WHY MIDSONA´S SHARES ARE ATTRACTIVE
A GROWING MARKET
Midsona operates in a growing market, where growth is driven by consumer's increasing interest in their own health and well-being. Midsona holds a very strong position in organic health products, an area that is growing more than the overall market for FMCG products.
A LEADING POSITION
Midsona holds a leading position in most of its sales channels, making Midsona a preferred supplier and generating economies of scale. In 2018, Midsona continued to strengthened its position in the Nordic market and now has the goal to become one of the leaders in Europe.
Midsona's strategy builds on strong brands that are continuously developed and supplemented through acquisitions and alliances. Eight brands are particularly in focus. In 2018, the brand Davert was acquired with a long organic history and a strong product portfolio that excellently complements Midsona.
AGGRESSIVE GOALS AND CLEAR STRATEGIES
Midsona has a clear mission and vision, aggressive growth targets, clear strategies and the financial and organisational capacity to implement its plans.
ACTIVE IN THE CONSILIDATION OF THE MARKET - NOW IN ALL OF EUROPE
Midsona is participating actively to consolidate the market for products in health and well-being. In recent years, Midsona has been an active player in the Nordic region with acquisitions of brands such as the Danish Urtekram and Swedish Kung Markatta. Now, the vision is to be involved and consolidate the fragmented European market. The first step was taken in 2018 through the acquisition of the Germany company Davert, which in 2017 had sales of around SEK 616 million. In July 2019, followed Eisblümerl Naturkost, an add-on acquisition to the German platform in Davert, Ascheberg.