Swedish consumers are increasingly drawn to plant-based, organic, and nutrient-rich processed foods—opening up significant opportunities for Vietnamese exporters.
Ms. Nguyen Thi Hoang Thuy, Director General and Trade Counsellor, Vietnam Trade Office in Sweden (concurrently covering the Nordic region), spoke with Industry and Trade Newspaper on this growing market potential.
Clear Shifts in Consumer Preferences
Q: Could you share the most notable trends in processed food consumption in the Swedish market today?
Ms. Nguyen Thi Hoang Thuy: One of the clearest trends in Sweden is that consumers are prioritizing foods that are environmentally friendly, health-conscious, and convenient to use.
First, organic food is booming. Sweden ranks among the world’s top countries in terms of organic farmland, with 20% of its agricultural land dedicated to organic farming. The national goal is to increase this to 30% by 2030. Consumers choose organic not only for health reasons but also because of a strong environmental consciousness.
Second, plant-based products such as nut milks, plant-based meats and cheeses are experiencing explosive growth. The trend toward vegetarianism or reduced red meat consumption—for ethical and climate reasons—is widespread. In fact, 44% of Swedish consumers report having cut back on red meat.
Third, healthier food options are gaining traction. Products with low sugar, gluten-free, lactose-free, high fiber, and rich in probiotics are in high demand. This is due to an aging population, post-pandemic lifestyle shifts, and heightened health awareness.
In addition, convenience and e-commerce play an increasingly important role. Ready-to-eat, easy-to-prepare foods delivered directly to consumers are dominating the market, reflecting the fast-paced lifestyle and digital consumption habits.
Sustainability Is the Mandatory “Passport” for Food Products
Q: How would you assess the role of sustainability in both consumer behavior and food business operations in Sweden?
Ms. Nguyen Thi Hoang Thuy: Sustainability is no longer a competitive advantage—it’s become the baseline. Swedish consumers, particularly younger generations, demand strong environmental and social responsibility. They don’t just evaluate the final product—they scrutinize the entire supply chain: raw materials, production processes, packaging, transportation, and even post-consumption waste management.
Major Swedish companies like Coop, ICA, and Arla Foods have well-defined sustainability strategies. For instance, Arla has reduced plastic in its milk packaging by 40%, cut CO₂ emissions by 30%, and uses 100% recyclable materials. It also follows KRAV, a certification that is even stricter than the EU Organic standard.
Products carrying certifications like MSC (sustainable seafood), Fair Trade, and eco-friendly packaging are especially popular. Moreover, supporting local agriculture is seen as a sustainable action contributing to environmental protection and economic resilience.
So, for Vietnamese businesses entering this market, sustainability is not optional—it’s mandatory.
Opportunities for Vietnamese Companies
Q: Given these trends, what should Vietnamese food companies keep in mind when targeting the Swedish market?
Ms. Nguyen Thi Hoang Thuy: The Swedish and wider Nordic markets demand not just quality, but also high standards in ethics, environmental impact, and transparency.
With this in mind, Vietnamese companies should pursue three main strategies:
First, focus on plant-based and organic food. Vietnam has an abundance of natural resources and tropical crops—this is a key strength that can be transformed into internationally certified organic products. At the same time, companies should develop “plant-based” product lines to match the exploding global trend.
Second, certification and transparency are critical. Products must be backed by international certifications like EU Organic, MSC, or Fair Trade, and include clear information on traceability and production methods. Packaging should be eco-friendly and provide transparent labeling in English or Swedish.
Third, adapt to digital sales channels and e-commerce. Swedish consumers are very accustomed to buying groceries online. Platforms like Mathem, ICA Online, and Coop are well-established. Vietnamese businesses must build digital capacity, connect with experienced distribution partners, and invest in well-crafted communications strategies.
I would also emphasize that Sweden is open to innovative and creative products—as long as they align with values of sustainability and health. This presents both an opportunity and a challenge for Vietnamese companies to upgrade their products and value chains, focusing on quality over low prices.
Thank you for your time!
Interview by Phuong Lan