Midsona's main market is the Nordic countries. Some of our products are sold on other markets, for example our largest brand Urtekram, is sold in all of the EU, Russia, Middle East, Asia and North America.
In Sweden, the market for organic food has rose by 18 percent in 2016 to slightly more than SEK 25 billion. In Denmark, the corresponding increase was also estimated at 18 percent, while the global market for organic food grew by 10 percent.
Six out of ten Swedes are prepared to pay more for organic products and natural ingredients while five out of ten are willing to pay more to avoid artificial colours and flavours(source: Nielsen.com/se/sv/press-room/2015).
Midsona should be where the consumers are. Accordingly, the Group does not exlude any channels, although some are prioritised based on size. The sales department is structured according to the size of each customer or channel or the scope of the potential.
Midsona has a well-defined structure for the sales processes in all the business areas. The basis entails working centrally with large customers in FMCG and health food retail. Other significant channels are pharmacy chains, e-commerce and other specialist retailers.