The regulations and limitations imposed in Sweden in 2020 to manage COVID-19 are weakest of the rules imposed in the EU. Nevertheless, Swedes generally have respect for their government and will adhere to their advice.
Reduced-sugar carbonates will continue to account for the bulk of current value sales of better for you beverages in 2020, 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 and high intake of salt and sugar among Swedish consumers.
Reduced sugar RTD tea will record the fastest growth rate in 2020, benefitting from its relatively new entry into the category and being part of the BFY reduced sugar beverages category when consumers are increasingly health conscious. The RTD tea category generally is very dynamic, as it is still relatively small in Sweden in comparison with many other Western European countries.
Over the forecast period, it is expected that BFY reduced sugar beverages are likely to continue holding the largest share of the category, with 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.
Sales of better for you beverages via e-commerce experienced dramatic growth over the review period and are set to continue to record strong growth as consumers increasingly appreciate the convenience the channel provides. The growth is likely to be particularly strong in the early forecast period when consumers are still looking to limit their shopping trips outside the home to avoid COVID-19.
As the economic outlook worsened for some consumers during the COVID-19 pandemic in 2020, some Swedes opted to buy more private label products over branded ones due to private label being known for being less expensive. As the financial impact of COVID-19 in Sweden is likely to be short-term, consumers will return to purchasing their favoured brands relatively quickly.
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This report originates from Passport, our Better For You Beverages research and analysis database.
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