2011 Coffee in Sweden

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Coffee in Sweden
Sweden has a small population yet, due to its relatively high
coffee consumption and increasing demand for specialty and
sustainably produced coffees, Sweden offers a good
opportunity for developing country (DC) exporters.
Sweden: an important regional green coffee importer
















Coffee consumption in Sweden amounted to 68 thousand tonnes in 2009,
decreasing slightly by 0.8% annually on average over the period 2005-2009.
Swedish coffee consumption accounted for 2.9% of the total EU market in 2009
(ICO, 2010). Swedish per capita consumption of coffee amounted to
approximately 9 kg in the year 2008, which is significantly higher than the EU
average of 5.0 kg, and has remained rather stable in recent years.
Due to climatic reasons, coffee is not cultivated in Sweden.
Sweden is an average-sized EU importer of green coffee, with imports
amounting to 117 thousand tonnes / € 331 million in 2010, accounting for 3.8%
of total EU coffee imports. DCs account for 86% of Swedish imports, which is
just below the EU average share of 88%. Swedish imports from DCs decreased
by 1.7% in volume, but increased by 5.0% in value annually during the period
2006 – 2010.
Brazil, the largest DC supplier of green coffee to Sweden, accounted for 41% of
total imports in 2010. Other major DC suppliers are Peru (8.4%), Colombia
(7.1%) and Ethiopia (6.2%). Germany is the second largest trading supplier of
green coffee to Sweden, accounting for 9.4% of its imports. Imports from Brazil
and Colombia decreased annually respectively by 2.5% and 18.5% over the
period 2006-2010, while imports from Kenya and Peru increased slightly. At the
same time, imports from Germany increased rapidly, by 67% annually on
average during the same period.
Just below 2% of Swedish green coffee imports is directly re-exported, mainly
destined to Denmark and Germany.
Sweden is a small EU importer of roasted coffee, with imports amounting to
10.1 thousand tonnes / € 47 million in 2010. Swedish roasted coffee imports
are limited to 7.9% of total coffee imports, and are mainly supplied by the
Netherlands, accounting for 53% in 2010. Other suppliers are Denmark,
Germany and Italy, respectively accounting for 13%, 12% and 10%.
Swedish roasted coffee exports amounted to 24 thousand tonnes / € 97 million,
and accounted for 2.7% of total EU roasted coffee exports in 2010. They were
mainly destined to Denmark (47 %) and the United States of America (19%)
and Norway (11%).
As calculated from trade statistics, the average import price of green coffee
destined to Sweden increased by 5% annually on average in the period 2006 –
2010.
Buyer requirements for coffee are provided in the module on compliance with
EU buyer requirements.

Understanding the market
Swedish per capita coffee consumption remains high compared to other
European countries. Yet Swedish consumers’ taste is changing to stronger and
more specialty coffees, which triggers the demand for certified coffees. Apart

Coffee in Sweden

from satisfying its domestic market, Sweden plays quite an important role in
supplying other Nordic countries.
 Swedish fika
When it comes to hot drinks Swedish consumers have a clear preference for
coffee, resulting in a high per capita consumption. Swedes consumed about 3.5
cups of coffee a day in 2010. The consumption of espresso coffee increased
steadily in the past decade, amounting to about 2.4% in 2010, which is far higher
than the 0.4% in 2000. This change in the Swedish taste preference leads to an
increased use of stronger Robusta beans, and other specialty beans. Instant
coffee accounted for about 13% of the Swedish coffee market in 2010.
The economic downturn did not influence Swedish coffee consumption much.
Although the volume of Swedish coffee sales decreased slightly, the retail price
increased significantly since 2005; as a result, higher unit prices are paid for highquality coffees. Out-of-home consumption of coffee in Sweden is growing, more
and more coffee specialty shops and take-away shops are opened to serve
changes in consumer lifestyle (Euromonitor, 2010).
 Importing role
Swedish coffee imports are dominated for about 94% by green coffee. The limited
imports of roasted coffee indicate the large role of domestic roasters in Sweden in
the supply of its domestic market. Yet Swedish roasters also play a considerable
role in the supply of roasted coffee to other Nordic countries, primarily Denmark
and Norway, but also the United States of America is an important export market.
However, Sweden remains a medium-sized player in EU coffee exports.
 Sustainable Sweden
Quality, health and ethical concerns are major trends in Swedish coffee
consumption. Therefore, certification schemes for coffee, like Fairtrade, UTZ
certified, and Rainforest Alliance, are increasingly popular. Sweden is the second
largest organic coffee importer in the EU, after Germany, accounting for 7% of
total imports in 2008. Swedish organic coffee imports show an average annual
growth of 66% over the period 2004-2008, amounting to 2,705 tonnes in the latter
year. Fairtrade-certified coffee accounted for 3.4% of the Swedish coffee market
in 2008, while in 2000 the share of Fairtrade coffee was just below 1%.

Market entry
Since the main ports where coffee is delivered are located outside Sweden, the
country lacks main traders. Therefore, coffee imports are mainly conducted by
roasters and agents, often from the main trading centres. However, in Sweden
traders play a substantial role as well, considering the high direct imports from
DCs, and the re-exports.
The level of concentration in the roasting sector in Sweden is very high compared
to other EU countries. The multinational Kraft (the Gevalia and Blå mocca brands)
the largest player in Sweden, accounts for 42% of the roasted coffee market in
2010, followed by Zoégas (22%), and Löfbergs Lila (12%). The retailers ICA and
COOP each account respectively for 5% and 3% of the market (The Swedish
National Coffee Association, 2010).
The main players active in the Swedish coffee market are:

Gevalia - http://www.kraftfoodsnordic.com - principal coffee brand of Kraft.

Zoégas - http://www.zoegas.se - principal coffee brand of Nestlé.

Löfbergs Lila - http://www.lofbergslila.se - important domestic roaster, also
supplying Fair-Trade/organic coffee.

Arvid Norquist - http://www.arvid-nordquist.se - important domestic roaster.

Lindvalls Kaffe AB - http://www.lindvallskaffe.se - smaller Swedish roaster.

Coffee in Sweden





Bergstrand & Bergstand AB - http://www.bergstrands.se - premium coffee
producer.
ICA - http://www.ica.se - major retailer with large organics assortment.
COOP - http://www.coop.se - major retailer with large organics assortment.

Due to the continuing consolidation of coffee trade, large international players like
Kraft are increasingly playing a dominant role. Since these large companies work
with many suppliers, they offer ample possibilities, especially to larger DC
producers, but competition is fierce.
Therefore, specialty products (high quality, specific origin or certification) offer
most opportunities to developing country producers. Most importers of specialty
coffees are not exclusively specialised in these products, but in organic products,
or Fairtrade products, in general, or conventional products as well. Certified
coffees in Sweden are mainly sold through the traditional retail channels, like
supermarkets (ICA and COOP), which combine Fairtrade and Organic labelling in
their private label coffee. Besides, there are organic food supermarkets and other
specialty shops that sell certified coffees.
Interesting players for DC exporters are:





Rainking Kaffe - http://www.rainking.se – importer of Fairtrade, organic and
single origin coffees.
Good Trade - http://www.goodtrade.se – online shop for organic and
Fairtrade certified products.
Fairtrade Sweden - http://www.fairtrade.se – Fairtrade labelling organization.
KRAV - http://www.krav.se - Organic certification organisation.

Other useful sources for finding trading partners in Sweden are trade associations
and international trade fairs, like:

The Swedish National Coffee Association - http://www.kaffeinformation.se –
contact them for their members.

Biofach - http://www.biofach.de – world organic trade fair in Germany.

Mitt Kök - http://www.mittkokmassan.se - a Food and Beverage Fair that
takes place once a year in Stockholm.
EU-level sources are provided in the coffee, tea and cocoa sector module on
finding buyers. More information about the trade structure of coffee can be found
in the module on trade structure and channels for coffee.

This survey was compiled for CBI by ProFound – Advisers In
Development
in cooperation with Joost Pierrot
Disclaimer CBI market information tools: http://www.cbi.eu/disclaimer

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