Why Ireland and Sweden are natural partners in the Equine Industry – Interview with local expert Malin Andersson

Darragh O’Carroll is a Senior Market Adviser for Enterprise Ireland Nordics, leading on equine for the Nordic region.

Malin is a thoroughbred specialist who has 20 years of experience in the equine industry, including building successful businesses HorseTec and Häst & Lantliv. She specialises in helping entrepreneurs to develop, accelerate and commercialise new ideas in the equine industry, and in supporting companies as they expand to new markets.

In addition, she has established the Schockemöhle-Sports and Rheva wound plaster brands in Sweden and is a business developer for Hippocrates Sweden. She is a significant figure in the local equine industry, and has worked for PS of Sweden and Horse & Country TV, as well as running her own podcast.

DO’C: Thank you for the interview. Could you start by giving our readers an overview of the equine industry in Sweden, some key trends and what hot topics are on the minds of local equine professionals.

MA: In Sweden, there are approximately 355,000 horses, and half a million people riding. Turnover for the equine sector stands at 32 billion SEK. The main activities include show jumping, dressage, Icelandic horses, eventing, driving, working equitation, trotting, and racing. 

As the industry and awareness grows, horse welfare is becoming ever more important. So too is technology. I believe we are on the brink of a new chapter in the equine business here, which will be for the better. Technology and welfare go hand in hand, with new innovations emerging to address many welfare issues. I hope to see more collaborations between the equine sector, academia, and tech, etc. This way we can maintain good welfare and quality of life for the horse. 

Similarly, technology is driving striking innovations in sustainability, providing opportunities for turning manure products into bio-gas, for example. I also think the horse will be more included in healthcare, such as with children with different function variations. 

I think the equine tourism industry will develop, with bigger events in the sector.  The entire equine experience will grow in this space, for example going to Österlen in Sweden and riding on the beach, eating well, staying on a farm – with equine playing a part in promoting a slow living lifestyle. 

I also think the horse will be more included in healthcare, such as with children with different function variations. 

DO’C: What should Irish companies bear in mind when looking towards the opportunities in Sweden?

MA: After visiting Ireland recently for the Dublin Horse Show, I was amazed by the sector and the heritage Ireland has in the equine industry. Ireland is a few years ahead of Sweden in terms of innovation in equine technology. I believe we should collaborate more closely. Some of Ireland’s excellent products could definitely find success here, but it is crucial to understand the Swedish market before starting. If they do consider entering, we can help each other and potentially develop innovations further to benefit the horse.

Regarding products like food and vitamins, there are already significant brands in Sweden. Nowadays, people are focusing on Agenda 2030 and sustainability. We need to consider the sustainability of importing feed from afar when there are excellent Swedish brands available.

For Irish companies, pricing will be crucial. The price and margins are important, especially now with the Swedish krona being so weak.

DO’C: From your trip to Ireland, was there anything that stood out among the technologies or companies you saw that made you think Sweden could benefit from similar innovations?

MA: Yes, but I won’t tell you! No, seriously, I learned a lot and many of the companies we met would do well in the Swedish market especially in the technology field on enhancing a horse’s performance. Both Sweden and Ireland share a similar concern for the health and fitness of the horse.

DO’C: Attendance at events is important for learning, building networks, and ultimately success in the equine industry. What key shows should Irish companies keep an eye on in the Swedish calendar?

MA: I would say the best show is the Gothenburg Horse Show in February 2025. There is also the Stockholm International Horse Show in November this year. In May then, we have Longines in Stockholm, and then there’s the Falsterbo Horse Show down South Sweden, Jönköping Horseshow, Sweden International horseshow. However, my heart lies with the Gothenburg Horse Show.