Sweden

The Swedish seafood market encapsulates the realms of cod, salmon, and prawns, all significant sectors for Norwegian seafood exports. The Norwegian Seafood Council's office in Sweden is located in Stockholm. Trym Eidem Gundersen is responsible for Team Norden, and Charlotte Rapp is the manager for Sweden Team Norden. In 2020, Sweden's overall seafood market reached 325,000 tons, with a per capita consumption of 32 kg. For the Norwegian market share, cod accounted for 2.3%, prawns 2.4%, and salmon led with 26.5% of the direct supply. The salmon segment totaled 59,000 tons, with Norway representing 99% of the salmon supply. However, the year 2022 saw challenges with extreme price hikes and reduced salmon consumption, diverting consumers toward other, more affordable protein alternatives such as chicken. Environmental consciousness and health trends shaped the market, offering an opportunity in 2024 to reclaim lost consumers and foster confidence in Norwegian aquaculture practices.

Simultaneously, the prawn sector contributed significantly to the Norwegian exports in Sweden. The broader Swedish seafood market had a total consumption of 32.2 kg per capita, and Norwegian prawns constituted 2.4% of the import share, totaling 5,400 tons. Despite a strong position, the frozen peeled prawn category faced low penetration, mainly due to unclear origin labeling and challenges in consumer knowledge. The potential threats of increased competition and warm-water prawns highlight the necessity for boosting awareness, knowledge, and preference for coldwater prawns in 2024 to enhance their market presence.

Furthermore, the Swedish cod market remained a vital platform for Norwegian seafood, despite a decline of 18% over three years. Norway contributed significantly to the seafood imports, with cod accounting for 2.3%. Notably, Norwegian fresh cod led the market, while frozen cod supplies were primarily from Norway and Russia. Retail giants like ICA and ICA Maxi gained market shares, signifying a market shift. Challenges persisted in the lack of origin labeling and the perception of cod as traditional, posing an opportunity to cater to younger demographics seeking healthier and more sustainable food choices. Addressing these challenges, particularly consumer uncertainties regarding sustainability and increased Russian cod imports, stands crucial for Norway's sustained market success in the Swedish cod sector.