities.

Exporters in developing non-EU countries who decide to attempt to penetrate the Swedish market are recommended to make sure that they can deliver the product according to international standards regarding quality and packing, and that they can guarantee quick and reliable deliveries straight from the growing place to the buyer. Plans should also be discussed with regular consignors in other EU-countries to find out whether cooperation might be advantageous.

An important condition for a successful marketing operation is that growers, packers and cooperatives are linked together into an export organization, which could possibly include other agricultural products.