Bottled Water in Sweden

2020 IMPACT

Positive off-trade volume growth as consumers focus on multipack purchases

Bottled water is set to record positive off-trade volume growth in 2020, whereas in 2019, off-trade volume growth declined. With consumers spending more time in the household during the year, with some working from home, demand for bottled water for home-consumption increased.

Convenience and forecourt retailers suffer from a lack of on-the-go consumers, while the share in e-commerce increases

Whereas convenience and forecourt retailers had been convenient locations to purchase bottled water prior to the COVID-19 outbreak, in 2020, less need for on-the-go consumption has dampened sales in these areas. Whereas consumers would previously visit these locations while travelling, at work, or taking a trip somewhere, the notion of reducing travel and staying at home as much as possible, is severely dampening sales from these outlets in 2020.

Leading players lose share as price-sensitivity sees private label players gaining ground

Spendrups Bryggeri AB is set to retain its lead in 2020, offering top-selling brand Loka to the landscape.

RECOVERY AND OPPORTUNITIES

Retail sales remain positive over the forecast period, boosted by the health trend and the return to on-the-go consumption

With consumers feeling more confident to visit on-trade establishments from 2021, on-trade growth is set to recover that year, with both volume and value sales recording double-digit growth.

New product launches will align with the health and wellness trend

New product launches across the forecast period are expected to align with the growing health and wellness trend in the country. As such, despite the outbreak of COVID-19 and the economic recession, there is not predicted to be a surge in cheaper product extensions, although private label players are set to perform well.

E-commerce growth is set to continue over the forecast period, as a host of new users adapt to the platform

E-commerce is set to record the highest growth in 2020, having seen a surge in sales due to the COVID-19 pandemic, with many consumers preferring to do shopping from the safety of their homes. As such, sales in e-commerce rose, and a host of new users, including older users, have become accustomed to the ease and convenience of the channel.