The sales of fruit and vegetables in Sweden leading up to Christmas is slow as consumers are also feeling the inflation and higher prices due to the current global challenges. “For Christmas people will think twice and put only the essentials on the table,” says Daniel Larsson, head of purchase and co-owner of Hebe Frukt & Grönsaker AB based in Sweden.
He says it is quiet in the wholesale and retail markets of Sweden with sales likely to pick up a little in the middle of week 51, that is next week, a few days before Christmas. “We see very high price increases. Prices are going up for a range of fresh produce. Tomatoes and vegetables from Spain as well as citrus have become more expensive compared to the last couple of years. However, that is the funny thing, prices always settle by demand. If demand is lower prices have to settle down, the show must go on,” explains Larsson.
He says it will be a real struggle but producers will not get the prices they want. “Consumers are struggling with all the price increases of energy, transport etc. We see that they are searching for extra low prices of produce instead of going for the high quality products. If the fruit or vegetable is on promotion it will sell.”
“I think Christmas will be the same, people will think twice about what they put on the table. They will buy the most important items. I think the ecological and exotic categories will have less sales at the end of this year. People will focus on the staple fruit and vegetables such as clementine’s, oranges, brussels and potatoes, etc. Exotic fruit like pineapple, litchi and Rambutan, those smaller niche products will be taken away from people’s shopping basket,” states Larsson.
For more information:
Daniel Larsson
Hebe Frukt & Grönsaker AB
Tel: +46 (0) 31-780 27 00
Email: [email protected]
www.hebe.se