Who are the largest grocery retailers in Sweden?

ICA (50.6 % of grocery sales), Axfood (24.9 %), Coop (16.7 %) and Lidl (6.3 %), according to Dagligvarukartan 2025, which covers 2024 sales.

How does a foreign food brand get into Swedish supermarkets?

Usually through a Swedish importer, distributor or agent that already sells to the central buyers of ICA, Axfood or Coop and can handle logistics, listing and in-store follow-up. Few foreign brands sell to the chains directly at the start.

Does the food label have to be in Swedish?

Yes. Mandatory food information on prepacked food sold to consumers in Sweden must be in Swedish, or in a language that differs only insignificantly from Swedish (LIVSFS 2014:4, section 5). Wine is an exception, except for allergen information.

Does the importer need to be registered?

Yes. A company that imports and sells food in Sweden must be registered as a food business with the control authority, usually the municipality, even if it only has an office. Food of animal origin from another EU country must come from an establishment approved under Regulation (EC) No 853/2004.

How do I sell wine, beer or spirits in Sweden?

Retail sale of drinks above 3.5 % alcohol to consumers is a state monopoly run by Systembolaget under the Swedish Alcohol Act (2010:1622). Producers usually work with a Swedish importer that offers products to Systembolaget and sells to restaurants.

Can Fractio find food distributors for my brand?

Yes. The Nordic Distributor Radar lists 15–25 distributors or agents in one country that already sell comparable brands, with channel, contact person and fit note. It costs €490 per country, excl. VAT, and is delivered in 5 business days. See the Radar.

Food & Drink Distributors in Sweden (2026)

Contents1. Who buys food in Sweden 2. Importer, distributor or agent 3. What a Swedish distributor will ask for 4. How to build a shortlist 5. Denmark, Norway and Finland Questions

1. Who buys food in Sweden

Channel	Main buyers	How a foreign brand usually gets in
Grocery retail	ICA 50.6 %, Axfood 24.9 % (Willys, Hemköp, City Gross), Coop 16.7 %, Lidl 6.3 % of grocery sales in 2024	Through a Swedish importer or distributor that presents the product to the chain’s central category buyers and handles listing, logistics and store follow-up.
Foodservice (restaurants, hotels, public kitchens)	Six full-range wholesalers: Martin & Servera, Menigo, Svensk Cater, Axfood Snabbgross, Mårdskog & Lindkvist and Chefs Culinar	Through the wholesaler’s category team, often via a Swedish importer or agent. Public kitchens buy through public procurement.
Specialist, delicatessen and online	Delis, health food stores, online grocers and specialist importers	Through niche importers that already carry comparable brands. Often the first step for premium or origin products.
Wine, beer and spirits above 3.5 %	Systembolaget (state retail monopoly), plus restaurants	Through a Swedish importer that offers products to Systembolaget and sells to restaurants.

Market shares: Dagligvarukartan 2025 (DLF and Delfi), sales in 2024. The six foodservice wholesalers are those named by ECR Sverige’s foodservice report.

Pick-and-mix sweets (lösgodis, smågodis) are common in Swedish stores. They are not prepacked, so the rules for non-prepacked food apply in the store: the seller can give the food information on a sign or on request (Livsmedelsverket).

2. Importer, distributor or agent

Partner	What it does	Works best when
Importer / distributor	Buys from you, holds stock in Sweden, sells to retail or foodservice and takes the food business responsibility as importer.	You want listings in chains or wholesalers and need local stock and logistics.
Agent (broker)	Presents your products to buyers and negotiates; you or a logistics partner deliver and invoice.	You already have a logistics solution and want to keep the customer relationship.
Direct to a chain or wholesaler	You sell to the central buyer yourself.	You have volume, a Nordic logistics set-up and a team that can follow up in the market.

Most food brands start with one importer or distributor per country. Check which brands each candidate already carries: a partner with a competing brand may not take yours, while a partner with complementary brands already has the buyer relationships you need.

3. What a Swedish distributor will ask for

Swedish labels. Mandatory food information must be in Swedish for prepacked food sold to consumers (LIVSFS 2014:4, section 5, under Regulation (EU) No 1169/2011). Plan a Swedish sticker or a multilingual pack.
A registered importer. The company that imports and sells the food in Sweden must be registered as a food business with its municipality. Food of animal origin must come from an establishment approved under Regulation (EC) No 853/2004.
Price structure. A price list with Incoterms that leaves room for the distributor’s margin and the retailer’s margin. Swedish VAT on food is charged at the reduced rate; check the current rate with Skatteverket.
Shelf life and logistics. Remaining shelf life on delivery, pallet and case data, and storage temperature.
Product sheet in English. Ingredients, allergens, nutrition, certifications (for example organic), minimum order quantities and lead times.
Marketing support. What you will fund in the first year: listing fees, campaigns, samples and tastings.

4. How to build a shortlist

Look at the shelf. Find brands comparable to yours in Swedish stores and online grocers, and check who imports them. The importer is often named on the label.
Pick one channel first. Grocery, foodservice, specialist or Systembolaget each have different partners.
Qualify each candidate. Which chains or wholesalers it sells to, which brands it carries, whether it competes with you, and who decides.
Contact 10–20 at a time with a short email in English, a product sheet and an offer of samples.

The Nordic Distributor Radar does steps 1 to 3 for you: 15–25 distributors or agents in one country that already sell comparable brands, with the channel each one reaches, the person to contact and a fit note. €490 per country, excl. VAT, delivered by email in 5 business days.

5. Denmark, Norway and Finland

Each Nordic country has its own retail groups and often its own importers, so plan one partner per country unless a distributor proves it sells across borders.

Country	Largest grocery groups (share of sales, 2024)	Alcohol retail
Denmark	Salling Group 36.8 %, Coop 27.0 %, Reitan (REMA 1000) 18.2 %, Dagrofa 12.2 %	No retail monopoly
Norway	NorgesGruppen 43.5 %, Coop 29.2 %, REMA 1000 23.9 %	Vinmonopolet for drinks above 4.7 %
Finland	S Group 48.8 %, K Group 33.7 %, Lidl 9.4 %	Alko for fermented drinks above 8 % and other drinks above 5.5 %

Shares as reported in Dagligvarukartan 2025 (sources: NielsenIQ for Finland, Retail Institute Scandinavia for Denmark, Konkurrenstilsynet for Norway). Norway is outside the EU, so goods need customs clearance; see export to Sweden and the Nordics.

Questions

Who are the largest grocery retailers in Sweden?: ICA (50.6 % of grocery sales), Axfood (24.9 %), Coop (16.7 %) and Lidl (6.3 %), according to Dagligvarukartan 2025, which covers 2024 sales.
How does a foreign food brand get into Swedish supermarkets?: Usually through a Swedish importer, distributor or agent that already sells to the central buyers of ICA, Axfood or Coop and can handle logistics, listing and in-store follow-up. Few foreign brands sell to the chains directly at the start.
Does the food label have to be in Swedish?: Yes. Mandatory food information on prepacked food sold to consumers in Sweden must be in Swedish, or in a language that differs only insignificantly from Swedish (LIVSFS 2014:4, section 5). Wine is an exception, except for allergen information.
Does the importer need to be registered?: Yes. A company that imports and sells food in Sweden must be registered as a food business with the control authority, usually the municipality, even if it only has an office. Food of animal origin from another EU country must come from an establishment approved under Regulation (EC) No 853/2004.
How do I sell wine, beer or spirits in Sweden?: Retail sale of drinks above 3.5 % alcohol to consumers is a state monopoly run by Systembolaget under the Swedish Alcohol Act (2010:1622). Producers usually work with a Swedish importer that offers products to Systembolaget and sells to restaurants.
Can Fractio find food distributors for my brand?: Yes. The Nordic Distributor Radar lists 15–25 distributors or agents in one country that already sell comparable brands, with channel, contact person and fit note. It costs €490 per country, excl. VAT, and is delivered in 5 business days. See the Radar.

Sources

Market shares and rules change. Check the official source before you price or label. Checked on 23 October 2026.