Carbonates in Sweden

PROSPECTS

Cross-border trade boosts sales of carbonates in Sweden

Both Norway and Sweden are Schengen countries, meaning the long border between the two countries can be crossed without being stopped when driving. The special tax on non-alcoholic beverages with added sugar or sweetener was increased by 40% in Norway in 2018, and such beverages thus became even more expensive in Norway.

Low-calorie cola carbonates and reduced sugar carbonates continue to gain at the expense of regular carbonates

There was a continued strong shift towards sales of low-calorie cola carbonates at the expense of regular cola carbonates in 2018. The Swedish Health Minister pointed to a shortage of physical activity and high intake of salt and sugar among Swedes in 2016, which was taken seriously by companies selling carbonates.

Demand for high quality and smaller packaging boosts unit prices

Demand for smaller packaging, such as the 150ml Coca-Cola mini can, and belly shaped premium packaging, such as the 200ml can used by Schweppes for some of its mixers, has increased. Recyclability and sustainability are also increasingly important.

COMPETITIVE LANDSCAPE

Coca-Cola Enterprises Sverige remains the clear leader

The category leader is Coca-Cola Enterprises Sverige, in both off-trade volume and value terms. Coca-Cola Enterprises Sverige markets a wide range of carbonates, such as Coca-Cola, Fanta and Sprite, with various flavour extensions and reduced sugar variants.

Carbonates category is rather consolidated

Off-trade volume shares did not change significantly in 2018, as the category is consolidated. Players are focusing more on quality and health issues, such as selling products with reduced sugar content, in an effort to gain share.

Small players focus on value with no ambitions to compete with the leaders in terms of volume sales

There are some notable upcoming small players in carbonates, such as Njie Group, Galatea and Kiviks Musteri. These companies clearly focus on value, rather than volume.

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