Total volume sales of alcoholic drinks saw a small increase in 2012. Growth was driven by continued increase in wine and beer sales, whilst spirits sales dropped for the third year in a row. The shift from spirits to wine continues to change the landscape of alcoholic drinks in Sweden. On-trade volume sales increased slightly faster than off-trade sales, which reflects the overall trend of more consumption of food and drinks outside home. Beer remains as the most popular type of alcoholic drinks in terms of volume, followed by wine. The financial uncertainty has, so far, had marginal impact on total volume sales of alcoholic drinks.
Craft production increase
Craft production of beer and spirits is increasing in popularity and the number of new breweries and distillers is increasing rapidly. Consumers appreciate this development, although the share of total sales is small. The craft trend’s focus on handicraft and high quality targets consumers with a strong and genuine interest about premium products. The fastest growth has been amongst breweries, although the number of small spirit producers is also increasing, many of them with production of single malt whisky.
Breweries dominate volume sales
Four brewers dominate volume sales of alcoholic drinks in Sweden. Carlsberg Sverige AB leads, followed by Spendrups Bryggeri AB, Åbro Bryggeri AB and Kopparbergs Bryggeri AB. Domestic companies hold a strong position in all categories of alcoholic drinks, either as distributor and national brand owner of international brands or as producer of alcoholic drinks. An increasing number of international companies have opened subsidiaries in Sweden during the review period. Henkell & Co and William Grant & Sons are the latest examples.
The retail monopoly on sales of alcoholic drinks of more than 3.5% ABV makes food/drink/tobacco specialists channel the dominating one. The state monopoly Systembolaget accounted for over 70% of off-trade volume sales in 2012, slightly down on the year before. Systembolaget has a long history in Sweden and at the moment there are few who want to abolish the monopoly. Systembolaget offers a wide range of alcoholic drinks, either in its standard range or in its pre-order product range. Supermarkets is the second largest channel with sales of alcoholic drinks of 3.5% ABV and less, mainly beer and cider/perry.
Total volume sales of alcoholic drinks are projected to increase slightly between 2012 and 2017. The rate will be marginally lower compared to the review period. Wine, beer and cider/perry will account for the growth whilst spirits is projected to continue to decrease, although there are categories within spirits that will contradict the overall trend. The ongoing trend of more consumption of wine is expected to continue also over the forecast period, although growth will slow down compared to the review period. Beer will remain as the most popular type of alcoholic drinks during the forecast period whilst the fastest growth opportunities are expected in other sparkling wine and still rosé wine.
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The Alcoholic Drinks in Sweden market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Production, imports by origin, exports by destination
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Alcoholic Drinks in Sweden?
- What are the major brands in Sweden?
- Have there been any alcoholic drinks legislative changes over the past 12 months?
- How is the alcoholic drinks industry affected by the recession?
- What is consumed more; beer, wine or spirits?
- What have been the key trends seen in new product developments?
- Do alcoholic drinks consumers want value for money or added value?
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This industry report originates from Passport, our Alcoholic Drinks market research database.