Midsona (MSON) ABGSC Investor Days summary

Mission, vision and market position

• Aims to be the European leader in healthy and sustainable food, focusing on plant-based, vegetarian, natural, and organic products.

• Operates in three divisions: Nordics, North Europe, and South Europe, with 713 employees across seven countries.

• Net sales for FY 2024 were 3,727 MSEK, with the Nordics contributing 65%.

• Has consolidated the European market through M&A, establishing a leading position in health and wellbeing.

Market trends and consumer insights

• Long-term macro trend toward healthy and sustainable eating is expected to continue.

• Nordic consumers have the highest per capita spend on organic foods in Europe.

• Two-thirds of dry food consumers are willing to pay a premium for organic products.

• Private label shares are high in Germany and France, indicating market maturity.

Brand, product, and channel performance

• Own brands represent 68% of sales and returned to growth in Q3 2025.

• Top 10 brands account for about 50% of group sales, with strong names like Friggs and Davert.

• Main sales channels are groceries (59%), health food stores (17%), and food service (9%).

• Top 10 customers account for up to 80% of net sales in some channels.