Beer saw stronger growth in total volume terms in 2021 compared to the previous year, with this being backed by a partial recovery of on-trade demand as restrictions were eased. Lager remains the dominant beer category in Sweden, with domestic premium lager being the most popular option.
Health and wellness has become an even more important trend in Sweden since the COVID-19 pandemic. Some people have looked to adjust their diet and lifestyle, with this supporting an ongoing shift towards non/low alcohol beer.
The competitive landscape in beer remains dominated by Spendrups Bryggeri and Carlsberg Sverige AB. Spendrups Bryggeri AB is a Swedish family-owned company and it retained its leadership in 2021, taking further total volume share from its closest rival Carlsberg.
On-trade beer sales should continue to see a recovery over the forecast period, but they are not expected to return to return to pre-pandemic sales levels until 2025 (in volume terms). While fears around COVID-19 have largely subsided high rates of inflation and economic concerns are expected to dissuade some consumers for venturing out as frequently as before.
After another strong showing in 2021, non alcoholic beer is expected to continue recording healthy growth over the forecast period in both off-trade and on-trade volume terms. Sales should be supported by the increasing focus on leading healthier lifestyles, a trend which will likely be particularly driven by the younger adult demographic.
With overall beer consumption expected to remain relatively stable, it is likely that prevailing trends will continue to influence the market. This will likely include the growing attention being paid to local craft beer, the introduction of new types of non-lager beer, and an increasing interest in non-alcoholic beer.
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An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
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