Axfood is number two in Sweden’s food retail market, with a market share of 20%, a position that has strengthened in recent years. Under the store brand Garant, Axfood offers products with a level of quality that is at least as high as the leading name brands in the respective product categories, but at a lower price. Among its suppliers, many are Italians. Joan Neuman, general manager private label at Axfood reveals the best selling products of Italy…
GARANT MEETING HIGHER ORGANIC DEMAND – Axfood’s private labels consist of the Garant, Garant Ekologiska varor (organic products), Eldorado (discount food brand), Func (batteries, light bulbs, etc.) and Fixa (kitchen supplies). Demand for organic and vegetarian products remains high, and the Garant organic product range was expanded during the year by 60 items, to 210 products.
