More and more people are rejecting herring

The sale of herring is gradually decreasing.

According to Sweden's Radio Ekot, the sale has halved since 2008. Then, herring worth over a billion kronor was sold in Swedish shops, as shown by a compilation made by the SCB on behalf of Ekot. In 2022, the corresponding figure was 524 million, adjusted for price changes.

It's a slowly declining trend that is constant, says Anna Andreasson, sales manager at herring supplier Sweden Pelgagic, to Ekot.

One explanation for the dip is that younger people do not eat herring to the same extent as older people.