Red meat is facing competition from chicken and non-meat substitutes when it comes to “pålägg”, the topping used on sandwiches. The omnipresent open-face sandwich, a staple of the Swedish breakfast table, often made with ready-sliced ham or salami, received a revitalisation, with an increase in topping options.
Companies which are prominent in processed meat have started to blur the line between meals and snacks, as the snacking trend continues to grow in Sweden. Atria stepped up its focus on snackable sausages by updating its packaging and decreasing the size of its beer sausages.
Following an unprecedented drought in the summer of 2018, farmers were forced to send their animals to slaughter, as the feed was not able to grow. Farmers and politicians urged consumers to buy Swedish meat, and retailers are pledging to only sell Swedish meat.
The leaders in meat substitutes have depended on technical product development, with companies attempting to carve out their own segments. Currently, the market is flooded with veggie burgers as a result of companies trying to grab share in an emerging category.
Innovations and developments in meat substitutes are coming from the category leaders in processed red meat, rather than new companies. Vegetarian- and chicken-based toppings are a way for these companies to diversify.
2017 started with strong growth for poultry, but an outbreak of campylobacter halted production. This took place simultaneously with the decreased import of poultry.
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This industry report originates from Passport.