Bottled Water in Sweden

PROSPECTS

Bottled water volume sales lack momentum

The Swedish bottled water category lacks momentum in terms of volume sales, with sales usually dependent on the summer weather. During hot summers volume sales grow, and when the weather is poor they decline.

Product developments are grouped around key consumer trends

Swedish consumers are becoming ever more health aware, and are looking for healthy beverages, with reduced or no sugar, or with energy boosting or wellbeing effects. In response, some players started selling functional bottled water with added protein during the review period, such as Best Protein Water and Nude.

Still bottled water sees strongest volume growth

The fastest growing category in bottled water in 2018 was still bottled water. The category was driven by tourism, warm weather and a healthy positioning.

COMPETITIVE LANDSCAPE

Spendrups Bryggeri remains the leader, followed by Carlsberg Sverige

Spendrups Bryggeri is the clear leader in terms of off-trade volume sales. The company’s flagship brand is Loka, and it also sells Grythyttan, in small quantities.

Saturnus sees robust growth

Saturnus saw the strongest growth in terms of off-trade volume sales in 2018. The company took over the marketing and sales of Aqua D’Or, while retaining the Evian brand in Sweden.

Sales are driven by value rather than volume

The competitive landscape is changing in terms of focus areas, with the focus turning from volume to value sales. As volume sales cannot grow significantly any more, but are likely to be in line with population growth, with minor fluctuations, players will continue to focus on emphasising the added value and convenience of their products, to justify higher prices.

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