Ica: Increasing demand for Sweden-produced food

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According to a survey by Sifo, made on demand  by Ica and LRF , 75 percent of Swedes prefer to buy Swedish-produced food before  food believed to be produced in another country. That is an increase of nine percentage points from 2014 when the corresponding figure was 66 percent.

The survey also shows that 64 percent are willing to pay more for Swedish food, an increase of eight percentage points from 2014 when the proportion was 56 percent. At the same time, the proportion of people who say they often would choose Swedish food if the price was lower decreases (56 percent in 2014 to 48 percent in 2015).

“It’s amazing that so many more Swedish households now say they choose the Swedish produced and that they are prepared to pay more for Swedish food. It is completely in line with what LRF and Ica work together to achieve. Among other things, we have focused on increased marketing of Swedish food and Ica has increased the supply of Swedish goods. We will work to ensure that this positive trend will continue going in the same direction, “says Anders Svensson, CEO of Ica Sweden AB.

Among product categories, it is the beef and pork that attracts most Swedes to choose Swedish produced. This year, 77 percent said that they choose Swedish pork (70 percent in 2014) and 79 percent say they choose Swedish beef (77 percent in 2014).

The reasons for choosing Swedish food is basically the same as previous years. Better animal husbandry, less antibiotic use, shorter transport and care for the Swedish agriculture are stated as some of the main reasons.

In the spring of 2014, Ica and LRF started cooperating with the aim to increase knowledge about Swedish food, promoting the Swedish rural growth and increase the supply of Swedish goods in the store.