Executive Summary

Aug 2018
PROSPECTS
Premiumisation and flavour ensure growth in butter

Butter has been growing for several years in Sweden and this trend has two strong drivers. One of them is the pricing; butter prices vary a lot, but typically always remain more expensive than margarine alternatives.

Margarine in decline due to a bad reputation

Margarine is a cheaper alternative to butter, but it has also been marketed as more healthy due to its lower fat content. As already mentioned, the fear of fat disappeared in Sweden several years ago, partly thanks to the LCHF diet trend.

Luxurious margarines launched to challenge the butter category

Margarine is in decline and butter is increasing in popularity, mostly because of butter’s taste, margarine’s loss of credibility in terms of health, and a strong economy driving an overall premium trend in packaged food. In addition to the premium trend, there is a strong trend towards vegan products and herbal foods, which are considered to be both healthier and better for the environment.

COMPETITIVE LANDSCAPE
Zeta launches premium margarine in 2017

Zeta, which is a strong brand in edible oils, launched its first margarine product under the brand Breoliv (SpreadOlive) in 2017. This is a product with only four ingredients, challenging the butter category rather than the traditional margarine brands, particularly with Arla’s popular brand Bregott (SpreadGood).

Private label increasing

Just like margarine in general, private label products are traditionally associated with low price. Today, however, all major food chains – ICA, Coop and Axfood – have their own variants of both regular butter, margarine and butter spreads.

Arla maintains a strong position with innovative flavours of Bregott

For many years, Arla’s brand Bregott only came in a few, basic varieties, but, in the last couple of years, Bregott has widened its assortment with differentiation of flavours. Today, consumers can choose between several different flavours, and, in 2018, Arla launched Bregott Gourmet with browned butter.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine industry in Sweden with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Butter and Margarine industry in Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.

The Butter and Margarine in Sweden market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Butter and Margarine in Sweden?
  • What are the major brands in Sweden?
  • Are consumers in emerging markets moving from unpackaged to packaged oils and fats?
  • What are the sales prospects for “healthy” cooking oils?
  • Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than cooking at home?
Why buy this report?
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our:

Packaged Food market research database.

Packaged Food in Sweden - Industry Overview

EXECUTIVE SUMMARY

Expect the unexpected
Drought and wildfires to help private label?
Harsher competition than normal
Online retail and fears of a property crisis
Forecast period impacted by veganism, migration and dedication to personal health

FOODSERVICE

Sales to Foodservice
Vegan to foodservice
Alternative proteins and “superfoods”
Origin matters
Consumer Foodservice
Online retail
More of the same
Experimental disruption

CATEGORY DATA

Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: Value 2013-2018
Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 12 Penetration of Private Label by Category: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format: % Value 2013-2018
Table 14 Distribution of Packaged Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources