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Country Report

Sweden Flag Beer in Sweden

| Pages: 53

Price: US$900

About this Report

Executive Summary

TRENDS

  • The strong trend concerning microbreweries and craft beer has been present in Sweden for some time. However, in 2013 it was possible to identify a boom in popularity, with articles and new products spreading rapidly across the country. Consumers improved their propensity to put lager aside and experiment with ale, stout and wheat beer. In particular, Indian Pale Ale (IPA) gained a lot of attention, and often represented a bridge to beer for new consumer groups. In 2013 IPA came in a wide variety of offerings, with a taste usually slightly lighter compared with standard lager products. The wider selection of beer creates great growth opportunities for producers who can intensify new product launches.

COMPETITIVE LANDSCAPE

  • Carlsberg Sverige AB led sales in 2013 holding a 33% value share. The dominant position has been obtained through a wide selection of brands that can appeal to a broad consumer base. By offering so many different products Carlsberg can leverage its strong brand through distribution and innovative market communication. The company not only utilises traditional media, but also works actively with sponsorship and events. One example in 2013 was “Where’s the Party?” when Carlsberg hosted an exclusive party together with one of Sweden’s most reputed DJs, Axwell. Such exclusive events create positive associations with the brand and consumers perceive it as being up to date.

PROSPECTS

  • The craft beer trend is expected to continue growing, which will especially benefit ale development over the forecast period. Consumer awareness will increase and thus different beer types are set to become more appealing. Added to this, there are some trends within the craft beer trend that are expected to gain momentum over the forecast period. Restaurants and pubs will increasingly start brewing and complementing their existing product ranges with beer produced in the same facility. To offer customised and local beer provides a competitive advantage over restaurants that offer only standard lagers. Besides this are session beers, also referred to as lawn mower beers, which are expected to see increased popularity in coming years. Session beers have high drinkability as they should offer a good balance between malt and hops, while not having more than 5% ABV.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beer industry in Sweden with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beer industry in Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.

The Beer 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 volume 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 Beer in Sweden?
  • What are the major brands in Sweden?
  • How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
  • What are the most popular flavours within non-alcoholic beer?
  • What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
  • Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
  • Has the recession benefited domestic lager over imported lager?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Table of Contents

Beer in Sweden - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY BACKGROUND

Lager price band methodology

  • Summary 1 Lager by Price Band 2013
  • Table 1 Number of Breweries 2008-2013
  • Table 2 Sales of Beer by Category: Total Volume 2008-2013
  • Table 3 Sales of Beer by Category: Total Value 2008-2013
  • Table 4 Sales of Beer by Category: % Total Volume Growth 2008-2013
  • Table 5 Sales of Beer by Category: % Total Value Growth 2008-2013
  • Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2008-2013
  • Table 7 Sales of Beer by Off-trade vs On-trade: Value 2008-2013
  • Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2008-2013
  • Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2008-2013
  • Table 10 GBO Company Shares of Beer: % Total Volume 2009-2013
  • Table 11 NBO Company Shares of Beer: % Total Volume 2009-2013
  • Table 12 LBN Brand Shares of Beer: % Total Volume 2010-2013
  • Table 13 Production, Imports and Exports of Beer: Total Volume 2007-2012
  • Table 14 Imports of Beer by Country of Origin: Total Volume 2007-2012
  • Table 15 Imports of Beer by Country of Origin: Total Value 2007-2012
  • Table 16 Exports of Beer by Country of Destination: Total Volume 2007-2012
  • Table 17 Exports of Beer by Country of Destination: Total Value 2007-2012
  • Table 18 Forecast Sales of Beer by Category: Total Volume 2013-2018
  • Table 19 Forecast Sales of Beer by Category: Total Value 2013-2018
  • Table 20 Forecast Sales of Beer by Category: % Total Volume Growth 2013-2018
  • Table 21 Forecast Sales of Beer by Category: % Total Value Growth 2013-2018

Beer in Sweden - Company Profiles

Kopparbergs Bryggeri AB in Alcoholic Drinks (Sweden)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Kopparbergs Bryggeri AB: Key Facts
  • Summary 3 Kopparbergs Bryggeri AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 4 Kopparbergs Bryggeri AB: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 5 Kopparbergs Bryggeri AB: Competitive Position 2013

Spendrups Bryggeri AB in Alcoholic Drinks (Sweden)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Spendrups Bryggeri AB: Key Facts
  • Summary 7 Spendrups Bryggeri AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 8 Spendrups Bryggeri AB: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 9 Spendrups Bryggeri AB: Competitive Position 2013

Alcoholic Drinks in Sweden - Industry Context

EXECUTIVE SUMMARY

Flat volume growth due to maturity

Strong focus on premium products

Breweries dominate in Sweden

State-controlled monopoly Systembolaget dominates sales

Slow but growing forecast development

KEY TRENDS AND DEVELOPMENTS

Positive signs exist, but economic recovery remains slow

Strong growth for premium and craft products, but still niches

State-owned Systembolaget dominates off-trade sales

Massive amount of new products launched each year

  • Summary 10 Key New Product Developments 2013-2014

MARKET BACKGROUND

Legislation

  • Table 22 Number of On-trade Establishments by Type 2008-2013

TAXATION AND DUTY LEVIES

  • Table 23 Taxation and Duty Levies on Alcoholic Drinks 2013
  • Table 24 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2013
  • Table 25 Selling Margin of a Typical Beer Brand in Retail Channel that uses Wholesalers 2013
  • Table 26 Selling Margin of a Typical Wine Brand in Retail Channel that uses Wholesalers 2013
  • Table 27 Selling Margin of a Typical Spirits Brand in Retail Channel that uses Wholesalers 2013

OPERATING ENVIRONMENT

Contraband/parallel trade

  • Table 28 Table: SoRad Estimates of Contraband Consumption 2012 (2011): Litres of 100% Pure Alcohol Per Capita

Duty-free

Cross-border/private imports

  • Table 29 SoRad Estimates of Private Imports by 100% Pure Alcohol Per Capita to Sweden 2008-2012

MARKET INDICATORS

  • Table 30 Retail Consumer Expenditure on Alcoholic Drinks 2008-2013

MARKET DATA

  • Table 31 Sales of Alcoholic Drinks by Category: Total Volume 2008-2013
  • Table 32 Sales of Alcoholic Drinks by Category: Total Value 2008-2013
  • Table 33 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2008-2013
  • Table 34 Sales of Alcoholic Drinks by Category: % Total Value Growth 2008-2013
  • Table 35 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2013
  • Table 36 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2013
  • Table 37 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2013
  • Table 38 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2013
  • Table 39 GBO Company Shares of Alcoholic Drinks: % Total Volume 2009-2013
  • Table 40 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2008-2013
  • Table 41 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2013
  • Table 42 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
  • Table 43 Forecast Sales of Alcoholic Drinks by Category: Total Value 2013-2018
  • Table 44 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
  • Table 45 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018

DEFINITIONS

Published data comparisons

SOURCES

  • Summary 11 Research Sources

Segmentation

This market research report includes the following:

  • Beer
    • Dark Beer
      • Ale
      • Sorghum
      • Weissbier/Wiezen/Wheat Beer
    • Lager
      • Flavoured/Mixed Lager
      • Standard Lager
        • Premium Lager
          • Domestic Premium Lager
          • Imported Premium Lager
        • Mid-Priced Lager
          • Domestic Mid-Priced Lager
          • Imported Mid-Priced Lager
        • Economy Lager
          • Domestic Economy Lager
          • Imported Economy Lager
      • Standard Lager by Origin
        • Domestic Lager
          • Domestic Premium Lager
          • Domestic Mid-Priced Lager
          • Domestic Economy Lager
        • Imported Lager
          • Imported Premium Lager
          • Imported Mid-Priced Lager
          • Imported Economy Lager
    • Non/Low Alcohol Beer
    • Stout

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Exports by Country - Value
  • Exports by Country - Volume
  • Imports by Country - Value
  • Imports by Country - Volume
  • Off-trade vs On-trade
  • Trade Statistics - Value
  • Trade Statistics - Volume
  • Ale By Type

Market size details:

  • Off-trade volume
  • Off-trade volume % growth
  • Off-trade volume per capita
  • On-trade volume
  • On-trade volume % growth
  • On-trade volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Off-trade value retail selling price % growth
  • Off-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price % growth
  • On-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price % growth
  • Total value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price % growth
  • Off-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price % growth
  • On-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price % growth
  • Total value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade volume litres of pure alcohol
  • Off-trade volume litres of pure alcohol % growth
  • Off-trade volume litres of pure alcohol per capita
  • On-trade volume litres of pure alcohol
  • On-trade volume litres of pure alcohol % growth
  • On-trade volume litres of pure alcohol per capita
  • Total volume litres of pure alcohol
  • Total volume litres of pure alcohol % growth
  • Total volume litres of pure alcohol per capita

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