TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary category level: chilled fish/seafood 2
Chapter 2 Definition 3
Chapter 3 Category Analysis: Chilled Fish/Seafood 9
Value analysis (Swedish Krona), 2004?09 9
Value analysis (Swedish Krona), 2009?14 10
Value analysis (US dollars), 2004?09 12
Value analysis (US dollars), 2009?14 12
Volume analysis, 2004?09 14
Volume analysis, 2009?14 15
Company and brand share analysis 17
Distribution analysis 19
Expenditure and consumption per capita 21
Chapter 4 Macroeconomic Profile 24
Macroeconomic Indicators 24
Chapter 5 Research Methodology 29
Methodology overview 29
Secondary research 30
Market modeling 31
Creating an initial data model 31
Revising the initial data model 31
Creating a final estimate 32
Creating demographic value splits 32
Primary research 32
Data finalization 33
Ongoing research 33
LIST OF FIGURES
Figure 1: Chilled fish/seafood, Sweden, value by segment (SEKm), 2004?14 11
Figure 2: Chilled fish/seafood, Sweden, category growth comparison, by value, 2004?14 13
Figure 3: Chilled fish/seafood, Sweden, volume by segment (kg, million), 2004?14 16
Figure 4: Chilled fish/seafood, Sweden, category growth comparison, by volume, 2004?14 16
Figure 5: Chilled fish/seafood, Sweden, distribution channels by value (%), 2008?09 20
Figure 6: Annual data review process 30
LIST OF TABLES
Table 1: Chilled fish/seafood category definitions 3
Table 2: Chilled fish/seafood distribution channels 4
Table 3: Chilled fish/seafood, Sweden, value by segment (SEKm), 2004?09 9
Table 4: Chilled fish/seafood, Sweden, value forecast by segment (SEKm), 2009?14 10
Table 5: Chilled fish/seafood, Sweden, value by segment ($m), 2004?09 12
Table 6: Chilled fish/seafood, Sweden, value forecast by segment ($m), 2009?14 12
Table 7: Chilled fish/seafood, Sweden, volume by segment (kg, million), 2004?09 14
Table 8: Chilled fish/seafood, Sweden, volume forecast by segment (kg, million), 2009?14 15
Table 9: Chilled fish/seafood, Sweden, brand share by value (%), 2008?09 17
Table 10: Chilled fish/seafood, Sweden, value by brand (SEKm), 2008?09 17
Table 11: Chilled fish/seafood, Sweden, company share by value (%), 2008?09 18
Table 12: Chilled fish/seafood, Sweden, value by company (SEKm), 2008?09 18
Table 13: Chilled fish/seafood, Sweden, distribution channels by value (%), 2008?09 19
Table 14: Chilled fish/seafood, Sweden, value by distribution channel (SEKm), 2008?09 19
Table 15: Chilled fish/seafood, Sweden, expenditure per capita (SEK), 2004?09 21
Table 16: Chilled fish/seafood, Sweden, forecast expenditure per capita (SEK), 2009?14 21
Table 17: Chilled fish/seafood, Sweden, expenditure per capita ($), 2004?09 22
Table 18: Chilled fish/seafood, Sweden, forecast expenditure per capita ($), 2009?14 22
Table 19: Chilled fish/seafood, Sweden, consumption per capita (kg), 2004?09 23
Table 20: Chilled fish/seafood, Sweden, forecast consumption per capita (kg), 2009?14 23
Table 21: Sweden population, by age group, 2004?09 (millions) 24
Table 22: Sweden population forecast, by age group, 2009?14 (millions) 25
Table 23: Sweden population, by gender, 2004?09 (millions) 25
Table 24: Sweden population forecast, by gender, 2009?14 (millions) 26
Table 25: Sweden nominal GDP, 2004?09 (SEKbn, nominal prices) 26
Table 26: Sweden nominal GDP forecast, 2009?14 (SEKbn, nominal prices) 26
Table 27: Sweden real GDP, 2004?09 (SEKbn, 2000 prices) 27
Table 28: Sweden real GDP forecast, 2009?14 (SEKbn, 2000 prices) 27
Table 29: Sweden real GDP, 2004?09 ($bn, 2000 prices) 27
Table 30: Sweden real GDP forecast, 2009?14 ($bn, 2000 prices) 28
Table 31: Sweden consumer price index, 2004?09 (2000=100) 28
Table 32: Sweden consumer price index, 2009?14 (2000=100) 28
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