Sweden is a market with great potential for Vietnamese fruits and vegetables, because this market imports fruits and vegetables in large volumes and has seasonal differences.

Sweden's demand for cucumbers and many other vegetables increases sharply from October to May.

According to the Vietnam Trade Office in Sweden, before 2021, Sweden's imported fruit and vegetable volume reached about 1 million tons/year. However, in 2023, the import volume decreased to 887,000 tons due to the impact of inflation and declining consumer demand. However, the market share of fruit and vegetable imports from developing countries increased to 24%, equivalent to 215,000 tons, opening up opportunities for countries like Vietnam.

The Swedish market is dominated by large supermarket chains such as ICA, Coop and Axfood, accounting for nearly 20% of total food retail sales, equivalent to 5.2 billion EUR in 2023.

In addition to the retail channel, food service providers (restaurants, hotels, catering services) and industrial processors such as Brämhults and Råsaft also play an important role. Helsingborg is currently the largest distribution center for imported goods, helping to circulate products throughout the Swedish market.

The Vietnam Trade Office in Sweden believes that the difference in seasons is a great advantage for Vietnamese fruit and vegetable exporters. While Sweden is self-sufficient in some products such as cucumbers in the summer, from October to May, import demand increases sharply from countries with temperate and tropical climates. This is an opportunity for fresh Vietnamese fruits and vegetables, such as dragon fruit, mango, passion fruit and other fruits, to dominate the market during this "off-season" period.

In addition, the trend of sustainable consumption is increasingly dominant in Sweden. The country is currently the 6th largest importer of organic products in Europe. Currently, more than 50% of organic fruits and vegetables consumed in Sweden are imported, with bananas being a typical product when more than 60% of total banana imports are certified organic. This is a potential market but also requires exporters to meet international standards such as GLOBALG.A.P, Fairtrade and strict food safety requirements.

The Vietnam Trade Office in Sweden recommends that Vietnamese fruit and vegetable businesses focus on improving product quality and standards, ensuring compliance with food safety requirements, sustainability certification and clear labeling in Swedish.

In addition, develop organic products and capture sustainable consumption trends, especially products with international certifications such as GLOBALG.A.P and Fairtrade.

Fruit and vegetable businesses need to study the seasonal cycle. Specifically, export fruits and vegetables during Sweden's low season to optimize market access opportunities. At the same time, connect with major importers, build relationships with key importers such as Dole/Everfresh, ICA and Ewerman through trade exhibitions such as Fruit Logistica and Fruit Attraction.

The Vietnam Trade Office in Sweden believes that, despite many challenges, Sweden in particular and the EU in general are still potential markets for Vietnamese fruit and vegetable exporting businesses. By meeting international standards and building appropriate access strategies, Vietnamese businesses can completely increase market share and affirm their position in this potential market.

Source: Nong Nghiep Newspaper