CNVP Kosovo and the Organika Association along with a number of producers of MAPs (Medicinal and Aromatic Plants) from Kosovo joined an online webinar to explore export opportunities in the Swedish market. In total, 60 participants attended.

The session was led by the National Board of Trade Sweden / Open Trade Gate Sweden, who presented the upcoming Market Study on Tea and Herbal Infusions. They walked us through the study’s purpose, how it was developed, and how it can help producers build meaningful partnerships with Swedish buyers.

Some key takeaways from the market study and the webinar:

• Sweden is an attractive and growing market for tea and herbal infusions from low- and middle-income countries.
• Swedish consumers value health & wellness, sustainability, traceability, and authentic stories behind products - “When you open this tea, it has a story inside.”
• Tea in Sweden is viewed as an experience, not just a beverage. There are opportunities in specialized tea shops, delicatessens, wellness-focused assortments, international food stores, and e-commerce channels.
• Understanding business models, pricing, and market entry strategies is crucial. The market is consolidated, and entry points are narrow but full of potential for well-prepared exporters.
• Building long-term partnerships with Swedish retailers and distributors is essential.

The webinar offered participants a strong starting point for evaluating whether the Swedish market is the right fit for their products, and how to prepare for successful market entry.

With their growing expertise and high-quality products, Kosovo’s tea producers have an opportunity to position themselves in the Swedish market. Today’s webinar was just the beginning of a journey toward new partnerships and new possibilities.