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Country Report

Butter and Margarine in

Butter and Spreads in Sweden

Aug 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Margarine and spreads continues to suffer from unhealthy image

Margarine and spreads is a cheaper alternative to butter, but it has always been marketed as more healthy option due to its lower fat content. However, the fear of fat disappeared in Sweden several years ago, partly thanks to the Low-Carb High-Fat (LCHF) diet trend.

Butter on the rise as consumers embrace LCHF diets

Prior to the review period margarine and spreads used to be a larger category than butter in retail volume terms, with the latter suffering from concerns over its high saturated fat content. With attitudes changing, however, butter is now the larger of the two categories in retail volume terms, with real butter seen to offer not just a better taste but also more natural ingredients.

Players look to add value to margarine with plant-based and premium options

With butter on the rise and margarine and spreads in decline, companies offering the latter looked at offering premium options as a way to sustain sales. Supported by a strong economy consumers showed a greater willingness to invest in tastier products such as those of Bregott, or ones with specific health claims such as Flora ProActiv which is proven to lower cholesterol.

COMPETITIVE LANDSCAPE

Lätta awarded anti-prize for “Food Fraud of the Year”

Unilever Sverige AB’s Lätta brand, which leads margarine and spreads, received negative publicity in 2019 after it was named ”Arets matbluff” (“Food Fraud of the Year”) by consumer association Äkta Vara. This anti-award is voted for by consumers in Sweden and Lätta received over 50% of the vote.

New milder taste introduced for Zeta BreOliv as brand adapts to local palate

In 2018 Di Luca & Di Luca launched its Zeta BreOliv, with it looking to be a challenger to Arla’s leading Bregott brand. The company followed this up with the launch of BreOliv Mild in 2019.

Naturli enters with vegan option

Another player looking to capitalise on the growing healthy eating trend in Sweden was Danish brand Naturli which launched its Vegan Block in Sweden in 2019. The range is now available in major retail chains Willys, Hemköp and Snabbgrossisten.

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Overview

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.

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Delivery: Files are delivered directly into your account within a few minutes of purchase.

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.

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Butter and Spreads in Sweden - Category analysis

HEADLINES

PROSPECTS

Margarine and spreads continues to suffer from unhealthy image

Butter on the rise as consumers embrace LCHF diets

Players look to add value to margarine with plant-based and premium options

COMPETITIVE LANDSCAPE

Lätta awarded anti-prize for “Food Fraud of the Year”

New milder taste introduced for Zeta BreOliv as brand adapts to local palate

Naturli enters with vegan option

CATEGORY DATA

Table 1 Sales of Butter and Spreads by Category: Volume 2014-2019
Table 2 Sales of Butter and Spreads by Category: Value 2014-2019
Table 3 Sales of Butter and Spreads by Category: % Volume Growth 2014-2019
Table 4 Sales of Butter and Spreads by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Butter and Spreads: % Value 2015-2019
Table 6 LBN Brand Shares of Butter and Spreads: % Value 2016-2019
Table 7 Distribution of Butter and Spreads by Format: % Value 2014-2019
Table 8 Forecast Sales of Butter and Spreads by Category: Volume 2019-2024
Table 9 Forecast Sales of Butter and Spreads by Category: Value 2019-2024
Table 10 Forecast Sales of Butter and Spreads by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Butter and Spreads by Category: % Value Growth 2019-2024

Packaged Food in Sweden - Industry Overview

EXECUTIVE SUMMARY

Challenges remain but concerns over health and the environment provide opportunities

Plant-based diets on the rise as consumers become more conscious about their diet

Private label and premium brands find success

The future of retailing presents itself with unmanned stores and in-store collection boxes

Packaged food set for modest growth as economic uncertainty prevails

FOODSERVICE

Sales to Foodservice

Plant-based diets and ethically sourced food influences sales to consumer foodservice
Locally sourced food becoming increasingly important to Swedes
Foodservice operators being pushed to update their portfolios

Consumer Foodservice

Online foodservice continues to win share as part of ongoing demand for greater convenience
Waste management a key topic of discussion
Time-pressed consumers shift to takeaway

CATEGORY DATA

Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Penetration of Private Label by Category: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format and Category: % Value 2019
Table 26 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

Megatrends

Country Report

Butter and Spreads in Sweden

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Margarine and spreads continues to suffer from unhealthy image

Butter on the rise as consumers embrace LCHF diets

Players look to add value to margarine with plant-based and premium options

COMPETITIVE LANDSCAPE

Lätta awarded anti-prize for “Food Fraud of the Year”

New milder taste introduced for Zeta BreOliv as brand adapts to local palate

Naturli enters with vegan option

Overview

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Overview

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Table of Contents

Butter and Spreads in Sweden - Category analysis

HEADLINES

PROSPECTS

Margarine and spreads continues to suffer from unhealthy image

Butter on the rise as consumers embrace LCHF diets

Players look to add value to margarine with plant-based and premium options

COMPETITIVE LANDSCAPE

Lätta awarded anti-prize for “Food Fraud of the Year”

New milder taste introduced for Zeta BreOliv as brand adapts to local palate

Naturli enters with vegan option

CATEGORY DATA

Packaged Food in Sweden - Industry Overview

EXECUTIVE SUMMARY

Challenges remain but concerns over health and the environment provide opportunities

Plant-based diets on the rise as consumers become more conscious about their diet

Private label and premium brands find success

The future of retailing presents itself with unmanned stores and in-store collection boxes

Packaged food set for modest growth as economic uncertainty prevails

FOODSERVICE

Sales to Foodservice

Consumer Foodservice

CATEGORY DATA

MARKET DATA

SOURCES

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