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: May 2009
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 drink sales decrease
Despite a relatively warm summer, soft drinks volume sales declined by 2% in 2008 – a deterioration upon the review period CAGR of -1%. Several soft drinks categories have seen sales suffer due to increasing consumer health awareness (eg carbonates) and rising environmental concerns (eg bottled water).
Decline in Sales of Low Calorie Brands
For the first time in several years, low calorie carbonate sales decreased in 2008, with consumers becoming increasingly concerned over the use of artificial sweeteners, additives, and preservatives. Bottled water sales have also been hit by increasing consumer environmental awareness. For example, a media campaign which focused on the negative aspects of water bottle transportation was launched in 2007.
Coca-Cola Drycker Sverige leads sales
Coca-Cola Drycker Sverige currently leads soft drinks sales in Sweden and the company is present within all important areas. When a giant like Coca-Cola enters a new segment it usually results in strong growth within the category as a whole. The latest high profile launch by the company was for its Powerade brand. Carlsberg Sverige ranked second in 2008. The company has a similar product range to Coca-Cola and also has the Swedish manufacturing license for Pepsi. Third placed Spendrups Bryggeri also operates within the same areas as its two main competitors.
Store-based retailers dominate sales
Store-based retailing accounted for over 99% of off-trade volume sales in 2008 – a percentage which remained constant throughout the review period. Grocery retailers dominate sales, with a 2008 retail volume share of 97% - the majority of which was accounted for by supermarkets/hypermarkets. Non-grocery retailers recorded slow but steady growth over the review period, with variety stores, which offer a wide range of non-food and food products, performing particularly well.
Projected decline in volume sales over forecast period
Soft drinks has projected forecast period growth of -1% in volume terms but +3% in retail value terms over the forecast period. This volume decline will be driven by increasing consumer health awareness and a shift away from products containing artificial additives. Sales will also be negatively affected by the weaker Swedish economy over the forecast period.
Table of contents
SOFT DRINKS IN SWEDEN : MARKET INSIGHT
EXECUTIVE SUMMARY
Soft drink sales decrease
Decline in Sales of Low Calorie Brands
Coca-Cola Drycker Sverige leads sales
Store-based retailers dominate sales
Projected decline in volume sales over forecast period
KEY TRENDS AND DEVELOPMENTS
Increasing consumer focus on environmental and sustainability issues
Decline in popularity of low calorie products
Bottled water hit by negative publicity
Economic slow down
High share of recycling
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008
Table 17 Company Shares of Off-trade Soft Drinks by Value 2004-2008
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2005-2008
Table 19 Penetration of Private Label (as sold) by Sector by Volume 2003-2008
Table 20 Penetration of Private Label by Sector by Value 2003-2008
Table 21 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
Table 26 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013
Table 27 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013
Table 28 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013
Table 29 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013
APPENDIX
Fountain Sales in Sweden
SECTOR DATA
Table 30 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008
Table 31 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008
Table 32 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008
Table 33 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008
Table 34 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2008
Table 35 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2008
Table 36 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008
Table 37 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008
Table 38 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013
Table 39 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SWEDEN
ÅBRO BRYGGERI AB
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 2008
BRäMHULTS JUICE AB
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 2008
PROCORDIA FOODS AB
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Procordia Food AB: Key Facts
Summary 11 Procordia Food AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Procordia Food AB: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 Procordia Food AB: Competitive Position 2008
SPENDRUPS BRYGGERI AB
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Spendrups Bryggeri AB: Key Facts
Summary 15 Spendrups Bryggeri AB: Operational Indicators*
COMPANY BACKGROUND
PRODUCTION
Summary 16 Spendrups Bryggeri AB: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 17 Spendrups Bryggeri AB: Competitive Position 2008
VITAMIN WELL AB
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Vitamin Well AB: Key Facts
Summary 19 Vitamin Well AB: Operational Indicators*
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 20 Vitamin Well AB: Competitive Position 2008
CARBONATES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Low Calorie Carbonates by Category
Table 41 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 42 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 43 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 44 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 45 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 46 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 47 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 48 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 49 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 50 Brand Shares of Carbonates by Off-trade Volume 2005-2008
Table 51 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 52 Brand Shares of Carbonates by Off-trade Value 2005-2008
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013
Table 55 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013
Table 56 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013
FRUIT/VEGETABLE JUICE IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008
Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008
Table 60 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008
Table 61 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008
Table 62 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008
Table 63 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2008
Table 64 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008
Table 65 Chilled Vs Ambient Not From Concentrate 100% Juice: % Analysis 2003-2008
Table 66 Chilled Vs Ambient Reconstituted 100% Juice: % Analysis 2003-2008
Table 67 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008
Table 68 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008
Table 69 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008
Table 70 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008
Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013
Table 72 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013
Table 73 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013
Table 74 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013
BOTTLED WATER IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Institutional Bottled Water Sales
Table 75 Sales of Bottled Water to Institutional Channel 2004-2008
Table 76 Off-trade Sales of Bottled Water: Volume 2003-2008
Table 77 Off-trade Sales of Bottled Water: Value 2003-2008
Table 78 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008
Table 79 Off-trade Sales of Bottled Water: % Value Growth 2003-2008
Table 80 Company Shares of Bottled Water by Off-trade Volume 2004-2008
Table 81 Brand Shares of Bottled Water by Off-trade Volume 2005-2008
Table 82 Company Shares of Bottled Water by Off-trade Value 2004-2008
Table 83 Brand Shares of Bottled Water by Off-trade Value 2005-2008
Table 84 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013
Table 85 Forecast Off-trade Sales of Bottled Water: Value 2008-2013
Table 86 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013
Table 87 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013
FUNCTIONAL DRINKS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 88 Still vs. Carbonated Functional Drinks % Off-trade Volume 2005-2008
Table 89 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
Table 90 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 91 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 92 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 93 Company Shares of Functional Drinks by Off-trade Volume 2004-2008
Table 94 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008
Table 95 Company Shares of Functional Drinks by Off-trade Value 2004-2008
Table 96 Brand Shares of Functional Drinks by Off-trade Value 2005-2008
CONCENTRATES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Concentrates Conversions
Table 97 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 98 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008
Table 99 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008
Table 100 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 101 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 102 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 103 Brand Shares of Concentrates by Off-trade Value 2005-2008
Table 104 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 105 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
RTD TEA IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 106 Off-trade Sales of RTD Tea by Subsector: Volume 2003-2008
Table 107 Off-trade Sales of RTD Tea by Subsector: Value 2003-2008
Table 108 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2003-2008
Table 109 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2003-2008
Table 110 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2008
Table 111 Company Shares of RTD Tea by Off-trade Volume 2004-2008
Table 112 Brand Shares of RTD Tea by Off-trade Volume 2005-2008
Table 113 Company Shares of RTD Tea by Off-trade Value 2004-2008
Table 114 Brand Shares of RTD Tea by Off-trade Value 2005-2008
Table 115 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013
Table 116 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013
Table 117 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013
Table 118 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013
RTD COFFEE IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 119 Off-trade Sales of RTD Coffee: Volume 2003-2008
Table 120 Off-trade Sales of RTD Coffee: Value 2003-2008
Table 121 Off-trade Sales of RTD Coffee: % Volume Growth 2003-2008
Table 122 Off-trade Sales of RTD Coffee: % Value Growth 2003-2008
Table 123 Company Shares of RTD Coffee by Off-trade Volume 2004-2008
Table 124 Brand Shares of RTD Coffee by Off-trade Volume 2005-2008
Table 125 Company Shares of RTD Coffee by Off-trade Value 2004-2008
Table 126 Brand Shares of RTD Coffee by Off-trade Value 2005-2008
Table 127 Forecast Off-trade Sales of RTD Coffee: Volume 2008-2013
Table 128 Forecast Off-trade Sales of RTD Coffee: Value 2008-2013
Table 129 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2008-2013
Table 130 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2008-2013