Bottled Water in Sweden

PROSPECTS

Consumption of bottled water declines in 2019 after the long hot summer in 2018

Consumption of bottled water witnessed exceptional growth in 2018, given the need for Swedes to remain hydrated during the long, hot summer. It was no surprise, therefore that consumption declined marginally in 2019, although still achieving strong retail volume growth over 2017, which was a more normal year in terms of the weather.

New product launches drive growth of functional bottled water

Functional bottled water recorded strong retail volume growth in 2019, driven by several new product launches.

Still bottled water increasingly popular

In a country where flavoured bottled water has traditionally been the favourite, still bottled water performed well in 2019 and is expected to continue to do so over the forecast period. There are several premium and health positioned brands available, such as the Norwegian Imsdal, Aqua D'Or from Denmark and Evian from the shores of Lake Geneva, as well as Grythyttan and Ramlösa from Sweden.

COMPETITIVE LANDSCAPE

Spendrups Bryggeri extends its lead

Spendrups Bryggeri extended its strong lead in bottled water in 2019. The company’s flagship brand is Loka, even though it sells and markets Grythyttan in small quantities.

New brands appear in flavoured bottled water

Consumption of flavoured bottled water witnessed a marginal decline in 2019 due to the more moderate weather in comparison to that of 2018. In spite of this, new brands appeared in the category at the end of the review period.

The share of private label continues to decline

The retail value share of private label products in bottled water continued to decline in 2019. Swedes are increasingly opting to purchase quality bottled water in attractive packaging which conveys a high-end image, which is reflected in higher prices of bottled water, leading to stronger retail value growth than retail volume growth in 2019 and which is expected to continue over the forecast period.

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