next weekend is a festive occasion for the country’s food stores that sell 20 percent more than during a normal week. Photo: Tomas Oneborg
Easter is just like Christmas and a midsummer feast where the food is at the center. During the big weekend is expected to retail trade turnover of around 7.4 billion, which is 20 percent more than a normal week.
Easter holidays this year, right after that many have had their salary, is one reason that sales furthermore expected to reach record levels.
– Many receive wages paid on Maundy Thursday, says Jonas Arnberg, chief economist at the Swedish Trade.
– it is possible that it affects. All sales increases compared to last year, also Easter week, adds Lena Larsson, CEO of HUI Research.
Maundy Thursday is by far the biggest sales day for grocery stores. When sales are expected to double compared to a regular payroll on Friday, according to industry figures.
Eggs dominates as matklassiker. Photo: Jessica Gow / TT
Despite it all the time , new trends in food so are eggs, herring, salmon, påskmust and lamb still given matklassiker on the Easter table. There should also be plenty of candy.
during the past ten years, the Swedish egg consumption has increased steadily. Sweden ranks fifth in Europe with its annual consumption of 222 eggs per person. Of these, we buy about 179 eggs per person in the store, according to industry organization Swedish Eggs.
Just eaten during Easter week the 64 million eggs in Sweden, that is, twice as many than in a normal week. This means that we eat over 4 000 tons of eggs at Easter.
Kronägg, one of the country largest äggleverantörer, package average of half a million eggs a day, but expect to have raising the figure by between 40 and 50 percent during the feast. To keep up with the pressure packed the eggs even on the weekends, and retrieved daily from producers instead of a couple of times a week.
– Easter is still by far the most intense period for us even though Christmas is longer and larger volume says Marcus Lindstrom, head of sales at Kronägg.
There has been a shortage of organic eggs at Easter for years, but now it may be only a memory. The number ekohöns has increased by 50 percent over the past three years, from 800,000 to 1.2 million, according to figures from the Swedish Eggs.
Kronägg organic production has doubled in the past two years, thanks to the company hired more producers.
– We are in phase with our organic production and sales figures are expected to be similar to last year, says Marcus Lindstrom.
Lamb is popular on Easter table. Photo: Leif R Jansson / TT
Among the goods stand out are the lamb, which have become increasingly popular on the Swedish Easter table. ICA store sales of lamb rising by nearly 600 percent during Easter week.
But it tends to be much more difficult for customers to find locally produced lamb in the shops. Formica explanation of this is that Swedish lamb slaughter is greatest during autumn. To meet demand year round imports therefore lamb from New Zealand and Ireland.
– The demand for Swedish lamb meat exceeds supply at Easter. It is mainly boneless leg of lamb that is requested, although interest in other lambs details are also increasing, says Anna Hedstrom, press contact of Ica.
påskmust is a sure tradition. Photo: Jessica Gow / TT
The juice is another safe tradition at both Christmas and Easter. We drink about 50 million liters of juice annually in Sweden, according to Swedish breweries. Despite this, sales have fallen slightly for the entire market in recent years. Spendrups, one of the largest breweries, is no exception.
– The feeling is that sales will be better this year. We have already sold out of several varieties. More than before buying 33cl packs and more luxurious musts, says Spendrups sales director Erik Jarnsjö.
Family brewery sells about 25 percent of its musts during Easter and 75 percent at Christmas.
the right Maundy Thursday is the most important shopping day before the Easter weekend can be seen very clearly in the grocery stores. SvD Business has spoken with several merchants in Sweden vicinity confirming it.
– Yes, that’s right. We load and store full of goods. I believe that sales of Easter will rise by about 5 percent compared to last year, says the merchant Anna Rakic at Hemköp Stigbergstorget in Gothenburg.
Even Kenneth Hult, store manager at City Gross Ytterby Kungalv, expect additional pressure in the shop.
– We expect a sales record this year. Not the least of which is the salary weekend. Percentage guess that Easter sales will increase by at least 25 percent compared with last year, he said.
Kenneth Hult adds that it is much more crafts in the shop before the Easter weekend than any outsider might think.
– Just today we received 150 pallets of goods, there will many trucks, he says just before he ends the call to return to their chores.
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