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Key Takeaways 

  1. Sweden is a very mature market when it comes to sustainability. 3 in 4 consumers are making an effort to buy more sustainable produce in the past 12 months and most expected to do so even more in the future. This makes it difficult to stand out on sustainability, meaning focusing on lower priority topics may be more beneficial, as the higher priority issues may be/become table stakes.

  2. They, like other Western European consumers, show a strong focus on local produce, but other sustainability topics can outweigh that desire for local. Other hot sustainability topics include biodiversity, food waste and carbon reduction. ​

  3. More so than in other markets, there is a consumer desire for strong messaging around “higher order” sustainability topics, e.g., carbon footprint and biodiversity. 

  4. The Swedish consumer is likely to take personal responsibility for making sustainable choices, believing that everyone should do their bit to improve things in this regard. This is an assumed responsibility making sustainability less of a novel feature and more of a “given”, so make sure sustainability benefits are at the head of strategy if exporting to this market.


Of Swedish consumers say buying more sustainably-produced products will become more important to them in the next 3 years, despite a very high current effort to buy more sustainably ​


Say “avoiding palm oil and similar ingredients” impacts their grocery choice, higher than in any other market

26%​ of Swedish dairy buyers say they

are willing to pay a premium for dairy with high animal welfare standards

....higher than any other attribute

Priority Sectors 

  1. Within beef we see that grass-fed and welfare standout, but in this market local sourcing is critically important and the influence of organic is relatively strong.  We see the same phenomenon for dairy
  2. As we see in other markets, packaging is important for PCF. What stands out in this market as premium drivers are local sourcing and minimising additives and palm oil.


Of Swedish beef buyers are willing to pay a premium for grass-fed beef, only behind local beef​

Prioritisation Graphs 

The graphs display which sustainability attributes consumers find most appealing and are most willing to pay a premium for in the priority categories. The horizontal axis is based on the overall appeal of this sustainability measure in this sector, the vertical axis shows the extent to which people would be willing to pay more for this benefit. 

Hover over each datapoint for more information and navigate to other categories by clicking the right or left arrow on the navigation bar below each graph.