Why Ireland and Sweden Are Natural Partners in the Future of the Equine Industry

Michael Norman is a Market Adviser for Equine at Enterprise Ireland Nordics.

A changing European equine landscape

The European equine industry is changing in subtle but important ways. What was once shaped primarily by tradition, sport and local practices is increasingly influenced by science, data, animal welfare and a shift toward higher quality, higher value products and services. After recently having attended the first edition Horse Tech Summit in Sweden, together with a group of innovative Irish companies, I see strong alignment between Ireland and Sweden within this evolving landscape

At first glance, the two markets appear quite different. Ireland is globally recognised as a producer nation, with deep expertise in breeding, veterinary science and equine nutrition, and a strong export orientation. Sweden, by contrast, is a highly developed consumer market that places significant emphasis on welfare and sustainability. When viewed together, these differences form a strong strategic fit rather than a mismatch.

Producer strength and premium demand

Ireland’s role in the global equine sector is well established. As the EU’s largest producer of thoroughbreds and one of the leading countries worldwide, it has built a strong reputation for quality, credibility, and innovation.

Irish equine companies are accustomed to operating internationally and to meeting high standards for documentation and performance.

Sweden represents a different kind of strength. With around 355,000 horses and an annual sector turnover estimated at between €2.7–6.1 billion, the equine industry holds a meaningful place in the Swedish economy and society. Horse ownership is widespread, participation is high, and purchasing decisions are increasingly made on the basis of evidence, transparency and long‑term value rather than price alone.

This creates a compelling opportunity for Irish companies. Swedish horse owners and professionals expect products that are well documented and proven, responsibly produced and clearly positioned. These expectations align closely with how many Irish premium equine businesses already operate.

Where the near‑term opportunities lie

From a market entry perspective, premium feed supplements offer the most immediate opportunity. While Sweden has strong domestic feed producers, the supplement segment remains relatively open, particularly for products addressing joint health, gastric issues, recovery and preventative care. Irish brands with a solid scientific foundation are well placed to build reputation in this space.

Veterinary medicine and diagnostics represent another opportunity, although a more complex one. The Swedish veterinary market has consolidated significantly around large corporate groups. At the same time, this consolidation creates demand for specialised solutions that build on existing services rather than compete with them. Areas such as diagnostics, regenerative medicine, and rehabilitation technologies are particularly relevant, and Ireland has strong capabilities in these fields.

HorseTech as a shared strategic opportunity

Looking further ahead, HorseTech offers significant strategic potential. Sweden has developed a dynamic ecosystem of digital platforms, analytics tools and wearable technologies focused on training, performance and welfare. Ireland brings complementary strengths in nutrition science, genetics and veterinary research.

There is clear potential to connect these capabilities more systematically. Data‑driven nutrition, health monitoring linked to preventative care, and evidence‑based performance optimisation are all areas where collaboration could unlock new value rather than incremental gains.

How success is built in the Swedish market

One important lesson for Irish companies considering Sweden is that success tends to be built gradually. Swedish business culture places strong emphasis on trust, localisation and long‑term relationships. Products need to be adapted to the local market, both linguistically and regulatorily, and sustainability claims must be clearly verified.

This approach takes time, but it also rewards companies that are serious about quality, consistency and reputation. In that sense, the Swedish market naturally favours premium players with a long‑term perspective.

From exports to partnership models

Ireland and Sweden occupy different but compatible positions in the equine value chain. Ireland specialises in development and production, while Sweden excels in adoption, validation and scaling within a demanding and quality driven market.

There is clear potential to move beyond individual export transactions and toward more structured partnerships. By connecting producers, distributors, veterinary networks and innovation ecosystems on both sides, both countries stand to benefit.

If approached deliberately, this collaboration could do more than support commercial growth. It could help set new benchmarks for welfare, sustainability and evidence based practice within the European equine industry. From where I stand, the foundations for this partnership already exist. The opportunity now lies in turning alignment into action.