Atria Sweden produces and markets meat products, fresh chicken products, cold cuts and different kinds of meals mainly for the Swedish food market. Atria Sweden has several valued, widely known brands, many of which are market leaders in their respective categories. Atria is also a strong private label supplier. In 2021, Atria Sweden's net sales were EUR 351.7 million and the company had 876 employees. The meat raw material used in Atria’s product categories is mainly of domestic origin.
Additional information: atria.se
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Atria Sweden has several valued brands, with the best-known being Sibylla, which is Atria Group’s most international brand.
The value of the market for sausages and cold cuts in the Swedish retail trade in 2021 was about EUR 1.3 billion. The value of fresh poultry products represented by Atria was EUR 290 million. In 2021, the change in value in the cold cuts market was –1.3 percent (8% in 2020), in sausages –4.8 percent (16%) and in fresh poultry products 0 percent (18.8%).
The Swedish consumer goods retail trade is very consolidated. The largest players are ICA, Axfood and Coop. Private label products have a strong position in the stores’ selections. The value of the Foodservice market in Sweden is growing.
The decline in demand for red meat in Sweden is being offset by poultry products and vegetable-based alternatives. The role of organic products in the food market is significant.
Market share and competitive position
Atria is the second largest market in Sweden with a share of about 19 percent in sausages and almost 13 percent in cold cuts. In fresh chicken products, Atria was third in the market with a 17% share in 2021. Atria is a strong private label supplier and its supplier shares in the Foodservice market are significant.
The largest market operators in Atria’s product groups are Atria Sweden and Scan AB. About 25 percent of the market is held by small companies with net sales of less than EUR 5 million.
Atria’s key business drivers and competitive advantages in Sweden are comprehensive, flexible product groups and services. The company’s brands are well respected brands and internationally competitive. Atria is an innovative and responsible company valued by customers and consumers.
We developed a balanced product selection of brand products and shops’ private-label products for the Swedish markets.
We developed the selection in all important categories.
We improved the meat balance: utilised poultry raw materials in several processed products.
We improved our daily operative expertise and the profitability of the business.
We utilised our shared strengths in the retail, Foodservice, and fast food sectors – combined sales channels.
We emphasised our strengths: responsibility, reliability, and traceability.
We accelerated our growth in the Foodservice business with the help of customer focus and new categories.
We accelerated our international growth by establishing the Sibylla concept in new countries, such as South Korea and the United Kingdom. At the same time, we took care of our current core markets, such as Sweden, Poland and Estonia.
Despite the pandemic, we grew faster than the market.
We optimised the use of red meat to strengthen Atria Sweden’s financial result.
We increased imports from Finland to Sweden.
We secured the availability of meat raw material.