William McGrath, Nordic Office, Bord Bia - The Irish Food Board
The Free from category has continued to see substantial growth in the Swedish market. In 2018 alone, Free-From products achieved a 10% value growth to reach sales of SEK3.8 billion (Euromonitor, 2019). The bulk of this growth has come in the meat-free or meat alternatives based product category. In the Swedish market, Meat substitutes and ready meals are more often marketed towards omnivores as vegetarian options and are becoming more common both at foodservice and retail level.
The expansion of gluten-free products into new categories has also been a catalyst for growth in the Free from market in Sweden. Orkla, one of Scandinavia’s largest food producers has recently launched a gluten-free, ready-to-eat breakfast cereal brand named Pauluns in 2017, followed by the launch of a gluten-free pasta product in 2018. While historically, breakfast cereals and pasta held a relatively small market share in the Free-from category we are beginning to see increased interest in these sort of products among Free-from consumers.
Another key trend that we are beginning to see in the Swedish market is traditional food companies diversifying into new free-from product ranges. While there are brands and companies that are specializing in Free-from products, traditional food companies such as Arla (Dairy), Danish Crown (Meat) and Skånemejerier (Dairy) have all diversified their offerings to take into account the Free-from trend. Arla who specialise in dairy products, are the largest lactose free dairy company in Sweden (Euromonitor, 2019). Danish Crown, one of the largest meat processors in the world has started investing in a plant-based burger option that is set to launch in the Danish market. (Food Supply, 2019)
Next year’s Free-From Functional Food Expo will be held in Rai Convention centre Amsterdam, after a successful event in Kistamassan Stockholm in 2018. The show is one of the largest in Europe that specializes in Free-From products and attracts buyers from all over Europe. The show gives Irish food producers an opportunity to showcase their products to potential buyers at the Origin Green Pavilion at the show.
For more information please contact william.mcgrath@bordbia.ie
References:
- Food Supply, 2019 - Danish Crown joins the Vegoburgar battle, Retrieved at https://www.food-supply.se/article/view/669918/danish_crown_ger_sig_in_i_veggoburgarstriden
- Euromonitor, 2019 – Free From in Sweden. Euromonitor International