Atria’s shrinking markets in Scandinavia

Atria’s Capital Markets Day has been held in 3^rd December 2014 and presentations are available on the Group’s pages.  Let’s look just Finnish and Scandinavian market updates.  

According to Mika Ala-Fossi, head Atria Finland, Finnish retail market in Atria’s categories has shrunk 3.4% in value and 2.0% in volume.  In food service sector the corresponding shrinkage in value is even 4.4%.

In Sweden, the situation is not much better.  According to Tomas Back, head Atria Scandinavia, Swedish cold cuts market has shrunk 2.1% in value and 3.8% in volume.  Back also tells that in this product group Atria’s branded value share is 11.5% and Atria’s total value share, private label included, is 12.7%, both decreasing slightly.  If I get it right, these share figures tell, that Atria is not a big player in cold cut private label market but instead the company is highly dependent on its own brands.  On the contrary, it can be noted that in sausages the readings are 10.4% and 15.5% indicating that Atria has a strong presence in Swedish private label sausages.

Seriousness of the situation in Sweden is revealed, when Back notices that private label growth in cold cuts has been 15.8%. That’s truly enormous growth, I think.  It does not help much that, according to Back, Lönneberga products are keeping their position versus other branded products.  I personally think that this means just that all brands wither.

Denmark does not bring relief. According to Back’s presentation cold cut market declined 4.0% in value and 3.7% in volume.  Atria’s 3-Stjernet brand was able to raise its market share but at the same time, Back tells, hard discounters are increasing their share on the market.

We will look at Atria again later but on Friday, January 30^th we are going to look at HKScan’s businesses.  Only Estonian punk can save us - and not always even that.

This is Artoparto and here is my Disclaimer.  Please read it.

Disclaimer:  All content provided on this site is for entertainment purposes only.  This site does not provide any investment advice and content on this site should not be construed as recommendation to buy or sell any financial instruments.  Please consult a qualified financial adviser before making any financial decision.  I make no representations as to the accuracy, completeness, suitability, or validity, of any information on this site or found by following any link on this site.  I will not be liable for any errors, omissions, or any losses, injuries, or damages arising from displaying or using any content provided on this site.  I am not responsible for users' comments.  I reserve the right to update or delete any content on this site for any reason.