Sales of reduced caffeine fresh coffee and decaffeinated instant standard coffee exists, however sales are marginal in comparison to total sales of coffee. New product launches are rare, though they do take place from time to time.
Reduced-sugar carbonates will continue to account for the bulk of current value sales in BFY beverages in 2021, with the reduced-sugar versions of both cola carbonates and non-cola carbonates recording another year of significant growth. There continues to be a strong focus on reducing sugar intake in the country, partially instigated by the Swedish Health Ministry’s 2016 warnings about the lack of physical activity combined with the high intake of salt and sugar among Swedish consumers.
The regulations and limitations imposed in Sweden during the pandemic were the weakest of the rules imposed in the EU. Nevertheless, Swedes generally have respect for their government and largely adhered to the advice, thus limiting their time outside the house.
Over the forecast period, it is expected that BFY reduced sugar beverages are likely to continue holding the largest share of the category, as consumers substitute carbonates for BFY reduced sugar carbonates, driving category growth. Consumers will continue to be more health aware following the COVID-19 pandemic and most will seek to improve their diets by reducing their sugar intake.
Meanwhile, BFY reduced caffeine beverages are not expected to perform as well. Swedes are a coffee drinking nation and tend to have a high caffeine intake.
As the economic outlook worsened for some consumers during the COVID-19 pandemic, some Swedes have switched to purchasing private label products over branded ones thanks to private label’s reputation for being less expensive, yet still decent quality. As the financial impact of COVID-19 in Sweden is likely to be short-term, consumers are expected to return to purchasing their favoured brands relatively quickly.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Better For You Beverages industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Better For You Beverages industry in Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Better For You Beverages
Products where the amount of a substance considered to be less healthy (eg fat, sugar, salt, carbohydrates) has been actively reduced during production. To qualify for inclusion in this category, the “less healthy” element of the foodstuff needs to have been actively removed or substituted during the processing. This should also form a key part of the positioning/marketing of the product. Products which are naturally fat/sugar/carbohydrate -free are not included as nothing out of the ordinary has been done during their production to make them “better for you”. “No added sugar” claims are excluded too. Products most likely to be included here will be those which are low-fat/low-sugar versions of standard products (eg reduced fat mayonnaise, reduced fat cheese, reduced fat milk, reduced sugar confectionery, etc). For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.
See All of Our DefinitionsThis report originates from Passport, our Better For You Beverages research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!