Soft Drinks in Sweden
Euromonitor International's Soft Drinks in Sweden market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 150 | Publication date: Jun 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Soft drinks continues to grow
Soft drinks sales in Sweden increased in total volume and current value terms in 2007. In total volume terms, growth was higher in 2007, compared to the review period CAGR, while current value growth in 2007 matched the review period CAGR. The Swedish soft drinks industry is mature and the difference in total sales each year is relatively small. However, there are differences in terms of soft drinks categories, as consumers shift between products. RTD coffee registered the fastest growth in both total volume and value terms in 2007, on the back of new product launches. However, this growth was derived from a very low sales base. Arguably, bottled water was the most dynamic category in 2007.
Environment a new issue
The health trend continued to influence sales of soft drinks in Sweden. Consumers continued to shift from carbonates to bottled water and fruit/vegetable juice. Brands that are high in sugar are generally the losers in soft drinks in Sweden. The strong economy favoured premium brands, especially in 100% juice. The issue of the environment came into sharper focus during 2007 when a media campaign against bottled water was launched. The campaign focused on the negative effects (carbon dioxide) of transporting water by road.
Coca-Cola Drycker Sverige is the leading company
Coca-Cola Drycker Sverige AB is the leading company in soft drinks in Sweden. The company is expanding its reach in soft drinks. The company launched its first energy drinks (Burn) in Sweden in 2007. When a giant player like Coca-Cola enters a new category it usually generates strong growth for its brands and the category in general. Carlsberg Sverige AB, the second ranked player, offers a similar product range to Coca-Cola, and it holds the licence for the Pepsi brand in Sweden. Local brewer Spendrups holds third place, it is present in carbonates and bottled water, with the latter forming the greatest part of its volume sales, in soft-drinks.
Grocery retailers dominate
Store-based retailing accounted for the overwhelming majority of off-trade volume sales over the review period. Grocery retailers, especially supermarkets/hypermarkets, dominated distribution. Non-grocery retailers registered a slow increase in off-trade volume share over the review period. The most important non-grocery retailers offer a wide range of non-food and food products, the latter often spot market products sold at low prices.
Soft drinks to continue to grow over the forecast period
Sales are expected to increase strongly in both total volume and value terms over the forecast period. This indicates a continued shift to premium products and an increasing demand for healthy, high quality brands. The trend towards healthier eating and drinking remains strong. Environmental concerns will be an important issue over the forecast period.
As in 2007, RTD coffee will continue to record the fastest total volume growth, as it is a relatively undeveloped category in Sweden. More new product launches are expected to drive growth over the forecast period. Despite environmental concerns bottled water is forecast to register strong volume and value growth, as consumers switch from carbonates to healthier beverages.
Table of contents
SOFT DRINKS IN SWEDEN : MARKET INSIGHT
EXECUTIVE SUMMARY
Soft drinks continues to grow
Environment a new issue
Coca-Cola Drycker Sverige is the leading company
Grocery retailers dominate
Soft drinks to continue to grow over the forecast period
KEY TRENDS AND DEVELOPMENTS
Environmental concerns focus on bottled water
New product launches represent a key to growth
The on-trade channel develops positively
Health issues remain in focus
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Published Data Comparisons
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 32 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 33 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 34 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 35 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 36 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 37 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
Table 38 The Swedish Brewers Association Data 2003-2007
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SWEDEN
ÅBRO BRYGGERI AB - SOFT DRINKS - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Åbro Bryggeri AB: Key Facts
Summary 3 Åbro Bryggeri AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Åbro Bryggeri AB: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Åbro Bryggeri AB: Competitive Position 2007
BRäMHULTS JUICE AB - SOFT DRINKS - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Brämhults Juice AB: Key Facts
Summary 7 Brämhults Juice AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Brämhults Juice AB: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Brämhults Juice AB: Competitive Position 2007
FRIGGS AB - SOFT DRINKS - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Friggs AB: Key Facts
Summary 11 Friggs AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Friggs AB: Competitive Position 2007
PROCORDIA FOOD AB - SOFT DRINKS - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Procordia Food AB: Key Facts
Summary 14 Procordia Food AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Procordia Food AB: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 16 Procordia Food AB: Competitive Position 2007
CARBONATES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 Low Calorie Carbonates by Subsector
Table 40 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 41 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 42 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 43 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 44 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 45 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 46 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 47 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 48 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 49 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 50 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 51 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 55 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 60 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2007
Table 61 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2007
Table 62 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2007
Table 63 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 64 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 65 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 66 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 67 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 68 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Institutional Bottled Water Sales
Table 72 Sales of Bottled Water to Institutional Channel 2003-2007
SECTOR DATA
Table 73 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 74 Off-trade Sales of Bottled Water: Value 2002-2007
Table 75 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 76 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 77 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 78 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 79 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 80 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 81 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 82 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 83 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 84 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 85 Still vs Carbonated Functional Drinks % Off-Trade Volume 2005-2007
Table 86 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 87 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 88 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 89 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 90 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 91 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 92 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 93 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 94 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 95 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 96 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 97 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Concentrates Conversions
Summary 17 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
SECTOR DATA
Table 98 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 99 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 100 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 101 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 102 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 103 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 104 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 105 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 106 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 107 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 108 Flavours/Types of RTD Tea % Off-Trade Volume 2005-2007
Table 109 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 110 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 111 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 112 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 113 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2007
Table 114 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 115 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 116 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 117 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 118 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 119 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 120 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 121 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012
RTD COFFEE IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 122 Off-trade Sales of RTD Coffee: Volume 2002-2007
Table 123 Off-trade Sales of RTD Coffee: Value 2002-2007
Table 124 Off-trade Sales of RTD Coffee: % Volume Growth 2002-2007
Table 125 Off-trade Sales of RTD Coffee: % Value Growth 2002-2007
Table 126 Company Shares of RTD Coffee by Off-trade Volume 2003-2007
Table 127 Brand Shares of RTD Coffee by Off-trade Volume 2004-2007
Table 128 Company Shares of RTD Coffee by Off-trade Value 2003-2007
Table 129 Brand Shares of RTD Coffee by Off-trade Value 2004-2007
Table 130 Forecast Off-trade Sales of RTD Coffee: Volume 2007-2012
Table 131 Forecast Off-trade Sales of RTD Coffee: Value 2007-2012
Table 132 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2007-2012
Table 133 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2007-2012